Chabad Leads New Wave Jewish Outreach

They are not seeking spirituality, but the 400 young professionals who filled the trendy Splash club in downtown Boston Tuesday night know how to enjoy a good party.

Rabbi Mayshe and Shifra Schwartz, Chabad representatives to Brookline, know how to throw one. They rented out the entire club, served kosher fare, and offered “digestible Judaism,” to this important demographic.

Tuesday was Tu-B’Av, the 15th day of Av, a joyful day on the Jewish calendar and as good a time as any to celebrate. Young Jewish adults from the Boston area not particularly concerned about socializing in a Jewish setting, quickly found themselves connecting with other Jews over great music and kosher sushi at this midnight rooftop party.

“We’re reaching a mainstream secular crowd that is not going to synagogue,” says Mayshe, director of the Chai Center specifically geared to young Jewish professionals. “But they will go to a party if it reflects the style and standard they look for when going out.”

About half of the party goers Tuesday night had never spent time with Chabad, but the experience opened them up to take a second look.

“We’re finding a fun way to make the young Jewish professional sector comfortable in a kosher, Jewish environment,” says Shifra.

Creative and savvy, YJP representatives focus on effective follow-up, and Shifra expects many who partied Tuesday night will soon call on Chabad—for a Shabbos dinner, a Torah study session or a place to meet like-minded individuals.

Indeed, within 24 hours of the event some 25 young adults registered online for next week’s Friday night Shabbat dinner.

“That’s one way to gauge success,” says Mayshe, who works the room, meeting and greeting new and familiar faces.

In South Beach, Florida, downtown LA and other cities where Chabad has established YJP communities, similar parties are drawing young Jews together.

Asked about the possibilities for greater Jewish engagement with this demographic, Mayshe says, “Once the connection is established, the sky’s the limit.”