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As trial begins in Tree of Life massacre, Pittsburgh’s Jews struggle with what to reveal and what to conceal
PITTSBURGH (JTA) — On Friday afternoon, Squirrel Hill was suffused with spring breezes and pink dogwoods, and alive with the movement that typifies the coming of Shabbat.
Toddlers scrambled up the jungle gym in the JCC playground, while the chatter in cafes was about a looming storm that could soak the walk to synagogue on Saturday. Murray Avenue Kosher was emptying out of challahs.
Barely present, at least on the surface, was any indication that Monday morning would hold a turning point in the community’s greatest trauma. That’s when jury selection was to begin in the trial of the man accused of shattering Shabbat on Oct. 27, 2018, with gunfire. His massacre of 11 worshipers, in a synagogue building a 10-minute stroll from the downtown of this leafy, heavily Jewish neighborhood, was the deadliest-ever attack on U.S. Jews.
But behind the scenes, there are clear signs that the trial’s proximity is being felt. Maggie Feinstein, the director of the 10/27 Healing Partnership, which provides post-traumatic therapy for the community, said that as the trial nears, requests for treatment have spiked.
“The trauma cues that for a while bothered us right after the shooting — for some people it might be ambulances, for other people it might be media, for some people it might be the sound of multiple police cars — you get to a place where they don’t bother you as much,” she said. “But the increased media attention and the increased awareness of this upcoming trial for a number of people is bringing back for them that maybe they didn’t do their own healing the first time around.”
A Starbucks in the Squirrel Hill neighborhood of Pittsburgh is decorated with a memorial for the victims of the 2018 massacre at the city’s Tree of Life synagogue, April 21, 2023. (Ron Kampeas)
There were three congregations in the building: Tree of Life and New Light, both affiliated with the Conservative movement, and Dor Hadash, which is Reconstructionist.
The 11 victims were brothers Cecil and David Rosenthal, couple Bernice and Sylvan Simon, Rose Malinger, Joyce Fienberg, Richard Gottfried, Jerry Rabinowitz, Daniel Stein, Melvin Wax and Irving Younger. Seven were from Tree of Life, three were from New Light and one was from Dor Hadash.
For their families, their friends, their congregations and their broader Jewish community, the legacy of the massacre is a deep-seated longing for control, a longing to never have to think again of the gunman and of the anguish he left in his wake, while grappling with tender memories of the dead, of the decades spent in celebration and in prayer in the building.
Who narrates this story, the gunman or his victims? That struggle now looms as the alleged gunman goes to trial. The community is wrestling with questions such as where and whether to put the bullet-riddled artifacts, whether to worship at the site, whether to even speak of the massacre and how and whether the gunman lives or dies.
”We believe strongly that this antisemitic attack should not stop people from practicing and being Jewish,” Feinsten said. “For a lot of people, that’s an active choice that they have to work at. It doesn’t come easily after feeling unsafe in that environment to then work to find safety in it. But a lot of people have chosen to do that.”
On Friday, Feinstein was organizing support services for families who would, if they so choose, be sequestered in a separate room in the court where they could view the trial. (Family members may also ask to be seated in the courtroom.) She assigned six therapists to be present with the families.
Compounding the revisited trauma of the event, the families are divided over whether the gunman, should he be convicted, deserves the death penalty. The accused has a lawyer, Judy Clarke, known as “the attorney for the damned” for her determination to keep her clients from execution.
What’s clear is that the Jews of Squirrel Hill are taking the trial on with their characteristic spirit of collaboration. The community has hired public relations specialists to handle media inquiries ahead of the trial, in part to safeguard locals from being pressed to answer questions that could harm them or shatter the sense of unity. Congregants reached by the Jewish Telegraphic Agency dutifully deferred to the list of approved contacts on a list distributed by a PR agency.
On Friday afternoon, signs of unity that flooded the city in the immediate aftermath of the shooting were still visible. In a tobacconist’s window a sign with the slogan “No place for hate/Stronger than hate,” which had proliferated throughout the neighborhood after the attack, remained propped up next to a flag and an ad for the lottery. A Starbucks had on its window white paint drawings depicting “love,” “kindness” and “hope” in English and in Hebrew, alongside symbols: the Star of David, a heart and a dove.
A tobacconist window includes a poster of the “No Place for Hate” slogan that proliferated after the Tree of Life Massacre in 2018, in Pittsburgh, April 21, 2023. (Ron Kampeas)
Representatives of the community talk about “doing Jewish” as a means of coping, including redoubling the very activities — allying with the city’s Black minority and advocating for immigration, refugees and gun control — that fueled the rage of the alleged attacker.
The attacker allegedly was driven in part by the partnership between Dor Hadash and HIAS, the Jewish refugee aid group, and the congregation’s sponsorship of refugee families.
