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continued from page 10
“There are tremendous
opportunities for synergy, and I
am especially appreciative to the
lay and professional leadership
of both organizations.”
FORGING A PARTNERSHIP
“When we were first approached
with this idea, it made us all
pause,” said Stacy Brodsky,
Tamarack Camps president. “We
had to change our mindset and
think closely about our busi-
ness model and our mission. We
purposely took a very methodic
approach to this decision. We
listened to our board, answered
questions and engaged in many
discussions over the past year.”
Tamarack sent past Camp
Maas associate director Debbie
Landau to the JCC Day Camps
last summer to observe and
talk with staff. They also
formed a task force headed by
Michael Cooper as well as hired
Collaborative Strategies Inc. of
St. Louis to study the collabora-
tion quantitatively.
A Tamarack Camps spokes-
person addressed the 2015
incident at the JCC Day Camps
with a counselor posting inde-
cent photos of young boys in his
charge online.
The incident was “really a
non-issue, as we felt the JCC has
moved on from it in a positive
direction with 100 percent new
leadership. The bigger issue we
discussed was the two different
brands. If we combined them,
how would it affect each brand
individually?”
On the JCC side, Rick
Zussman, JCC president, said,
“Our seven-point strategic plan
included this partnership with
Tamarack. We feel Tamarack’s
involvement and expertise will
enhance the experience for our
JCC campers, which is para-
mount to the JCC.
“This new relationship is a
natural fit. We are combining
the JCC’s mission of enriching
Jewish unity, continuity and life
with Tamarack’s goal of provid-
ing enriching Jewish camping
experiences for children and
families. Clearly, the children of
our community will benefit from
the JCC’s joint venture.”
The JCC also had well-known
camp architect/master planner
Richard Parker of the national
firm Brandstetter Carroll Inc.
tour the northwest portion of the
Applebaum Jewish Community
12
January 18 • 2018
Campus that will be developed
in Phase II after a multimillion-
dollar private donor campaign.
Parker told the JCC the site is
“the best day camp opportunity I
have ever seen.”
Possible upgrades may include
a new rustic lodge, fishing docks,
kayaking launches, an aquatic
center and miles of new walking
and off-road biking trails.
CAMP SPECIFICS
Good friendships often begin at the JCC Day Camps.
Tamarack Camps, which sits
there could be joint marketing
on 1,100 acres near Ortonville,
and recruitment efforts as well
about 35 miles from West
as joint staff recruitment and
Bloomfield, hosted 1,316 camp-
training, among other ideas.
ers last year in all its programs.
“The goal of the partnership
Of that number, 95 percent are
is not to save money, but rather
Jewish, but many come from
serve more campers and provide
mixed families and different
a best-in-class camp experience,”
backgrounds. Campers range
Engel said. “It is well known that
from those entering grade 2 to
Jewish camps can instill and
11th-graders and beyond.
advance Judaism at a very cost-
JCC Day Camps is located on
efficient manner and provide a
the 200-acre Applebaum Jewish
great return on investment.”
Community Campus, which
Yet, there is an expectation
has an additional 80 acres to be
the partnership will help the JCC
developed.
camp grow so additional rev-
In 2017, total camp enroll-
enue can be realized.
ment was 508, including 52
The day camps bring in about
in the special needs program.
7.5 percent of the JCC’s $15 mil-
Enrollment was down from pre-
lion annual budget, and revenue
vious years, but the JCC declined for the camps was up last year
to give exact numbers.
over the previous year, Siegel
Consistent with national
said. Traditionally, day camps
trends, Siegel says, 70 percent
are an important positive rev-
of JCC campers are Jewish.
enue source for JCCs, including
Specialty camps typically cater
Detroit’s, he added.
to the broader community audi-
The agreement will be in place
ence. The camp serves ages
for three years. The intention of
2½-17.
both parties is to continue the
Both camps receive annual
partnership indefinitely.
Federation allocations, which
Siegel and Engel will have
will remain the same. For the
oversight of the agreement, and
fiscal year 2017-2018, Tamarack
a new day camp committee will
Camps received $493,242; the
be formed with representatives
JCC received $1,722,459, both
from both organizations.
figures include the Annual
Campaign and Challenge Fund.
GOING FORWARD
Under the managed services
Heather and Steve Rosenberg
agreement, Tamarack will be
of West Bloomfield have three
paid a commer-
cial manage-
ment fee based
upon a percent-
age of sales
under supervi-
sion. The exact
percentage is
confidential,
Siegel said.
Engel says
no money will
be saved with
the agreement.
However, an
earlier JCC
Hannah, Heather, Julia, Steve and Brooke Rosenberg
document said
jn
daughters — Brooke, 8, Hannah,
5, and Julia, 1. Brooke will be
starting her third year at JCC
Day Camps and her mom says
Brooke can’t wait until summer.
“This is her third year; she
absolutely loves it, especially
swimming, the weekly Shabbat
and meeting new friends,”
Heather said. “She became
more confident. I love that it’s a
beautiful campus close to home
with the Jewish aspect as well.
It’s a good fit for our family.”
Brooke first went to the JCC
day camp in 2016, the year
immediately following the coun-
selor and photographs incident.
“I went to multiple meetings
and asked a lot of questions to
the then-director. It was prob-
ably the safest camp around
because I felt the staff and
director were going to be extra
attentive. The JCC alleviated my
concerns and I trusted they went
through the proper education for
their staff and my child would
be safe there. That’s been the
case 100 percent. It’s been a great
experience.”
Still, Heather says, the JCC
Day Camps’ reputation could
use a boost.
“The biggest way to choose a
camp is by word of mouth and,
even before the counselor inci-
dent and, for whatever reason,
the JCC had some hiccups that
caused it not to be as popular.
But changes that were made and
continue to be made are positive,
and I don’t waver about sending
my kids there, and I tell others.”
In speaking about the diversity
of the camper population at the
JCC, which includes about 30
percent non-Jewish campers,
Heather said, “If those families
are open to (the Jewish program-
ming) and understand Shabbat,
a diverse group of attendees is a
good thing, a nice component.”
Siegel says he expects the
Jewish nature of the day camp
programming to be enhanced
by the strategic alliance with
Tamarack.
“We will continue to serve
both Jewish and non-Jewish
campers,” he said. “Through the
relationships and experiences
both parties bring, we hope to
be more competitive and garner
more market share in this high-
ly saturated marketplace.”
Results of the upcoming
Jewish population study spon-
sored by Federation should
reveal information about the
future cohort of children. If the
cohort is shrinking, it could
mean fewer Jewish children for
both camp programs.
Siegel already plans to tap
into some Tamarack fami-
lies through the partnership.
He said about one-third of
Tamarack campers are non-
affiliated and that the synergies
from the partnership could help
increase awareness of JCC Day
Camps to this group of families
who might not have considered
the JCC in the past.
Heather Rosenberg is looking
forward to seeing what the part-
nership brings to her daughter’s
JCC camp experience.
“I never went to Tamarack as
a kid, but my husband did,” she
said. “The Tamarack program is
an incredible one and can only
benefit the JCC, the campers
and the staff.
“That connection will create
a smooth transition from day
camp to the overnight camp
world. And to have the input
from both staffs is a great way
to collaborate and to improve
their perspective programs.
“I don’t see any down side. I
think it can only benefit both
camps.” •
For details about JCC Day Camps, go to jjcdet.
org/daycamp. For more on Tamarack Camps, go
to tamarackcamps.org.