Carbone and Richards drained their life savings and raised nearly half a million dollars from friends and family, along with their first sponsor, Mini Cooper, to launch their company, Ten Thirty One Productions, with its first event, the Los Angeles Haunted Hayride, in 2009.
They held the Hayride in Calabasas at the King Gillette Ranch, and had actors stalk and scare attendees in different scenarios from churches to insane asylums under the stars. People ate it up. The duo "didn't lose a dollar" in year one, and Carbone was hooked.
"It was taking these city-dwelling, concrete jungle, 'all we do is go to movies, shop, and dine,' population of people and sticking them in the woods at night to scare the hell out of them," she says. "So this is something that doesn't happen."
But she wasn't done. The Hayride moved locations to Griffith Park in 2010, and in 2011 Ten Thirty One launched another event called Ghost Ship that takes place on a mega yacht in California. Since then the company has added a Great Horror Campout, an overnight experience.
"We reinvented the ride from a narrative standpoint and an action standpoint. We got really involved in this heavy, immersive style of entertainment where we were creating a true suspension of disbelief type experience," she says. "People loved it."