Skyboxes, club cards woo 'church customers'

FRESNO — On Sunday morning at the 18,000-member Calvary Church, tithers flash green Costco-like cards at greeters, who let them in early and usher them to special seating areas.

"The seats have more padding, and they recline," says tither Dan Phelps, kicking back before the sermon. "I feel a little guilty, but you can't knock the comfort."

Calvary is believed to be the first church in America to use membership cards to dole out privileges to certain members. First-time visitors are offered the best seats — plush recliners in the orchestra section — while non-tithing attendees carry orange membership cards and are forced to sit in hard, stadium-style seats on the mezzanine.

"We give honor to whom honor is due," says pastor Jerald Dennis. "If you tithe or volunteer in some way, you deserve a special thank you."

Churches like his are drawing wealthier "church consumers" by promoting luxury and social stratification inside the sanctuary. As rich people attend, the theory goes, tithe revenues increase and the church better promotes the gospel. the rest