CAA: LAWRENCE A. WOLFE
The Jewish Community Center
is Booked for a Makeover
Overhaul planned
from top to bottom
each person has to set a standard for
themselves beyond which they will
not go."
Falbaum was born in Berlin 60
years ago. He spent the first 10 years
of his life in the refugee Jewish com-
munity in Shanghai, China, along
with others who fled the Nazis. He
came to Detroit in 1948, and lived on
Lee Place near Woodrow Wilson.
He attended Hutchins
Intermediate where Lily Tomlin (then
Mary Tomlin) was a classmate, and
then went on to Central High
School, working on the student news-
papers at both. When he went to
Wayne, he became editor of the Daily
Collegian.
Falbaum went straight from Wayne
to the Detroit News when he was 20.
He remained there for 10 years, the
last five covering city hall during the
administration of Mayor Jerome
UAS Builds
New Facility
Albert and Shari Goldstein, owners
of United Automotive Supply
Company (UAS) of Madison
Heights, will relocate their opera-
tions into a new facility to be con-
structed in Warren
Founded in 1930 by Philip D. and
Lottie Goldstein, UAS is a wholesale
operation for independent auto parts
dealers. Philip Goldstein's daughter,
Beverly, and son-in-law, Robert
Cavanagh. Falbaum was the News'
City County Bureau chief for three of
those years.
He left journalism to go to Gov.
William Milliken's office as aide to
then-Lt. Gov. James Brickley, now a
Michigan Supreme Court justice.
Leaving government, Falbaum
joined Detroit Edison in 1974, and
after three years took the p.r. post at
Bendix. After Allied Signal bought
Bendix, Falbaum joined Jack
Robinson's Perry Drug Stores as vice
president of corporate communica-
tions, serving from 1983 to 1989. He
resigned that year to open his own
firm, but continued to serve Perry
until the company was sold to Rite
Aid.
Falbaum is the author of two previ-
ous non-fiction books. His wife,
Phyllis, teaches at Hillel Day School.
They have two daughters. it
Rosenfeld, assumed ownership in
1979. The new generation of man-
agement is Robert and Beverly's
daughter Shari and her husband
Albert, who purchased the company
in 1997.
The new facility is being handled
by design/build contractor
Schonsheck of Wixom, which will
employ approximately 50 people.
The facility will be a central hub for
distribution to metropolitan Detroit
and out-state markets. The expected
completion date for the facility is
July.
BY JENNIFER TONJ
JCC Marketing Coordinator
Lawrence A. Wolfe, the new president of the
Jewish Community Center of Metropolitan Detroit
(JCC), says that the Center is making great strides
towards a brighter future with the new and exciting
improvements planned for the next several years.
In February, 1999, the Center will begin to under-
go $15 million in renovations. In addition to the
physical renovations, significant efforts are being
made to increase volunteer leadership, staff and
program quality.
The Center started its road to recovery early in
1996. With the help of the new Executive Director,
David Sorkin, two important studies were con-
ducted to determine the demand for renovations.
The first study was a strategic study, and it looked
to the community for answers. The results clearly
showed that the community has a need for the
Center, now and in the future. The business plan
was the second study, and it helped the Center to
determine the most effective way to successfully
operate the business aspect of the Center in the
future. The studies concluded that renovations are
necessary, and the Center is well prepared to han-
dle the changes.
A revitalized partnership with the Jewish
Federation of Metropolitan Detroit and the United
Jewish Foundation also helped to stabilize the
Center's financial resources as well as pave the
way for the $25 million Capital and Endowment
Campaign.
Recently, Wolfe talked with the Center's
Coordinator of Marketing about the Center's
future:
Q: What are the details of the $25 million
Capital and Endowment Campaign?
A: One of the most exciting aspects of the
Capital and Endowment Campaign is the
acknowledgement that major changes are neces-
sary for the Center in order to continually meet the
needs of our community.
