Billy Graham Training Center

What Billy Graham Training Center does

The Billy Graham Training Center at The Cove is a Christian conference and retreat center located on a 1,200-acre campus in the Blue Ridge Mountains of Asheville, North Carolina. Founded in 1993 and operated as a 501(c)(3) ministry of the Billy Graham Evangelistic Association (BGEA), the facility hosts structured seminars, Bible training programs, spiritual retreats, seasonal events, and church group conferences. Core programs include 3-Day Seminars ($142 per person), 5-Day Intensive Bible Training ($277 per person), An Evening at The Cove concerts, Christmas at The Cove, SeniorSalt events for older adults ($54), and Guided Personal Spiritual Retreats led by an in-house pastor and chaplain. Integrated lodging packages (Complete Cove Experience) span Standard, Balcony, and Suite tiers priced from $682 to over $2,000 per person for multi-night stays.

The property includes two large auditoriums with theater seating of 451 and 119, 14 additional flexible meeting rooms, an on-site bookstore (Ruth's Attic), the Chatlos Memorial Chapel and Visitors Center, and Ruth's Prayer Garden. Distribution occurs through the thecove.org website, phone reservations, and dedicated Experience Coordinators for guest group event hosting by churches and Christian organizations. No proprietary technology platform is disclosed; operations are facility- and service-based. Customer segments include individual Christian adults, pastors and ministry leaders, active-duty military families, senior adults, church and organization groups, and supervised youth ages 15-17.

Revenue derives from four streams: seminar and event registration fees, lodging and Complete Cove Experience packages, custom guest group event hosting (per-person complete meeting packages), and charitable donations under the BGEA nonprofit umbrella. Gift certificates, financial assistance for military personnel and those in need, and seasonal pricing variations support broad accessibility. The organization employs 51-100 staff and is led by Executive Director Eric Wilkes, with pastoral leadership from Pastor in Residence John Parrish and Chaplain for Women Christine Schichtle. In late 2024, the facility pivoted to serve as a Hurricane Helene disaster relief hub in partnership with Samaritan's Purse and BGEA's Billy Graham Rapid Response Team, resuming normal event operations by 2025-2026.

Name

Billy Graham Training Center

Legal name

Billy Graham Training Center at The Cove

Website

https://thecove.org

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

The Billy Graham Training Center at The Cove is a nonprofit Christian conference and retreat center on a 1,200-acre Blue Ridge campus in Asheville, NC, hosting Bible seminars, spiritual retreats, and church group events as a ministry of the Billy Graham Evangelistic Association.

Ownership category

akta.pro rank

Product category

Christian Conference and Retreat Center

NAICS

Religious Organizations (8131), Religious Organizations (81311)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Denominational & Ecclesiastical Governance Bodies (Dioceses, Synods, Conferences) (BPAGAJAB)

akta.pro secondary industry

Faith-Based Missions & Evangelism Organizations (Domestic & International) (BPAGAJAE)

Keywords

• Christian retreat center
• Bible teaching seminars
• Spiritual formation programs
• Conference venue rental
• Religious hospitality services

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Seminar and Event Fees: Registration fees for structured programs including 3-day seminars ($142 per person), 5-day Intensive Bible Training ($277 per person), and special events like An Evening at The Cove ($69) and Christmas at The Cove ($74). All fees include materials and meals; lodging is additional.
2. Lodging and Complete Experience Packages: On-property lodging accommodations sold as complete packages ranging from $682-$2139 for double occupancy stays (2-5 nights depending on program). Packages include lodging, meals, complimentary 24-hour beverages, seminar notebook, and giveaway book or DVD. Three tiers offered: Standard, Balcony, and Suite rooms with seasonal pricing variations.
3. Guest Group Event Hosting: Custom event hosting services for outside groups including churches and organizations. Per-person complete meeting package rates are seasonal and vary based on meals, event size, meeting spaces, and weekday/weekend timing. Includes dedicated Experience Coordinators, meeting facilities, audiovisual services, and dining.
4. Donations and Charitable Contributions: As a registered 501(c)(3) nonprofit ministry of the Billy Graham Evangelistic Association, The Cove receives charitable donations. Gift certificates are available for purchase and can be used for lodging expenses, Personal Spiritual Retreats, and An Evening at The Cove concerts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Cove operates a Christian conference center and retreat facility offering multi-day Bible-teaching seminars, intensive Bible training, personal spiritual retreats, evening concert events, and complete lodging packages on a 1,200-acre Blue Ridge Mountain property. It also rents its auditoriums, meeting rooms, dining, and lodging to outside church and ministry groups as a full-service event venue with professional coordination and audiovisual support.

