http://www.christianity.com/partner/Article_Display_Page/0,,PTID23682|CHID125043|CIID1716514,00.html
Isn't about what you are asking, per say, but it does raise an interesting point I think you are unaware of. Look for the stuff on Lee Strobel
Worship is God-centric, it is the worship of the sovereign creator of the heavens and earth. It is not an evangelism tool, a pick-me-up for the coming week, a social club, a place to network, etc.
Now if you already know that, let me proceed. If a heathen comes into my church & feels comfortable, the pastor hasn't done a good job. Isaiah was cut to the heart when he had a vision of the throne room in heaven, Ezekiel was in a coma like stupor for a week after beholding scenes in heaven, John was so overcome he bowed down to an angel in Revelation, Peter went nuts for a minute, babbling after the transfiguration, and you want heathens to come to church cuz it's attractive!?!
How 'bout install Lazy-Boys, for the comfort of visitors? How 'bout offer headphones tuned into the sports event on the radio, in case the pastor mentions stuff that makes the sinner squirm? How 'bout have waitresses, a full service kitchen & a computerized food ordering system so noone is disturbed by other people's dining requests? How 'bout take a moment to go around the room and everyone 'shares' what they'd like to see happen in a worship service? How bout hold a lottery every week for some luck stiff to win a gift certificate, cash, vouchers, house cleaning, back rubs, etc? How bout have the pastor on a big tv screen, hooked up to cable, so if 'seekers' change their mind, they can just change the channel? Let me know if you want any further help, I'm sure I can come up with lotsa more dandy ways to trick people into going to church & liking it.