A recent report from the University of Warwick suggests cathedrals may serve Christian visitors better than non-Christian visitors. In a survey at St David’s Cathedral in Wales, the research team found that visitor experiences were quite different between those who professes Christian beliefs, and those who did not.
Visitor satisfaction was very high among regular church attenders - 97% said they found the cathedral inviting, 95% said it was uplifting, 87% ‘awe-inspiring’ and 77% said they felt a sense of God’s presence. Among those who did not attend church regularly, 88% found it inviting, 77% ‘inviting’, 68% ‘awe-inspiring’. Just 18% felt a sense of God’s presence.
This may not be particularly surprising, considering visitors pre-dispositions. For Christians, cathedrals can be a place of deep spiritual significance, whereas casual visitors may consider them buildings of primarily historic or architectural interest. However, the survey also covered the cathedral shop. Christian visitors were much more likely to purchase something, and to approve of the overall range. 74% appreciated the range on offer, and 55% made a purchase. Only 41% of non-Christian visitors thought the shop offered a good range, and just 31% bought something.
This is perhaps more telling, the researchers suggest, as it shows the cathedrals’ target market is skewed towards Christians, and positions the cathedral as serving Christian needs first. “This strategy,” says author Emyr Williams, “misses the great challenge held out by the Archbishops’ Commission on Cathedrals of engaging in their mission of teaching, evangelising and welcome among secular tourists. More problematic still is the implication of the finding that the focus of the cathedral shop is symptomatic of the positioning of the whole cathedral which seems to understand the secular visitor so much less adequately than it understands the pilgrim.”
As we have discovered in our own research for our Historic Churches programme, each cathedral has its own approach for reaching out to visitors. Some have produced audio tours, invested in multimedia elements, or commissioned new artworks. Others run regular, easily accessible services at various points in the day. Some have experimented with special events, from late night opening at the weekends to spirituality fairs or Narnia theme days. Whatever the individual response has been, most cathedrals recognise that the needs of pilgrims and tourists need to be held in balance. This was notable at the Mission Shaped Cathedral event, which saw dozens of cathedrals represented at a consultation in Coventry to discuss the unique role of their buildings in mission.
This is a conversation we are engaged in ourselves at SGM Lifewords. Our Historic Churches programme aims to help churches to think through the welcome offered to visitors, at whatever stage of faith they may be. Our prayer cards are designed to facilitate prayer for those who are perhaps unfamiliar with praying. The Look Around You card is a fold-out tour of any church building, that leads visitors around the building, using the architectural features as cues for reflection. Each title was developed in consultation with practitioners, and several cathedrals are using these materials already, including Manchester, Oxford and Coventry. We are also developing interactive prayer stations, offering visitors a point of response to what they see, hear and feel while in the ’sacred space’ of a church building. We are still exploring the many ways to use church buildings in mission, but we would hope that wherever the conversation takes us, secular tourists as well as pilgrims would encounter God in our historic churches.
- The full report is entitled Visitor experiences of St David’s Cathedral: the two worlds of pilgrims and secular tourists. It was first published in the Rural Theology journal.