NASHVILLE, Tenn. - Pastor Don Martin's preaching duds are as unconventional as his church. "I wear a Western-style shirt, jeans, cowboy hat and boots, and we meet in an arena used for rodeo events," said Martin, founder of the Happy Trails Cowboy Church in Taylorsville, N.C. "The only time I take my hat off is when I'm praying."
It may seem unorthodox, but the church is among hundreds of so-called "affinity churches" the Southern Baptist Convention has set up around the country using niche-marketing tactics to attract the "unchurched" — people who often don't make it to the pews — and nontraditional churchgoers.
Church leaders who will be attending the convention's annual meeting here in Nashville on Tuesday and Wednesday say the churches maintain a strong biblical message but also make a wider variety of people feel more comfortable.
"They're considered affinity-based because they offer what people like, such as the cowboy lifestyle," said Richard Harris, vice president of church planting for the North American Mission Board of the Southern Baptist Convention. "When they find somebody that has the same passion that they do, that attracts them."
http://news.yahoo.com/s/ap/20050620/ap_on_re_us/baptists_niche_churches