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The debate over whether Jewish seniors’ homes need to be fully kosher

Jewish seniors foodIn recent issues of The Jewish Post & News we’ve been debating whether the Simkin Centre needs to remain a fully kosher facility. Following are a number of different letters that were published in the Feb. 16 issue of the print edition, followed by an article that ran in Tablet magazine in 2019 which examined the increasing number of Jewish seniors’ homes in the US that have gone non-kosher:

On Fri, Feb 4, 2022 I sent the following email to Rabbi Yosef Benarroch, who is both the spiritual leader of Adas Yeshurun – Herzlia congregation, also the head of the Vaad Hakashrut of Winnipeg:

Hi Rabbi,
I assume you’re still in Israel as I write this. I hope you’re staying warmer there than we are here.
As usual, I’ve asked a question that might get some people wondering about a subject that doesn’t get raised often, this time it’s kashrut at the Simkin Centre.
I’ve been trying to find out just how many of the residents there aren’t Jewish, but so far Laurie Cerqueti (the CEO of Simkin Centre) hasn’t answered that question.
The reason I ask is that some of the Jewish residents are wondering what’s happening to the home, what with all the non-Jewish residents who have come in in recent years.
At the same time, I’ve been wondering whether it would be possible to have non kosher food in the centre.
The CEO of the Louis Brier Home in Vancouver wrote to me that, while that facility still serves only kosher food, residents are allowed to bring non kosher food in, so long as they eat it only in their rooms.
Would such a policy be acceptable at the Simkin Centre?
Stay safe – and good Shabbes.
-Bernie
(I should note that in my Short takes column of Feb. 2 I suggested that the Simkin Centre ought to consider going nonkosher, as have so many Jewish seniors’ homes in the US. Further, since I sent this email I have been advised that residents are indeed allowed to eat non-kosher food, so long as it is eaten only in their rooms.)

On Feb. 6 Rabbi Yosef Benarroch responded
Bernie
I was quite surprised to read your piece on the Simkin advocating for the facility to go non kosher and provide packaged meals for those who want kosher. In the seven years that I have been overseeing Kashrut at the Simkin there has not been a single such request. Not from the administration, not from residents and not from families including the non Jewish residents. The quality of the food is excellent and I can say this first hand with my mother being a resident. I find it puzzling and shocking that the “Jewish” newspaper of the city would be advocating to turn the Jewish seniors home in Winnipeg not kosher.

My best
Rabbi Yosef Benarroch

******

I am writing on behalf of the Board of Directors of the Saul and Claribel Simkin Centre regarding your column in the February 2nd edition of the Jewish Post and News. This relates to your questions about the Centre providing our residents with a Kosher diet, and the ratio of Jewish to non-Jewish residents.
Regarding our use of Kosher food, we are not attempting to “maintain a pretense of keeping Kosher,” as you stated in your column, but to adhere to the principles and values of the Centre going back to its days as the Sharon Home. This topic comes up at Board meetings from time to time, and the Board consistently supports the continuation of this tradition. We pride ourselves on the quality of the freshly made Kosher food we provide our residents, and plan to continue doing so.
Regarding the ratio of Jewish to non-Jewish residents, over the years approximately 60% to 65% of our residents have been Jewish. As Laurie Cerqueti noted when you contacted her, the numbers vary over time. While we welcome people of all faiths at the Centre, we try to maintain open rooms for Jewish people in the community who need the support we provide in a timely fashion. I was surprised when you stated that Laurie “is worried that the figures [regarding the number of Jewish residents] might come as shock to Jewish Winnipeggers.” Under Laurie’s leadership the Simkin Centre, during the current pandemic, has been one of the most open and transparent organizations in the city. The ratio of Jewish to non-Jewish residents is not a secret to be kept from the Community, but a fact based on the number of Jewish community members needing and wanting to reside with us.
Sincerely,

