Evangelist Laurie’s Crusade Makes Low-Key Entry to L.A.

It’s almost axiomatic that for evangelistic rallies, you erect the largest tent or book the biggest ballpark, then promote the heck out of the crusade to bring in the biggest possible crowds.

But evangelist Greg Laurie’s soul-seeking sessions Sunday through Wednesday at the Universal Amphitheatre have had an unusually low-key buildup--reflecting the facility’s mere 6,100 seats.

This is not God’s business as usual for the pastor of a Riverside church that serves 14,000 people each Sunday, who has preached to 1.6 million people since taking up Billy Graham-style evangelism in 1990. Laurie’s Harvest Crusades, as they are called, attracted 160,500 people to Anaheim Stadium over four days in July, including 63,000 for a Fourth of July rally with fireworks.

The crusade at the Universal City entertainment complex, in contrast, is a cautious first venture into Los Angeles County.

Rather than lavishly advertise the event, organizers have been publicizing it primarily through friendly evangelical and charismatic churches and Christian radio stations.

“The whole campaign and budget is proportionate to this venue,” Laurie said. Of course, a good response might have him looking to Dodger Stadium in the future, he noted.

For a starting point, though, the Universal Amphitheatre offers one of the best settings for the high-energy, high-volume music that accompanies Laurie’s prayers and preaching.

Appearing with the 43-year-old preacher during Sunday’s 3 p.m. opening rally or at some of the 7 p.m. sessions nightly through Wednesday will be such music makers as Crystal Lewis, Phil Keaggy, Dennis Agajanian and the Kry, who all record on Christian labels. Recently added to the lineup was Cindy Herron, a member of the pop group En Vogue, described as “an outspoken believer.”

The Universal tourist complex has hosted religious events before. Pope John Paul II met with youths at the amphitheater during his 1987 visit to Los Angeles. Last year, the United Methodist Church packed it for an evangelical rally.

The West Angeles Church of God in Christ, the Church of Scientology and the Los Angeles International Church of Christ also have held meetings there.

Bryan St. Peters, a spokesman for Harvest Crusades, said that if the amphitheater is filling to capacity before the start of a session, attendants will be stationed outside the parking entrances with signs advising new arrivals to try another night. Seating is on a first-come, first-served basis.

Evangelistic crusades generally bring out large numbers of believers looking for excitement, encouragement or renewed faith. But organizers also urge them to invite friends or family members who are religiously uncommitted.

It is uncertain whether the huge crowds that many crusades have historically generated will continue to be seen in the approaching post-Billy Graham era.

The San Fernando Valley’s first mass crusade, in June 1994, featured Luis Palau and was heavily promoted with pre-crusade events, signs and bumper stickers. But the nightly turnout at a high school football stadium ranged from 7,000 to 11,200--disappointing the well-organized sponsors.

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Even Laurie drew only 48,000 to San Diego’s Jack Murphy Stadium over four days this past July, down from 80,000 in 1995. Laurie attributed the drop to scheduling the event during the Olympics and the absence of a “kids’ crusade.” What’s more, the evangelical men’s movement, Promise Keepers, had met at the stadium only two weeks earlier.

Still, as the ailing Graham has cut back his schedule, Laurie is among those spoken of--along with the legendary evangelist’s son, Franklin Graham--as potential inheritors of the mass crusade leadership.

“I make no bones about the fact that Billy Graham is a hero to me,” Laurie said. “Philosophically, I approach faith the way he does. It’s just a different style because we are of a different generation.”

But like Graham, he noted: “Our intention is that as many people as possible can hear the Gospel in a way I think will be refreshing to them and in a relaxed atmosphere where one can think about the meaning of life and what happens after death.”