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The Sassoons are having a moment. Here’s why that matters.
(JTA) — The Sassoon family is having a moment. The Baghdadi Jewish dynasty that made its fortune in trade across the Indian subcontinent and East Asia is the subject of the current exhibit at the Jewish Museum in New York, titled “The Sassoons.” Joseph’s Sassoon’s book, “The Global Merchants: The Enterprise and Extravagance of the Sassoon Dynasty,” was published last year. Last month’s highly publicized auction of the Sassoon Codex for over $38 million focused attention on the Sassoon heir who once owned the 1,100-year-old Hebrew Bible. The Sassoon Family Archive at the National Library of Israel has been newly digitized.
The Sassoon dynasty is the epitome of the cosmopolitan transnational Jewish families I retrace in my book “Baghdadi Jewish Networks in the Age of Nationalism”: intrepid merchants who transcended empires, continents and cultures. Starting with David Sassoon (1792-1864), who left Baghdad in 1828, eventually settling in India, the Sassoon empire would, at its height, extend from China to England. The transnational networks they and their contemporaries established, tied together disparate Jewish communities and laid the foundation for present-day philanthropies dedicated to the plight of world Jewry.
The Sassoon family cannot be reduced to a stereotype of wealthy Jewish collectors who assimilated into European culture, nor can they be seen simply as “The Rothschilds of the East” — although they mingled with Rothschilds and held similar riches gained through business. They were their own phenomenon quite apart from the Rothschilds. Too often modern Jewish history is presented from an Ashkenormative (Eurocentric) perspective. Elevating the histories of families like the Sassoons and the communities who benefitted from their philanthropy, highlights the diversity and complexity of the modern Jewish experience.
The Jewish Museum exhibit is laden with dreamy family portraits by Thomas Gainsborough and John Singer Sargent and the 18th-century European art the family acquired. This might give the mistaken impression that the Sassoons abandoned Baghdad, adopted European social and cultural tastes and never looked back to the Middle East. Fortunately, this visual narrative is balanced by the manuscripts, marriage contracts and Judaica that speak to the family’s deep connections to the Middle East and their Jewishness. “The Sassoons” exhibit, with its comfortable and opulent objects, subtly raises awareness of the diversity of Jewish experience.
The late 19th and 20th century world of the Sassoons is, in short, a gateway to understanding the specifically dynamic transnational Jewish networks of modern Middle Eastern Jewish history. The exhibit offers hints of the Baghdadi heritage of the family and the cosmopolitan religious, business and philanthropic networks in which they participated. Examples include the beautiful silver tikim (Torah cases) and a haftarah scroll, both commissioned by Flora (in Arabic, Farha) Sassoon (1859-1936), who was born in India and later emigrated to England. Flora was admired for both her erudition and business acumen, and her commissions are vivid examples of her religiosity and her concomitant global network: The silver for the tikim was smithed in Shanghai and styled in a Middle Eastern motif; the scrolls were written by a sofer, or scribe, in Baghdad, and the whole Torah was assembled in her hometown of Mumbai. During Flora’s lifetime both Shanghai and Mumbai were important nodes in the Sassoon business empire, and as a result had small but flourishing Baghdadi Jewish communities beyond the Sassoon family itself.
Installation view of “The Sassoons” at the Jewish Museum, New York, March 3-Aug. 13, 2023. (Kris Graves)
Similarly, the manuscripts on display in the exhibit, many acquired by David Salomon Sassoon (1880-1942), Flora’s son, illustrate the family’s interests in multilingualism and their Jewish material heritage. David collected over 1,000 manuscripts, and many of the rarest pieces in his collection were acquired during his trips back to Iraq. His close connection to the Jewish community in Baghdad despite his birth in Mumbai and adulthood in Britain, his proficiency in Judeo-Arabic (that is, Arabic written in Hebrew script and inflected with Hebrew and Aramaic loan-words) and his fluency in Judeo-Baghdadi (the spoken dialect of Iraqi Jews) enabled the acquisition of these rare and varied manuscripts. While many of the pieces on display seem to speak to the”Europeanness” of the Sassoons, they also underscore that the Sassoons remained a part of Iraqi society, and that these two societies were not mutually exclusive.
The inclusion of a 1946 photograph (by Arthur Rothstein) of Jewish refugees reading a list of Holocaust survivors in the exhibit points to yet another critical role of the Sassoons as important philanthropists for Jewish transnational causes. By 1939 over 20,000 Jews fleeing Europe had found their way to one of the few locations that did not require a visa, Shanghai. Arriving with little means and few, if any, connections, they were welcomed by a well-established Baghdadi Jewish community for whom the Sassoons had been — throughout the 19th and 20th centuries — the primary contributors to Jewish life, endowing schools, synagogues, and charities there as they did across the Baghdadi diaspora and the Middle East itself.