Gerry Kaplan, MSW
Chair,
Saul and Claribel Simkin Centre Board of Directors

******

In your most recent Short Takes column you commented on the apparent declining percentage of Jewish residents at The Simkin Centre Personal Care Home. You attributed the decline in the Jewish census at the Centre to the fact that the actual number of Jewish people in the community had declined and that there were alternatives to personal care home care, such as assisted living, which together meant that demand for personal care home beds had declined within the Jewish community.
While I think your reasoning on why there are fewer Jewish people in The Centre is correct, it is important to recognize the significant difference in the eligibility criteria for personal care home admission currently in Manitoba as opposed to 30 years ago when the Sharon Home on Magnus would have had a 100% Jewish population. In the old days places like the Sharon Home were more like retirement residences and people could move into them experiencing far less disability than is currently required for PCH admission. People who moved in were much younger and lived in the Home much longer. With a significantly larger Jewish population in Winnipeg in those days it was a given that very few non Jewish people would be admitted, if at all. Currently, people who are admitted into personal care homes are much more debilitated both physically and cognitively and the turnover in residents is much quicker. Combined with the decline in the Winnipeg Jewish population from its peak of 25,000 to what is now probably less then 15,000 it is a given that when a bed becomes available at the Centre it is more likely to be occupied by a non Jewish person – this in spite of the fact that Jewish people continue to be a priority for admission. Within 5 years the Jewish population at the Centre could fall to 25% or less.
Your comments about the continued provision of solely kosher food at the Centre are good ones. According to surveys in the United States only 15% to 20% of Jewish people are kosher. Fully 65% of non orthodox Jewish people in the US eat pork products and only 10% of American Jews identify themselves as orthodox. I suspect that the Canadian Jewish population is not much different. Being kosher is not a characteristic that defines Jewish identity for a great majority of Jewish people. In my time at The Centre it was clear that many Jewish people entering the facility had not been leading kosher lives before they entered. When you combine that reality with the fact that a majority of the Centre’s residents are not Jewish it might be time to rethink the current kosher policy. As you have pointed out this is already happening in Jewish care facilities and seniors’ residences in the United States.

Irwin Corobow

Ed. note: Irwin Corobow is a former CEO of the Simkin Centre.
The figures Irwin gives for the Jewish population of Winnipeg are not quite correct. The highest number ever reported in the census occurrred in 1961, when the Jewish popuation was just short of 20,000. The 2011 National Household Survey (which replaced the census that year) indicates that there were, at most, 12,500 Jews in Winnipeg that year. The 2016 census reported only 7,640 Jews in Winnipeg, but that figure has been largely discredited. We’re anxiously awaiting results of the 2021 census.

