The 1980s was a decade of excess in America, and nowhere was this more evident than in the world of televangelism. Amidst the glitz and glamor of this burgeoning industry, one couple stood out: Jim and Tammy Faye Bakker, the charismatic duo behind the PTL Club, a Christian ministry that grew into a multi-million dollar empire. But their story is not just one of faith and fortune; it’s a cautionary tale of ambition, greed, and the intoxicating allure of power.
Early Years and Ministry Beginnings
Jim and Tammy Faye Bakker’s journey began in humble origins. Jim, a charismatic preacher with a penchant for showmanship, and Tammy Faye, a bubbly and vivacious woman with a heart for ministry, met while studying at North Central Bible College in Minneapolis. They shared a deep faith and a vision to spread the gospel through television, a medium that was just beginning to reach a mass audience.
Jim Bakker was born in Muskegon, Michigan, in 1940. Raised in a devoutly religious household, he attended North Central University, a Bible college affiliated with the Assemblies of God, where he met his future wife, Tammy Faye LaValley. Tammy Faye, born in 1942 in International Falls, Minnesota, shared Jim’s passion for ministry and performance.
The Bakkers married in 1961 and began their ministry journey as itinerant preachers. Their early work involved traveling from church to church, spreading their message of hope and salvation. Their charismatic personalities and ability to connect with audiences quickly set them apart. In 1965, the Bakkers joined Pat Robertson’s Christian Broadcasting Network (CBN), where Jim hosted a children’s puppet show called “The 700 Club.” The show was a hit, and the Bakkers quickly became household names among evangelical Christians.
Biography.com: Tammy Faye and Jim Bakker: Inside Their Relationship and the Scandals That Brought Down Their Empire.
Jim wanted to create “a Christian version of The Tonight Show,” John Wigger, author of PTL: The Rise and Fall of Jim and Tammy Faye Bakker’s Evangelical Empire, told ABC News of the Bakker’s time at CBN, noting the Christian talk show was one of Jim’s first big innovations in televised ministry. That first foray into talk shows became The 700 Club, still a flagship program for CBN. “It’s not listed in the bible, but my spiritual gift, my specific calling from God, is to be a television talk-show host,” Jim was quoted as saying in Spy magazine.
Britannica: Jim Bakker
Bakker was a skilled fundraiser, but he began to clash with Robertson as the decade wore on. In 1972 the Bakkers were accused by CBN executives of using network funds for personal expenses. They left the ministry soon after the accusations.
Washington Examiner: Jim and Tammy Faye Bakker: A Scandal of the Self
After breaking with Robertson and CBN, the Bakkers spent much of 1973 in California helping Jan and Paul Crouch start another TV project, the Trinity Broadcasting Network. But the Bakkers split with the Crouches, too. Jim and Tammy Faye began planning their own TV venture and expected to run it from California. But a January 1974 telethon Jim Bakker conducted in Charlotte, North Carolina, ignited into a full-blown revival, replete with signs, wonders, and healings. The Bakkers soon decamped to Charlotte for good. They moved into an old furniture store, set up a makeshift studio, and took to the air with zeal.
Religion Dispatches (2013): Paul Crouch, Architect of Prosperity Gospel Televangelism, dead at 79.
Paul Crouch, the founder of Trinity Broadcasting Network and an architect of global prosperity gospel televangelism, died yesterday at the age of 79.
Crouch built the network from one station in the 1970s to a global empire featuring a 24-hour menu of health and wealth gospel, preying on the gullible to turn their money over to televangelists to receive God’s blessing.
Best known for his controversially extravagant spending, with his wife and business partner Jan, Paul Crouch survived many a media exposé. He and his wife built their network, worth hundreds of millions of dollars, using tax-exempt donor funds, frequently, former insiders have charged, for their own enrichment.
