It was one of the most cringeworthy moments I’ve experienced in over a decade of visiting churches.

Over the past year alone, I’ve worked with 20+ churches through what I call Actionable Insight Weekends— on-the-ground visits where we identify low-hanging fruit that can accelerate growth. (Want a peek behind the curtain? Check out this short video of Pastor Joe sharing about the experience.)

But this particular story didn’t happen at Joe’s church … thankfully.

I was at a church where the second service was underway, and the room was fairly full. A guest arrived a few minutes late and needed a seat. They tapped a regular attender at the end of a row and politely motioned that they’d like to slip into that aisle.

The attender graciously stepped out to let them pass.

But as the guest walked down the row, I saw the attender shoot their friend one of those classic Can you believe this person made us move?  looks.

The guest didn’t see it. But I did. And I couldn’t stop thinking: What if they had?

The Case for Active Ushering

A moment like that sends a powerful (and unintended) message: You weren’t expected. And yet, I know this church, like yours, would never say that with words.

So, how do we ensure we’re communicating ‘welcome’ with more than our signage or sermons?

Enter: active ushering.

When your auditorium hits around 50% capacity, your guest experience begins to shift. The room looks fuller, open seats are harder to spot, and visitors become increasingly anxious about where to sit. If your church isn’t actively guiding people at this point, you’re missing an opportunity to show them they matter.

But let’s be clear: active ushering isn’t just moving people around. It’s a whole approach to hospitality.

It means ushers are helping guests find available seats quickly, especially as the room starts to fill up. It means politely asking people to slide in toward the center of the rows, freeing up valuable aisle seats for those arriving during the service. Sometimes, this means the worship leader or band helping from the stage with a well-timed, upbeat prompt like, Hey everyone, let’s squeeze in a bit so we can make room for friends still coming in!

Active ushering involves being attentive to those with special needs, helping someone with a cane or walker navigate the aisle, offering to find accessible seating, or discreetly guiding a parent with a fussy child to a designated cry room or family space.

It could even involve small tools like flashlight pens to gently light a path during dimly lit moments or crowded services, ensuring no one feels unsure or unseen.

It’s also about friendly assertiveness: noticing when a large group enters and quickly identifying open rows or coordinating with fellow ushers across the room to find five seats together and escort the family there, rather than letting them fend for themselves.

Ultimately, active ushering is a ministry of anticipation. It’s about preparing the space with intentionality and warmth, and then showing people, through your posture, words, and actions, that they belong.

And here’s the exciting part: we can learn to do it well by studying organizations that manage people flow and hospitality with excellence.

Let’s take a look.

What We Can Learn from Other Sectors About Directing People with Warmth and Confidence

Theaters: Setting the Tone with Calm Confidence

What they do well:

• Ushers are the first human interaction guests have. They lead with posture, polish, and professionalism.
• They escort patrons to their seats, especially in dim or crowded rooms, often using flashlights to guide them gently.
• They know their zones intimately and are always aware of available seats, so guests never wander aimlessly.

Church ushers should treat the sanctuary like a theater before the curtain call. That means:

• Assign zones to your team; each usher should own a section and be scanning for open seats.
• Equip them to walk with guests, not point from the back.
• Offer tools like flashlight pens for low-light services or holiday events.
• Start every Sunday with a 5-minute pre-service huddle, just like theaters do, to go over needs or special guests.

Airlines: Clarity and Compassion in High-Pressure Moments

What they do well:

• Gate agents break down complex tasks (boarding hundreds of people) into small, clear steps.
• They smile, speak with calm authority, and offer updates without panic, even when things go wrong.
• Their posture and tools (podiums, scanners, signs) make them easy to identify and follow.

Use this model when your service is filling up or running behind. Teach your usher team to:

• Use welcoming, consistent phrases like “Let me help you find a great seat,” or “There’s space over here, we saved it for you.”
• Stand tall, smile warmly, and make eye contact. It sets the emotional tone.
• Consider radios or text threads to coordinate across large venues. (“I’ve got four open in section B, send them over!”)

