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shift about not the, ‘why the 
JCC exists’ — the JCC has 
existed and continues to 
exist to strengthen Jewish 
community in Detroit — but 
how it fulfills its mission has 
changed.
” 
Instead of the idea being 
to provide a safe space or real 
estate as a vehicle for building 
Jewish community in a world 
that didn’t feel safe, they’re 
shifting to a more program- 
focused model, he says. 
“The ‘how we build Jewish 
community’ is by creating 
and oftentimes collaborating 
with others to provide Jewish 
connective programming,
” he 
explains. “We’re doing it by 
being a platform for excellent 
Jewish programming — build-
ing, collaborating and innovat-
ing on our existing base, which 
already engages over 50 percent 
of the community on an annual 
basis, far more than any other 

institution.
”
Leadership had a 20-year 
plan in mind, but the pandemic 
accelerated their plans to pivot 
as an organization, Siegel says, 
including bringing their foot-
print down to 140,000 square 
feet from 440,000. 
“We are realigning ourselves 
with resources to have the max-
imum impact,
” he explains. 
They made tough decisions 
to close the health club and the 
Oak Park JCC. “We are aggres-
sively moving forward on a plan 
to deliver on building Jewish 
community in a new way, but 
that doesn’t mean these changes 
aren’t heartbreaking for people, 
because they are,
” Siegel adds. 
 The J’s physical presence is 
being reimagined to be more 
agile as the Jewish community 
spreads out. Plans are underway 
to add 8,000-10,000 square feet 
at a new location on Woodward 
in Berkley, set to open in 

2025, in a project called Off 
Center. It’s also set to have space 
in the Downtown Synagogue, 
according to The J’s leadership.
Part of the change is also 
about helping orient commu-
nity members so 
they recognize the 
culture and educa-
tion programming, 
senior program-
ming, programs 
for children and 
families, and rec-
reation opportunities that fall 
under The J, says Sarah Allyn, 
chief operating officer. “You can 
find it all under the umbrella 
of The J. You don’t have to go 
searching to find something 
that will connect you or your 
family,
” she says. “If you’re 
looking to feel more connected 
to yourself, to your Judaism, 
to your community, we have 
something for you.
” 
The Berman Theater, Janice 

Charach Gallery, Pitt Early 
Childhood Center, day camp, 
pool and many sports will 
still operate out of the West 
Bloomfield J. But with the 
Jewish community geograph-
ically shifting south and east, 
according to the 2018 Detroit 
Jewish Population Study, Allyn 
says she’s excited to amplify 
the message that there’s J pro-
gramming throughout Metro 
Detroit. 
“We still have lots of oppor-
tunities to engage at Maple and 
Drake,
” she says. “But if driving 
to Maple and Drake is a barrier 
for you, no problem. You can 
still actively engage in every-
thing The J has to offer.
”

INNOVATIVE 
PROGRAMMING
Meanwhile, legacy programs 
such as the book fair, film 
festival and JBaby will keep 
innovating, she says. Events and 

LEFT: COO Sarah Allyn, CEO Brian 
Siegel, Aaron Henne and Rabbi Ari 
Witkin at The Collective, a communi-
ty-building event for Jewish profes-
sionals BELOW: Color wars fun at 
summer camp.

Sarah Allyn

COURTESY OF THE J