In 2004, the conservative Christian financial watchdog Ministry Watch issued a scathing report on the network, charging that its “huge cash stockpile” should be spent on charitable works, rather than on the Crouches’ personal luxuries. That same year, the Los Angeles Times ran a damning three-part exposé of the family’s mansions, luxury cars, and private airplane. But perhaps the most damaging revelation was the claim by Crouch’s former chauffeur, Lonnie Ford, that Crouch had paid him $425,000 in hush money to keep silent, Ford claimed, about how he was forced to have sex with Crouch to keep his job. On the air, Crouch called the story a “pack of lies right out of the pit of hell.” Other prosperity televangelists closed ranks around Crouch; the enemy, after all, was the secular media.
To outsiders, the Crouches are comical, Elmer Gantry-esque caricatures of themselves, he with his prophecies and flamboyant fawning over the televangelists he helped turn into stars, she with her pink hair piled high on her head, garish make-up, high-pitched voice, and gaudy clothes. But as Wead recognized, they have an audience (one worth cultivating for votes, at least), in a subculture not only unfamiliar but probably outright incredible to many Americans.
Paul Crouch managed to survive scandal after scandal, even those that tore apart his own family. For his supporters, he was a prophet, or at least a lucrative patron and ally. For anyone shocked by the excesses and abuses of prosperity preaching and exploitation of tax-exempt status, though, Crouch was a heretic and a charlatan.
The Birth of PTL and the Bakker Empire
In 1974, the Bakkers launched their own television ministry, the PTL (Praise the Lord) Club. PTL quickly grew into a major success, attracting millions of viewers with its mix of religious programming, musical performances, and testimonials. Jim Bakker’s entrepreneurial spirit led him to expand PTL into a multi-faceted operation that included a satellite broadcasting network, a Christian theme park called Heritage USA, and various real estate ventures.
The Gospel Coalition: What Jim Bakker Can Teach American Evangelicals Today
The Bakkers proved adept at growing their audience. It was hard not to watch just to see what crazy stunt they might pull next, like when a live camel visited the set (and promptly peed all over the stage) or the time that Tammy Faye hosted the show from a merry-go-round. But their fundraising method of choice was the telethon, hours of increasingly desperate appeals for donations. “We need $10,000 a month or we’ll be off the air. Listen people, it’s all over. Everything’s gone. Christian television will be no more.” In contrast to the hyperbole, PTL grew by leaps and bounds, airing on hundreds of affiliate stations and in as many as 13 million homes by the mid-1980s.
Heritage USA, located in Fort Mill, South Carolina, was the crown jewel of the Bakker empire. Opening in 1978, the park featured hotels, a water park, a conference center, and residential areas. It became one of the most popular vacation destinations in the United States, attracting nearly six million visitors at its peak. The park epitomized the Bakkers’ vision of combining faith with family-friendly entertainment.
Wikipedia: Heritage USA
Heritage USA was an American Christian-themed water park, theme park, and residential complex in Fort Mill, South Carolina, built by televangelist Jim Bakker and his wife Tammy Faye Bakker, founders of The PTL Club. The park, which occupied 2,300 acres, was built by church builder Roe Messner. Since its closure in 1989, projects have been constructed on the land it once occupied, portions of which have been sold to several companies. The former Heritage USA facilities in Fort Mill, South Carolina, which were purchased by MorningStar Fellowship Church in 2004, were renamed Heritage International Ministries (H.I.M.).
Heritage USA opened in 1978, and by 1986, it attracted nearly 6 million visitors annually and employed around 2,500 people. The facilities included the 501-room Heritage Grand Hotel, the attraction Main Street USA, an indoor shopping complex, the Heritage Village Church, Upper Room, a 400-unit campground, The Jerusalem Amphitheater, conference facilities, King’s Castle, a skating rink, prayer and counseling services, cable television production studios, Bible and evangelism school, visitor retreat housing, staff and volunteer housing, timeshares and the Heritage Island water park and recreational facilities. It was the third-largest theme park by attendance, with 4.9 million visitors per year, behind only Walt Disney World in Orlando, Florida and Disneyland in Anaheim, California.
Heritage USA was described as a Christian version of Disneyland; before the scandal leading to its closure, Jim Bakker had plans to expand the park. At Heritage USA’s peak, when it earned $126 million per year, the IRS revoked its tax exemption. Soon after Bakker’s federal indictment and public condemnation for raping and drugging Jessica Hahn with another man in his employ, John Fletcher, seven years before, park attendance dropped. Falwell said the park competed unfairly with tax-paying attractions and that the tax-exempt ministry should be separated from PTL’s business interests. Under Falwell’s leadership, Heritage USA sought Chapter 11 bankruptcy protection with debts estimated at $72 million.
