While updated for a changing world, VBS continues to meet unchanging needs

Looking at all of the Vacation Bible School (VBS) themes each year is a little like flipping through a travel brochure. In the gray grip of winter, children's pastors clutch colorful brochures, asking, "Where can we go this summer?"

For 2011, the travel options span the globe. What about a panda-filled bamboo jungle? Or New York City? Nazareth might be fun. Or how about hanging out on Main Street, USA? 

Whatever the destination, church leaders are looking for a setting with big "wow," endless possibilities and a solid Bible foundation that will impact kids for eternity. 

For churches everywhere, VBS offers a break from the usual programming, allowing them to flex their creativity and immerse kids in an exciting vacation spot.

IN THE PAST?

As a concept, VBS has been around for more than 100 years. In the late 1800s, Mrs. Walker Aylett Hawes rented out a beer hall in New York City so she could teach local kids about Jesus during the summer. Sounds like a great idea … for back then. 

But kids in 1898 didn't have MP3 players permanently cemented into their ears. They didn't have sport schedules that require computer software and a commuter jet to facilitate. 

Back then, kids didn't glue their eyeballs to widescreen, high-def TV screens, absorbing hours of adult-themed television and computer games.

So, can something that old—and with "school" in the name—be relevant and exciting for today's busy, tech-savvy kids? Children's pastors and volunteers chime in with an unquestionable, "You bet."

"It actually works," said Lisa Burney, a children's pastor at Highland Baptist Church in Raleigh, N.C. "It shares Jesus with children in ways they learn best, full of fun, engaging, exciting and relational Bible experiences and praise songs that they remember long after the glue has dried. 

"Many adults have shared that a VBS experience and the unconditional love they received there was pivotal in their decision to accept Christ later in life."

And it goes beyond summer babysitting for bored kids. VBS leaders also feel like the Scripture content is especially meaningful to today's kids. 

VBS volunteer Susan Parrish of Loveland, Colo., said that programs like our Holy Land Adventure reveal to children and volunteers alike "that the stories told in the Old Testament are just as relevant today as they were in the times the Old Testament was written. 

"Folks like to say that times have changed, but they have not changed so much. So many of the stories are about the struggles that we deal with today in our everyday lives."

Perhaps it's because kids are so often "plugged in," that VBS works today. In many ways, VBS still relies on the basics. In spite of the world that's shaping them, kids are still kids—they crave action, laughter, friendship, adventure.

At VBS, for one week kids get the chance to play games, make noise, get messy, make friends, create crafts, eat snacks and get positive attention from adults—and relationship is a huge part of VBS success. 

Julie Jacobo, one of Group's Facebook friends, said that "(VBS) is totally relevant. We have kids who tell us so many heartfelt issues that they are going through during VBS. They feel close to their crew leader and share personal things. 

"Some parents don't want to go to church, but will let their kids go to VBS because they want their kids to know about God. … Little do they know that their kids are going to share with them what they have learned."

IN THE MOMENT

Still, what you see in today's churches bears little resemblance to what Mrs. Hawes began more than a century ago.

Now, children's pastors and volunteers build elaborate sets, choreograph song motions, rehearse lengthy dramas and even bring in real animals if it enhances the theme. 

Because the church is competing for kids' attention, leaders invest time and creativity in eye-catching sets and decorations. VBS leader Naomi Hogg calls it the "Disneyland Effect." 

"When a child visits Disneyland, he or she is easily swept up in a fantastic, imaginative experience because everything from the auditory input to the bright colors and unique textures helps to transport him to a place full of magic and excitement," she observed, adding, "The distractions and troubles of their home lives are removed. I think this is what contributes to and facilitates real 'God moments.' 

"By utilizing the Disneyland Effect, we can block out the distractions and troubles from home and help kids get into a head space that allows them to experience God."

So, most churches don't mind spending the extra time, effort and dollars to transform their church into a bamboo forest, city street, Bible-times village or whatever setting they've selected. 

Many leaders report that set-building or decorating the church is a fabulous way to involve church members in ways that best utilize their skills. 

For example, a carpenter who may never consider volunteering at VBS is much more likely to jump at the chance to construct a full-sized ship in the front of the church. 

Plus, elaborate decorations have created a new desire for churches in a community to work together. 

Jennifer Baney, another Facebook friend, tells of her situation—one that's becoming more and more common: "Our decorations travel to six other churches after we make them. They fit our sanctuary, and the other churches make them work."

IN THE PLANNING

While kids are content with wild visuals and a week that allows them to just be kids, it's adults that demand the technical side of VBS. 

That's why most VBS publishers now include some form of online registration or administrative tools, customizable forms and publicity helps, and networking opportunities through sites such as Facebook. 

