I'm not claiming to be an expert in business strategy, I don't have insight into the data they collect, I'm just trying to comment on what I believe HHN should try to do to improve the guest experience.
You mentioned you personally would rather spend the time doing 10 houses than a bar... I agree... but don't you want other people to be at that bar versus in line so you can hit all 10 houses in one night? HHN has hit a limit with their operational capacity at 10 houses with the horrendous staffing program they ran last year for the houses, it's time to test different concepts beyond houses to increase capacity. I want them to try to do other things throughout the event before they do the easy business plan of jacking up prices.
It was poorly designed. No large/clear signage stating a bar was there, just a small menu with very little lighting and no decorations. I can guarantee that if it had nice theming, enough seating and some entertainment ala Howl-O-Scream, it would be a bigger draw.