ABC News: The scandals that brought down the Bakkers, once among US’s most famous televangelists.
The income from their satellite network allowed the Bakkers to purchase a total of 2,300 acres of land for a new venture — a 500-room hotel and waterpark complex they called Heritage USA, located in Fort Mill, South Carolina.
“Bakker had always been fascinated by Walt Disney,” he said. “He sat back and said, ‘Why can’t we have a Christian version of Disneyland?”
Bakker asked followers to give $1,000 for “lifetime partnerships” that would entitle them to an annual three-night stay at the Heritage Grand hotel, but this would be one of the first of many cracks in the Bakkers’ empire.
“Problem is, there were way too many people giving $1,000, not nearly enough hotel rooms,” said Mark Becker, a reporter for Charlotte-based ABC affiliate WSOC-TV, who reported on the Bakkers.
YouTube: What televangelist Jim Bakker’s Heritage USA theme park looks like today
The Prosperity Gospel
Central to the Bakkers’ success was their promotion of the prosperity gospel, a doctrine that equates faith with financial success and material wealth. This message resonated with many Americans, particularly during the economic uncertainties of the 1970s and 1980s. The Bakkers assured their audience that God wanted them to be wealthy and that donating to PTL would bring divine blessings and financial rewards. Behind the scenes, their ministry was riddled with financial mismanagement and questionable practices. The Bakkers lived a lavish lifestyle, indulging in expensive homes, cars, and clothes, all funded by donations from their faithful viewers.
The Bakkers’ fundraising tactics were highly effective but also controversial. They frequently urged viewers to send “seed money” donations, promising that God would multiply their contributions. These appeals brought in vast sums of money, which funded the lavish expansion of PTL’s operations. However, critics argued that the prosperity gospel exploited vulnerable individuals by encouraging them to give beyond their means.
Scandal and Financial Mismanagement
Despite their outward success, cracks began to appear in the Bakkers’ empire. By the mid-1980s, PTL was embroiled in financial mismanagement and allegations of impropriety. The Bakkers’ extravagant lifestyle, which included multiple homes, expensive cars, and luxury items, raised questions about their use of ministry funds.
In 1987, the first major scandal broke when it was revealed that Jim Bakker had paid $279,000 in hush money to Jessica Hahn, a church secretary, to cover up an alleged sexual assault. This revelation led to Bakker’s resignation from PTL and triggered a series of investigations into the ministry’s finances. It was discovered that PTL was deeply in debt, owing millions to creditors and facing mounting legal challenges.
Legal Troubles and Conviction
The financial irregularities at PTL caught the attention of the federal government. In 1989, Jim Bakker was indicted on multiple charges of fraud, conspiracy, and racketeering. The prosecution alleged that Bakker had oversold “lifetime partnerships” to Heritage USA, promising more benefits and accommodations than the park could ever provide. This amounted to a Ponzi scheme, where new donations were used to pay off previous commitments.
SEOklaw.com: “PRAISE THE LORD” OR “PASS THE LOOT”?
Things went downhill faster than a chubby kid on Heritage USA’s 163 foot “Typhoon” waterslide. In March of 1987, Bakker was forced to resign from PTL, and in May he was dismissed as a minister of the Assemblies of God. Jessica Hahn did a spread in Playboy and sold her story to anyone that would listen. Other famed televangelists came out of the woodwork to chastise and denounce Bakker. Chief among them was Jimmy Swaggart, another Assemblies of God minister, who also had his own run in with infidelity a few years later. But, the hits just kept on coming, and in October of 1988 the feds showed up with an indictment.
The trial was a media sensation, with Tammy Faye’s emotional appearances garnering significant attention. Despite her attempts to defend her husband and the ministry, in 1989, Jim Bakker was convicted on 24 counts of fraud and conspiracy and sentenced to 45 years in prison. He served five years before his sentence was reduced.
