CONWAY — Gather around to hear a Halloween tale about how one small Southern town turned a temporary name change into a tourism gamechanger, and the resulting economic impact has been downright frightening.
The community, which predates the Revolutionary War, was previously called Kingston (1732-1801) and later Conwayborough (1801-1883). Conway has added another moniker to the mix, albeit on a part-time basis.
Rooted in the timber industry for building the ships and structures to settle early America, Conway has found a new vessel for bringing commerce to the shores of the Waccamaw River by changing its name to the city of Halloween every October and transforming into the spookiest city this side of Transylvania.
Conway has nearly tripled its number of October visitors from 165,000 in 2020 to 456,000 in 2025, when it collected just shy of $400,000 in hospitality taxes for the month. More data shows October now rivals activity for downtown businesses in November and December combined.
"For many downtown businesses, October has eclipsed their Christmas holiday sales with October becoming the busiest month of the year," Conway Downtown Alive Executive Director Hillary Howard said. "Our restaurants operate at full capacity with many seeing a two-hour wait on October evenings."
Scaring up business
Frozen treats might not be the easiest sale on a chilly October night, but Stella’s Homemade Ice Cream can’t scoop them fast enough.
New to the neighborhood and Halloween spirit that came with it when it opened at 1101 Fourth Ave. in 2023, Stella’s actually ran out of ice cream and had to bring in some from its Murrells Inlet location before scrambling to make more mid-celebration. Now it has learned to stock up in advance and join in the decorations and fun.
"Ice cream is definitely a summer business, but October is one of our busiest months, which is just the opposite of the Murrells Inlet store," said owner Haley Williamson, who makes five special monster-themed flavors for the festivities. "Having such a strong October really gives us a boost and carries us into the slower winter months."
Emily Smith, owner of Good Day Sunshine artisan boutique, has been located at 1011 Third Ave. for a decade. She said the difference in the number of people stopping by the shop in October has multiplied tenfold over that time.
"Night and day — 10 times what we saw in October just 10 years ago," she said. "Now it's right there neck-and-neck with our Christmas season."
Smith makes Halloween candles that sold out last year and now can be found in curio cabinets around the world.
"Last year we had people from Germany, California, Canada, Mexico — all coming to little old Conway," she said.
Halloween bah-humbug
Dollars and visitors aren't the only measurable benefits from the name switcheroo; so is name recognition.
City spokeswoman June Wood had to leave straight from work on a recent Friday to embark on a cross-state drive while still wearing her "City of Halloween" shirt that proved to be the talk of the trip.
"Our brand recognition is off the charts," Wood said of the Halloween stunt. "Everywhere I stopped — Buc-ee's, Clemson, everybody was commenting on my shirt and about how they had been here or they wanted to come here for Halloween. It has become larger than itself, which is insane given how it all started."
Conway's journey to becoming Halloween was sparked by an unlikely source of inspiration: Christmas. The city spent years and tax dollars striving to gain tourism traction for its small-town charm and decor during the December holiday season.
"One of the city's biggest goals was to make Southern Living's top 10 list for the best Christmas towns," Wood said. "We went to some of these places on the list — Dahlonega, Ga., McAdenville, N.C. — and we were doing the same things they were doing. The reality was everybody was already doing Christmas.
"So we started thinking about other holidays where we could stand out and how Halloween has so much lore. People get so excited about the arrival of fall weather and football season, and the people who are fans of Halloween really love it. We thought there might be an opportunity."
Smashing pumpkins and norms
The city's early Halloween efforts started modestly in 2019 and were limited to hanging plastic jack-o'-lanterns from the oak trees that line Main Street in the downtown district. That small investment paid shockingly strong dividends — even if it meant some small sacrifices for local children.
"We never imagined how hard it would be to find so many plastic pumpkins, but we went to all the local Walmarts and other stores and bought them out," Wood said. "It only cost us about $500, but they were very impactful."
"A lot of our local kids had to go trick-or-treating with paper bags that year," she joked.
The pumpkin patch has spread across the city and is now as recognizable as the autumn leaves changing colors.
