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Rabbis, teachers, survivors: 18 Jews whose deaths diminished our communities in 2022
(JTA) — All year long, the Jewish Telegraphic Agency reports about the deaths of Jewish newsmakers in our community. To close out the year, we wanted to turn our attention to people who may not have been such household names but whose stories deserve to be remembered.
Here, with the help of readers who shared the names of people they are remembering, we recall 18 Jews who shaped their local communities and made a difference in the lives of those close to them. They include rabbis whose impact extended for decades, teachers who inspired generations of students and activists who were working to build a better world. May their memories be a blessing.
Harriet Bograd
A champion of emerging Jewish communities in far-flung places.
Harriet Bograd, who as president of the nonprofit Kulanu supported emerging Jewish communities in Africa, Asia and other places far beyond the usual centers of Jewish life, died on Sept. 17 in a Manhattan hospital. She was 79. A Yale-educated lawyer and a stalwart at the West End Synagogue, she was inspired by a visit in 2004 to a remote village in Ghana, where about two dozen families considered themselves Jewish. In the years to come, she and Kulanu would provide support to emerging Jewish communities in Uganda, Tanzania, Nigeria, Cameroon, Madagascar, Indonesia, Pakistan, Guatemala, the Philippines and more. She once said of her work at Kulanu, “after the Holocaust and the decimation of Jewish communities in Arab lands, the idea [is] that we’re establishing Jewish communities that have their own richness and variety.”
Henry Berg-Brousseau
Transgender activist from Kentucky
Henry Berg-Brousseau grew up in Louisville, Kentucky, and studied history, political science and Jewish studies at George Washington University, where he was a founding member of an LGBTQ+ fraternity. He had recently gotten a major promotion at the Human Rights Campaign when he died by suicide in his Arlington, Virginia, home, on Dec. 16 at age 24. “Henry spent his life working to extend grace, compassion and understanding to everyone but especially to the vulnerable and marginalized. This grace, compassion and understanding was not always returned to him,” his mother, the Kentucky state legislator Karen Berg, wrote in a statement that criticized lawmakers who advance anti-LGBTQ views. She added, “He was doing work that was important to him to make the world a more accepting place. At 24 years old. he had finally found a community but that could not undo the brokenness that he already felt.”
Rabbi Simcha Krauss
Orthodox advocate for women’s rights
Rabbi Simcha Krauss, a leading figure of Modern Orthodox Judaism who was a forceful advocate for women’s rights within Orthodoxy, died Jan. 20 at 85. Krauss’s efforts, which included creating a rabbinical court to support “agunot” — women whose husbands refused to divorce them — frequently earned him scorn from traditionalists within Orthodoxy. But many others saw him as a “gentle giant” who wielded his years of study and experience to fight for women’s rights in Jewish law. Krauss was born in Romania and came to the United States in 1948. Coming from a long line of rabbis, Krauss studied at Yeshiva Rabbi Chaim Berlin in Brooklyn, and later studied with the Modern Orthodox luminary Rabbi Joseph Soloveitchik. Krauss led the Young Israel of Hillcrest for 25 years. During his years in Queens, Krauss taught Talmud at Yeshiva University and began to get more involved in issues related to the role of women in Orthodoxy. He moved to Israel in 2005, and in 2014 came back to New York to found the International Beit Din, or religious court, to work on agunot cases. “Some say it is a modern revolution,” he told the Jerusalem Post. “I say that’s the way you should do it.”
Rabbi David Weiss Halivni
A survivor and scholar who teased out the many voices of the Talmud
Rabbi David Weiss Halivni, the Talmud scholar and Columbia University professor, died June 29 at age 94. A Holocaust survivor and refugee raised in Sighet, Romania, he earned his doctorate and taught for many years at the Conservative movement’s Jewish Theological Seminary in New York, until leaving the institution in 1983 over its decision to ordain women rabbis. He later became dean of the rabbinical school of the Union for Traditional Judaism, a movement created by rabbis and scholars who similarly broke with the Conservative movement. In works like his multi-volume opus “Mekorot u’Mesorot,” or “Sources and Traditions,” he galvanized the world of Talmud study by treating Jewish text as a living, mutable conversation across generations, as opposed to a static document. Halivni’s approach to learning was the “corollary to loving the text so much that you just had to understand it to its fullest, whatever tools would enable you to do so,” wrote Rabbi Ethan Tucker in an appreciation.
