October 27, 2025
The NovusWay Board has several important updates to share.
Lutheridge Update
On Monday, October 20, the Board met to consider a final offer for the purchase of an additional 0.56 acres of land on Airport Road. For historical context, in 2019, the Board voted to sell three lots on Airport Road off the back entrance of Lutheridge. Two lots were positioned on the right of Birch Circle, as you head out of Lutheridge, and one on the left. At that time, the decision was financial, driven by operating losses and significant debt.
We now know the two lots on the right side of Birch will become a Sheetz gas station, and construction began this year.
Over the last couple of years, the buyer has approached the Board on multiple occasions to purchase additional property, and the Board has rejected each previous request. The buyer is now finalizing negotiations with a prospective tenant for the single lot on the left side of Birch and has again approached the Board for an additional 0.56 acres to create 10 more parking spaces to support the tenant.
Today, the ministry is in a drastically different financial position than it was in 2019. The Board weighed several key considerations in making the final decision to sell the property:
- Ministry impact — The additional half-acre does not diminish programming in any way. In fact, it may help secure the type of tenant we would prefer. The current lot size limits tenants to smaller, yet noisier businesses such as car washes. A slightly larger lot opens possibilities for restaurants or retail.
- Safety improvements — During this round of negotiations, the buyer agreed to add a left-hand turn signal and lane directly across from the Walmart exit. The buyer will cover the significant cost of this improvement, which the DOT has already approved. This directly improves safety for guests, residents, and camper families exiting Lutheridge through the back entrance.
- Stewardship and reinvestment — Because the Board had neither need nor intention to sell, a significantly more favorable purchase agreement was negotiated. While the details are still being finalized and not yet to be made public, the Board has committed to using 100% of the proceeds from this sale to benefit current and future projects at Lutheridge. Combined with the capital campaign and hurricane recovery funding, this continues to strengthen Lutheridge and restore facilities.
“The sale of this land and the additional parking spaces intended will not adversely disrupt the program or guest experience at Lutheridge,” shared Lutheridge + Lutherock Executive Director, Van Van Horne. “To the contrary, it supports continued momentum in improving facilities while also creating a safer exit from camp for guests, families, residents, and staff.”
Lutherock Update
A longtime neighbor approached the ministry with an opportunity to purchase 4.57 acres, including a 3-bedroom, 2-bath home, located near the entrance of Lutherock. A generous friend of the ministry completely underwrote the funding to make this purchase possible.
Owning this property provides a critical emergency exit above the current creek entrance. The severity of last year’s hurricane Helene made that need a harsh reality. This sale has been finalized, and conversations are underway to include this property in future conservation efforts.
Improving Camper Numbers (Strategic Plan Update)
Our first Strategic Objective for the ministry is to grow youth summer camper numbers to reach 1,850 at Lutheridge, 750 at Lutherock, and 630 at Luther Springs, with an additional 450 adults/family campers at Lutheridge. The deadline for this goal is summer 2028. We will need to grow incrementally, adding new summer staff capacity along the way. To accomplish a primary tactic for this goal, the board created a Marketing Firm Recruitment Team that included Sue Mendendhall (Springs Co-Executive Director), Nathan Boykin (Rock Camp Director), Drew Yoos (Ridge Program Director), Leasha Hinsley (Chief Human Resources and Communications Officer), and Mitzie Schafer (Interim Co-CEO). This team interviewed and selected a marketing firm to support our efforts in this work. The board approved the contract earlier this month.
We acknowledge that, as a ministry, we know how to talk to church people (our people), but we are not as good at successfully marketing to families who have limited or no connection to the church. As a part of this process, we have also learned that sending a child to camp was once 95-100% a parent decision. Today, it is 50% parent and 50% camper. We need to learn how to market directly to potential campers. We have contracted with Crawford Marketing in Greenville to help guide this work. They will also help us secure a grant of $10,000 per month from Google in free Google Ads. Our goal, which Crawford shared is reasonable, is 150 new campers and 10 new summer staff by summer 2026. Crawford will host the initial discovery call with the team on Thursday, October 23. Leasha will manage this project on behalf of the ministry.
Leadership Transition + Gratitude
Our new CEO, Lauri SoJourner, will begin her role on November 1. Mike and Mitzie will transition to a consulting role during the month of November to ensure a smooth handoff. If you have questions regarding any of the updates above, please contact Mike or Mitzie directly.
The Board remains committed to stewarding both the land and the mission entrusted to our care. We have bright hopes for 2026, being filled with moving the ministry forward and introducing more of God’s people to these incredible spaces and places. Thank you for your continued trust as we work to ensure a strong and sustainable future for this ministry.
