I just went yesterday (went on a whim, so I had no idea there was a special event going on), and I thought it was really cute. Had I known ahead of time, I might've even grabbed a costume (there weren't too many people dressed up, not even among the kids, probably because it's still so long until Halloween. I did see about a dozen parents in full costume, including a father in full clown suit -- I avoided him like the plague!) Aside from the clown, there was nothing even remotely scary about it.
They did have some really cute characters though -- I especially loved the dog and catfish. They were all very funny and in character. It's definitely a little kid event.
But beware of really ornery employees! One man in particular was appalling. He was refusing kids candy if he thought they'd already received candy from the other guy handing candy out with him. He was snatching people's bags to look through it before he'd give any out. Very rude.