Tammy Faye’s Resilience and Reinvention
While Jim Bakker served his prison sentence, Tammy Faye divorced him and embarked on a new chapter in her life. She embraced the LGBTQ+ community, becoming an advocate for AIDS awareness and acceptance. Her open-mindedness and compassion earned her a new following, and she became an unlikely pop culture icon. She continued to preach and minister, but her career never fully recovered from the scandal. She died in 2007.
In 2007, Jim Bakker was released from prison and returned to televangelism, launching a new show called “The Jim Bakker Show.” He remarried and continued to preach a message of prosperity gospel, though with a more subdued approach.
The Aftermath and Legacy
The collapse of the Bakker empire had far-reaching consequences. Heritage USA closed in 1989, and its assets were sold off to pay creditors. The PTL Club was taken over by new management but never regained its former influence. The Bakkers’ downfall also tarnished the broader televangelism movement, leading to increased scrutiny and regulation of religious broadcasting.
In the years following his release from prison, Jim Bakker attempted to rebuild his ministry. He launched a new television show, “The Jim Bakker Show,” focusing on apocalyptic themes and survivalism. Although he attracted a smaller audience, Bakker remained a controversial figure, with critics accusing him of exploiting fears for financial gain.
The Charlotte Observer: Fallen PTL preacher Jim Bakker is back with a new message about the Apocalypse
Three decades after his PTL empire near Charlotte crumbled amid financial and sex scandals, Jim Bakker is back on TV with a different, darker message:
The Apocalypse is coming and you better get ready.
Ready to be judged by God, sure. But the main mission of “The Jim Bakker Show” – broadcast from a Christian compound deep in the Ozark Mountains of Missouri – appears to be to sell you fuel-less generators, doomsday guidebooks and freeze-dried food with a shelf-life of up to 30 years.
Buzzfeed News: The Second Coming Of Televangelist Jim Bakker
Nearly 30 years after fraud convictions and a sex scandal forced him to step down from his position as head of The PTL Club — one of the biggest televangelism shows in American history — and lose his platform, his network, and his theme park, Bakker is back and his message is simple: The end times are upon us, and he and his gear will help us survive.
Now, instead of convincing his viewers to give money so that they might later receive blessings from the Lord, Bakker is instead asking them to give money so that he can help them save themselves when the end times begin.
Religion Unplugged: After Falling From Grace, Televangelist Jim Bakker Is Still On The Air.
In 1998, Bakker married his second wife, Lori Bakker, a youth minister who has written several books and hosted her own PTL show called “Life with Lori.”
Lori and Jim started hosting “The Jim Bakker Show” in 2003 in Branson, Missouri, and moved to Morningside in 2008. According to Buzzfeed, original PTL partner Jerry Crawford offered an investment of $25 million for Morningside and still owns most of the land. “The Jim Bakker Show” has broadcast from the community ever since.
Morningside looks like a set recycled from a failed television pilot, “The Jim Bakker Show” — at least in its current era — feels like a recycled attempt at former Bakker glory.
The resemblance between Faye and Lori isn’t striking, but it’s there all the same: Like Faye, Lori is heavily made-up — though not nearly as heavily as Faye in the ‘80s — with big hair and a peppy spirit.
Lori also isn’t much of a performer — arguably what Faye was known best for. There in hopes of filling that gap is the daughter of Faye and Bakker, Tammy Sue Bakker, who has been a leading member of PTL since her parents’ divorce in 1992. She sings on the show and works as an announcer and co-host, and she’s fine, but she doesn’t have much of a spark. She certainly doesn’t have the Tammy Faye spark.
The show is bumbling and empty of substance. Hosts talk over each other and repeat the same phrases about faith and justice, particularly when it comes to the end times and how shunted conservatives are in today’s woke world. It’s very clearly only a show for a certain brand of conservative evangelical Christians who enjoy talk of the apocalypse and attacks on American Christianity — it’s just a shame the show is so boring, too.
YouTube: Compilation of Jim Bakker’s doomsday food buckets
Oopsie…
Forbes: Televangelist Jim Bakker’s Church To Pay $156,000 To Settle Case Involving Fake Covid Cure
Notorious televangelist Jim Bakker and his church in southwestern Missouri was ordered to pay $156,000 in restitution to viewers of his religious talk show who were convinced into purchasing a fake Covid cure during the early stages of the pandemic.
