The new owners preach the prosperity gospel while
boosting park attendance.
Orlando Sentinel October 21, 2007
Paul and Jan Crouch, founders of
the world's largest Christian media empire, walk a little slower these
days. But that hasn't slowed down the whirlwind transformation of
their newest acquisition: Orlando's Holy Land Experience theme park.
When their Trinity Broadcasting Network purchased Holy Land for $37
million in June, longtime employees and supporters hoped the takeover
would usher in a new era of financial stability for the park. However,
once the first family of old-school American televangelism settled in,
they began reshaping it.
More than 50 employees -- or a quarter of the work force -- were fired
or laid off. Scores of trees buffering the re-creation of
first-century Jerusalem from I-4 traffic were cut down. The cavelike
interior of the biblically themed Oasis Caf� was painted purple.
Furnishings left behind by the previous owners were dumped, and then
replaced by opulent and expensive new pieces.
Such staff reductions are common
in corporate takeovers, and religious organizations are no exception,
said Trinity's attorney, Colby May. (Paul and Jan Crouch declined
interview requests from the Orlando Sentinel.)
But for many of the longtime Holy Land workers let go since Trinity
took the reins, the Crouches have been more like a wrecking crew.
Paul, Jan and their management team have acted like "a cross between
the Sopranos and the Beverly Hillbillies," said Keith Wright, Holy
Land's former security chief.
A gospel of prosperity:
Since Holy Land passed into the control of the Crouches, it also has
undergone a theological shift -- from its founder's Baptist roots to a
branch of Pentecostal Protestantism.
The Crouches are proponents of what is known as the "prosperity
gospel." It is based on the precept of "sacrificial giving by faith,"
which encourages followers to donate to their financial limits -- and
in some cases beyond -- believing the contribution will miraculously
multiply.
While Baptists, such as Holy Land's founder, the Rev. Marvin
Rosenthal, do not subscribe to the prosperity gospel, the doctrine has
worked for Trinity and the Crouches. They drive luxury cars, occupy 30
houses across the country and fly on a 19-seat corporate turbojet --
all owned by Trinity.
Trinity Broadcasting Network took in more than $194 million in 2005,
mostly from on-air telethons, and spent more than $129 million,
according to documents filed with the Internal Revenue Service. Today,
the network's net assets are estimated at more than $1 billion. Paul
Crouch, Sr.'s compensation in 2005 was $419,500; Jan's was $361,000.
That puts the couple among the highest-paid chief executives of
religious nonprofits, according to the Chronicle of Philanthropy.
And since the hand-over, the Crouches and their associates say the
park is in better financial health.
"Trinity has not only dramatically increased the number of visitors --
by more than 30 percent -- it has also reduced operating costs by over
20 percent, without a loss of service," said May, the attorney.
"Bottom line, things are working better, and many more people are
enjoying Holy Land.
"For better or worse, change is part of life."
But some recently fired and laid-off employees said in their view the
changes at Holy Land have been for the worse. They claim that nearly
100 employees were cut from the payroll. All security, landscaping and
custodial services were outsourced as well.
"It was a very tense atmosphere," said Bonni Lepic, 27, of Orlando,
who worked at the park for five years before leaving last month. "If
you said something that was taken the wrong way, you were gone the
next day."
A bit of razzle-dazzle:
If anyone can turn Holy Land around, it may be Trinity and the
Crouches, who are no strangers to show business razzle-dazzle.
The network's headquarters in Costa Mesa, Calif., include a replica of
the Via Dolorosa, a street in old Jerusalem believed to be the path
Jesus walked to his crucifixion. Their studio in Dallas is a replica
of the White House.
In their inaugural broadcast from Holy Land, the couple introduced the
park to Trinity Broadcasting Network's audience. Taping their
signature Praise the Lord talk and variety show, 69-year-old Jan was
resplendent beneath her blond coif. Frequent tears during her
10-minute appearance caused mascara to run down her cheeks.
"Holy Land Experience is our latest and most recent miracle," said
Paul Crouch, 73. "And we love you with all of our hearts."
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