Yes indeed, the month of April marks 100 years since the founding of Tel Aviv. There are celebrations scheduled all throughout this year, but some friends and I were lucky enough to make it to the opening event a few weeks ago: A festive concert in Rabin Square featuring the Israel Philharmonic Orchestra accompanied by famous Israeli singers, dancers, actors and other artists.
To say that the concert was packed would be an understatement. We couldn't even get close to the center of Rabin Square itself, which was reserved for dignitaries and special guests. Instead, we stood with a mob of people in the surrounding streets, watching the spectacle on giant television screens. We did manage to get somewhat of a glimpse of the orchestra, which was perched high upon an enormous balcony overlooking the square.
When we looked up, we also noticed huge crowds of people watching the festivities from neighboring rooftops. There were even some creative people who wanted so badly to sit that they climbed on top of bus stops!
That's about when Leslie and I, in desperate need of a bathroom, broke off from the rest of our group and set off in search for the facilities. What we found was even better -- the wide-open door of an office building. We decided to try our luck and climb the stairs in the hopes of watching the concert from above. Ten flights later, we succeeded in attaining the fabulous new-and-improved birds-eye view you see below. We were so happy that we (almost) forgot that we still needed to pee!
The real problem came just a few minutes later when -- without warning -- they began shooting fireworks from a neighboring roof. This was all part of the show, and while it was neat seeing the flames up close, it was extremely unnerving. At the crack of the first explosion, people screaming and running for cover. It was not all that unrealistic to be terrified -- after all, we were standing in the very location where Yitzhak Rabin was assassinated during a peace rally in 1995. I've learned not to let the fear get to me, though -- and I also managed to get some great photos:
As we were waiting, I made note of the diversity of the crowd. Tel Aviv and Jerusalem are completely different worlds, and I have to admit that the bustle of Tel Aviv is much more my scene. In fact, our Israel Seminar class paid a visit to the Israeli Foreign Ministry offices a few weeks ago, where we heard an incredible presentation about "branding" Israel -- let's just say the publicist in me was really excited about this!
Apparently the latest trend in Israeli PR is to play up the "fun" aspects of Israel -- that is, instead of focusing on religion, history, and culture, the government launched a campaign they call "Tel Aviv Nonstop," which began in 2006. It's based on the same tactics that are used to market Brazil as a colorful party zone, despite the fact that the country is actually plagued by crime and poverty. The impetus came from a study using a game called "House Party," in which participants were asked what the atmosphere was like at hypothetical parties hosted by various countries. For example, Italy's house was described as being welcoming, with lots of food and wine. In contrast, Israel's house was envisioned as defensive, closed-off, and awkward. There was an interesting article in this week's Jerusalem Post that explains why previous PR tactics failed -- here's an excerpt:
To counter this image of Israel being a place wrought with terrorism and orthodoxy, the Israeli government has also put forth the following:
Since Israel is a melting pot of Jews who made aliyah from all over the world, this service included speakers of German, Russian, French, Danish, Slovakian, Romanian, Portuguese, Dutch, Spanish, Hungarian, South African, Iraqi, and even Thai descent! It was pretty special hearing the Veahavta paragraph of the Shema, one of the central prayers in Judaism, being read in an Asian dialect! It made me realize that I hadn't had Thai food at all since coming to Israel, and I was very happy that the restaurant that we went to after services had a Pad Thai-like dish on the menu! It wasn't quite as good as the real thing, but at least it satisfied the craving...
There was also a man who read the Hashkivenu prayer in Arabic, but I'm not sure if he was an Arab who happened to have a relationship with the congregation or if he was a Jew with a knowledge of Arabic. It was definitely a bold move for them to include Arabic in the service, but I'm so glad they did. It made the service all the more representative of the many cultures that make up Israeli society. This kind of diversity is something I sorely miss in Jerusalem. Here, the progressive congregations are mainly limited to those affiliated with American institutions, like HUC and USCJ.
It initially bothered me ever so slightly to learn that Israel was trying to promote tourism with sex because it seems to undermine the religiosity that is so ingrained into everyday life here. However, I'm curious to see what develops from these new marketing tactics. Will the religious population reject or merely ignore ads such as the one I posted above? Will the hypothetical "House Party" Israel be more appealing to the general public ten years from now?
Either way, my newfound love affair with Tel Aviv has gotten me all excited for the onset of Yom HaZicharon and Yom Haatzmaut. Lots of ceremonies, festivals, and BBQs to blog about -- stay tuned! :)