YouTube: Doctor Calls Televangelist’s Pricey Product A Fraud
Conclusion
Jim and Tammy Faye Bakker’s rise to prominence and subsequent fall from grace is a complex and multifaceted story. Their ability to connect with audiences and build a vast religious empire was matched by their extravagant lifestyle and questionable financial practices. While their message of prosperity resonated with many, it ultimately led to their undoing when the realities of their financial mismanagement came to light.
The legacy of the Bakkers continues to be felt in the world of televangelism and beyond. Their story is a reminder of the importance of integrity and accountability in all endeavors, particularly those that involve the trust and faith of millions. As we reflect on their journey, it is crucial to learn from their mistakes and strive for a more ethical and transparent approach to religious leadership.
Epilogue: Reflecting on the Impact
The Bakkers’ influence on American religious culture cannot be overstated. They were pioneers in using television to reach vast audiences, blending entertainment with evangelism in a way that had never been done before. This innovative approach helped them build a loyal following and amass significant wealth, but it also set the stage for their dramatic fall.
Their story also raises important questions about the role of media in religious life. The Bakkers’ use of television allowed them to connect with people on a personal level, but it also exposed their every move to public scrutiny. This dual-edged sword ultimately contributed to their downfall, as the same medium that brought them fame also broadcast their scandals to the world.
Moreover, the Bakkers’ emphasis on the prosperity gospel continues to be a topic of debate within Christian circles. Critics argue that this doctrine distorts the true message of Christianity, focusing on material wealth rather than spiritual growth and service to others. Proponents, however, believe it empowers believers to seek God’s blessings in all areas of life, including their finances.
Lessons Learned
The rise and fall of Jim and Tammy Faye Bakker offer several key lessons for religious leaders and followers alike:
Transparency and Accountability: Religious leaders must be transparent about their finances and operations. Accountability structures, such as independent audits and oversight boards, can help prevent abuses and maintain trust.
Ethical Fundraising Practices: Ministries should adopt ethical fundraising practices that do not exploit vulnerable individuals. Clear communication about how donations will be used is essential to maintaining integrity.
Balanced Theology: While the prosperity gospel appeals to many, it is important to balance messages of material blessing with teachings on spiritual growth, compassion, and service to others.
Personal Integrity: The personal conduct of religious leaders matters. Leaders must strive to live according to the principles they preach, as their actions set an example for their followers.
The Bakkers’ Ongoing Influence
Despite the scandals and controversies, the Bakkers’ legacy endures in various ways. Their pioneering use of television in ministry paved the way for future televangelists, and their story continues to be a point of reference in discussions about religious leadership and media.
In recent years, there has been a renewed interest in the Bakkers’ story, with documentaries, books, and even a feature film exploring their lives and impact. This ongoing fascination speaks to the complex nature of their legacy—one that encompasses both remarkable achievements and profound failures.
As the world of religious broadcasting continues to evolve, the lessons from the Bakkers’ rise and fall remain relevant. Their story serves as a powerful reminder of the potential for both great influence and great harm within religious ministries. By learning from their experiences, future leaders can strive to build ministries that are both effective and ethical, honoring the trust and faith of their followers.
Final Reflections
The rise and fall of Jim and Tammy Faye Bakker is a story of ambition, faith, excess, and redemption. Their journey from humble beginnings to the heights of religious broadcasting, and ultimately to scandal and downfall, offers valuable insights into the complexities of religious leadership and the power of media.
As we reflect on their legacy, it is important to remember both the positive contributions they made and the mistakes that led to their downfall. By learning from their story, we can work towards a future where religious leaders are held to the highest standards of integrity and accountability, ensuring that the faith and trust of their followers are never exploited.
The Bakkers’ tale is a reminder that true spiritual fulfillment cannot be bought or sold but is found through genuine faith, ethical conduct, and a commitment to serving others. Their story, with all its highs and lows, continues to resonate, offering lessons and reflections for generations to come.