...but not so good for churches

This past week, I had the blessing of attending Fire Rescue International (FRI), a national event planned and organized by the International Assoc. of Fire Chiefs. The event was in Dallas, which was especially nice, because I only had to drive 3 hours to get there. For those unfamiliar with FRI, it is 220,000 square feet of fire trucks, rescue equipment, safety equipment, communications, and more. It is pretty much a firefighter's dream house. While classes are always available for those interested in learning about current changes and events in the fire service, the pinnacle of these events is always the new fire trucks and fire equipment being released at the event. Most manufacturers and dealers spend 3-4 days setting up their booths, detailing trucks, and putting finishing touches on their (very expensive) displays. Some displays are over 1000 square feet.

While at the event, I began to notice an interesting phenomena. Some vendors had planned and prepared to have a very stunning display, while others appeared to have little foresight into their booths. It was intriguing to watch how many people stopped only at booths with the most presentable fire trucks, flashiest (is that a word?) light displays, or most friendly sales representatives. In short, people were window shopping based on appearance. As a salesman for a company that is well-known for having one of the most impressive displays at every single event, I am rather proud to say we were busy all weekend long. Our company prides itself on being able to take a basic truck with very few extras and turning it into a dream ride--something similar to taking a Honda Accord and turning it in to an Acura RL. The response, of course, is overwhelmingly positive.

With the expectations put on fire service organizations these days, people love to see how versatile we can make a basic fire truck. From EMS first response to rescue to structural response to wildland support to vehicle accidents, these trucks must be capable of doing everything... and believe me, they can do it. Having the most impressive display and most presentable "fit and finish" is a wonderful strategy for fire service equipment manufacturers and dealers...


...but not so good for churches. Currently living in Abilene, I come across a plethora of faith gatherings. Every well-known religion, denomination of Christianity, and even theological range of denomination is represented in abundance here. There are even gatherings devoted to those who oppose people of faith. When church leadership prepares a vision for the future of a given congregation, no doubt the concepts of marketing are guaranteed to be present. This is not a bad thing; however, what often results is a bad thing--and that is a contest to see who can make the most impressive display (and right now, I gotta tell ya, only Satan is winning this game.)

I am ashamed to say, I have often been part of the problem, not the solution. I have been on the church leadership side, where the focus is in a better worship experience, a prettier sign out front, or a more inviting foyer. I have also been part of the laymen, who wander from congregation to congregation on a whim, seeking only the gathering which provides the most impressive front. At the end of the day, though, isn't that all it really is: a front?

CHURCH: We are a fallen people, all imperfect, all sinful, and some of us rescued. Why are we acting like we have the most impressive display? Can we, in all our PowerPoint slides and praise teams/bands ever match the awe-inspiring glory of a host of angels? Can the most emotional sermon or the best church building entrance ever compare to the sight of a boulder rolled away from its resting place revealing an empty tomb? No. I don't think anybody would disagree with that, so maybe the best question would be "Why do we even try?"

I could give ample scenarios in which I have seen this same problem occur, but I don't think that is productive. Instead, I would rather pose a question: How do we, as Christ's body, get ourselves out of the rut that is our showmanship? How do we show others in the community that, not only do we not believe we have the most impressive display, it doesn't even matter if we do? For those of us not quite ready to cut those strings, how do we get to where we don't believe those things matter?

I look forward to hearing your response.