With decorations being a vital part of the event, VBS directors are hungry for ideas and connections. Social networking allows churches around the world to share ideas, videos and pictures in a snap. 

VBS publishers are also providing adults with tools to make large group gatherings more polished and visually appealing, such as song lyrics in PowerPoint or MediaShout, music DVDs, pre-gathering countdowns and other "show" elements. Many visiting parents only see the large-group opening or closing at VBS, so churches use "techy" tools to make a positive impression on visitors, as well as the participants. 

Plus, online or CD-based tools make it easier for VBS leaders to succeed at following up with families after the event. Churches can now e-mail pictures or daily newsletters, burn CDs or DVDs or post additional church information on their Web sites or Facebook pages. 

VBS directors are becoming accustomed to having these tools at their fingertips and will likely keep looking for new electronic ways to make every part of their job easier and more effective.

IN THE FIELD

So, where does this recipe of high-tech, low-tech, sparkle and Scripture come from? 

VBS publishers generally work a year ahead, adding just the right amount of each "ingredient" to create a product that can work in just about any setting—from a small rural church to a large urban church. 

And while they all hold their "secret recipe" close to the chest, most will share that research and customer feedback are critical. The VBS team at Group Publishing not only conducts focus groups several times a year, but also connects with customers daily through e-mail, phone calls, Facebook, letters and VBS leader evaluations.

These ongoing relationships are key in developing every part of a successful program, plus such relationships allow publishers to test program elements, graphics or music with a small group of people, before releasing the materials to the general public. 

Input from VBS leaders is important, but it's also vital that the program is appealing to kids. That's why VBS publishers have to be tuned in to today's kids—their world, needs, language and development—and that means more than just reading a research spreadsheet or an article about trends in pop culture. 

Members of curriculum-development teams should be plugged in and interacting with kids on a regular basis, whether that means teaching Sunday school, leading a Scout troop or volunteering at a local community center. Not only does this ensure that materials are appealing and "cool" for today's kids, but it also gives a real-kid perspective to every aspect of the program.

Many activities look spectacular on paper, but fail in real life. You'll notice more and more publishers claiming that their materials are "field tested," providing the opportunity to identify any challenges—or eliminate any flops—before materials are in the hands of thousands of churches. 

Field testing also gives publishers a chance to see real kids give an honest response to program elements such as materials, graphics and music. If a large percentage of kids roll their eyes or give an activity the kiss-of-death label of "lame," it's back to the drawing board for most editorial development teams—or, at least, should be.

IN THE STORE

While VBS conjures up images of sunshine and summer, retailers can benefit by looking at Vacation Bible School the same way they view the Christmas season. Consider how you market, display and position products at Christmas. What would happen if you treated VBS in a similar way, as a key seasonal event?

Do you feature all of the available Christmas product? Of course not. You focus on what have historically been your best-sellers. Look at VBS the same way. 

There are countless programs on the market, but which ones have been your perennial best-sellers? Identify those programs your customers are most likely to seek.

Remember, the starter kit is just that—a starting point. Consider items such as crafts, student books and music. When choosing which publishers to feature, look at past sales history to discover which publishers provided the greatest amount of ancillary sales per starter kit sold.

Now that you've narrowed your focus, dig into those programs. While the majority of VBS programs share certain key "ingredients—games, crafts, Bible lessons, snacks—every VBS publisher still has its own secret recipe. All VBS programs are not the same. 

Understanding the publishers' key differences is important to churches as they investigate which VBS is best for them, and those differences go beyond theme and denomination. VBS is an item that transcends denominations—it's one time when plenty of churches feel free to look beyond their denominational publisher. 

An in-depth understanding of your best-sellers is a vital part of resourcing customers and maximizing VBS sales. Identify which items customers will need in order to pull off a successful program. 

Finally, look at VBS as a year-round product—not just a summer offering. Here's a snapshot at what your VBS season actually looks like:

September-October—line up bookstore previews and let churches know the dates so they can put your event on their calendars. This is "seed-planting" time, as you let churches know what themes they might be considering for next year.

November-December—order starter kits and begin your research. Identify key differences, unique ancillaries and per-student resources.

January-March—feature VBS kits in your store or on your Web site. Many children's pastors and volunteers will be choosing their programs during this time. This is also a key time for bookstore previews or other similar events that showcase VBS.

March-May—stock key ancillaries. Encourage churches to purchase or place orders early (particularly those items that each child will need).

June-August—fulfill last-minute orders.

Using such a planning guide allows you—and the churches you serve—to prepare for VBS and get the most out of such a high-energy, high-impact event.

A century ago, Mrs. Hawes probably never imagined what Vacation Bible School would become. And while many aspects of VBS have changed, the heart of this summer outreach event remains the same—connecting kids to Christ. 

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