We recently connected with Sarah Jamieson and have shared our conversation below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

For as long as I can remember, people have come to me with their ghost stories. Some were terrified, some were curious, and many had never told anyone before—not really—because every time they did, someone would laugh, roll their eyes, or tell them they were imagining things.
, I became The kind of person you could confide in when something strange happened. I didn’t have all the answers, but I listened. I understood. I knew what it felt like to experience something you couldn’t explain

That’s why our mission stamens is about focused on helping others in their paranormal journey.

Not just to hunt for spirits in haunted places, but to build a community. A place where it doesn’t matter if you’re a skeptic, a believer, or just curious about what’s out there. No judgment. No eye rolls. Just open minds, shared stories, and the excitement of exploring the unknown together.

Because your experience matters. Your story matters.

And we believe you.

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Would you like a version of this that fits on your website’s “About Us” section or as a spoken intro for a tour?

Sarah, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I started working for Grimm Ghost Tours as a way to share ghost stories with others while still being able to be home with my kids. I’ve had experiences with the paranormal my entire life, so stepping into this role felt natural—like something I was meant to do.

As the years went on, I fell in love with the work. Not just with the ghost stories, but with the history—the strange and forgotten parts of Salt Lake City, the city I grew up in. There’s something magical about telling the stories that don’t make it into textbooks—the whispered rumors, the haunted past, the lives that still echo in our streets.

What truly moved me, though, was the people. Watching guests light up on their first ghost tour, laughing with their friends on the bus, or nervously holding a spirit box for the first time during an investigation—it was incredible. I’ve seen people come to us unsure of what to expect, and leave with new friendships, unforgettable experiences, and in many cases, their very first piece of paranormal evidence.

About two and a half years ago, the owner of Grimm Ghost Tours announced he was moving and would be selling the company. Without hesitation, I knew I wanted to be a part of keeping this business alive. It had already become such a big part of my life, and I felt called to help it grow into something even more meaningful.

Since then, I’ve poured my heart into building deeper connections—with our guests, with our haunted locations, and with the spirits who share their stories with us. I’ve learned so much, not just about the paranormal, but about how important it is to give people a space to be believed and to belong.

Grimm Ghost Tours is now more than just ghost stories on a bus (though those are always fun, especially in October!). We’ve grown into a place for everyone—from people looking for a spooky night out with friends, to serious investigators who spend their weekends exploring haunted buildings.

We’re a company built on stories, connection, and belief. And we’re just getting started.

What do you think helped you build your reputation within your market?

We’ve built a strong reputation as a reliable and trustworthy company in the paranormal community. One of the most important parts of ghost stories and paranormal investigations is respect—respect for different beliefs, respect for the spirits we encounter, and respect for the history we share.

At Grimm Ghost Tours, we pride ourselves on being a company that welcomes people from all walks of life. We create a space where everyone feels accepted, whether they’re deeply spiritual, skeptical, or just curious. We also take our responsibility seriously when it comes to the stories we tell—making sure the history behind them is accurate, well-researched, and responsibly presented.

Not all paranormal experiences are lighthearted or easy. Sometimes, guests find themselves in deeply emotional or vulnerable moments. That’s why we’ve made it a priority to have a team of guides and investigators who are not only passionate but also trained and experienced in handling a variety of situations with care and professionalism.

Our guests trust us because we show up with integrity. We honor their experiences, offer guidance without judgment, and make sure that every tour or investigation is thoughtful, informed, and safe. That trust is what allows people to open up, share their stories, and take the next step in their own paranormal journey knowing we’re right there with them.

Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?

Here’s a polished version of your story that captures your honesty, growth, and appreciation—while making it easy to read and professional in tone:

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When I decided to buy Grimm Ghost Tours, I jumped in with no real knowledge of how to run a business. It was a huge learning curve. I suddenly had to figure out taxes, loans, business licenses, payroll, and all kinds of things I had never dealt with before. Every day brought a new lesson.

I was incredibly lucky that the previous owner was so supportive. He knew his business inside and out, and he genuinely wanted to see me succeed. He didn’t just hand over the keys—he walked me through the transition, answered every question I had, and even now, I know I can still reach out if something comes up.

That support has been invaluable as I’ve grown into the role of business owner. There’s no handbook for this kind of thing—but having someone who believed in me, and who was willing to share their knowledge, made all the difference. It’s helped me not just learn how to run a business, but how to build something I’m proud of.

Contact Info:

• Website: https://Www.grimmghosttours.com
• Facebook: Grimm Ghost Tours
• Other: We also have just joined TikTok as Grimm ghost tours