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Standing on Albania’s Jew Street, I learned firsthand the country’s lifesaving culture of hospitality
BERAT, Albania (JTA) — Stone paths wind through the Ottoman-style houses built into the hillside of Berat, Albania. They lead to an imposing 13th-century castle at the peak — the top priority for most visitors to this 60,000-person town 90 minutes south of the capital, Tirana. I had other plans.
Albanians take pride in their ancient code of “besa,” which translates to “keep the promise” and leads them to prioritize guests and religion in their homes. For Albanian Jews or those who fled there from elsewhere in the Balkan Peninsula as German forces advanced during World War II, it promised safe harbor with Albanian families and even throughout entire towns. Albania is the only country in Europe whose Jewish population grew during the war.
Berat’s Solomoni Museum explains this history and that of earlier Jews in the area. At least, so I hear: Under the stone arches off the plaza, I found only locked doors.
Some people collect souvenir spoons or Starbucks city mugs when they travel, others collect memories. I collect fragments of Jewish identity. Planning this trip to Albania with friends, I insisted on a stop in Berat to see the small museum and wasn’t about to give up.
“I’ll call her,” offered the woman behind the desk at the Ethnographic Museum across the street. “Her” referred to the caretaker, the widow of the Orthodox Christian professor who started the museum — Albania’s only one dedicated to Jewish history — as a passion project funded by his pension. After Simon Vrusho’s death in 2019, the museum closed until a French-Albanian businessman heard the story and donated funds for it to reopen in a larger, permanent location.
But the call ended with bad news: The caretaker was sick, and the museum would remain closed. I grimaced. Seeing my reaction, the Ethnographic Museum docent did what all Albanians do — anything she could to make me feel better, to make sure I enjoyed my stay in her town. In this moment, that meant explaining everything she knew about Jews in Albania.
A view of the exterior of the Solomoni Museum, the country’s only museum about its Jewish history. (Naomi Tomky)
Jews first arrived in the country as Roman captives, almost 2,000 years ago. But the first major wave, especially to Berat, came from Spanish Jews fleeing the Inquisition. The Ottoman Empire, which ruled the area at the time, offered nominal religious freedom.
This month, the country’s prime minister announced plans to open a museum in Tirana dedicated to the stories of Albanian citizens who sheltered Jews during the Holocaust, when the country was occupied by both fascist Italy and later Nazi Germany. Yad Vashem, Israel’s Holocaust remembrance authority, has recognized at least 75 Albanians as Righteous Among the Nations for saving Jews.
“You can see the street where the Jews lived,” the docent noted. I perked up and jotted down her directions.
Six blocks away, I found a simple black plaque with white lettering, barely the size of my forearm and posted high on a white brick wall. It read, “Rruga Hebrentje.” I stared at it. Two millennia of Jewish history in the country, and one closed museum forced me to take heart in a little sign saying “Jew Street.”
A sign in Berat, Albania, reads Rruga Hebrentje, or Jew Street. (Naomi Tomky)
Jews have company in this razing of history: The brutal post-World War II communist regime of dictator Enver Hoxha shuttered all religious institutions in 1967, declaring Albania the world’s first atheist state. His forces destroyed more than 2,000 mosques, churches and other sacred buildings, arresting priests, clerics and imams, many of whom disappeared forever into labor camps and hidden graves. “Religion is the opium of the people,” Hoxha wrote, quoting Karl Marx.
It felt selfish to pout about the lack of Jewish history when so much religion, so many people and huge swaths of Albanian culture had been so recently and violently erased. I joined my friends to explore Berat’s exceptions to the wanton destruction, starting at the Sultan’s Mosque, which dates to the 15th century and boasts an intricately carved wooden ceiling. We expected to admire just the outside, since our guidebook said the doors opened only around Friday prayer.
But as we stared at the somewhat ordinary façade, a friendly gentleman chatted us up. He spoke Albanian, Greek and a bit of Italian, the last of which proved useful at matching up to our Spanish and French. He told us a little about the mosque and the casual styles of observance by most Albanian Muslims, but we only realized he worked there when he invited us inside, retrieving a key when we responded with excitement.
We marveled at the green, red and gold ceiling, illuminated by a round chandelier. He asked if we wanted to climb up the minaret, warning us about the ascent. Narrower than the width of my hips, the tightly coiled spiral of 94 stairs featured a layer of dust and cobwebs that stuck to our bare feet. But at the top, swallowing my fear of heights, confined spaces and bugs, I reaped the reward: a 360-degree view of the “thousand windows” that give the town its nickname, flanking both banks of the Osumi River, and the double eagle of Albania’s red flag flying proudly above it all from the castle.
A view of the ceiling inside the Sultans Mosque in Berat. (Naomi Tomky)
Back on the ground, we thanked the man profusely and dropped donations in the box outside the mosque door as we prepared to say goodbye. Instead, he led us across the square to another building – the Halveti Tekke, or Teqe. Light flowed through the high stained-glass windows onto the walls of the 700-year-old gathering place belonging to the mystic order of Sufi Muslims called Bektashi. Chains hung from the ornate gold-leaf-decorated ceiling over a space where, according to our new friend, the bektashi, or dervishes, used to perform their whirling rituals.
“You want to go up?” he asked my friend’s eight-year-old daughter. She nodded excitedly, and he tossed her a ring of keys, pointing the way to the balcony. As she climbed the stairs, I noticed a pair of six-pointed stars framing the main doorway, a reminder of my original mission, even if they were likely not Stars of David.
But if I felt sad about missing out on the Jewish museum, I was heartened by what I did receive: a first-hand lesson on Albania’s life-saving culture of hospitality.
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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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