The University’s 5½-minute video, narrated
by Millard, came up on a giant video screen at
sold-out Citizens Business Bank Arena about a
third of the way through the four-hour concert.
Within seconds of its conclusion, enrollment
representatives from GCU, stationed prominently
at one large booth on the arena’s floor and another
on its concourse, were swamped with inquiries
by concertgoers ranging from high schoolers to
working adults.
The tour has presented an ideal opportunity for
GCU to talk to students and families in search of
an affordable, private Christian education.
“One of the keys in marketing is repetition,
and this was our third year,” says
Scott
Fehrenbacher
, the University’s senior vice
president for faith-based marketing. “Our
brand and our story are connecting.”
Slaughter’s documentary, scheduled to premiere
in the fall on the GCU campus, will supply an
inside look at how the Roadshow entourage of 110
people comes together, telling the stories of those
out front and behind the scenes. The University’s
role will be featured prominently.
“Normally, a tour is named something and it’s
over,” says Slaughter, 33, of Dallas. “This is an
annual thing where the artists change but the tour
doesn’t. People end up liking this tour, and we’re
trying to get the ‘why’ out of them.
“The public has the wrong perception of what
actually happens on a tour. A lot of decisions are
made. Money is spent and lost. There are little
stories that would be eye-opening to people.”
Such as the story of
Tim Timmons
, 37, a singer-
songwriter from southern California, who was the
first act onstage every night. He was diagnosed
with an incurable form of cancer 12 years ago.
The gung-ho involvement of Timmons, who leaves
his wife and four young children at home to go on
tour, is one of the mysteries Slaughter’s film will try
to solve.
“My orders from Jesus are very specific,” Timmons
says. “I’m supposed to influence the church,
moving believers to followers through my story.
There’s a true family feel (to this tour). I have four
kids and an amazing wife, and I love them so much,
but every time I come home I end up missing
people from the tour.
“I feel like we are the church together. Instead of
doing church, we’re
being
church.”
He says he wants the film to be authentic
and transparent.
“I hope it shows a bunch of people figuring out
how to follow Jesus,” he says, “the normalness and
the struggles of who we are. And also the diversity
in the kingdom of God.”
The tour’s underdog status in the music industry
also is something that the film will bring out,
Slaughter says.
“It’s the challenge of making ends meet while doing
what God has called you to do,” he says. “Some
days I think these people are stupid and crazy. But
(the tour) always ends on a good note – maybe
MercyMe only made five bucks – and that’s all you
remember. Hopefully, we have a story in that.”
Kevin McNeese
, 34, co-founder of the Christian
music website New Release Tuesday, says there’s
no show quite like the Roadshow.
“This tour has the biggest heart,” McNeese says.
“The people are ministry-focused, and that starts
at the top. It’s different, and you don’t find that
a lot.”
A $10 ticket is countercultural, to be sure. But the
Gospel is as countercultural as it gets.
“People thought we were nuts trying to do this five
years ago,” Millard says, “and we knew they were
right. But we couldn’t avoid the fact that God was
calling us to do it.
“If we could do it for free, we would.”
■
2013
ROCK&WORSHIP
ROADSHOW
Producers (from left) Ryan Slaughter, Ryan Smith
and Brody Harper are making a documentary film
about the Roadshow.
Kevin McNeese of New Release Tuesday, a Christian
music website, has followed the tour and says it has
“the biggest heart.”
Singer-songwriter Tim Timmons, who is battling
cancer, says the Roadshow feels like “being church”
to the performers.
Tim Timmons
Rhett Walker Band
Luminate
Family Force 5
Kutless
Adam Cappa
Jeremy Camp
Tedashii
MercyMe
