Resurrection: Halloween Adventure is open on 4th Avenue

Photos by Steven 

Yesterday's post about the pop-up Halloween shop on Avenue A prompted queries about two longtime businesses... Yes, Halloween Adventure is now open for the Halloween season on Fourth Avenue between 11th Street and 12th Street. Gothic Renaissance has remained open next door beyond just this fall.

There was some speculation that last fall would be the last here for both shops.

As you may recall, back in January 2021, Halloween Adventure's owners announced it was closing due to a pandemic-related drop in business during 2020. After an effort to sell many gift cards, the shop was able to return for another Adventure last fall.

However, as The Real Deal reported in September 2021, the retail condo at 808 Broadway and 104-110 Fourth Ave. was for sale with a $15.95 million ask. The block-through property combines two adjacent buildings: 808 Broadway (completed in 1888) and 104-110 Fourth Ave. (circa 1981).

Per TRD:

After staving off closure for one more year, this season will be Halloween Adventure's last at its longtime East Village location.

However, they returned from the dead once again. It's not known what their plans are beyond this season. We didn't spot a listing online for the retail condo here.

Meanwhile, it's now business as Halloween usual... 

The company that operates these two stores has been around since 1981, starting in Pennsylvania and New Jersey. Halloween Adventure first arrived in the East Village with a pop-up in 1991 and continued to do this in various locations until 1996, when they found this current space.

One last seasonal fling for Halloween Adventure and Gothic Renaissance?

Halloween Adventure has returned from the dead.

The shop at 808 Broadway/104 Fourth Ave. between 11th Street and 12th Street reopened last Wednesday, per Time Out. (Reopening-for-Halloween signs had been on the storefront since July.)

As you may recall, back in January, Halloween Adventure's owners announced it was closing due to a pandemic-related drop in business during 2020. However, after an effort to sell many gift cards, the shop was able to return for another Adventure.

Meanwhile, next door, sister business Gothic Renaissance is also reopening soon ... (this shop had closed in March)... 

A Halloween Adventure manager told Time Out that the store plans to stay open through December "at the very least." Per TONY:  The manager said, "if sales are up this year on par with the before times, it's possible it could stay open year-round again."

"We've been here for so long and people are used to seeing us as part of the community. It would be amazing could get enough business this year to keep going strong...and forever."

However, as The Real Deal reports, this is likely the last season for both businesses as the retail condo at 808 Broadway and 104-110 Fourth Ave. is for sale with a $15.95 million ask. 

The block-through property combines two adjacent buildings: 808 Broadway (completed in 1888) and 104-110 Fourth Ave. (circa 1981).

The company that operates these stores has been around since 1981, starting in Pennsylvania and New Jersey. Halloween Adventure first arrived in the East Village with a pop-up in 1991 and continued to do this in various locations until 1996, when they found this current space.

They have not commented on their local plans beyond 2021.

Previously on EV Grieve:

Costume drama: Halloween Adventure is closing next month

Halloween Adventure is hoping for one more Halloween

Earlier this month, reports surfaced that Halloween Adventure is shutting down in the weeks ahead at 808 Broadway/104 Fourth Ave. between 11th Street and 12th Street.

However, store ownership is now hoping for a reprieve... with the goal of staying open through this Halloween.

Here's part of their statement via the store's website:

Unfortunately, due to diminishing traffic as a result of COVID, Halloween Adventure is tragically facing the reality that we will have to close. 

While the store has always been open all year, Halloween is always the critical season that funds the rest of our year. The effects of COVID on Halloween 2020 caused us to lose over $2 million in sales. Due to this harsh reality, we are facing closure and are selling off all goods at 75% off. 

At this rate we will not even be able to celebrate Halloween 2021 with the East Village and our last Halloween will have been one that had severely muted celebrations because of COVID. 

Nothing would mean more to us than to have at least one more full, true Halloween celebration with the community. After seeing the outpouring of support over the past two weeks across social media and in the store, we have realized there could be a light at the end of this dark tunnel. 

If we could make back this month even half of the $2 million in Halloween sales that we lost, we could stay open through Halloween and have that last great adventure with the community. This last week in the store has already gotten us nearly 20% of the way there!

If you cannot come to our store in person, we would greatly appreciate if you could support us by purchasing a gift card for the store. Every gift card helps us make it that much closer to our goal and our dream to celebrate that final Halloween with the East Village! 

We truly appreciate all the support we have received from our fans over the years and how you have shared our store with your friends and families.

You can find the gift card info at this link.

The Times has a feature on the shop from today right here.

Photo by Steven

Previously on EV Grieve:

Costume drama: Halloween Adventure is closing next month

Costume drama: Halloween Adventure is closing next month

As you may have heard, Halloween Adventure is shutting down in the weeks ahead at 808 Broadway/104 Fourth Ave. between 11th Street and 12th Street.

The costume shop has been holding big sales since early December, arousing suspicions of a closure, though nothing had been made official ... Time Out was able to get confirmation from an employee last week...

According to SecretNYC, the store will shut down at the end of February. A worker blamed the closure on a lack of business in recent months during the pandemic.

The company has been around since 1981 with outposts and pop-up shops in Pennsylvania and New Jersey. Here's some of the store's EV history via Time Out: 

[Halloween Adventure] first opened a temporary pop-up store in 1991 and continued to open pop-ups in the East Village until 1996, including at spaces that now house Forbidden Planet on East 13th and Broadway and the Fed/Ex Kinkos on Astor Place. 

In 1996, it found its permanent home in what used to be a World Gym at 104 Fourth Ave. and in 2004, it expanded and got a second entrance at 808 Broadway.

Thanks to Steven for the photos!