Will this “monster mash” become a graveyard smash or a horrifying crash?

Some residents of Evans City see an opportunity to capitalize on the enduring popularity of “Night of the Living Dead,” the zombie cult movie filmed there in the late ’60s. Their idea of a monthlong celebration of all things Halloween surfaced during a recent meeting of Evans City Council.

A group of council members, business owners and others has met informally a few times to discuss the prospect of a Living Dead-themed festival, according to council President Lee Dyer. They appear enthused with the concept and ready to move their plan forward.

But there are risks involved.

Dyer touched on one of two major risks when he stressed the importance of keeping such a festival family-friendly. That could prove tricky when the town’s claim to fame involves undead, flesh-eating humans who must be destroyed with a savage blow to the head. There’s a challenging balance in keeping the event both palatable to the public and enticing to fans of classic horror flicks.

The other concern is perhaps even more horrifying: the possibility of losing money, even public money, on a poorly planned or improperly promoted event.

The risks are far from unsurmountable, given the potential for a successful and profitable venture. Success stories are as near as Punxsutawney, where a nuisance rodent has been rebranded into an international icon for the expectation of early spring; and a town in neighboring Ohio that each Christmas has a Charles Dickens-themed event.

The committee already has communicated with the Butler County Tourism and Convention Bureau, which has offered to help publicize and market the event and to give other assistance. That’s a good move, given the bureau’s track record for promoting large-scale events.

Here are a few suggestions, some of which already may have been adopted, modified or rejected:

• Designate a lead organization to take command of the project. Typically a service club, fire company or other community organization takes the lead on community-themed festivals, do most of the work and reap most of the benefit. Of course, other groups are assigned their appropriate share of the work and reward.

• It would not set a precedent for local government to get involved in such a community event. A municipal hand can be found in every parade or fireworks display. But the administration of a community festival should be regarded primarily as a business venture and, as much as possible, should be kept laissez faire.

• Marketing pros talk much about branding, and it’s crucial to establish a brand for an Evans City fall festival that pays homage to a 50-year-old spook movie without dwelling too much on the gore and guts. We suggest a title like “Evans City Monster Mash.” Wouldn’t that look great on a T-shirt? Imagine the ’60s music-themed costume dance.

• Identify and establish a venue with ample parking space and modern conveniences. It would include space for attractions like a cornfield maze, pumpkin sales, food vendors, hayrides and perhaps a replica cemetery.

• Employ some star power: Recruit a regionally known rock band to perform and star in a zombie-themed music video, complete with hundreds of volunteer zombie extras.

Council President Dyer spoke well when he said, “We have an opportunity here, and I think we really need to explore it.”

Indeed, the idea of a Halloween festival in Evans City merits a thorough exploration. Proceed with cautious enthusiasm.