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Meet the woman who built a home for Latin Jewish youth in Miami

This article was produced as part of JTA’s Teen Journalism Fellowship, a program that works with Jewish teens around the world to report on issues that affect their lives.

MIAMI (JTA) —After spending her early childhood in Venezuela, it was not always easy for Gabriella Koenig to feel connected to the Jewish community she grew up around in Miami. 

“When I moved from Venezuela, I had to leave behind the whole community and my friends. Living in a new place, it was difficult to meet and connect with other Latin Jewish friends. That is until I found La Casa,” said Koenig, 14. “La Casa has allowed me to connect with other Latin Jewish teenagers and has inspired me to learn Torah and grow to a higher spiritual level.”  

La Casa is the first Latino chapter of the Orthodox youth group National Conference of Synagogue Youth in the United States. The person responsible for building this community for Koeing and other Latino Jews in Miami is Lea Bekhar. 

When Bekhar moved to Miami from Panama at the age of 29 to start working for NCSY, she had one goal in mind: to make a home for the large population of Latin American Jewish teenagers in the Miami-Dade area through La Casa.

“There were no classes for teens, everything available in the area was for young professionals — 20 and up,” Bekhar said. She noticed that the few programs that were available for teens were often tailored for those who did not keep Shabbat, having meetings every Saturday. With this in mind she began running her own events for all teens. 

Each Thursday after school, La Casa hosts events mean to be both community-building and educational. The meetings include a meal, religious education and an activity — which ranges from movies to discussions to games — to end the night. There isn’t a physical building; instead, each week a teenager from the group opens their home for the gathering. 

Although aimed towards the Latino audience, La Casa is open for all teenagers seeking religious studies, guidance and community. And while the staff and institution is Orthodox, the organization serves Jewish kids from many backgrounds. About 40% of individuals in attendance don’t observe Shabbat or keep kosher and about 1% are not Latino, according to La Casa membership data. 

“The slogan is ‘a home for your soul.’ It’s a place where they know there is no judgment, they could ask all the questions and they could find a community of like-minded people that they’re going to feel safe to open up,” Bekhar, 31, said. 

Her goals for La Casa stem from her own teenage experience in Panama.

“When I was a teenager, I found that the one thing that kept me grounded was that aspect of faith,” Bekhar said. “And that’s what I want [here]. I want them to thrive for meaning in their life and to find a Jewish family, outside of their nuclear family.”

After teaching Judaic studies at the high school level in Panama for two years and through her previous work in NCSY, Bekhar learned to recognize an engaged community in which members are eager to attend and participate in events and programs. Yet, upon her arrival to the Miami-Dade area she saw first-hand the lack of opportunities for engagement, specifically for Latino teens. The Jewish Latino teens she met that were part of other religious groups didn’t seem to actually enjoy the youth community. La Casa marked a shift in engagement and provided an opportunity which teenagers were excited to participate in, she said. 

“I never thought I would see so many kids go to an optional, after-school shiur [Torah lesson] on a Thursday night. Bringing all of us together, from both religious and non-religious backgrounds, La Casa provided us an opportunity to bond and still enjoy some words of Torah,” one teen participant, Jaime Mizrahi, said. “I look forward to the La Casa events throughout the week to be able to enjoy myself with my friends while still learning. In fact, even when I have already studied Torah throughout the day, I still go to La Casa because it is a nice environment to be in.”

Creating an engaged community did not come easy, and Bekhar had to do much research before beginning her mission. 

“Every community is different. This is a community of Latin Jews, so it was important to recognize the community in Miami as Latino and treat it as such,” Bekhar said. In one of her first updates to her bosses prior to the September kickoff event, Bekhar recognized that the Latino population mostly lives in the Aventura and Bal Harbor area, and “they are divided into communities according to where they came from.” Some differences she noticed were that “Argentinians are less open about religion” while “Mexicans and Colombians are more open but aren’t part of the same community.” 

Bekhar was able to use this knowledge to better target her audience. 

“I have had to really mold the program to my audience. Many of the kids who regularly attend are second generation Latinos, so although their parents relate to their Latin origin, many of the kids not so much,” said Bekhar. “The Latin group is very different to their American counterparts culturally. Parents want them to connect not only to their religion, but to their Latin roots.”

Bekhar also incorporated program ideas from the Latin communities in Chile and Argentina. 

“Programming made for American teens tends to have a very educational base, ours is more rooted in community,” Bekhar said. “The content is always very morally oriented and is centered on character development.”

One of the biggest hurdles for her was distrust from parents in the community. New and unknown, she had to create “an open relationship with all [the] mothers” in order for them to “feel comfortable voicing any concern.” Her approach worked.

“Since meeting Lea and becoming familiar with La Casa I’ve been impressed with her incredible personality and her ability to connect not only with young people, but with people of all ages. She’s a kind and empathetic young woman who will change the future of many Jewish souls,” said Anat Garzo, a mother to a La Casa teen and former board member of the Jewish Community Services Latin Committee

Despite troubles she faced at first, Bekhar persevered and in the six months she’s been building La Casa, she grew participation to 120 teens. 

One of those teens is Sofia Wengrowsky, a second-generation Mexican teenager. She recognizes the influence La Casa has on all aspects of her life.

“La Casa has allowed me to grow as an individual and has given me the opportunity to open a door to other young teenagers who are looking to grow in Judaism,” Wengrowsky, 17, said. “I leave every activity being able to learn something of impact.” 


The post Meet the woman who built a home for Latin Jewish youth in Miami appeared first on Jewish Telegraphic Agency.

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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.

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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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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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