The first "director of hospitality and welcome" at an English cathedral has unveiled far-reaching plans to make its operations more business-like.

Mark Hope-Urwin, a former executive with the John Lewis deparment stores chain, has been recruited by Birmingham Cathedral to oversee a radical change to its image and branding.

His plans, revealed today, include a chain of city-centre wine bars and "loyalty cards" for regular worshippers to obtain discounts at the cathedral's shops.

The new appraoch to attracting and retaining worshippers could become a blueprint for dioceses across the country.

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Filed under: * Anglican - Episcopal • Anglican Provinces • Church of England (CoE) • * Christian Life / Church Life • Parish Ministry • * Culture-Watch • Religion & Culture • * International News & Commentary • England / UK

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