Originally written in 2007
When the marketing staff of the Indianapolis-based Jewish Community Center (JCC) wanted to advertise its Indoor Triathlon, a public event meant to showcase its state-of-the-art fitness and aquatic complexes, they hung a banner in Carmel—at the intersection of East Carmel Drive and South Range Line Road.
The JCC has good reason to advertise in Hamilton County. At one time the center’s address at 67th and Hoover roughly corresponded with the population center of the Indianapolis Jewish community. This is no longer the case. It hasn’t been the case, in fact, for around 30 years.
While Indianapolis is still the city with the largest number of Jewish households in Central Indiana, according to the Jewish Federation mailing list (with Carmel coming in 2nd), the community has made such significant inroads into Hamilton County that it may be on the verge of a tipping point. This ongoing population shift is one of the more significant challenges that the JCC must contend with, even as it celebrates its 50th year at the Hoover Road location.
While the exact rate of this population shift is unclear—there is no current population study available to cite on this topic—it nevertheless is apparent enough to be of concern to the men and women who run the nonprofit institutions, schools, and synagogues that serve Central Indiana’s estimated 10,000—12,000 Jewish residents.
This is because most of Central Indiana’s Jewish institutions are located within a mile of the JCC and share its demographic issues. The Jewish Federation offices and the Bureau of Jewish Education building are actually attached to the JCC physical structure. Other facilities are within walking distance (or at most a mile drive) of one another. This population shift affects some of these institutions more than others, and as we shall see, their responses vary.
Looming large in the background is the fact that the “core” Jewish population of the United States is declining, according to the American Jewish Identity Survey of 2001, while the number of intermarried families has increased. Another less quantifiable factor is the decline, as JCC Executive Director Ira Jaffee puts it, in “a sense of belonging.”
“If you were a part of the Jewish community [in the past] you felt like it was an obligation to be a JCC member,” says Jaffee, who joined the JCC as Youth Services Director in 1978. “Today it seems to be such a consumer-driven society, my feeling is, given the Jewish families in [the search] for quality preschool, childcare, youth sports, or fitness they’re consumer-driven first where they’re going to shop around for various types of services.”
Not only does the JCC have to contend with the competition of the dozens of day care facilities and commercial fitness facilities within close proximity, but the city of Carmel has built a facility that provides many equivalent fitness services within walking (or biking) distance of many Carmel residents.
Half a mile southwest from the intersection where the JCC advertised its Indoor Triathlon, is Carmel’s Monon Center, which opened in early 2007. Among its amenities are a water-park, indoor pools with waterslides, indoor track, and a skateboard park. It offers on-site day care (although it is strictly a drop-off while working out service) along with many other programs and activities. It is, in addition, conveniently located on the Monon Trail.
So, for Ira Jaffee and his marketing staff, one of the emerging challenges is to convince the (not necessarily Jewish) family living in Carmel to become members—or to retain memberships—despite the presence of the Monon Center and other facilities within close proximity.
“In order for us to be competitive,” says Jaffee, “even for being a not-for-profit, we’re very, very market driven so all our programs first and foremost have to be the best. There’s no question about that.”
In 1997 the JCC underwent a transformative renovation that quadrupled the size of the facility, adding a new fitness center, infant/toddler center, and auditorium as well as new offices for the Jewish Federation. In 2003 the Center added a new water park and indoor therapy pool.
The statistics show that these renovations were highly effective in attracting new memberships—both inside and outside the Jewish community. In the early 1990’s JCC memberships were at about 1400 households. Of those 60% were Jewish. Currently the JCC has close to 3000 households in their membership database, but the Jewish population is now at 40%. The Jewish memberships, nevertheless, are up from about 840 households to 1200.
“I’m willing to bet that with 1200 Jewish households we’re the largest Jewish organization in the city,” says Jaffee. “The other thing related to that is that [there are] 3500 [Jewish] households in the whole city so… 33% penetration which for a city our size is typically 25 –27% penetration.”
One of the goals of the February 3 Indoor Triathlon (as well as a similar competitive outdoor event for kids this past June) was to increase this penetration. It was also meant to highlight the transformation of its run of the mill sports facility/aquatic complex to a state of the art one.
