This narrated essay is based on a conversation with Lance Zaal, the president US Ghost Adventures. Zaal is a new topic Business Insider story. It has been edited for length and clarity.
When I heard that the Lizzie Borden House was for sale in 2021, I was immediately intrigued. Most people know the famous nursery rhyme: “Lizzie Borden takes an ax…”
But few know the history of the house where the crime took place. Little did they know that the 1892 case was one of the earliest and most common crime scene photographs. Or if Lizzie was tried by an all-male jury and quickly acquitted, with the case still unfinished.
When I took over the property, that wasn’t the scariest detail. What is even more appalling is the state of the place. There’s a rotten door I can put my hand through, and a toxic workplace full of employees who can’t stand it.
Too often, historical property is considered a cash cow and not reinvested in it. I take the opposite approach: I believe that this building with a difficult and uncomfortable history should be cared for and accessible to everyone.
I started my food tour before buying a haunted property
I never wanted to be an entrepreneur. When I lost my job in tech consulting, I planned to find another one, but while I was doing it, I explored starting my own business: food tours. In 2014, I made more money as a consultant.
Over time, I realized that haunted tours have a strong demand and began to integrate them into my company in various cities. Buying the Borden House for $1.6 million was a natural progression for my business — a way to pursue hospitality and own a brick-and-mortar location.
Lance Zaal bought the Borden House for $1.6 million. Courtesy of Lance Zaal
Since then, I have expanded to other properties with sordid pasts. My company owns the Villisca Ax Murders House – the Iowa house where eight people were killed in an unsolved attack – and the Welty House, the site of a fierce battle during the Battle of Gettysburg. Since 2024, I’ve been living in the LaLaurie Mansion, arguably the most haunted property in New Orleans.
Highlighting history, not just hauntings, is good for business
It is important to me that this historic place is strong and financially stable. It’s good business to expand the attraction and not let the interest of ghost hunters drown out that of history buffs or the general public.
Because of that, I have highlighted the history in each place. In the Borden house, visitors learn about the victims and the criminal justice system at the beginning of the 20th century. At the LaLaurie Mansion, people not only learn about the abuses suffered by enslaved people on Delphine LaLaurie’s land, but also the fact that the house was the site of one of the first desegregated schools in the South.
This is the story of American history and culture. They are not just ghost hunters or paranormals – although we welcome those visitors. He belongs to all of us.
I have experienced things that I cannot explain
I try to keep an open mind when it comes to the paranormal. I’ve been experiencing strange things that I can’t explain. It’s rare, but it has happened.
Once upon a time, when I was in 8th grade, my mother and I were at home. We saw the door handle rattle, and turned it, but no one was there. It was scary until I researched the history of the house and the people who lived there. Gaining knowledge allowed me to control my fear.
In my current home, the LaLaurie Mansion, there is an angel carved into the crown molding of one room. They have been there since 1832. When I think of all that I have seen, the house becomes sacred to me.
Lance Zaal lives in the LaLaurie Mansion. Courtesy of Lance Zaal
Sometimes, hauntings are used to bury the real and horrific history of a place. I want to change that, use lore and legend to bring American history to the fore. It’s not a true story unless you tell it in full. An honest look at the past can help us understand how we got to where we are today.