The campaign will provide us with the resources to
reinvigorate the Center as a Jewish neighborhood.
Some of the exciting plans include renovating the
physical facilities, improving the quality of pro-
gramming and customer service, reconnecting
with other Jewish communal institutions and
securing the future of the Center through the cre-
ation of expanded program endowment opportuni-
ties.
Q:
How is the Capital and Endowment
Campaign doing since the kick-off in June 1998?
A: The Capital and Endowment Campaign
committee has successfully raised an amazing $9.5
million to date. I would be remiss if I did not rec-
ognize the efforts of our campaign chair, Hugh
Greenberg, the tremendous support of the
Federation's Executive Vice President Bob
Aronson, and our campaign staff team, Mort
Plotnick and Michael Berke.
Q: What is the next step for the Capital and
Endowment Campaign?
Shown at the groundbreaking of the new UAS facility are Robert Rosenfeld,
Beverly Rosenfeld, Ian Schonsheck, Albert Goldstein and Shari Goldstein.
A: The public aspect of our campaign is on hold
during the Federation's campaign corridor, which
is from December to April. During this time, JCC
leadership joins the Federation to support the
annual funding efforts of the Allied Jewish
Campaign. JCC leadership, staff and members
consider the annual campaign a critical element of
support to so many local agencies and to Israel.
Our campaign will restart in the Spring, and I will
continue to update the community on the progress.
Lawrence A. Wolfe is the new president
of the Jewish Community Center.
Q: What are the renovation plans at the D. Dan
and Betty Kahn Building?
A: We're going to put about $15 million into
renovations. Most of the rooms will be completely
renovated, including the athletic facilities, lobby,
classrooms, cafe and banquet space. Access to the
building will be improved with two additional
entrances and improved parking. Our Child
Development Center will also be completely
remodeled and expanded.
Q: What are the plans for the first phase of the
renovation project, and when will they begin?
A: The first project at the D. Dan and Betty
Kahn Building will begin in February and last
approximately 4 to 6 months. With a generous
donation from David and Marion Handleman,
Handleman Hall will be completely updated to
perform as a multi-purpose entertainment and ban-
quet facility. The project will include installing
state-of-the-art lighting, sound systems and video
technologies. It will be professionally interior dec-
orated with a bold entrance, soft-acoustic wall pan-
els and a softer ceiling.
These efforts are being coordinated by our renova-
tion chairman, Herman Frankel, and a knowledge-
able group of volunteers and staff from both the
Center and the Federation.
Q:
Will there be any other projects started in the
near future at the D. Dan and Betty Kahn
Building?
A: We are also currently renovatingthe outdoor
pool. The pool is already 25 years old and the
mechanical systems are wearing down. We are
currently replacing the gutter system, and the fil-
ters will be replaced in the early spring. We expect
a clear and warm pool for everyone to enjoy this
summer.
This summer we will begin adding 4 pavilions for
the Day Camp program. Each of the pavilions
holds about 150-200 children and will provide
shelter during inclement weather.
Q: When will the remainder of the $15 million
in renovations begin, and how long will they take
to complete?
A: I wish I could give you all of the specifics at
this time, but all of the details are not yet finalized.
We expect the architect's plans to be ready by late
spring, and at that time we will select the project
priorities and determine the schedule for construc-
tion. Throughout all the renovations, the Center
will continue to be fully operational. Although
there may be minor inconveniences, the building is
large enough to successfully accommodate all the
activities.
Q: What are the plans for the Jimmy Prentis
Morris Building (JPM)?
A: We have already started renovation projects
at the JPM building, and to date we have added a
new children's sports field, and the gym has been
completely updated with a new wood floor, lights
and glass basketball backboards. Additional pro-
jects include completely renovating the kitchen
and replacing the windows on the south and west
sides of the building. We are committed to keeping
the JPM facility up to date and fully operational.
Detroit Jewish News
1/29
1999
103