Each fall, the small Columbia River town of St. Helens, Oregon sheds its everyday identity and becomes something magical. For five weekends in late September and October, this city of 14,000 residents turns into “Halloweentown” — a larger-than-life tribute to the beloved 1998 Disney Channel movie filmed largely in the town’s historic downtown.
The transformation is enormous. Public works crews spend weeks hauling out more than 3,000 square feet of Halloween decorations, including scarecrows, a 10-foot-tall pumpkin, and a towering raven statue. When the cobblestones of Plaza Square glow with the iconic fiberglass jack-o’-lantern seen in the movie, visitors know the Spirit of Halloweentown festival has arrived.
From Small Celebration to Major Festival
The roots of the festival stretch back to 1998, when civic groups organized a parade to celebrate the film’s release. The event went dark for a few years before being revived by the St. Helens Tourism Committee as a one-day gathering. When the committee disbanded, the city stepped in and began contracting with private event producers to grow the festival.
Also Read
A turning point came in 2015, when actress Kimberly J. Brown, who played Marnie Piper, joined the annual pumpkin lighting ceremony. Photos and videos of her appearance went viral, sparking a surge in attendance.
“It took off really big after that,” said event coordinator Brittany Hummel of Portland-based Treadway Events. “I think it grew to a place that people were not expecting.”
Today, Spirit of Halloweentown attracts around 90,000 visitors each season and generates roughly $1 million in annual revenue. After expenses, the festival helps fund St. Helens’ other signature events, including the Fourth of July celebration, the 13 Nights on the River summer concert series, and December’s Holiday in the Plaza.
Preparing the Town
The work of transforming St. Helens begins weeks before opening day. This year, crews started unloading Halloween props on September 9. Using backhoes and forklifts, workers hauled massive decorations from city warehouses to downtown.
It takes two days to unload all the decor and another two weeks to fully set up. By the time the festival opens on September 27, downtown St. Helens is unrecognizable: Plaza Square fills with themed sets, local shops decorate their storefronts, and streets bustle with food vendors, costumed performers, and thousands of guests.
New Features for 2025
This year’s festival features several exciting additions:
-
Expanded footprint: With the completion of the riverfront park, the event now has more room for vendors, food trucks, and performances.
-
Haunted Castle: The former Masonic building at 231 S. First Street has been transformed into a redesigned, family-friendly haunted house with a medieval castle theme.
-
Alien Encounter: Upstairs in the same building, an Area 51–inspired attraction offers an immersive experience for all ages, complete with an alien-themed bar serving cocktails and mocktails.
-
Live Animal Exhibit: Snakes, spiders, and other creepy creatures add a new layer of fright.
Hummel said the expanded offerings are designed to create “little worlds” that feel straight out of the movies.
A Seasonal ‘Black Friday’ for Local Shops
For downtown retailers, Spirit of Halloweentown is the biggest business driver of the year.
“Halloween, for us, is the biggest by far,” said Heather Dailey, who runs a booth at 2Cs Vendors Mall. “It completely blows Christmas out of the water.”
Shops begin stocking Halloween merchandise in September, and many also lean into another movie connection: Twilight, which filmed key scenes in St. Helens. Fans can buy vampire-inspired trinkets and memorabilia alongside pumpkins and witch hats.
“It just gets bigger every year,” said Breezy Riggs, co-owner of Endlessound Records. “I don’t know if our downtown would be quite what it is without Halloweentown, to be honest.”
Star Power and Special Guests
Celebrity appearances are a big draw. This year’s lineup includes:
-
Kimberly J. Brown (Marnie Piper) and Daniel Kountz (Kal) – Sept. 27–28
-
Phillip Van Dyke (Luke, the goblin) – Oct. 4–5
-
Emily Roeske (Sophie Piper) and J. Paul Zimmerman (Dylan Piper) – Oct. 4–5
-
Jackson Rathbone (Jasper Hale from Twilight) – Oct. 11–12
Photo ops with celebrities require separate tickets, available through the festival’s website.
Festival Logistics
-
Dates & Hours: Sept. 27–Oct. 26 (Saturdays & Sundays, 11 a.m.–9 p.m.), plus Halloween Friday, Oct. 31 (4–8 p.m.).
-
Tickets: General admission is $40 for adults (ages 13+) and $20 for children (ages 6–12). Kids under 5 are free. Tickets include access to the haunted house, alien encounter, animal exhibit, hay maze, harvest games, and Boo Bash Pavilion.
-
Free Attractions: The iconic pumpkin lighting ceremony at 8:30 p.m. in Plaza Square is open to all. Visitors can also enjoy decorated storefronts, roving performers, and the daily costume contest (3–4 p.m.), which this year adds a pet category.
-
Parking: Limited street parking is available. Visitors are encouraged to park in the designated lot at 1810 Old Portland Road ($25 plus fees) and use the shuttle service downtown.
-
River Cruise Option: The Portland Spirit offers 1.5-hour cruises to St. Helens for $95–$115, including admission. However, note the return trip departs before the pumpkin lighting ceremony.
Challenges of Hosting Big Crowds
Despite its popularity, the festival faces challenges with infrastructure. Narrow streets and limited parking make crowd management difficult. Long lines form by afternoon, particularly on the final three weekends.
“There is going to be waiting, there are going to be lines, it’s a small town,” Hummel said. “The infrastructure here is not really meant for big events.”
Last year, the Spirit of Halloweentown parade was discontinued due to crowding concerns. Organizers hope to bring it back in 2026 with a shorter route.
Why It Endures
What keeps Spirit of Halloweentown thriving after more than 25 years? For many, it’s nostalgia. The 1998 Disney film, starring Debbie Reynolds, has become a holiday classic, and the chance to walk through the real-life set is irresistible.
For others, it’s the sense of community. The event transforms St. Helens into a hub of family fun, creativity, and local pride.
As Hummel reflected: “My first crush — and I’ve already told him this — was Luke from Halloweentown. I love this movie so much. It was the first Halloween movie I could watch without being scared. It’s tradition.”
A Small Town with a Big Halloween Heart
Each autumn, St. Helens proves that even a small Oregon town can create big magic. With its blend of movie nostalgia, community spirit, and family-friendly thrills, Spirit of Halloweentown has become one of the Northwest’s most anticipated fall festivals.
So whether you’re there for a celebrity photo, a scoop of pumpkin ice cream, or the glow of the giant jack-o’-lantern, one thing is certain: St. Helens knows how to keep the spirit of Halloweentown alive.