*****

Jewish senior residences shift away from kosher food
Whether it’s done to save money, or to respect residents’ personal choices, the menus are changing
The following article appeared in the online magazine, “Tablet”, on April 28, 2019.
By JUNE D. BELL
Before the Sinai Residences in Boca Raton, Florida, opened in 2016, several hundred Jewish seniors who’d put down deposits received a survey about meals. Specifically, how important was kosher food?
Not important at all, it turned out. If Sinai were exclusively kosher, the vast majority said, they’d rescind their deposits. “They said having a kosher option was great, but being completely kosher would deter them from moving in,” said Chris Newport, Sinai’s executive director.
The Jewish Federation of South Palm Beach County, which developed the not-for-profit senior community, scrapped plans for a kosher kitchen. Pork and shellfish aren’t on the menu, but residents can dine on cheeseburgers and chicken Parmesan. All 234 independent-living apartments are occupied, and more than 60 people are on the waiting list.
Sinai is far from the only senior residence touting nonkosher fare in a Jewish communal setting. From Philadelphia to Silicon Valley, communities for aging Jews have been succumbing to a host of pressures to expand their menus beyond the limits of kashrut.
Some of that pressure is financial. Facilities pay a premium for kosher supervision of two kitchens with at least two sets of dishes and cutlery, and hekhshered meats, cheeses, and other products cost more than their nonkosher counterparts. But residents themselves exert an outsize influence on the menus of the communities where they plan to spend their last years. Many find kosher fare at best uninspiring and at worst, irrelevant. Their perspective reflects the paradoxical, quixotic relationship that most American Jews have with kosher food: It may be a good thing, but it’s not necessarily my thing.
*
About 1 in 5 Jewish Americans—22%—keep kosher at home, according to a 2013 Pew Research Center . The more observant you are, the more likely you are to have a kosher home: 92% of Orthodox Jews said they have kosher kitchens, as did 31% of Conservative Jews and 7% of Reform Jews. The survey didn’t ask about food choices in restaurants or elsewhere.
Beverly Gareleck, who has kept a kosher home for more than five decades, lives in one of the 182 apartments at MorseLife’s Levin Palace in West Palm Beach, Florida. She regularly eats in the kosher dining room, which is supervised by the Orthodox Rabbinical Board of Broward and Palm Beach Counties. “I’m very happy to have the kosher restaurant. It means a lot to me,” said Gareleck, a Buffalo, New York, native. “It’s silly, but I feel it’s healthier, and it’s been looked at and taken care of in a better way.”
But if shrimp is on the menu in the nonkosher dining room, Gareleck will forgo kosher chicken pilaf, brisket, or prime rib. And when a group of friends plans a nonkosher meal, she’ll join them. About half of the 220 Palace residents opt for a kosher dinner each night, but only about 45 eat solely kosher food, said Keith A. Myers, president and CEO of MorseLife Health System.
The kosher versus nonkosher debate at Jewish senior residences was absent from this month’s conference agenda of the Association of Jewish Aging Services—not because it’s a topic members are afraid to discuss, but because they’ve already discussed it so much. “People are tired of talking about it,” said Stuart Almer, the conference’s co-chair and president and CEO of the Gurwin Jewish Nursing & Rehabilitation Center on Long Island. “It’s a sensitive issue to remain kosher or not.” About 20 of Gurwin’s 460 residents eat nothing but kosher food. At Long Island’s Parker Jewish Institute, where Almer previously worked, 20 of about 525 residents consistently ate food prepared in the kosher kitchen.
*
Relocating to a senior independent living community can be a fraught decision. Seniors must leave a familiar neighborhood and acknowledge the potential need for services such as assisted living and skilled nursing that “continuum of care” facilities offer.
Communal meals in a new residence help ease that transition and combat the loneliness and isolation many seniors experience. “It is really important; I can’t emphasize it enough,” said Joan Denison, executive director of Covenant Place in St. Louis, where as many as 100 seniors—most of them Jewish— eat a subsidized kosher meal five nights a week.
Matzo ball soup and challah are a comforting sight on a Friday night table, invoking a shared culture and history. “The food is a very easy item to say what makes a facility Jewish,” Almer said. “Food is a big part of it. It’s an obvious and tangible thing.”