Philanthropy and communal leadership are essential components of the Sassoon legacy, helping us see a broader community beyond the beautiful and durable objects which are easiest for curators to display and which attract visitors for their inherent qualities.
If you happen to be in New York before Aug. 13, visit the exhibit to luxuriate in the wonders of wealth and prestige which the Sassoon family possessed. While you are there, pay special attention to the dual cosmopolitan and communal approach to Jewish history that is exemplified by many of the pieces on display. View the many artifacts and documents as an invitation to explore the global cultural, economic and philanthropic contributions of Middle Eastern Jewry, an enduring and rich legacy of a remarkable family.
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Obituaries
CAROL SLATER (née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kit, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison, Thom and Emeline, Max, Ilai, Emanuelle and Eli. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Livestream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Publish Date: Nov 9, 2024
CAROL SLATER
(née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kitt, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Live stream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
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How to Implement a Successful Casino Marketing Strategy
Your casino stands out in your market and attracts interest. But does your audience know that? With effective marketing, you can transform your casino from an average competitor into a top industry player. We will show you proven strategies to boost your business now and in the future. And when you have proven strategies like insights from a High Roller online casinos review in Canada, the possibilities are endless.
1. Improve Visibility
With stiff competition among casinos, being easily found online is crucial. Discoverability measures how simple it is for people to find your casino.
Put yourself in the shoes of one of your guests looking for a casino. How easy is it to find yours? Try searching on different engines, checking reviews on travel sites, and looking for your casino on social media. See how often your casino appears and how well it ranks. Use tools like Moz and SEMrush to get a clear picture of your current visibility.
To increase your casino’s online visibility, there are a number of strategies you can try. First, try to create distinct landing pages for each key amenity at your casino. Incorporate relevant keywords, high-quality images, and engaging headlines.
You can also use search engine ads carefully. Follow Google’s guidelines by targeting approved countries. These include responsible gambling information on your landing pages and avoiding targeting minors. Check local regulations and test ads with relevant keywords.
Don’t forget to set up social media profiles on platforms your audience frequents. Engage in discussions about gaming, your casino, local news, and community events.
Optimize your content with keywords about your amenities, location, unique features, and events. Highlight what sets you apart so visitors can easily find you.
Use beacons or proximity marketing to attract nearby guests, especially when competing with other casinos. This helps target customers in the real world, not just online.
Form partnerships with local businesses, entertainers, event suppliers, and food vendors to boost your visibility and word of mouth.
2. Focus on Events and Group Business
Your casino offers more than gaming. You might have a luxury hotel, advanced technology, event spaces, a spa, and great restaurants. So, think about the whole picture in your marketing.
Casinos are great for big events like weddings, conferences, and reunions. Make sure your marketing targets these opportunities to attract them.
3. Identify the Jobs to Be Done
Marketers used to rely mainly on demographics, like age, income, and education, to predict behavior. Understanding audience behavior based on demographics is useful. For example, Anderson Digital notes that Boomers and Gen Xers spend 80% of their casino money on gaming and 20% on food and entertainment. In contrast, Millennials spend 30% on gaming and 70% on food, entertainment, and other services. To attract Millennial and Gen Z customers, focus on better entertainment, food options, online game components, and mobile marketing.
However, demographics alone don’t tell the whole story. For instance, knowing a group of women outside your casino are in their late 20s, college-educated, and have high-paying jobs is helpful. But, it doesn’t reveal their reasons for being there.
These women might be on a business trip with some free time, in town for a family reunion, or celebrating a bachelorette party. With just their demographic info, it’s hard to know their motivations, challenges, or needs.
This framework helps marketers understand why customers choose their products or services. Women at a casino for a bachelorette party are looking for a fun atmosphere with entertainment, food, and drinks. But if they’re there for work, they need a stress-free environment with good Wi-Fi, charging stations, and quiet spaces for meetings.
Understand what your audience wants and how they see your role. This helps you tailor your messaging, marketing, and offerings.
4. Create Positive Feedback Loops
Casinos attract customers with fun experiences like gaming, dining, and entertainment. By enhancing these positive feelings, you can boost your casino’s marketing success and encourage repeat visits.
Feedback loops happen when the result of an action is used to influence the action itself. For example, if a child makes a parent laugh, they’re likely to repeat the funny behavior to get more laughter.
Positive feedback loops make it more likely that the action will be repeated. Negative feedback loops make it less likely. You likely use positive feedback loops in your casino already. Guests who win are happy and want to play again. Those who have a bad experience are less likely to return.
You can enhance marketing by using feedback loops. After a positive experience, like winning or a great meal, encourage guests to refer others or leave reviews. If a guest uses a discount, offer another deal immediately. If your casino has a hotel, send emails encouraging future bookings right after positive experiences, like upgrades or enjoyable events.
