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It's been a wonderful scorching summer in the Cornwall holiday destination of Newquay, and visitors from Birmingham and beyond have flocked to the seaside to enjoy it.
But once the last of the buckets and spades have been packed away, the plans for the Cornwall town turn significantly sinister.
Businesses across Newquay are working hard to transform their neighbourhood into a Halloween town with a week of 'gruesome offers, petrifying packages, wicked workshops and monstrous memories' from Saturday, October 25 until Sunday, November 2.
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It kicks off with a spooky Zombie Crawl in which thousands of undead creatures, including lifeguards, expired pirates and decaying popstars shuffle, groan and crawl along the town's main street.
Eight-foot-tall Titan The Robot will be there too, beloved by crowds at Glastonbury and by Rihanna, who performed with the Newquay-designed cyborg at the Nickelodeon Kids' Choice Awards.
To coincide with the crawl, there'll be free rolling workshops dotted throughout the town.
Newquay's Business Improvement District (BID) is working to support companies as they ramp up their efforts to make the beautiful summer spot Cornwall's 'ghoulish coastal capital' too - shops are encouraged to 'spookify' their shop fronts to form a big Spooky Halloween Trail.
This year, half term and halloween coincide, with Birmingham kids off school from Monday, October 27 to Friday, October 31.
For those looking for an autumn break, the Headland Hotel, where the 1990 Roald Dahl movie The Witches was filmed, is having a special Wickedly Witchy Afternoon Brew, an afternoon tea in the presence of the Grand High Witch.
The Esplanade Hotel overlooking Fistral Beach is also going all out for halloween, with paint-a-monster workshops, parties, crafts and fancy dress among their plans.
Love Newquay and Newquay BID manager Mark Warren said: "This whole week is such an important time in our town's calendar and the celebrations are growing year on year.
"The Spooky Newquay week is a major boost for businesses. Shops, cafés, restaurants, and attractions all get involved by hosting workshops, offering special 'Spooky Newquay' half-term deals, and even putting on after-dark discos to keep the fun going well into the evening.
"The Zombie Crawl is a completely free family event that we are working to make the biggest Halloween celebration in the South West.
"It's set to be a truly unforgettable week of experiences for visitors."
Families that don't fancy staying in the spooky hotels can book holiday cottages via Sykes Cottages and Holiday Cottages, which can accept large groups.