"We feel like with the economic crisis, people are more apt to stay home and run for cover, but that's even more of a time to not disengage," said Gabriel Aviles, vice president of marketing, business and development for the Gospel Music Association (GMA). "We need each other, and we're an ecosystem that's always worked together well. Going home and shutting your door is not the best solution."

To help ensure a well-attended show, the GMA--the nonprofit advocacy group that organizes the yearly event that includes educational seminars for music professionals and retailers--has lowered prices and extended its "early bird" rate of $299 through April 10. It's the lowest price for the event in more than a decade.

Additionally, Bill Anderson, president of CBA, has sent a letter to member stores, encouraging them to attend GMA Music Week.

"If you come (to GMA Music Week), you're going to get the tools you need to move forward," said GMA President John Styll. "You can't not afford to come-and we're trying to enhance the value-add proposition by adding some classes on coping with the financial times."

The GMA Music Week program for retailers will include a talk on how to train music sales staff by Mike Hockett, CBA training and consulting manager, and a panel discussion on how Christian music is impacting people around the globe, among other presentations.

Read the full event guide in the April 6 issue of Christian Retailing.