When seniors choose a community, the meals—their quality, variety, taste, and presentation—carry disproportionate weight. “If you’re in your 80s or 90s, what’s the only thing you can control?” said Newport, of Sinai Residences. “You maybe can’t drive any more, your family has passed away or your kids are grown up and your spouse may have died. You can control only one thing: your food.”
Administrators are paying close attention, particularly as 10,000 baby boomers turn 65 every day, a that will continue through the next decade. “The preferences of our senior-living residents are what’s really going to drive our business model,” Newport said. “As long as the residents are able to have the things they want in their lives, that’s what’s going to really trigger them to move into senior living.”
Enticing Jewish elders means accommodating their preferences, said Martin Goetz, CEO of River Garden Senior Services in Jacksonville, Florida. “If there is a trend, it’s away from kosher or ‘kosher is optimal.’ That’s for survival.” That shift is occurring across the country, either in one fell swoop or by degrees.
In Philadelphia, ownership changes and residents’ preferences led two predominately Jewish senior residences—Martins Run Senior Residential Community and the Golden Slipper Health and Rehab Center—to eliminate their kosher kitchens. Golden Slipper, now the Glendale Uptown Home, transitioned to kosher-style meals in 2013 for its 200 residents, most of whom were Jewish.
Martins Run in Media, Pennsylvania, added a nonkosher kitchen after requests from prospective and current residents. The community was eventually acquired by Wesley Enhanced Living, which has roots in the Evangelical Association of Churches. Wesley’s still touts its “kosher food of the highest standards under strict rabbinical supervision.” The four remaining residents who keep kosher eat their prepared dinners together at a single table. “Am I disappointed? Yes,” said Ethel Hamburger, 91, who chose Martins Run 12 years ago for its kosher food and Jewish population. “It’s not the place it was.” A Wesley spokeswoman declined comment.
*
New cafes opening this spring on Jewish community center campuses that include senior residences in St. Louis and West Palm Beach will be serving nonkosher food to Jewish seniors, their families, and the community.
The kosher kitchens on the 50-acre MorseLife campus in West Palm Beach feed residents of the assisted living center, adult day care programs, a kosher Meals on Wheels program, students at four Jewish schools, and seniors who eat in the kosher dining rooms in the Palace, where Gareleck lives. But the bistro that opens on campus in June—where Palace residents will be able to eat at no charge, since their meals are included—will serve food from the nonkosher kitchen in the independent-living building.
Covenant Place in St. Louis is part of the Millstone Campus, which includes the St. Louis JCC, the federation, and the va’ad. In June, a new building is set to open that will include
medical services, physical therapy, and geriatric care facilities, as well as a new café. Seniors who live in Covenant Place’s 355 apartments—which each have kitchens—can eat at the new bistro on campus if they wish; it’s also open to everyone else, including health-care staff who serve the seniors and families who use the JCC.
“We had a big debate: Should we be kosher or nonkosher,” said Denison. The compromise was a dairy kitchen under rabbinic supervision and a meat one that is not. As many as 100 seniors who pay $3.50 for subsidized communal dinners catered by Kohn’s Kosher Meat and Deli Restaurant will have to opt for a dairy dinner if they want a kosher meal; meat meals will be made in-house, in the nonkosher kitchen.
Denison views the two cafes as a win-win: Kosher-observant families can enjoy a meal out together, and those who want more choices and affordable options can have that, too. “The key is to just be respectful,” she said, “and try to serve the whole gamut of those choices.”
Despite pressures to abandon kosher fare, some proponents are holding their ground, at least for now. When Alexander Ben-Israel became executive director of the 193-unit Moldaw Residences on the Taube Koret Center for Jewish Life in Palo Alto, California, three years ago, prepackaged kosher entrees were “miserable” and mushy. Ben-Israel brought the kosher program in-house, adding a mashgiach, multiple sets of dishes, and meat and dairy dishwashers. Participation doubled to about 25 residents.
“We had a philosophical commitment to the residents to offer kosher dining,” Ben-Israel said. “It’s just the right thing to do, that people who lived a kosher life all their lives would be able to continue to do it. … We call ourselves a Jewish facility, and it would feel kind of funny not offering it.”
But a nonkosher meal costs $15 to make, and a kosher one costs $27, adding an extra $70,000 a year to Moldow’s expenses. The facility is covering the difference for now, though it may eventually be passed on to residents.