Pro tip: Like an airline, train your ushers to speak confidently in pre-scripted ways, especially when directing traffic or seating large groups. Practice it so it becomes second nature.

Disney: Warm Hospitality + Proactive Help

What they do well:

• Disney Cast Members never say “I don’t know”; they find out or walk you there.
• They use open-handed gestures (the famous “Disney Point”) to direct people without seeming pushy.
• Every employee is “on stage” when in view of guests, posture, energy, and attention are intentional.

Church takeaway:

• Adopt the “on stage” mindset. When a guest walks in, the whole team is on.
• Walk, don’t point. And do it with enthusiasm: “This way, we’ve got some great spots up front for you.”
• When in doubt, over-help: “Can I help you find kids’ check-in?” vs. waiting for someone to ask.

You don’t need Mickey ears, but you do need smiling, helpful volunteers who believe that hospitality is part of the worship experience.

Stadiums & Arenas: Confident Crowd Control

What they do well:

• Ushers guide thousands efficiently, often amid loud, chaotic environments.
• They don’t wait for fans to get confused; they direct early and often.
• They fill space strategically: “Please move toward the center of your row to make room.”

Church takeaway:

• Start ushering when the room hits 50% capacity. Don’t wait until it’s chaos.
• Train your team to move people in with polite urgency: “Let’s slide in and make room, we’ve got lots of folks still coming in.”
• In large rooms, designate one usher as the “seat spotter”, stationed in the balcony or sound booth to radio down openings in real time.

Even in a high-energy room, ushering can feel calm and personal. You’re not herding cattle; you’re making space for community.

Luxury Retail: Treat Everyone Like a VIP

What they do well:

• Associates recognize loyal customers by name and tailor their service to meet their needs.
• They escort customers to products, not just tell them where to go.
• They use respectful, elevated language to create a feeling of care and attention.

Church takeaway:

• Greet regulars by name when possible. Nothing beats: “Hey Tom, good to see you again!”
• Walk newcomers to their seat or the kids’ ministry and introduce them to someone on that team.
• Offer elevated courtesies: “We’ve reserved this section for families with strollers, let me show you.”

People may forget the sermon, but they’ll remember how you made them feel. Treat every guest like they matter… because they do.

5 Tips to Level Up Your Ushering Ministry

1. Teach the ‘Why.’ Don’t just train in what to do. Remind your team that ushering is about removing distractions so people can meet Jesus.
2. Leverage Your Pre-Service Huddles. Like a flight crew or theater team, invest 5 minutes together before every service. Review flow, point out VIPs, and pray.
3. Empower with Scripts. Help team members avoid awkward moments with go-to language. “Let me help you find a great spot,” beats “You can’t sit there.”
4. Debrief and Celebrate Wins. After a big Sunday, talk about what worked. Did someone go the extra mile? Celebrate it. Share guest stories. Build culture.
5. Start with 50%. That’s your magic number. When the room reaches half capacity, activate your ushers. Don’t wait until people are standing at the back.

Hospitality Isn’t Optional

Churches spend months planning sermon series, stage design, and small group curriculum … but your ushering experience may decide whether someone even hears the message.

What if your guests knew, before the first worship chord struck, that they were wanted here?

You don’t need new chairs or a better floor plan.

You need a team that says, We expected you. We’re glad you came. And we’ve got a seat for you right here.

Because this isn’t just about traffic flow or seat availability, it’s about advancing the Kingdom.

“Offer hospitality to one another without grumbling.”
 —1 Peter 4:9 (NIV)

That’s not a suggestion; it’s a biblical invitation into God’s mission. When we welcome people with warmth, guide them with grace, and remove distractions so they can engage with what God is doing, we’re participating in something far bigger than ourselves.

Hospitality is part of God’s plan to change the world.

Active ushering may feel small, but it’s one of the first ways your church can say: You matter. You belong. And God is at work here.

Let’s raise the bar. Let’s help people take their first steps toward a deeper relationship with Jesus, starting with a seat.

Now go make some room.