Moris Albahari
A remnant of a Ladino-speaking past
Moris Albahari was 11 when the Ustaša, Bosnia’s Nazi collaborator force, came to deport him and his large family to Jasenovac, the country’s equivalent of Auschwitz. A former teacher working as an Ustaša guard in the town of Drvar, where the train stopped, warned Albahari’s father, David, about their destination, and David was able to help his son escape from the train. Because Moris knew Ladino, the Jewish language that is mixture of medieval Spanish, Hebrew, Aramaic, Turkish and other languages, he was able to speak with the Italian soldier who saved him. Ladino would save him several more times before the end of the war, but afterwards, with most of Sarajevo’s Jews dead or forever dispersed, he spoke the language largely at home. At one point the director of Sarajevo’s airport, Albahari was a leader within Bosnia’s Jewish community. “It is a terrible loss, especially for Sarajevok,” said Eliezer Papo, a Sarajevo-born Jew and scholar of Ladino in Israel. “We’re not speaking just in terms of prominent members of the community, we’re speaking in terms of family members.”
Rachel Brodie
A “master Jewish educator” whose influence was vast
Rachel Brodie was unassuming and humble yet through her work as an educator had a vast influence on the Jewish community in the Bay Area of California, where she lived, and beyond. Brodie was the co-founder Jewish Milestones, an educational resource for Jewish lifecycle ceremonies that launched in 2004 as The Ritualist. She also served as “chief Jewish officer” at the Jewish community Center of San Francisco, a position created just for her, from 2011 to 2016. “To be in Rachel’s presence was to be illuminated by her wit, her laughter, and her fierce and tender heart,” wrote the founders of the Jewish Studio Project in Berkeley, where she had been a senior educator. “To learn with her was to be stimulated, delighted, and transformed.” Brodie, 55, died on April 11 after falling at her home in Berkeley.
Rabbi Steven Sager
“Leader, mentor, poet” in North Carolina and beyond
When Rabbi Steven Sager died May 15 at 71 after an extended battle with pancreatic cancer, he was mourned not only by his family and his congregants at Beth El Synagogue in Durham, North Carolina, from which he retired in 2011 after 32 years, but by a rabbinic and Hebrew poetry community spanning the globe. “Steve was a beautiful and deep human being,” the Israeli poet Rivka Miriam wrote. “I generally do not believe in translation, especially translation of poetry. It seems to me that every language has an inner secret that cannot be transposed into another vessel. Yet, when Steve translated my poems I had a different feeling — I felt he entered an inner layer, one that lies beneath any language, a layer carrying a hidden code.”
Nate Geller
Devoted to building stronger Jewish communities
Nate Geller died on Jan. 24 at age 63, after a struggle with leukemia that he faced with characteristic humility, faith and optimism. His death was a blow to his colleagues at 70 Faces Media (JTA’s parent company); to his synagogue community in Teaneck, New Jersey; and to the Jewish communal world to which he had dedicated his life since graduating from the Hornstein Program in Jewish Communal Service at Brandeis University in 1983. In the hours after his death, chat rooms and email boxes filled up with loving tributes to Nate, remarkable for their consistency: Friends and colleagues remarked on his gentleness, his passion for Jewish learning, his commitment to Israel, his willingness not just to hear but to listen when a colleague kvelled or kvetched. Most of all, they remembered his devotion to his family: his wife Lyn Light Geller, herself a gentle and passionate force among “Jewish professionals,” his grown children Aliza, Ariana and Koby, Koby’s wife Talia, and their kids, Annaelle and Judah. Said one colleague and fellow congregant, “There is an enormous Nate-shaped void in the world now.”
Hedi Fried
A voice for Holocaust remembrance in Sweden
Born in 1924 in Sighet, in what was then Hungary and is now Romania, Hedi Fried survived Auschwitz and settled in Sweden, where she became a psychologist and advocate for Holocaust survivors. She created Cafe 84, a salon for survivors in Stockholm, and spoke widely about her experiences during the Holocaust, gathering some of the most common exchanges in “Questions I Am Asked About the Holocaust,” published in English in 2019. “Your solidarity was boundless and no question too difficult to answer. You were brave, generous, dedicated and extremely wise,” Christina Gamstorp, the director of Stockholm’s Jewish museum, wrote in a remembrance. “Now your voice has fallen silent but not your message. It lives on in everyone who met you, in your texts, books, films and your belief that man is still good — and that it is possible to build a society free from antisemitism and racism, which threaten our entire existence.” Fried, who had three children, died in November at 98.