“We have, if anything, doubled down on our commitment to immigrants and refugees,” said Dana Kellerman, the chair of the communications committee at Dor Hadash. “We are currently coming up on the end of our first year working with a new resettlement program to resettle a Congolese immigrant family in Pittsburgh, and we have every intention of when the year commitment is up of working with a second family.”
Kellerman said the shooting had “honestly become part of the background of our existence at this point.” In keeping with her congregation’s rules aimed at protecting their community, Kellerman declined to talk about the day of the massacre, the death penalty or about details of the trial. But she was open about the ways in which her congregation has leaned into the values it has long held, and that the gunman so reviled.
“We have become louder and more public about practicing our Judaism,” she said. Now, she said, the congregation incorporates advocacy for refugees into its service, with liturgical readings on immigration.
There are other changes. “We even have hats now! We have baseball caps!” Kellerman said with a smile, unearthing a photo of herself in a white cap with “Dor Hadash” and a stylized Magen David in blue, standing alongside gun control advocates.
“Previously we all would have shown up as our individual selves, and now we show up in our Dor Hadash baseball caps,” she said. “Mine kept blowing off.”
Steve Cohen, the co-president of New Light, said the congregation’s relationship with Black churches in the city has reached new intensity since the massacre. The congregation’s rabbi and congregants who know Hebrew partner with the churches to analyze sacred texts in the original.
“We would bring our Tanachs [Hebrew Bibles], and the Christian congregation would bring their Bible and then we would talk about the Proverbs and go through it, not just what the intention of the author was, but how different ways the same words can be translated in order to imply different things,” he said. “And so we went through the whole Book of Proverbs with the Rodman Street Baptist Church, and this past winter, we did the selected Psalms with the faith and Destiny Church on the north side.”
The interior of the new sanctuary of the New Light congregation, four and half years after a gunman massacred three of its congregants, in Pittsburgh, April 21, 2023. (Ron Kampeas)
New Light took its cue from survivors of the 2015 attack on the Emanuel Church in Charleston, South Carolina, in which a white supremacist murdered nine Black worshipers, Cohen said. Leaders of New Light traveled to the church and heard from its elders that it was not enough to tend to the traumatized individuals, but to the community; they emphasized outreach, bringing congregants back in.
“That’s a lot of the reason why we have an outpouring of members who never attended shul now attending shul,” he said.
Feinstein, too, said she had an intensification of religious and ritual observance among her clients: more frequent attendance at Shabbat services, forming a daily minyan, finding a study partner for daily Talmud study.
Kellerman said the community has become closer; she sees it in congregants who linger. “It shows up in things like people showing up for Friday night services, and hanging out to chat or getting on a little early to chat,” she said.
A rendition of architect Daniel Libeskind’s plans for the interior of the new Tree of Life synagogue. (Tree of Life)
In the days leading up to the trial, the community bid farewell to the most salient relic of that painful day: the hulking synagogue building on the corner of Wilkins and Shady that has stood empty since then. All three congregations have decamped to nearby synagogues, leaving behind the chain-link fence draped with paintings from children across the country wishing for strength.
“Nobody has been meeting in the synagogue since the day of the shooting,” said Carole Zawatsky, the Tree of Life CEO who is overseeing the plans to replace the building. The only people to have been inside at all, she said, were survivors and “special friends” — donors to the rebuilding and politicians.
Zawatsky said it is wrenching to even contemplate returning for some. “You can walk through the building and see where the gunman was destructive,” she said. “You can see where the gunman was apprehended, where the gunman opened fire. It’s devastating to witness.”
But some intend to: Tree of Life lost seven congregants but plans on returning once the building is rebuilt as a museum and education center focused on the dangers of extremism.
On Sunday, the Tree of Life congregation had an outdoor ceremony to say “L’hitraot,” Hebrew for “until we meet again,” to the building as it has existed up to now.
“We are grateful to God for the thousands of blessings that have passed through these doors,” Rabbi Jeffrey Myers, the rabbi who sheltered congregants and alerted police, said at the ceremony. “We cannot, we must not, permit one day … to define us, nor outweigh all the good.”
The new center is being designed by Daniel Libeskind, the architect who designed the master plan for the World Trade Center site reconstruction in New York and the Jewish Museum in Berlin.
But Dor Hadash and New Light decided their moves were permanent in part because families of their victims swore never to return to the building.
New Light is now ensconced in what once was a secondary chapel at the Beth Shalom synagogue, as if it has been there for decades: Plaques honoring past donors and presidents adorn the walls of the sanctuary. The only signs of the massacre are the 1,000 paper cranes Pittsburgh’s Japanese community gave the congregation, reflecting a Japanese tradition that folding cranes will make a wish come true. They hang at the entrance to the sanctuary, unexplained by any plaque. There is a stained glass monument to the three victims at the cemetery where they are buried.
