Low-Key Evangelical Rally Planned for Amphitheater

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 a 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 and 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 for four days in July, including a 63,000 on 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 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 comes with Laurie’s prayers and preaching.

Appearing with the 43-year-old preacher during the 3 p.m. Sunday opening rally or at some of the 7 p.m. sessions nightly through Wednesday night will be such artists 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. In 1995, the United Methodist Church packed it for an evangelism 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.

A spokesman for Harvest Crusades, Bryan St. Peters, said that if the amphitheater is filling to capacity before the start of a crusade session, sign-bearing attendants will be stationed outside the parking entrances, advising new arrivals that they should 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 huge crowds will continue 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.

Even Laurie only drew 48,000 at San Diego’s Jack Murphy Stadium over four days this July, down from 80,000 in 1995. Laurie attributed the drop to the fact there was no “kids’ crusade” this time--and the Summer Olympics were underway. 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 named with the legendary evangelist’s son, Franklin Graham, as possible inheritors of the elder Graham’s mass crusade leadership.