“If you build it, they will come.”
The iconic phrase coined by the 1989 film Field of Dreams has ingrained itself in every facet of American pop culture. But did you know that it’s actually a misquote?
In the film, farmer Ray Kinsella (portrayed by Kevin Costner) is inspired to destroy his cornfield and build a baseball diamond after hearing a voice whisper, “If you build it, he will come.” The “he” in question was the spirit of Ray’s late father, John. When Ray follows through with building the diamond, he encounters John’s younger self, and they make peace with one another.
Since the film’s debut, “If you build it …” has been used in countless motivational messages. It’s compelling for churches to put in perspective, too: If you build it, he will come, and so will they. Sometimes, that happens in the most unlikely places. And always, that requires the church to show up where it’s needed.
Like Ray Kinsella’s baseball diamond in rural Iowa, Oak Ridge Baptist Church is making waves in Salisbury, Maryland. It’s the compelling story of a nondescript shopping center’s transformation into a thriving church that serves not only the surrounding community, but other churches nationwide.
Growing a Historic Church
Salisbury is a small town of 33,000. Visitors who fly into the area are greeted by its pastoral beauty and the acres of farmland adjacent to the airport. A coastal town not far from Ocean City, Salisbury boasts a university and a thriving community rich in charm.
Established in 1962, Oak Ridge Church has a long history in Salisbury. The church nearly shut its doors in the late 1990s, its already small membership having dwindled and its pastor and leaders gone.
“When I came to Oak Ridge in 1999, there were about 35 people left in an old Southern Baptist church building that seated about 100,” says Brian Moss, lead pastor at Oak Ridge. “We started implementing The Purpose Driven Church model, and we ultimately outgrew the space.”
Since Oak Ridge couldn’t build out from its existing property, church leaders looked elsewhere. In 2004, they rented half of a shopping center in the heart of town. Two years later, their growth enabled them to purchase the entire center, which included a defunct Kmart, plus the adjacent property. In the years since, they’ve developed a truly sacred space that attracts members of the community from all walks of life.
Oak Ridge wanted to embody the idea of “bringing the holy to the town square,” and they have been wildly successful in doing so. In September 2022, they opened an all-new sanctuary, constructed on the lot adjacent to their original worship center. Leading up to that, Moss and Oak Ridge’s leadership team took a step back to examine the church’s overarching brand and where it was headed.
Visuals and Vision
While their new worship center was in the works, Oak Ridge connected with my team at PlainJoe: A Storyland Studio to master-plan the entire campus for community engagement. Part of that effort included the new worship center’s interior design, as well as the kids’ ministry area (ongoing).
In the midst of that, however, Oak Ridge began to look at their brand and graphic design. Although they’d already proven that they could position the church for healthy growth and influence in the community, their brand lacked uniformity.
According to Moss, Oak Ridge had previously branded each of its ministries separately in the 1990s, leading to a largely disjointed look and feel across all areas. He and his team needed to bring all those elements back under one umbrella that embodied Oak Park’s current mission, vision and values. My team spearheaded the brand refresh, helping to envision not only the church’s brand design, but also its interior elements such as graphics and signage.
Moss says the new, unifying visual elements in Oak Ridge’s facilities add to the church’s missional focus.
“Most church leaders wouldn’t consider a color and style guide to be vital to their missional advancement,” Moss says. “However, we’ve found that your facilities communicate a message, no matter who you are. The question is, what message do you want to communicate?
“We’ve found that when you get serious about creating a space that is visually appealing, it ups the game for everyone. It changes how staff operate within that space. We see ourselves differently, and it builds greater excitement when people enter the facility.
“When you put thought, intentionality and investment into creating a ‘wow’ experience in your space, that pays off. It changes the game.”
Removing Barriers
Clear, aesthetically pleasing signage also helps visitors feel more at ease in a new place. The feeling of entering an unfamiliar church can be reminiscent of being the new kid in the school lunchroom. Oak Ridge wanted to relieve as much of that stress as possible, since it creates a roadblock for people who might otherwise visit.
“You’re right back there as an adult, walking into the lobby of a big church you’ve never been to before,” says Phil Taylor, executive producer at PlainJoe. “If a church can do little things to remove that anxiety—such as placing clear wayfinding signs—then that’s good gospel behavior.”
Plans for Future Growth
Beyond the new sanctuary, Oak Ridge has ambitious plans for its property. My team master-planned the future of their additional shopping center property, envisioning a retail, dining and entertainment district we named Oak Ridge Commons. It’s a place where the family of faith at Oak Ridge can welcome both locals and visitors to an intentional crossing of ministry and marketplace.
The master plan includes a hotel, retail, community space, educational facilities (currently occupied by the local Junior Achievement chapter), dining, leisure, entertainment and even a traditional wedding channel.
As Oak Ridge Commons is developed over time, it’s positioned to become the perfect weekend destination for shopping and family entertainment. Parents can bring their children to play at the park, then maybe grab a meal and head over to the events center to catch a concert or movie. The district doubles as a weekend stopover and business hotel where professionals can stay, work and dine, with all the amenities they need in one place.
Serving the Greater Church Community
If you build it, they will come—and Oak Ridge’s rapid growth is a testament to the success of their underlying strategy. Since 1999, Moss has seen over 2,000 people baptized. That got the attention of other church leaders in the area. While 2,000 baptisms may seem like a drop in the bucket for a big city, it speaks to Oak Ridge’s impact in Salisbury.
When pastors and leaders began to approach Moss and his team, asking how they’d drawn in so many believers, Oak Ridge decided to begin ministering to and empowering other churches to do the same. They founded The DREAM Church Conference, where they use their story to help other churches grow and thrive.
“We believe in kingdom empowerment and making every church equally successful,” Moss says.
To learn more about Oak Ridge Baptist Church, visit OakRidge.live. For more information about The DREAM Church Conference, visit TheDreamChurchConference.com.