Even with Tree of Life’s commitment to return, many questions remain about what that will look like. The congregation has yet to decide what objects will stay in the sanctuary, what will stay in storage and what will be part of a separate exhibit, Zawatsky said.
“The first work that’s had to be done for the synagogue is ‘What are the things that need to be saved and go into storage during construction?’” she said.
In some ways, she indicated, the work of rebuilding could bear some resemblance to the balancing act that the community will have to navigate during the alleged shooter’s trial.
“We are thinking deeply about how you exhibit some of these materials,” Zaslavsky said, “in ways that are both teachable moments and don’t retraumatize.”
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Memoir of child of Holocaust survivors takes riveting twists
Book Review by Julie Kirsh (former Sun Media News Research Director)
Exclusive to The Jewish Post
“We used to Dream of Freedom, A Memoir of Family, the Holocaust, and the Stories We Don’t Tell”
By Sam Chaiton (Dundurn Press) 2024
Sam Chaiton’s memoir of growing up with Holocaust survivor parents in downtown Toronto in the 1950s is a compelling read.
Jeanne Beker, a well known Toronto fashion writer, mentions in her praise for “We used to Dream of Freedom” that her survivor parents talked incessantly about their war experiences.
My own parents, both survivors, would drop tidbits of their stories now and again. I learned to be watchful and vigilant for these rare moments of revelation. However, questioning my parents about the Holocaust, would cause them pain. I knew when to stand down.
In his memoir, Sam Chaiton tells the reader that his parents chose to remain completely silent about their wartime experiences. Poignantly their son was left with a silence that he interpreted as huge empty sound. Although the son could understand some Yiddish, his parents turned to Polish in order to keep the “kinder safe”. Outright denial of illness and death was part of his parents’ way of coping.
Born in the 1950s on Palmerston Boulevard in downtown Toronto, Chaiton paints a vivid picture of his youth as the middle son of five boys. He describes the mayhem of a household of barked orders and punishment by his father’s belt. His mother, as with many other survivors, was obsessed with eating and food. Chaiton learned early that rejecting his controlling mother’s food was one of his few weapons. “It’s hard not to do what a Holocaust survivor wants you to”, he says. Chaiton had to stare down two parents both with tattoos.
Dance proved to be a saving grace for Chaiton. On the dance floor, with a partner, the gates of happiness and permission to be oneself, opened. The Toronto Dance Theatre in Yorkville was a salvation and home for Chaiton. Also important to Chaiton was a family – not his troubled blood family but a chosen one – a commune.
In 1973, after a sojourn in New York, Chaiton decided that he was not a performance dancer. Back in Toronto as he pointedly danced with his mother at his brother’s wedding, she told him that he was her favourite child, imposing “the psychological damage that parental favouritism caused”.
Living in a commune with a chosen family afforded Chaiton the freedom to dig deep into his psyche, face his traumatic upbringing and tear down the rigid rules of society and the biological family. At a certain point, for reasons he explains in the book, Chaiton made the decision to vanish from the lives of his parents and brothers.
In 1980 the commune took up the cause of the injustice and illegal jailing of Rubin “Hurricane” Carter. Carter had been exonerated, released from prison and then reconvicted and sent back to prison.
In hindsight Chaiton wonders if his disengagement from his family caused them the same wounds and feelings of emptiness that Carter had to face when he was reincarcerated.
In 1985 while sitting in a New Jersey prison yard with friends and Carter, Chaiton had the riveting vision that he was in a concentration camp, “on a mission to liberate (his) parents – the dream of every Holocaust survivor’s child.”
In the summer of 1985, Chaiton received the news from Toronto that his parents were involved in a fatal car accident. Only after his mother’s death, was Chaiton able to acknowledge that in spite of her smothering, she gave him a sense of self worth and strength.
In 1988 Chaiton co-wrote the story of freeing Carter. One of his brothers saw him on a news broadcast, contacted him and the 20-year silence between Chaiton and his blood family was over.
Riding on the coattails of the successful release of Carter, Chaiton and some friends established an organization that continues to exist today. Innocence Canada has helped wrongfully convicted people like Guy Paul Morin, David Milgaard and Steven Truscott.
In chapter 16, entitled Wierzbnik, Chaiton finally learns about his father’s testimony published in a book, “Remembering Survival”, by a university professor. Reading about his father’s history helped Chaiton to understand the damage done to survivors, his parents’ trauma and why the home that they created for their sons after the war was so fraught.
Chaiton remarks on the interconnectedness of learning about the sufferings of his parents, his own personal struggles and the gift his father left him of being able to tell his own story.
Sam Chaiton’s profound memoir took courage and brutal honesty to write.
His book teaches that the legacy left by Holocaust survivors, along with a deep sadness, is the innate need of the children to persevere and find their own path of survival and growth.
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
Features
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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