Product overview

The Billy Graham Training Center at The Cove operates as a Christian conference center and retreat facility offering a portfolio of spiritual formation programs. The core offerings include 3-day Seminars and 5-day Intensive Bible Training programs featuring Bible teaching, worship, and fellowship, along with seasonal events such as An Evening at The Cove (dinner and concerts), Christmas at The Cove, and SeniorSalt programs for seniors. The Complete Cove Experience packages provide integrated lodging (Standard, Balcony, or Suite rooms), meals, and materials for multi-day stays. For groups, the facility offers venue rental with meeting spaces including two large auditoriums (451 and 119 capacity) and 14 additional flexible meeting rooms, professional dining services, and audiovisual support. Visitor experiences include guided tours of the Chatlos Memorial Chapel and Ruth's Prayer Garden. The on-site Ruth's Attic Bookstore provides ministry resources including audio and video recordings of seminars. The 2026 Cove Program Guide documents all scheduled events and programs.

Differentiator

Problem solved

Functional benefit

Products and services

• 3-Day Seminar A three-day Christian retreat program featuring Bible teaching, worship, and fellowship, with meals and materials included; designed for adults seeking concentrated spiritual formation in a focused group setting.
• 5-Day Intensive Bible Training An intensive five-day extended Bible study program with deeper scriptural teaching and a 4–5 night lodging package, designed for adults seeking immersive scriptural instruction.
• Guided Personal Spiritual Retreat An intensive personal retreat with guided Bible study, prayer, and spiritual reflection led by Pastor John Parrish and Christine Schichtle, designed for individuals seeking deeper intimacy with God.
• An Evening at The Cove An evening event featuring a fine dinner prepared by The Cove's culinary team followed by an uplifting concert, offered as a dinner-and-concert experience or as part of a seasonal lodging-inclusive package.
• Christmas at The Cove A special Christmas-themed program and lodging experience combining holiday programming with overnight accommodation at The Cove.
• SeniorSalt Events Programs designed for senior adults including SeniorCelebration, SeniorSalt Hymn Sing, and SeniorSalt Carol Sing, providing worship, fellowship, and biblical teaching for ages 55+.
• Complete Cove Experience Package A bundled lodging package including accommodation, meals, complimentary 24-hour beverages, seminar notebook, and giveaway book or DVD, available in Standard, Balcony, and Suite room tiers with seasonal pricing variation.
• Come Early, Stay Over Package An extended-stay add-on package providing an extra night's lodging, meals, and an evening devotional for select programs, available subject to availability.
• Guest Group Event Hosting Full-service conference and retreat venue rental for churches and outside organizations, including lodging in guest rooms, professional buffet meals, meeting spaces (two auditoriums with 451 and 119 capacity plus 14 flexible meeting rooms), and audiovisual services with session recording.
• Chatlos Memorial Chapel and Visitors Center Tours Guided tours of the Chatlos Memorial Chapel and Visitors Center, including the Eckerd Seminar Room, pictorial display about Billy Graham's worldwide ministry, and Ruth's Prayer Garden.