Reply to positive feedback and reviews with invitations for future experiences. Make sure to also reward loyal customers with special offers and exclusive perks. Don’t forget to address negative feedback by turning it into a positive experience.
5. Use Social Proof
People usually trust each other more than they trust your brand. They’re more likely to listen to recommendations from friends or online reviews than your own claims.
To build trust, you need endorsements from others. Social proof means people tend to follow the actions of those they admire.
Show positive reviews on your website and social media. Record video testimonials from satisfied guests and winners. Encourage guests to share their experiences online and tag your casino. Keep an eye on reviews and respond to feedback. Set up a photo booth in the casino for guests to take winning photos. Display pictures and videos of recent winners on screens around the casino. Think about your audience’s motivations and where they get their information to find creative ways to use social proof.
6. Keep Up With Gaming Trends
Casinos are changing quickly. Online gaming, e-sports, and new tech like virtual and augmented reality are key. To stay competitive, casinos need to understand and use these trends.
As you create your casino marketing strategy, consider these key trends. E-sports are growing fast, so partnering with teams can help you reach new audiences. Virtual and AR are changing how guests experience gaming, making it more engaging from anywhere. Online casinos are becoming more popular with relaxed regulations. So, keep up with industry changes to stay competitive. Finally, as gaming tastes shift, staying updated on new trends will keep you ahead.
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5 Essential Vaccinations Everyone Should Get for a Healthier Life
Vaccinations are a simple and effective way to protect ourselves and others from serious diseases. They not only safeguard our health but also make life a lot easier by preventing illness before it starts. Getting vaccinated is the same as choosing a verified online casino in Canada, instead of playing at the first unlicensed casino you come across. This increases your safety and satisfaction. In this article, we’ll talk about five essential vaccines that everyone should consider getting to stay healthy and avoid unnecessary complications.
1. Flu Vaccine: Flu precaution: How to Avoid the Seasonal Flu
Flu vaccination is one of the most convenient ways of avoiding a flu attack during the flu season. Seasonal flu virus actually changes every year, so the vaccines are developed also annually. This shot prevents one from contracting the flu and safeguards the Immunocompromised persons such as the elderly, children and those with low immunity.
Apart from preventing flu like symptoms that include fever, fatigue and body aches the flu shot also prevents one from having to stay home from work or school. In a nutshell, this vaccine will spare you those dreaded sick days during flu season of the year.
2. Tetanus Vaccine: Stay Safe from Infections
The tetanus vaccine is very essential for anybody should one encounter cuts or other related injury, especially if such a person is involved in outdoor activities, and comes across sharp implements frequently. The injury can be small and does not need medical attention for the bacteria, which is tetanus, found in the soil to attack the body and cause severe harm if the vaccine has not been used.
Children receive a DTaP vaccine covering tetanus as well as diphtheria and pertussis in their first years of adolescence though they should be boosted every ten years. And since tetanus shots are so easy to get, you can also save yourself a hospital visit and this deadly disease.
3. HPV Vaccine: Prevent Certain Cancers
The HPV vaccine is useful for prevention of cancers that are linked to HPV and these include cervical, throat or anal cancers. HPV is a STD through skin contact and therefore it will be impossible for any person, whether male or female, who is sexually active to have a HPV negative result at some time in his/her life.
Boy and girls should ensure that they are vaccinated for HPV beginning at the age of 11 or 12 or the latest before they engage in sexual activities. Apart from the cases of cancer being avoided at some other stage in life, it is a relief just to know that one has been vaccinated against some of the major causes of these cancers.
4. Measles, Mumps, and Rubella (MMR) Vaccine: Protect Yourself from Outbreak
MMR is actually a vaccine against measles, mumps and rubella which are conditions that have the worst effects ranging from brain damage, deafness and pregnancy complications. These diseases are known to have affected children a time past yet in the developed nations they are rare due to vaccinations.
If you never got the MMR vaccine as a child it is not still the right time to go get one. Today, there are measles and various other disease outbreaks around the world; getting the MMR vaccine reassures you are safe. It’s even one less thing to think about when in a plane, bus, or being surrounded with lots of people.
5. Hepatitis B Vaccine: Guard Against Liver Disease
Hepatitis B is a viral disease that affects the liver and perhaps cause long term liver cirrhosis or hepatocellular carcinoma. The Hepatitis B vaccine is essential for those in the health care line, though the vaccine is encouraged for use by everyone. It has body fluid contact transmission and therefore vaccination is necessary to avoid the occurrence of the ailment.
Not only does getting the Hepatitis B vaccine shield one from serious liver complications; it also ensures that an infected individual will not spread the virus to others without realizing it. It is a small thing that grants you lifetime immunity from a lethal disease all within the comfort of your home.
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