"It's like the cherry blossoms in spring," Wood said. "People know it's fall when the pumpkins are blooming in Conway."
The city has since taken decorating to the next level with the whole month of September spent creating the right atmosphere. Conway also goes to great lengths to keep the decor "family scary" — traditional Halloween trappings without the blood and gore.
But if a few hundred bucks for a plastic jack-o'-lantern forest sounds like a good deal, the marketing move of changing the town's name for 31 days proved an even bigger bargain: free. However, it was also a tough sell to some city leaders and residents.
Rename it and they will come
While tinkering with the city logo to create a spookier font and cobweb-draped serifs, the word "Conway" was replaced by "Halloween" and an idea was born.
Despite getting some odd looks from citizens and City Council, the name change gained widespread attention and momentum when it passed in 2022.
"Trying to convince a community to do something crazy is not easy," Wood joked. "But we wanted to do this for economic development, and once everybody saw the benefits they really dived in head first."
Each year the city has expanded its list of offerings: coffin races and ghost tours through the historic district, a haunted pirate ship and river cruise on the waterfront, concerts and a barbecue cookoff outdoors.
Special events include Halloween movie nights in the downtown district, the Monster Mash on Mill Pond kids' festival with pumpkin-painting and other activities, and the Fear Factory featuring three haunted attractions: the Conway Haunted Manor, Elm Street Asylum and Kingston Hollow Spooky Maze.
The city also timed the calendar right this year and get five weekends in October instead of the usual four, including Halloween falling on a Saturday night. That could prove to be another record-setting month for Conway.
Growing pains, big gains
Even win-win-win scenarios have a few drawbacks, but Conway’s are "good problems" from an economic standpoint that stem from one simple reality: The monthlong festival has become almost too popular.
With the community welcoming 40,000 to 50,000 guests per weekend to a city of 30,000 residents, the large crowds have created issues with traffic, parking and public safety. A new shuttle system ferrying visitors to and from the downtown district via a parking lot on Marina Drive aims to alleviate all three.
"When you have a lot of people and kids downtown at night and a lot of traffic and cars driving around, there's concern about public safety," Wood said, "but we’re working hard to make sure our visitors have a safe, fun time."
The city's lack of accommodations has also been a hindrance to attracting more overnight visitors, with Conway nearly maxing out its availability with 5,400 room nights in October 2025.
In an interesting twist, hotels in neighboring Myrtle Beach have started marketing to visitors looking to spend their October days at the beach and their nights about 15 miles away in Conway, formerly a tourism afterthought.
"We caught attention on a regional and national level, and Myrtle Beach uses it to encourage people to come during their shoulder season," said Wood, adding that it speaks volumes that Conway is drawing attention from the neighboring tourism behemoth.
"We didn't envision this. It was never our intention to bring in so many people from so far away, but the word is out and it keeps snowballing. People come and they tell their family and friends about it and it just keeps growing. We're proud of what it has become."
Big BOO-ginning
The name change and festivities officially open Oct. 1 with the Big BOO-ginning — a Halloween-themed parade through downtown that starts at the Fourth Avenue Riverwalk. The parade route runs along Kingston Street to Third Avenue and Laurel Street to the Town Green, which will host the kickoff celebration.
Festivities include a live concert by Ghoul Vibrations at the Town Green, a costume contest, and food and drink. Attendees can also check out the many displays around town that start Oct. 1, including the Fear Factory Haunted Attractions and the Children's Halloween Pirate Adventure at the Conway Riverwalk.
On Oct. 2-3, Conway comes to life with Smoke on the Waccamaw BBQ Festival and Soup Cookoff at the Billy Gardner Sports Complex. Teams will compete through a haze of smoke to see who makes the best meat, followed by a banquet of soups to take the nip out of the night air. Vendors and activities will be on-hand and visitors can vote for their favorites.
Oct. 2 also starts the popular Halloween Movie Nights on the Terror (a spooky spin on The Terrace outdoor theater at 110 Laurel St.) with the showing of "Hocus Pocus." Guests are encouraged bring chairs or blanket and enjoy hot chocolate, s'mores and more each Friday at 7 p.m.