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Patagonia’s first new synagogue in over 40 years reveals a growing Argentine-Jewish community
(JTA) — Patagonia, Argentina’s famously beautiful southern region, has been a haven for Israeli backpackers, vacationers from Buenos Aires and, in the 20th century, Nazi war criminals.
What the scenic territory hasn’t had for nearly 40 years is a new synagogue.
That has changed in the last year, as a group of Jews living in San Martín de los Andes have inaugurated the first-ever synagogue in their city. The synagogue is just the second Jewish institution in the 400,000-square-mile Patagonia region, and the first new synagogue in all of Argentina in years that is not affiliated with the growing Chabad-Lubavitch Orthodox movement.
Instead, the Hebrew Community of San Martín de los Andes is affiliated with the Conservative movement of Judaism, which is shrinking overall. Its founders have gotten support from Argentina’s Latin American Rabbinical Seminary, based in Buenos Aires, as well as from multiple synagogues in the Buenos Aires area.
The first event in the synagogue was a Passover seder in April, and over the last month, the community held services for the High Holidays for the first time ever in a permanent home.
The small venue, just 1,200 square feet, is located in the center of the city, just a few minutes’ walk from both the bus terminal and Lacar Lake. On Rosh Hashanah, 85 people gathered for a festive dinner, more than twice as many as had taken part in previous years. They included tourists from across Argentina and abroad, as well as people from the local community of about 150 Jews.
“It was very moving, the first Yom Kippur in our own synagogue in our city and we saw the children at the Neilah service with candles,” Eduardo Labaton, president of the city’s fledgling Jewish community, told the Jewish Telegraphic Agency. “It was a very important start of our synagogue services here.”
The synagogue was initially the vision of Labaton, who moved from Buenos Aires 20 years ago.
“We met in houses,” he recalled about past Jewish activities in San Martín de los Andes. “But we couldn’t invite a lot of people to houses.”
Three years ago Labaton, who works in real estate and retail, bought land near the lake and included a space to build a place for the community. But then Claudio Ploit, then the community’s vice president, proposed going even bigger and securing a Torah for the community. Suddenly, the group was talking about building a full-fledged synagogue.
Ploit, a well connected senior leader in the Buenos Aires community who has a tourist business in Patagonia and divides his time between the capital city and San Martín de los Andes, was instrumental in securing resources for the Patagonian project. In addition to the funding from the Seminario, he also secured a Torah from the Weitzman Jewish community and visiting rabbis from the Lamroth Hakol community, both in Buenos Aires.
Tourists walk down a shopping street in San Martín de los Andes, Argentina. (Arterra/Universal Images Group via Getty Images)
“I read texts about the deep importance of inaugurating a synagogue but experiencing that firsthand is a very moving experience,” Rabbi Deborah Rosenberg, the director of education at Lamroth Hakol from Buenos Aires who is working with the San Martín de los Andes community, told JTA. “The first Shabbat in a new temple was very emotional for me.”
Before the San Martín de los Andes dedication, the only Jewish institution operating in all of Patagonia was a Chabad house in Bariloche, another vacation spot three hours’ drive south, that routinely hosts hundreds of Israeli backpackers at Passover. (The Nazi war criminal Erich Priebke directed the German school of Bariloche for many years before being arrested in 1994 and becoming a symbol of how easily Argentina accommodated former Nazis.)
Argentina has the world’s sixth-largest Jewish population, estimated at 180,000 according to a 2019 report. But most of those Jews live in the Buenos Aires area, and there are no reliable estimates of the number of Jews living in Patagonia.
What’s clear is that there are more than Labaton and Ploit knew about — and that more are always passing through. Patagonia has always been a desirable region for travel, especially for nature-lovers and athletes eager to enjoy summer skiing. The recent collapse of the Argentinian peso is a crisis in many ways, but it has benefited Patagonia: Argentina has become more affordable for foreign visitors and the only place that many Argentines can afford to travel to.
Last year, the average hotel occupancy rate in Patagonia was 97%. Some of those visitors have made appearances at the new synagogue.
“I talked with a lady from the United States, a tourist that was very moved by the possibility of having a religious service during his trip to Patagonia and also some sportsmen that were in the city for trekking and running that happily joined the ceremonies,” Rosenberg recalled about the dedication ceremony.
Around 70 people were at the ceremony, mostly from major Jewish institutions in Buenos Aires. But local community leaders also welcomed around 15 Jews from the region that they didn’t know before, including a resident of another southern city called Zapala located 150 miles north and a man that came to donate a tallit, or Jewish prayer shawl, to the synagogue.
Mario Jakszyn, a community member who helped organize the event, said the turnout had not been anticipated.
“At first we set a few chairs to avoid the image of an empty synagogue in case few people came, but quickly we had to add more and more chairs,” Jakzyn said.
Jews living in San Martín de los Andes have inaugurated the first-ever synagogue in their city. (Gustavo Castaign/ Courtesy Comunidad Hebrea San Martín de los Andes)
He and another community member, Tamar Schnaider, have been volunteering to lead Shabbat services every Friday. Tourists are always present, he said, and because the group eats Shabbat dinner together, the festivities often do not end until midnight.
The group is hoping to hire a rabbi of their own in the future, but in the meantime, they are collaborating with Lamroth Hakol to organize regular services.
Ploit, a triathlete who was in Argentina’s record squad in this summer’s Maccabiah Games in Israel, wants to make the new synagogue a destination for Jewish athletes who come to Patagonia. He’s planning a Shabbat dinner focused on local athletes, and he is talking with the Argentine Maccabiah sports federation about launching a ski camp — and, potentially, Maccabiah’s first winter sports event in Argentina.
This week, Argentina is hosting the Gran Fondo Siete Lagos, an international cycling competition throughout Patagonia’s mountains, forests and lakes. This year’s route begins in San Martín de los Andes, and Ploit has organized a Shabbat meal at the synagogue the night before the race begins. He already has 80 people registered.
“We keep moving,” he said about his community.
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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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