In Jacksonville, kosher food costs River Garden an additional $300,000 a year even with staff—not rabbinic—supervision, “but that’s the cost of being who we are,” Goetz said. “We hold ourselves out to serve the entire community. … If Jews no longer connect with their synagogues, at least they are in a place that feels Jewish, does Jewish, and sounds Jewish, even if they’re not observant.” River Garden is Northeast Florida’s sole Jewish senior residence and nursing home.
Goetz, who has been CEO for 40 years, knows better than to ask the seniors what they want to eat. “We don’t put kosher on the agenda to be voted on by residents, because it would fail,” he said. “The residents here love bacon, ham, shrimp, and lobster.”
One day, some might get it. “I see the trend continuing away from kosher. I think it’s inexorable,” Goetz said. “I’m not willing to go out of business because I’m a kosher facility. If no one’ll come here because I’m kosher and it’s too expensive to serve it, I’d need to revisit our mission and our philosophy.”
***

This story originally appeared in Tablet magazine, at tabletmag.com, and is reprinted with permission.

 

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Third annual JFest Winnipeg will be offering programs for all ages

Popular Israeli singing star Harel Skaat will be kicking off JFest with a performance Saturday, Nov. 14 at the Seven Oaks Performing Arts Centre

By MYRON LOVE JFest Winnipeg is back with a good variety of musical performances, a book launch, popular Jewish-themed films, children’s activities, and a family-oriented Shabbat dinner.
“JFest,” observes Laura Marjovsky, the Rady JCC Director of Programming, “is an opportunity for our community to experience Jewish art and culture. With our range of JFest events, we are trying to reach out beyond what has been our base audience and appeal to all ages.   We have a commitment to bring top notch Israeli performers to share the highest caliber of Israeli entertainment with our audiences.”
The week-long festival (November 14-21) kicks off with a performance by top-ranked Israeli singer-songwriter Harel Skaat.  The popular Israeli star began singing as a child.  He shot to fame when he finished second in the second season of “Kochav  Nolad” – Israel’s version of “American Idol.” His first album was released in 2006 and achieved Platinum status – with one of the songs being ranked as “song of the year.” He followed that up in 2009 with a second album that reached Gold status.  In 2010, he represented Israel at the Eurovision competition.
Skaat’s performance is scheduled for the Seven Oaks Performing Arts Centre (which is attached to Garden City Collegiate) beginning at 8:00 P.M. on Saturday, November 14. Patrons will have the opportunity to purchase an enhanced ticket to attend a meet and greet with Harel.
All other JFest programs and activities will be at the Rady JCC.
Music Producer Karla Berbrayer says Ben Caplan’s performance on Saturday, November 21 will also be another highlight. “Ben Caplan redefines what it means to be a modern folk artist,” Berbrayer says. “His music and stories are matched by his larger-than-life stage presence. This concert focuses on how his Jewish upbringing has influenced his entire performance career.”  
“Flatland Famous” is returning by popular demand.  This quintet, known for its performances at Winnipeg Jets games, will be presenting its concert, “Jewish Soul of Rock and Roll,” on Wednesday, November 18, at 7:30 pm.  This year’s show will feature songs by Amy Winehouse, Neil Diamond, Barbra Streisand, Simon and Garfinkel, and other famous Jewish icons.
 
On Tuesday, November 17, local author Deborah Schnitzer will be taking centre stage with the launch of her new book, “The Woman Who Swallowed West Hawk Lake.” The University of Winnipeg English Professor Emeritus’s new novel explores intergenerational trauma related to Nazi breeding programs.  Joining Schnitzer on stage will be a panel of professionals who have experience working with children who have experienced trauma.
And of course, “Best of the Fest” is back. Films to be presented will include“The Floaters” and “We Met at Grossingers,” two wildly popular movies at last spring’s Winnipeg International Jewish Film Festival. 
“The Floaters,” to be screened on Monday , November 16 at 7:00 pm is a funny and bang-on depiction of Jewish summer camp culture.  
“We Met at Grossingers” is a loving look back at the Borscht Belt in New York’s Catskills, where generations of young Jewish performers earned their dues and developed their acts. The film will be screened on Thursday, November 19 at 7:00 P.M.
On Friday November 20,  JFest will host a Family Shabbat dinner featuring Anat Kriger, an Israeli-born, Toronto-based musician, actor, and children’s performer, who has made several appearances in Winnipeg at major communal events.
Kidfest on Sunday, November 15, will be a day-long potpourri of programming that will include live performances, workshops, bouncy castles, games and crafts, and much more.  
Readers seeking more information about JFest can contact Laura Marjovsky at 204 477-7539 or lmarjovsky@radyjcc/com 

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Hen Mazzig, leading Israeli advocate, makes first Winnipeg appearance

Sarah Mali, the Director General of JFC-UIA (Jewish Federations-United Jewish Appeal) Canada in Israel interviewing Hen Mazzig

By MYRON LOVE On Tuesday, October 6, a large number of members of our community packed the chapel at the Shaarey Zedek Synagogue, eager to welcome Hen Mazzig in his first appearance in our community. 
Over the past few years, the Israeli-born Mazzig – who was appearing at the invitation of our Jewish Federation and Combined Jewish Appeal team – has become one of Israel’s and the Jewish people’s leading advocates on the international stage. His online platforms reach as many 100 million viewers a month with a regular following of almost 1 million. He has been interviewed by numerous leading media outlets and has given addresses at close to 500 universities in recent years.
Mazzig’s presentation in Winnipeg (which was funded by the Asper Family and the Asper Foundation) took the form of a question and answer format with Sarah Mali, the Director General of JFC-UIA (Jewish Federations-United Jewish Appeal) Canada in Israel, asking the questions.
Mali , who was visiting Winnipeg for the third time in the past three years, began by expressing how honoured she felt about having the opportunity to converse with Mazzig – referring to Jewish Federation of Winnipeg President Carrie Shenkarow’s  comments regarding Mazzig’s “devotion to Israel and the Jewish people”, his “deep sense of purpose, moral clarity” and “willingness to enter some of the most difficult spaces and conversations.”
 