Rabbi Sy Dresner
The “most arrested rabbi in America”
Rabbi Israel “Sy” Dresner, who demonstrated with Martin Luther King Jr. and was sometimes called the “most arrested rabbi in America,” died Jan. 13. He was 92. A Freedom Rider in the 1960s, Dresner built a career as a social justice-oriented Reform rabbi who was active in the fight against the Vietnam War and was a vocal opponent of Israel’s occupation of the West Bank. Dresner was born on the Lower East Side in 1929 to an Orthodox family and grew up in Brooklyn, where his father ran a delicatessen. He attended yeshivas as a child but went on to become a Reform rabbi after serving in the Korean War and working on a kibbutz in Israel. “We came as Jews who remember the millions of faceless people who stood quietly, watching the smoke rise from Hitler’s crematoria,” he said after an arrest in 1964 outside a segregated motel in St. Augustine, Florida. “We came because we know that, second only to silence, the greatest danger to man is loss of faith in man’s capacity to act.”
Eli Evans
‘Poet laureate of Southern Jews’
Born in 1936 in Durham, North Carolina, where his father would become the first Jewish mayor and his mother the founder of Hadassah’s first chapter in the South, Eli Evans remained tied to his native home despite spending his adult life in New York City, where he was a prominent grant-maker whose giving fueled the creation of “Sesame Street” in both the United States and Israel. He wrote several memoirs about Southern Jews and also included the South in his philanthropy, which he pursued at multiple foundations according to an activist philosophy that helped launch the Children’s Defense Fund, seeded the South with Black lawyers who became local civil rights leaders and built ties between Israeli and Egyptian scientists after their countries made peace in 1979. “Eli was a Southern gentleman who interacted with the Jewish establishment and strengthened American Jewish life, without losing his Southern Jewish soul,” said Brandeis University professor of American Jewish history Jonathan Sarna. “It was a privilege to have known him.” Evans died July 26 in Manhattan of complications of COVID-19, after a period of declining health.
Sheryl Grossman
A lifelong advocate for people with disabilities
Sheryl Grossman stood small, at just 4’3″ and 48 pounds, but in the world of Jewish disability advocacy she loomed large, as both the founder of a Facebook group for people living with Bloom’s Syndrome and as a board member of Yad Hachazakah, the Jewish Disability Empowerment Center. She died March 28 at age 46, the result of a Bloom’s Syndrome-linked cancer. “I don’t think anyone will ever know just how much work Sheryl did during the pandemic to help Jewish communities support their most vulnerable neighbors who were in the hospital or isolated at home with COVID,” said Shoshana Finkel, a law student who met Grossman when she was an intern at the American Association of People with Disabilities. “She didn’t feel the need to share her accomplishments; that was never what the work was about for her.”
Dara Goldman
A professor of Spanish and Jewish studies in her prime
Dara Goldman was preparing for graduation at the University of Illinois, where she was a professor of Spanish and chair of the Program in Jewish Culture and Society, and for the American Jewish Historical Society conference, when she died May 13 of a heart attack. She was 51. A graduate of Columbia and Emory universities, Goldman produced scholarship so diverse that she was affiliated with eight units within the University of Illinois; most recently, she was researching Jewish cultural production in Cuba, where she brought resources for the Jewish community during her research trips, and co-edited a volume on 21st-century Jewish writing. “With her characteristic wit, she would often joke that she was a Jewish woman who took a wrong turn at diaspora,” said a remembrance published by the university. “But jokes aside, she could be at the same time a Jewish woman from New Jersey and an adopted daughter of Puerto Rico and Cuba, two cultures that she knew intimately and loved very deeply. … The echoes of her inimitable, hearty laughter will resonate within our halls for a long time.”
Yaakov Shalev
A beloved family man whose story was Israel’s
“When I arrived for a visit with family in Israel in my early twenties, my septum piercing outraged nearly everyone at our Shabbat morning gathering. Even my younger cousins badgered me to remove it. It took my elderly grandfather, Yaakov Shalev, to quiet everyone down and declare that I am his same beloved grandson, with or without the piercing.
