The Christian Cruise Genesis

While the marriage of religion and profit has sparked debates, the fact remains the till box is passed around at the end of each sermon. Now, what was once strictly Sunday morning worship has grown to encompass an entire industry of faith-based activities, most notably Christian rock and the associated concerts. But Christians aren’t complaining. On the contrary, the Christian rock genre is by Wikipedia estimates the most popular genre in the United States.

Brother’s Keeper is one of many Christian rock bands that have toured the country performing at churches and large venues alike. Band member John Sanders is a rocker with unique business sense who first grasped the inclinations of Christian rock, then the other opportunities that exist in Christian-oriented events. While coming across a MTV spring break special and questioning the moral and perhaps entertainment value of the show, Sanders wondered what his young Christian rockers had going on for their spring break. Why not get those young kids and families on a cruise ship and rock out, he wondered.

He brought the idea to Premier Productions, who is the nation’s largest Christian concert promoter, and Premier Christian Cruises, the second winner of our Big Business Contest, was formed. The first Premier Christian rock cruise sold out in 13 weeks and the rest is as they say history. Every cruise Premier Christian Cruises chartered has sold out, with the company averaging three full ship charters every year. Sanders uses Premier Production’s band connections to stock the cruises with inspirational music. Sanders has also spread his wings to include Camp Electric, a “worship rock and roll music camp” for kids that has been growing in popularity.

The secret to his success is no secret, since the primary factor is the huge demand for Christian-oriented events. Sanders sees limitless potential for his business and foresees an increase to one cruise ship a year.

“There’s a demand because there’s a lot of people out there who want to take a regular vacation, that want to go on a ship and be in a Christian environment,” Sanders said. “We really create an environment that’s safe for the whole family.”
The industry Sanders has tapped into is so large in part because being a Christian isn’t just showing up at Sunday church, Sanders said. It’s a life commitment that doesn’t condemn celebration, but rocks out to good positive Christian themes. Some say his cruises are even life-changing. The company gives back to a portion of its profits to the James Foundation, but, more importantly feels it is making a difference in people’s lives.

From a purely business perspective, Premier Christian Cruises has found its market and it is sizeable. While many companies struggle to find their market niche, Sanders has tapped into an industry he is passionate about, with high potential.

“I feel that we are just scratching the surface of the Christian travel industry,” Sanders said. “Most of our cruisers are first timers and we know that when the word gets out about our cruises they’ll be waiting in line... by offering a Christian cruise with the top level artists, we are offering a product that just isn’t out there.”