# Investing in Haunted History: The Business of Historic Property Preservation Lance Zaal explains how he transformed notorious crime scenes into sustainable, history-focused hospitality businesses. - **Source:** [Business Insider](https://www.businessinsider.com) - **Published:** 2026-10-31 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/04c70177-6aaf-4942-b7c5-d5e564ec3d20 ## Strategic Property Acquisition Lance Zaal, president of US Ghost Adventures, expanded his business model by purchasing the infamous Lizzie Borden House for 1.6 million dollars in 2021. This acquisition marked a transition from operating ghost tours to managing physical, historic sites. He views these properties as essential assets for preserving complex American cultural narratives. ## Operational Turnaround Challenges Upon taking ownership of the Borden House, Zaal encountered significant operational decay, including structural damage and a toxic workplace culture. He rejected the common practice of treating historic sites as short-term cash cows. Instead, he prioritized reinvestment to ensure the property remained accessible and stable for both history enthusiasts and tourists. ## Career Pivot to Entrepreneurship Zaal did not initially intend to become a business owner while working in tech consulting. After losing his job, he launched food tours in 2014, which eventually outperformed his consulting income. This success provided the capital and expertise necessary to scale his operations into the niche market of haunted historic properties. ## Diversifying the Portfolio The company now manages several high-profile sites, including the Villisca Axe Murders House in Iowa and the Welty House in Gettysburg. Since 2024, Zaal has resided in the LaLaurie Mansion in New Orleans. Each property serves as a brick-and-mortar hub for his broader hospitality business, balancing paranormal interest with historical education. ## Balancing Lore and History Zaal intentionally shifts the focus of his tours beyond mere ghost hunting to include broader historical context. At the LaLaurie Mansion, visitors learn about the site's role as one of the first desegregated schools in the South. This strategy broadens the appeal of his properties to include general public and history buffs. ## Managing Paranormal Perceptions While Zaal acknowledges experiencing unexplainable events, he emphasizes that knowledge serves as the best tool for managing fear. He researches the backgrounds of his properties to contextualize their pasts. By understanding the people who lived there, he transforms potentially frightening environments into spaces that feel sacred and historically significant. ## The Ethics of Preservation Zaal argues that hauntings are often used to obscure the genuine, uncomfortable history of a location. His business model aims to reverse this trend by using legends to draw visitors toward the full, honest story. He believes that confronting the past is necessary for understanding the current state of American society. ## Long-term Business Sustainability By integrating education with hospitality, Zaal ensures his properties remain financially viable. His approach demonstrates that niche historical sites can thrive when managed with professional operational standards. Ultimately, he proves that preserving difficult histories requires a commitment to transparency, reinvestment, and a deep respect for the cultural significance of every site. ## Sources covering this story - https://www.businessinsider.com/living-lalaurie-mansion-new-orleans-haunted-house-2026-10 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._