The first question that Mali posed to Mazzig was related to his visit to the Canadian Museum of Human Rights and its controversial and one-sided take on the longstanding and ongoing Israeli-Palestinian conflict.  She referred to a comment that Mazzig had made on X the day after visiting the museum, in which he wrote  that while he “has no problem with people learning about Palestinian history,” he wished that “Palestine Uprooted” didn’t “distort the regional  events, including the displacement of 800,000 people just like my grandmother, Hela, who became a refugee when Iraq turned on its Jewish community” post-1948.
“History can only lead to reconciliation when it is told honestly,” he observed.  “Otherwise, it is just fuelilng an agenda.”
What most disturbed him about the exhibit, Mazzig told his audience, is that it erased his own family’s history. Expanding upon his family’s roots, he noted that his father’s family came to Israel from Tunisia and his mother’s side from Iraq.  He spoke in particular about his maternal grandmother, Hela, who left behind “a beautiful civilization” – Jews had been living and thriving in Iraq since before the Roman destruction of Jerusalem 2000 years ago – to a new land (Israel), where she had to learn a new language (Hebrew) and rebuild her life.
Mazzig added that his grandmother is his anchor in life and the inspiration for all that he has accomplished.
Mali asked Mazzig about his ability to empathize with Palestinians.  It was difficult to do, he answered. He got to know Palestinians, he recalled, during the Covid epidemic when he was serving as a medic with the Israel Defense Force and found himself responsible for helping Palestinians through that difficult time and transporting sick Palestinians to Israeli hospitals.
 
“Even though I fight so hard for Israel,” he observed, it doesn’t mean that I can’t feel empathy for anyone else.”
Mali asked Mazzig how October 7, 2023, changed him.
“I chose not to become a victim,” he said, “but rather to engage more with the world, bear witness, share our stories and talk about genocide.  While I was actively advocating for Israel before October 7, I have been much more in demand since. I have become a lot more visible.
”I have found that a lot of people support us,” he continued. “They see what is happening and are on our side.”
On the other hand, he added,  a lot of people don’t know anything about Israel. “It is a matter of education,” he said. “I encourage people to go to Israel and talk to Israelis.”    

Mali’s last question was what Mazzig means when he writes that “I promise to love being Jewish ten times more than anyone hates me for it.” What does it mean to him to love and find joy and happiness in being Jewish”, she added?
It means cherishing our rich history, Mazzig responded, enjoying Shabbat dinners with family and friends, celebrating all of our holidays and traditions.
 
“The Jewish People have been through so much over the past 2000 years,” he said.  “Many people have tried to destroy us, but we have survived. We are arisen from the ashes numerous time and continued to move forward.  Not only are we still here but we have returned as an independent people living again in our ancestral homeland.”
Also addressing the audience at the Shaarey Zedek was Steven Shulman, the president and CEO of the Jewish Federations of Canada.  Shulman heaped much praise on our Jewish community in Winnipeg.
“Winnipeg is special,” he noted, “not just in Canada but worldwide.  Your CJA campaign continues to be the most successful in North America. You have an outstanding CEO (of the Jewish Federation of Winnipeg) in Jeff Lieberman, who is universally respected.”
He further praised Gray Academy and our community’s highly successful GrowWinnipeg campaign – which has attracted thousands of new families to our community over the past 25 years.
He noted that he was particularly impressed with how our community has come together to protest the biased Nakba exhibit at the Canadian Museum for Human Rights.
He also spoke of the many supporters that we have among non-Jewish Canadians – singling out, as an example, the police officer in Belleville  who put his own life on the line protecting the city’s only Jewish congregation from a  terrorist attack during  yom tov services.
The last word went to Jeff Lieberman, who thanked all the members of our community who have contributed to the CJA campaign this year, as well as our many non-Jewish friends who continue to stand with Israel and the Jewish community.

