Cruising through Brooklyn on the ‘TMZ of ghost tours’

There are countless ways to navigate New York City: subway, train, taxi, Lyft, bike, bus, skateboard, and more.

But there's only one jet-black trolley.

The trolley rolls down Brooklyn’s Atlantic Avenue, its sides emblazoned with “Madame Morbid.” When the doors open to release passengers, a chilling puff of smoke follows.

Madame Morbid isn't just a tour service; it's also the alter ego of Allison Chase, co-founder of the company.

Dressed in black Victorian attire, Chase leads visitors through the darker corners of New York City’s trendiest borough, highlighting locations tied to notorious murders, ghost encounters, and other eerie events.

“It’s like a Disney ride on wheels,” says Chase to Dinogo Travel. “I like to think of it as the TMZ of ghost tours.”

Though the route passes well-known landmarks such as Prospect Park and the Brooklyn Navy Yard, not every stop is a household name.

One such stop is the McCarren Park Pool in Williamsburg, just a short distance from where the trolley picks up passengers. Today, the pool hosts films and concerts, but its past was quite different.

“The McCarren Park Pool was constructed in the 1930s by Robert Moses as part of the New Deal,” explains Chase.

“For many years, it was one of the largest pools around. Some people drowned in it. The area declined over time and the pool was abandoned. It became a hotspot for the homeless and drug addicts, and many lives were lost there.”

In the world of true crime enthusiasts and online fan communities dedicated to dissecting unsolved murder cases, Chase’s fascination with all things dark is not only accepted, it’s celebrated.

She has an extensive knowledge of infamous murderers, particularly female ones whose stories often go under the radar, as well as a trove of chilling trivia about these killers.

“I’ve always been fascinated by Ted Bundy,” she reveals. “‘The Stranger Beside Me’ was such a captivating read that it’s impossible not to become intrigued by him. I even took a three-day Ted Bundy tour in Seattle. He’s my all-time favorite.”

Though Chase isn’t originally from Brooklyn, the spooky side runs deep in her family. Her father operates one of America’s largest haunted house attractions, so it was normal for her to find shipments of fake eyeballs arriving at their door when she was a kid.

A trip to London and a ghost tour aboard a double-decker bus inspired her to bring the concept to the U.S.

Guests who book their tickets online are provided with the location of a bus stop in the trendy Williamsburg neighborhood, where they are then guided through several iconic Brooklyn areas, such as Boerum Hill, Brooklyn Heights, and Park Slope.

The tour also delves into gentrification, highlighting how many locations of historical violence and hardship have been replaced with new developments – including a huge Staples office supply store built over one such site.

Along the way, notable New York “legends” like Joan Rivers, Judge Judy, and Walt Whitman also make their appearances.

The inaugural trolley tour took place on October 13, 2017 – a Friday the 13th, no less. Despite early mishaps, such as the trolley breaking down mid-tour, the company flourished in its second year thanks to word-of-mouth and Groupon deals, with the trolley itself serving as a mobile advertisement.

While Madame Morbid sees a surge of interest each Halloween, the spooky atmosphere of October 31st lingers year-round.

Chase and her team have since broadened their offerings to include occasional themed tours, such as a couples-only special for Valentine’s Day (where each guest receives a black rose) and a full moon tour, where guests enjoy mooncakes and can even howl at the sky if they’re feeling adventurous.

Chase’s tour guide persona blends Victorian charm with vaudeville humor, peppered with self-deprecating jokes. Though she believes death can be just as humorous as any other topic, it often takes guests a moment to adjust to the macabre comedy.

“Would you like to hear my favorite ghost joke?” she asks.

“Absolutely!” a guest replies.

“That’s the joke.”

A brief silence follows.

“That’s it. That’s the punchline.”

Eventually, the guests’ hesitant chuckles turn into genuine laughter, and Chase starts handing out “ghost poop” (marshmallows) to everyone on the trolley. It’s just the beginning of her charm offensive.