A synagogue in Florida is looking to attract Latino congregants and is using the preferred tool of marketers these days — español:

Beginning next month, Sabbath services at Temple Beth Torah/Tamarac Jewish Center will be conducted in Spanish and Hebrew.

Spanish religious services will continue the second Friday of every month in an effort to entice the Argentines, Cubans, Peruvians and Colombians to attend.

It is just part of the movement in Broward and Palm Beach counties to attract Latin American Jews and to change with the new demographics.

I am admittedly ignorant about Jewish culture, but I never knew that synagogues were in the business of recruiting new congregants to the religion the way Christian churches are. Or are they reaching out the an already existing base of Spanish-speaking Jews? And is that base so large so as to constitute a decision to conduct services in Spanish?

Temple Beth Torah Rabbi Michael Gold says he sees this addition as a chance to grow his 600-household synagogue that started in 1972 in a small storefront. Gold isn’t sure how many Spanish speakers attend now, but he thinks there are about 20 to 30 families. He’s pretty certain that number is going to grow. Services in English and Hebrew will remain at 6 p.m. Fridays.

The need to change toward becoming multilingual “is a reality,” Gold said. “If we do this once a month, they would bring family, and they’ll bring friends and they’ll become part of the mainstream.”

I think it’s great for Spanish to be available at all houses of worship for whomever would like to receive service in their native language — I’m just surprised that the demand is so presumably high. I’m also surprised that an ancient religion such as Judaism is more open to reaching people in their native language than so-called modern Fortune 500 companies. Latino marketing in the synagogue — who knew?

Via / The Orlando Sentinel and Hispanic Tips