UCLA's Jewish Newsmagazine
Schwartzie: "a very special soul"

Cries of "thank you!" may be unusual coming from the lips of congregants as they leave synagogue. Rabbi Shlomo Schwartz of the Chai Center wouldn't know it, however. He hears them all the time.

"This was the first time in 25 years I have been to temple. It is also the first time I have ever understood the services. Thank you!" said one participant in a Schwartz service.

"I'll be back," said another, "bringing with me people who have never been to services!"

The two-year-old Chai Center sponsors Jewish outreach programs directed toward non-affiliated Jews in Los Angeles.

Rabbi Schwartz, "Schwartzie" to his friends, holds High Holy Day services, Shabbat dinners, Passover seders, Purim parties, lectures and classes.

For almost twenty years, Schwartz worked at UCLA's Chabad House and appeared almost everyday on Bruin Walk. "At that time, there were 9,000 Jewish students on campus, 23 Jewish Student Organizations and much activism Schwartz said.

But even with such large numbers, Schwartz was looking for the "others," or non-affiliated Jews. This quest would drive him for years to come, as he set off to break down what he sensed with a "rabbi phobia," where people feel uncomfortable approaching a rabbi as a human being.

To challenge that image, Schwartz sported Mickey Mouse suspenders (which he still wears) and a cowboy hat. At some point during those e years he earned his nickname, Schwartzie.

In 1983, Rabbi Schwartz left the campus and continued programs in the Chabad House, where he learned to be creative and innovative when trying to attract students to Chabad activities.

At holidays, Schwartz said "my crowning glory was, if no one ever came to Chabad before, they came now."

But it wasn't all a party. After perceiving a crisis in the community-the high rate of intermarriage and large numbers of unaffiliated Jews-Schwartz left Chabad House to expand upon his goal of winning back unaffiliated Jews to Judaism.

He and his wife, Olivia, formed the Chai Center as a social and educational center. The Center "directly addresses the problems people have "with Judaism, Schwartz said, which include the lack of desire to go to Jewish functions, meet other Jews or obtain a strong Jewish identity.

Adding to his problem is the presentation of Judaism. Schwartz believes Judaism is presented "poorly and often lacking in spirituality."

The Chai Center confronts these things by attempting to provide spirituality and a non-threatening atmosphere in its programs.

One very popular program has been "Dinner for Thirty Strangers," held in his home three Friday nights a month.

For some of the people who flood his home at these events, Schwartz always hears "This is my first Shabbat dinner," from someone.

Rabbi Schwartz also has huge numbers at his High Holiday services. "I advertise "no pay to pray' and 'all English,' for many don't understand Hebrew."

Also, "people don't like institutionalized services," the rabbi said. "I took it out of the synagogue and into a secular hall, nice places like the Biltmore Hotel" Last year, 1,000 people came to the Biltomre to attend services.

Schwartz's "fan mail" lauds the rabbi for his "down-to-earthedness" and the way he seems to touch people profoundly.

His fliers state, "no prior background is required for your total enjoyment," which appears to be on of the underlying themes of the Center's programs. The events are also "for conservative, Reform, non-affiliates, and any Jew that moves!"

Schwartz does not offer Shabbat services because, "I'm not trying to reach those who go to synagogue every week," he said.

Purim is a particularly important holiday for Schwartz. The Chai Center, together with the Jewish Federation Council of Los Angeles, recently held a Purim Party at the Comedy Store L. A.. The party began with a Megillah Reading and continued with two show times, featuring music and comedians.

Last year's Purim party at the Comedy Store attracted 250 people. This year, some 600 people attended.

The Purim Party is the only Chai Center event with a fee. Charging people to come to a program prevents many from doing so, the rabbi said.

Schwartz advertises in the L. A. Times Calendar section and the L. A. Weekly. "People who are not affiliated read the LA Times, not the Jewish Journal. You have to go where it's at," he said.

Advertising, programs and word of mouth works for Schwartz. At every event people can join his mailing list, or they can call the Chai Center. "I average about six new people a week," Schwartz said.

Money for advertising and expenses comes from friends who donate. Also, Schwartz holds on major fund-raiser a year-a banquet-which provides on third of his budget.

Many look at Schwartz's work and dub it an unqualified success. Rhonda Weisman, assistant director for the Western Region of the Jewish Federation Council, speaks enthusiastically of Schwartz as a "very special soul."

"He reaches people that would probably not be reached otherwise," she said.

"If I can survive financially, I am ready to do this forever," Schwartz said of the Chai Center's future. "I cannot find anything more meaningful." He also believed that a Chai Center run by many people would not be the same as it is now. He and his wife currently do the vast majority of the work.

"My hope is that people find some meaning," he said, "I cannot see myself doing anything else when there are 1,000 people not going to services. I want them to come to mine. I want to change their lives."