At Rooftop Church, just outside St. Louis, Missouri, it's not collars and frocks — it's baseball caps and jeans.

Head pastor Matt Herndon sets the tone on Sundays.

"When a lot of people come in, they do notice some things that maybe they wouldn't see at other churches, [like] oh that's strange, he's wearing a hat. Oh, we just watched a video clip from 'Beauty and the Beast,'" Herndon said. "We really do want to engage with people in a way that they can understand and lean into."

Rooftop is one of an estimated 40,000 non-denominational Christian churches in the U.S., meaning its teachings are rooted in the bible, but it's an independent house of worship. What Herndon launched in a community center nearly 25 years ago now attracts as many as 600 people to its seats in any given week.

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