I wasn't sure what it was, but knowing the church (fundamentalist), had a feeling it wasn't your typical haunted house. I looked into it and they do set it up to lure unsuspecting people; political agenda too.
Here's wiki's entry about it:
A Hell House, also commonly known as a judgment house, is a haunted house-style attraction typically run by fundamentalist Christian churches or parachurch groups. These attractions are meant to depict the divine judgements that await unrepentant sinners and the torments of the damned in Hell. They are typically operated in the days preceding Halloween.
The first hell house may have been created by Jerry Falwell in the late 1970s. Similar events began in several regions during that period. More recently, the concept has been promoted by Pastor Keenan Roberts, originally of Roswell, New Mexico, who started a well-known hell house there in 1992. Since that time, hell houses have become a regular fixture of the Halloween season. Pastor Roberts remains active in what he calls his hell house ministry by providing kits and directions to enable churches to perform their own attractions. He is now the senior pastor of Destiny Church Of The Assemblies Of God where Hell House is still performed each year in the month of October.
The exhibits at a hell house often have a remarkably political tone and tend to focus on sins that are also issues of concern to the religious right in the United States. Hell houses frequently feature exhibits that are meant to depict sin and its consequences. Common examples include abortion, homosexuality, suicide, use of alcoholic beverages and other recreational drugs, adultery and pre-marital sex, occultism, and Satanic ritual abuse.<1> Given the theology of the churches that sponsor them, hell houses typically emphasise the belief that anyone who does not accept Jesus as their personal saviour is damned to Hell. However, these politically controversial sins are usually singled out for special criticism in a typical hell house. Hell houses have been criticised for misleading potential patrons that they are a conventional Halloween attraction rather than an evangelical presentation. They are also often criticised within the Christian community as being too focused on the number of conversions rather than long lasting commitments to Christianity.
http://en.wikipedia.org/wiki/Hell_house