“Calm, open-minded, steadfast, Saba Yaakov, as we called him, passed away peacefully in February at age 92 in Holon, with his five children at his side. He spent his last few hours listening to the melodies of his youth in Baghdad, the music of giants such as Umm Kulthum, Mohammed Abdel Wahab, and Fairuz.
“Saba Yaakov helped organize the exodus of Iraqi Jewry to Israel in 1950 and then enlisted in the Israeli military as an airplane mechanic. He taught himself how to build houses and became a successful contractor in the 1960s. But he soon decided the stress was too much and opened a shop in south Tel Aviv where he fabricated canvases for Israeli artists and framed their paintings. He kept the shop running for more than 40 years, going to work every day until he was in his eighties.” — Asaf Elia-Shalev, JTA reporter
Trude Feldman
A journalist who specialized in Yom Kippur interviews
The daughter of a rabbinical family, Trude Feldman launched her career covering the 1961 trial of Nazi mass murderer Adolf Eichmann in Jerusalem, where she put her training as a Hebrew teacher to use by teaching the language to the Nazi’s lawyer. (She also taught Hebrew to famed converts Sammy Davis Jr. and Elizabeth Taylor, and to Paul Newman on the set of “Exodus.”) But it was in her coverage of American presidents that Feldman truly made her mark, becoming famous for scoring presidential exit interviews and Yom Kippur interviews, which she would pitch as an opportunity for redemption. That’s what got her the first interview with Bill Clinton after he copped in 1998 to yes, having sex with that woman. The mainstream media mocked her for her softballs — “Saturday Night Live” once did so in a sketch — but those close to her understood their value. “The joke, however, was on everyone else,” her nephew, Rabbi Daniel Feldman, wrote in a remembrance. “Paired with her signature persistence, her style more often elicited not puff but profundity, more sincerity than sugar. The unique access she earned — baffling to some, understood to the astute, acknowledged by all — yielded memorable results.”
Harlene Winnick Appelman
A revolutionary leader in Jewish education
Born in upstate New York, Harlene Appelman’s career in Jewish education took off in 1982 when she became the director of family life education at Congregation Shaarey Zedek in Southfield, Michigan, a Detroit suburb. There, she pioneered interactive Jewish learning, bringing children out of dry frontal settings into a more tactile experience of Judaism. After joining the board of the Covenant Foundation, which funds and promotes Jewish education, in 1994, she became its director in 2005 and held that role until 2021, allowing her to influence a generation of Jewish educators. Many of them mourned her death at 75 on Aug. 18; the cause was cancer. “I am one of an entire congregation of Jewish educational leaders who Harlene mentored, supported, prodded and constructively critiqued, promoted, and made feel special,” wrote Rabbi Shira Koch Epstein, in an online remembrance. “I hope that in her memory, I will find ever new ways to help more Jewish rabbis and educators feel seen, heard, capable, and motivated.” This month, the Covenant Foundation initiated a new prize, in Jewish family education, in Appelman’s honor.
Tom Tugend
An indefatigable journalist
Tom Tugend was 13 when he and his family left their home in Berlin in 1939. He was 97 when he died Dec. 7 in Los Angeles, where he had lived for most of his life. In the intervening decades, he fought in the U.S. Army and the Israel Defense Forces; covered Jewish news for a wide array of publications, including JTA; and enjoyed 66 years of marriage during which he and his wife raised three daughters. “His authenticity came through to anyone who knew him,” said one of them, the journalist Alina Tugend. “He was a hero to many people.”
Judah Samet
A two-time survivor of antisemitic terror
Judah Samet became a national face of Pittsburgh’s 2018 Tree of Life synagogue shooting because he survived: He had been running late that day, so was not inside the building when 11 of his fellow congregants were murdered. Months later, he was President Donald Trump’s guest to the State of the Union address. The experience was both very different Samet’s childhood in Hungary, where he was born in February 1938, and in some ways similar. As a young child, Samet was forced by the Nazis from his home and shipped with his family first to a labor camp in Austria and then to the Bergen-Belsen concentration camp. After a stop in Israel, he moved to Pittsburgh in the 1950s, ultimately joining his father-in-law’s jewelry business there and remaining a committed community member until his death at 84 on Sept. 27.
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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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