Using the Physical Attributes of Your Campus to Intentionally Communicate Your Story

“I ask all of our first time guests why they decided to come to our church and 90% of them said they were driving by and were intrigued by our site and our new building, and that is all thanks to the creativity of Visioneering Studios.”

David Garison, Lead Pastor,  Northside Christian Church, Spring, Texas

Northside Christian

If you were driving down a road in your town and saw the above building, would you be intrigued?  Would you want to check it out? As you look at that picture, who do you think this building meant to attract?  Who was the primary target to get sucked in by the design and amenities?

If you said MEN…then you would be correct. But not just any man, a mid “thirty something” man.  And why would a church focus on that age group and gender?  It is actually pretty simple for the leadership at Northside Christian.

They believe that if they can attract men in their mid thirties, they will likely bring their wife and 3 +/- children as well. In most cases, it is easier to engage the entire family if the husband/father is leading the charge and is compelled to attend. For most men, there is too much talk about love (especially loving another man….YUK), surrender, “feeling” and a whole host of other words and songs that are just not appealing.

So what did this church decided to do?  They were intentional about communicating a story and message to the target they wanted to attract.  They made the conscious decision to put “bait on the hook” as they fulfilled their calling to be fishers of men.  The attractional elements of the physical campus was intended to be appealing to those they were trying to reach just like the worm, minnow or lure are on a fishing hook.  If you going fishing for bass, you would not leave the bait at home.  Yes, it is possible to catch a fish on a bare hook…but it less likely and it is much harder and far less rewarding.  So why do we think it is wrong to put “bait” on the hook when we are fishing for souls? Given some recent responses to my other posts on “story”, I am sure some of  you are saying “But the Holy Spirit is the only thing we need…he will draw them in…why should we try to manipulate.” While I am in complete agreement that the Holy Spirit will move in a persons heart to take action, God  also gave us eyes…ears…noses…and other sensory attributes that he uses to influence us.

For this church, they decided to use several types of bait…here are a few examples:

1. The overall design is that of a lodge or “man cave”.  It is very masculine and appealing to a man. It makes me want to go hang out, how about you?

Norhtside 1

2. The materials are “manly”.  From the stone to the exposed wood grains to the exposed metal to the car license plates used to clad a section of the facility (above pic), the materials scream MAN!  Women are generally drawn in by color…but men are attracted to materials.

3. They took the “bait on the hook” concept and developed a fishing hole in front of the building that is open to the public…that they actually stock with fish.  Again, the idea is that a mid-30 year old man with 3 kids would bring the kids to the fishing hole (i.e. a WELL…see this post for more on that concept) even if they have never gone to the “church”…or what we might refer to as the Temple experience.

Northside 2

4. Amenities…besides the fishing hole, this church has been deliberate in the location of their exterior public spaces.  Even if you are not interested in fishing, but looking for a place to site outside by a gentle waterfall to read or you have those 3 young kids and need to get them out from under mom’s feet and blow out some pent up energy, this campus shouts…COME HERE.  The playground is open to the public and the outside sitting areas and tables are inviting to anybody just looking for a place to hang and do life with others. In addition, they were judiciously placed on the front side of the campus so they are visible to people passing by…more bait!

Visioneering has just finished Phase II for this church and the new kids space continues this theme and attractional relationship with their community. You can see why “Your Kids Won’t Want to Leave”, on the blog by Jody Forehand….which is another form of “bait”.

Are you ready to go fishing for your community?   Is your church more interested in “cleaning” fish or catching them?  If it is the later, make sure you have the right bait.

Read more from Tim here.

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ABOUT THE AUTHOR

Tim Cool

Tim Cool

Tim Cool is the Founder and Chief Solutions Officer of Cool Solutions Group, a company leading organizations to be intentional with the planning, development and life cycle management of the facilities God has entrusted them. Tim has assisted nearly 400 churches over the past 28 years, throughout the United States, with their facility’s needs. Tim has been married to his best friend, Lisa, for 29 years and resides in Charlotte, NC with their 17-year-old triplets. They are active members at Elevation Church.

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COMMENTS

What say you? Leave a comment!

Ron Furgerson — 06/12/13 12:07 pm

This definitely qualifies as a "Cool" article. Thanks. <

Recent Comments
comment_post_ID); ?> I am a senior citizen who has lived in many areas of the US, the farthest south being Virginia DC area. There are several church plants in the area--some failed, some doing well. One of the sadist failures was a plant in NW Washington near a large Presbyterian Church (I had been an elder in the church, so I knew the area) where changes in church doctrine was driving many away from the PCUSA churches. There were many mature Christians who lived in the area who were very willing to participate and give generously to the church. Its failure was a loss. The pastor and his wife lived in a VA suburb, wanted something that would appeal to their tastes, which included "praise music". There was a professional piano teacher and several people who had sung in choirs in the area. Their suggestions were completely ignored. Forget that there was joyous participation in singing hymns and silence by many for the praise music. The experienced church leaders that were attending were expected to seek the wisdom of the pastor who did not live in the area rather than have any role in leadership. There is another church plant in Northern Virginia that seems to be going the same way. My take: the pastors should get past their high-school and college days culture and get to know and appreciate the people of the community. Do not try to reproduce Intervarsity or Campus Crusade. Hymns are not a sin and "uneducated" (never graduated from college) should not be ignored as uninformed or stupid. People who have served in and/or live in the area are needed in leadership and not just to serve coffee and give. We all need to pray together and serve God in the community in which there is to be a plant. Glenna Hendricks
 
— Glenna Hendricks
 
comment_post_ID); ?> I like it Mac and do agree with your opinions on the matter. Thanks much
 
— winston
 
comment_post_ID); ?> In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
 
— Russ Wright
 

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