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Samaritan's PursecoreStrategic or Co-development PartnerFollowing Hurricane Helene in late September, The Cove served as a hub for disaster relief operations, hosting Samaritan's Purse disaster relief teams. The partnership enabled The Cove to provide practical support and spiritual care to the hurricane-devastated western North Carolina region.
• Billy Graham Rapid Response TeamcoreStrategic or Co-development PartnerCrisis-trained chaplains with the Billy Graham Rapid Response Team were stationed at The Cove following Hurricane Helene to provide emotional and spiritual support to those affected by the disaster. Partnership leverages BGEA's crisis response capabilities.
• North Carolina State Highway PatrolminorStrategic or Co-development PartnerFollowing Hurricane Helene, The Cove hosted North Carolina State Highway Patrol personnel as part of regional disaster response coordination efforts.
• Billy Graham Evangelistic AssociationcoreStrategic or Co-development PartnerThe Cove is A Ministry of Billy Graham Evangelistic Association, a registered 501(c)(3) nonprofit organization. BGEA provides organizational oversight, theological alignment, and access to Billy Graham's message resources. The Cove benefits from BGEA's global network and brand recognition.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Forest Home: A Christian conference and retreat center in the San Bernardino Mountains of Southern California, offering family camps, women's retreats, and group hosting. Comparable as a long-established (75+ year) Christian retreat venue with lodging, dining, and teaching programs.
• Pine Cove: A Christian camp and retreat ministry operating multiple properties in Texas and the Southeast, providing Christian camps, family retreats, and group programming. Comparable as a multi-site Christian retreat operator running structured faith-based residential programming with lodging and meals.
• Ridgecrest Conference Center (LifeWay Ridgecrest): A Christian conference and retreat center in the Blue Ridge Mountains of North Carolina, formerly operated by LifeWay Christian Resources. Directly comparable as a multi-day evangelical retreat venue with lodging, auditoriums, dining, and group event hosting targeting similar church and ministry audiences.
• Montreat Conference Center: A Presbyterian mountain retreat and conference center located near Asheville, NC. Comparable as a denominational retreat facility offering spiritual formation programming, lodging, and group hosting on a substantial natural campus in the same Blue Ridge geography as The Cove.
• Kanuga: An Episcopal conference and retreat center in Hendersonville, NC, situated on a 1,400-acre mountain campus. Directly comparable as a faith-based mountain retreat with lodging, meeting facilities, and conference programming for individuals and church groups in the same Western North Carolina region.
• Sandy Cove Ministries: A nondenominational Christian conference center on the Chesapeake Bay in Maryland offering overnight retreats, Bible teaching seminars, and group hosting. Comparable as a full-service Christian retreat venue with lodging, dining, meeting spaces, and structured teaching programs.
• WinShape Retreat: A Christian retreat center at Berry College in Mount Berry, Georgia, affiliated with the Chick-fil-A Foundation. Directly comparable as a Christian conference and retreat center offering spiritual formation programming for individuals, couples, and church groups in a natural mountain setting.

Broad incumbents

• Billy Graham Evangelistic Association: The parent nonprofit ministry that operates The Cove and other global evangelistic initiatives. Comparable as a broader faith-based organization whose brand, donor base, and content library feed The Cove's audience pipeline and theological positioning.
• Focus on the Family: A large evangelical Christian ministry headquartered in Colorado Springs with a visitor experience (the Focus on the Family Welcome Center) and retreat-style programming. Comparable as a broad incumbent faith-based nonprofit that operates an on-site visitor and ministry experience similar to The Cove's chapel and visitor center.

Others

• LifeWay Christian Resources: A Southern Baptist publishing and ministry organization historically associated with Ridgecrest Conference Center and Bible study curriculum. Relevant as a content and conference ecosystem participant whose publishing arm and church distribution channels overlap with The Cove's Bible training programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheCoveNC
• YouTubeyoutube.com/thecovenc
• Facebookfacebook.com/TheCoveNC
• Instagraminstagram.com/thecovenc
• LinkedInlinkedin.com/company/the-cove

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Billy Graham Training Center