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Enrolment in videographer/photographer Jeff Gordon’s education programs growing exponentially

By MYRON LOVE When last I spoke with local videographer/photographer Jeff Gordon early last year, he had just launched his new training program for budding photographers and videographers. Now, about 20 months later, he is happy to report that his new course has grown well beyond his original expectations.
“My program has already graduated more than 100 students – with another four sessions beginning in September,” says the founder of JAG Videos and Photography.  “I have recently introduced a new training program geared to organizations and businesses and have digitized my courses so that they can be accessed from anywhere in the world.”
What is unique about what Gordon is doing in that this is the only educational program that combines photography and video. “Up until now, the only options for anyone interested in learning the art of photography or making videos has been either Red River College or the University of Winnipeg,” Gordon pointed out in that earlier Post interview.  “I recognized a niche here and my goal is to fill this gap.”
He launched his educational initiative in mid-January in his new studio behind his north River Heights home with three classes a week – one strictly for teenagers – over 16 weeks.
“The response exceeded my expectations,” he said in that earlier interview.  “We sold out quickly and I have a waiting list.  I am teaching the students everything I know about photographer and videography.  The curriculum is easy to follow.”
Gordon’s interest in photography and videography – and teaching, he recalled, came about through his previous career as a musician.  The graduate of the Hebrew Bilingual program at Brock Corydon Elementary School, and later, Shaftesbury High School – began playing drums in high school.
After high school, he enrolled  at the Los Angeles Music Academy.  In 2006, he graduated from the jazz program at Grant MacEwan University in Edmonton.  His professional credits include 16 years as a drummer with the Sarah Sommer Chai Folk Ensemble, and five years as a member of a touring band called “Driver.”
It was while performing with “Driver” that he began doing videography. “I have always been fascinated by technology,” Gordon said.  “While on tour, I began making videos of our live concerts.  I would set up four or five cameras to record the shows.”
In 2014, Gordon took the plunge and dove into photography and videography full time with the founding of JAG Videos and Photography.  He started with weddings and gradually started to develop a commercial and corporate clientele. He reported that he does a lot of head shots for businesses. He  has also done a number of TV spots for Global and Corus.
 
Gordon’s curriculum is his own creation, based on his experience and a previous training manual he wrote years ago for an entirely different group of students: drummers.
 “I used to have as many as 40 students at a time,” he recalled. “I really enjoy teaching.  I love expounding on subjects I am passionate about.”
Gordon’s first foray into teaching had a focus on helping businesses and organizations, government departments and agencies enhance their online presence.
“Increasingly, we are in a digital world,” he points out.  “Businesses need staff who are adept at making videos and taking photographs.  Companies need staff who are able to create videos for them to promote the business online. I can customize my training programs to the needs of my clients to create their own social media and marketing materials.”
Gordon notes that this outreach wasn’t initially part of his expansion plans.    “I had people coming to me for this training because there is no one else providing this kind of education,” he observes.
Gordon’s major new development this fall is that he has built and launched a full digital version of his course – which he calls The JAG Creator Academy. “Going digital has opened the training up beyond Winnipeg and makes it available to people globally,” he points out.
“I developed a website, filmed all my tutorials  and recorded the video,” he says.
“I even have a sponsor for it,” he adds. (That would be Evoto – an AI-powered photo editing software built specifically for professional photographers.)
The program is only available in English but, Gordon reports,  there has been a  lot of interest so far.
The next stage in the evolution and growth of Gordon’s move into education will be a program which will coach businesses on SEO (Search Engine Optimization) – and which will involve helping businesses access Google and get their name at the top of search results.
“SEO is what has helped my business stay at the top of Google (searches) and in demand all these years,” Gordon notes.  “I am running ads for my new SEO programming on Facebook and Instagram. I am anticipating that I will draw clients from across Canada and the United States.”
While he is still in demand locally as a photographer and videographer, he notes, the education side has also become a full-blown business of its own and, he reports, he is looking to hire additional staff.
As well, he is continually adding new topics and courses to his offerings.
 
Readers who may be interested in contacting Jeff  can find him through his website, which is www.jagvideos.com.

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