Commu nity
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LAUNCHING from page 43
new fitness facilities, will
contribute 16 percent of
the JCC's budget this fis-
cal year, which ends May
31, 2004, says David
Sorkin, JCC executive
• director.
Member revenue is
currently $15,000 above
the budget projection for
this time. Sorkin says
increased membership,
plus revenue from pro-
gram service fees — 29
percent of its budget —
will allow the JCC to
depend less on
Federation.
Seeing Is Believing
The JCC is banking on
the Fitness Center in
After workout, Elizabeth Eads- picks up son John, 2,
West Bloomfield to
at KidsZone.
attract new members,
rIMIMMI..%.'SM. ,M3M.‘VaNtaMMI.MIMME s ,%E-
who can join at three lev-
"We raised $33 million with the
els — General, Fitness and Executive
objective to create a new center for our
Club. The 10,000-square-foot Fitness
community," says Mark Davidoff,
Center — twice the size of the old
Federation COO.
workout area — commands attention as
The original 1999 goal was $25 mil-
soon as you walk through the new north
lion, Davidoff says. "But because of the
entrance.
success beyond projection, the
People are impressed by the large,
Millennium Campaign was able to
warmly lit workout area, clearly visible
achieve $33 million for the Center."
through glass. An array of state-of-the-
Now the JCC will be able to add a
art machines — complete with flat-
$7.5 million ongoing endowment, he
screen personal TVs — fill the room
says. And, in addition, the Center
and are available for Fitness and
receives a continuing $200,000 supple-
Executive Club members only. General,
mental grant from Federation to support Fitness and Executive members can use
its operation.
the spacious new weight room nearby
Other elements of this ambitious ren-
and attend the 75 weekly classes held in
ovation to the Kahn Building are already
the five new studios and the pool.
complete — Milk & Honey, a kosher
Classes include everything from spin-
restaurant; a revamped lobby; move of
ning, aerobics and karate classes to the
the administrative offices to the second
popular YogaChi and McEntire Studio
floor; and the Marion and David
(Pilates), taught by two private enter-
Handleman Hall and Auditorium for
prises outsourced by..the JCC.
social functions and events.
Jessica Tucker of West Bloomfield is
Still to come this December is Shalom using a five-day trial membership to see
Street, the address for Jewish discovery.
ho-w she likes the Fitness Center, which
That along with the David B. Hermelin
was recommended by friends. She
ORT Resource Center are part of the
intends to check out spinning, aerobic
Weinberg Judaic Enrichment Center.
and YogaChi classes.
The Henry and Delia Meyer Library
"I think the personal TVs are great,
will open in the spring of 2004.
she says.
"We wanted the JCC to be the center
At first, she worried she'd be working
of Jewish life, a place for informal edu-
out only with older people. "But it's a
cation, a place for meeting," says Mark
good mix," she says.
Hauser, outgoing president of the UJC.
David Stone says the staff purchased
"It's unlikely to make a profit, but it is a
the latest fitness equipment on the mar-
profit to the Jewish community."
ket at Club Industry, the annual trade
The JCC, however, needs to bring in
show in Chicago. The JCC is the first to
more revenue. Currently, it relies on
carry the Hammer Strength brand of
Federation for 31 percent of its $10 mil- resistance equipment, which was cus-
lion budget. JCC executives anticipate
tomized for the Center, says Fitness
membership fees, driven mostly by the
Director Whiting.
9/12
2003
44
Elizabeth Eads of Commerce
Township was sold on some of the
amenities. "It's the new facility that kept
me here," she says, holding two young
children in her arms. 'And babysitting is
a plus."
In addition to a fun space for children
called KidsZone, there are also small
coed lounges for shmoozing, a lower-
level family lounge with age-appropriate
play stations and family changing rooms
near the pool.
David Sorkin
of the past.
When asked what the Center needs to
improve, both Sorkin and JCC board
president Hannan Lis quickly reply,
service.
Five management staff members were
sent to the Disney Institute in Florida
for a customer service workshop. And
they, in turn, are training staff, Sorkin
says. "There are bound to be problems,
but how we take care of them, how we
recover, is important. I will personally
CC
The Jewish Connection
With so much emphasis on the south
wing fitness area in West Bloomfield,
Sorkin doesn't want to lose sight of the
center's Jewish mission.
"Jew and non Jew alike always know
they're in a Jewish insti
"There's nothing more im
the Jewish association."
Mark Hauser sees the importance of
all this quite simply. "If my children and
grandchildren are playing at the Jewish
Community Center, they're more likely
to be a part of Jewish continuity than if
they're not here."
In the Fitness Center, the Judaic
ambiance is in the details, says David
Stone, JCC assistant executive director.
The artful mezuzah at the entrance,
frosted stencils of Jewish stars on door-
ways and Talmudic quotations that
adorn walls in the fitness area, all con-
nect Judaism with the importance of
health. For example, one quote from the
12th century Jewish philosopher and
physician Maimonides reads: "The
health of the soul can only be achieved
after the health of the body has been
achieved."
"The Center," says Sorkin, "wants to
be the center of your Jewish recreation,
of Jewish education and much more."
His staff continues to search for ways
to get those who visit one part of the
Center to go further and see everything
the Center has to offer.
This is a crucial step to the JCC's
future success, says Federation's market-
ing director Howard Dembs, on loan to
the JCC for a year. He commissioned a
marketing survey last December of 400
members and non-members. He says he
learned that while people had a favor-
able impression of the JCC, there was
not widespread understanding of the
range of programs and services within
the building.
Emphasis On Service
Amidst the excitement of the new south
wing opening, the Center's leadership
also recognizes it must correct problems
•
/
ers ea• y ave some
suggestions for improvement.
Dr. Daniel Schechter of Beverly Hills
says while he likes the wooden lockers in
the executive locker room, they're small
and longer ones are needed, especially
for hanging coats in the winter.
Stone says longer lockers will be
installed before winter.
Schechter persists. "Why don't they
tell us what's going on around here. Post
information on the bulletin board or
something."
A longtime member and former rac-
quetball player, Schechter says he's at the
Center because he's "hopeful and loyal."
He says he misses the old camaraderie,
when men would sit around the locker
room TV and watch a football game on
a rainy day. But now the men's lounge is
half the size and his friends who play
racquet sports have joined elsewhere.
Sorkin knows the Center has to do
more, especially for the growing number
of well seniors moving to West
Bloomfield and for teens, though not
much money is available for these two
groups, he says. So he's considering how
best to serve them.
Another concern centers on fees for
room rental by groups other than non-
profit communal organizations and syn-
agogues. For example, an Israeli folk
dancing group may no longer be able to
meet because its room fees doubled.
And a Jewish choir that wanted to start
meeting at the JCC may be unable to
because of the high room rental cost.
Sorkin replies that tenant rates have
increased, but that they're still below
market levels. He denies that Jewish
groups can't afford the JCC rooms and
says he hasn't heard the complaints.
"If we hear the complaints, we will
take care of them," he says.
For now, he and others are pleased