Pure Michigan loves Halloween tourism, but the state travel agency has told The Haunt that it cannot use the PureMichiganFear.com web address seen on this billboard along northbound U.S. 131 south of 28th Street. (Joel Bissell | MLive.com)

GRAND RAPIDS, MI – Think this monster is scary? Nah, it’s just a face of October tourism in Michigan.

The Web address is what spooks the state.

Pure Michigan, the state’s official travel office, has notified one of the area’s most popular haunted houses that the unauthorized use of its name on this billboard and other marketing is not allowed.

But it’s not so bad that Pure Michigan wants to suck the life out of The Haunt. The billboard on northbound U.S. 131 just south of 28th Street SW will stay up through late October.

“My approach was to put something out there a little bit different to catch your eye,” said Jim Burns, owner of The Haunt, which opened a 20-night run last weekend. “I personally did not realize that Pure Michigan was a trademark. I didn’t think anything about it until (the state) called.

"They were understanding that it was an oversight."



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Burns said the billboard is scheduled to be up through Oct. 26. He said he also used PureMichiganFear language on flyers, coupons and his website. A PureMichiganFear tumblr account plays off Pure Michigan's logo and slogan, stating that "your fear begins at puremichiganfear.com."

A puremichiganfear.com site now re-directs to The-Haunt.com. After the end of this Halloween season, Burns no longer will be allowed to use the Web address, Pure Michigan spokeswoman Michelle Grinnell said.

“Our concern is Pure Michigan is a trademarked phrase and we do have a process that people can use to request the use of the logo,” she said. “In this case that process wasn’t followed so we have been in contact with the owner about that.

“We are not out there being the logo police, but when something comes to our attention then certainly we reach out.”

Matt Vande Bunte covers government for MLive/Grand Rapids Press. Email him at mvandebu@mlive.com or follow him on Twitter and Facebook.