Jaffe says of the Indoor Triathlon, “It gave us much more exposure… in terms of where the Jewish community is and where it’s going…. A lot of times the core of any particular community is based on where the activities and services are, not necessarily where people live. It’s been known that people are willing to drive 15…20 minutes [to get to these services].”
Of course, the JCC is not just a fitness facility with a day care center and summer camp. According to its mission statement, "The JCC shall enrich the lives of the Jewish and general communities by developing programs for their recreational, educational, cultural, physical, and social needs." It provides many services that might go unmet if it didn’t exist. The assimilation and cultural activities offered for Russian Jews are but one example.
Jaffee emphasizes the role the JCC plays in the general community. The thing that is important to understand about the JCC, he says, is that it is not only open to all regardless of race or faith background, but it is a stronger organization because of it. It gives the general community an understanding and appreciation of the Jewish community, he says, and it helps combats anti-Semitism. “It’s the JCC, it the Jewish [in the Jewish] Community Center that stands out to the general community,” says Jaffee. “So it’s very subtle intervention. I don’t know if we could do this if we were at 116th and Keystone.”
But there is little possibility that the JCC could or would make such a move north, at least at this time. Even if there were a sufficiently large tract of land to build on in Hamilton County, its price would be prohibitively expensive, no matter how many fundraising campaigns launched. The last window of opportunity for the JCC to change location was in the early 1990s, according to one source. It is not clear if this was ever considered to be a practical option, however, especially considering the prohibitive price tag of relocation.
Since the existing 35 acre JCC complex is all built out, with little open space left, Jaffee is considering the options for day camp services in Westfield, Zionsville, or possibly some other location. The JCC is also considering the possibility of renting space for an infant-toddler program offsite in points north of the Hoover Road location.
Should We Stay or Should We Go?
The JCC is not the first Jewish organization to consider off-site activities in Hamilton County. The Indianapolis Hebrew Congregation (IHC) already holds regular off-site services in the Carmel Civic Building. Congregation Beth-El Zedeck also offers services in Carmel. Significantly, both of these congregations have made the decision to renovate their current facilities rather than to move north. In the case of Beth-El Zedeck this process is ongoing while the IHC, having not yet begun to renovate its facility, is preparing to do so.
The IHC, during the past year, went through a debate about whether it would be better to change locations or to revamp their existing facility, which is approaching its 50th birthday.
“We all knew that we had to something with the existing facility in terms of capital improvement. We also knew that a lot of our members live in Carmel,” says Senior Rabbi Jonathan Adland. However, many of the older members, who are mostly Indianapolis residents, didn’t want to move.
“The demographics of this community is not growing,” says Adland. “I’m sure that if we had some demographer he’d probably say we’re probably maybe peaking and we’ve started to shrink a little bit. I assume that other communities in the “rust belt area” have lost Jewish population. We seem to have, at this point, stayed about where we are, but we’ve stayed where we are for 30 years. That’s not a good thing. Because that usually indicates that you’re an aging community.”
If they were going to move, then where? Since the congregation is about evenly split between Marion and Hamilton County residents, the fact that the IHC owns a 33-acre swath of land (including a cemetery plot) at 161st and Meridian couldn’t be ignored. Building at that site, however, would be leapfrogging well ahead of the population trend, since relatively few of their congregants live north of 116th Street. So this proposition wasn't taken very seriously.
This discussion started in earnest about three years ago, when some property was offered for sale north of the IHC's 6501 N. Meridian St. address. But, upon reflection, moving to a proposed 96th Street
location really didn’t make a whole lot of sense either, according to Adland. “Our congregants not only live directly north but they live northeast, they live northwest. If you go a little bit one way you’re going to tick off some congregants, if you go the other way you’re going to tick off other congregants,” he says.
Since the current facility is a straight shot down N. Meridian Street, it is arguably well within a 15-25 minute drive-time from many congregants who live between 96th and 116th St, just inside the bounds of Hamilton County. Says Adland, “So the discussion really began to …[instead about being focused on where to move] focused on whether should or shouldn’t move. It was overwhelming… to stay right where we were.”
This is a fateful choice for the IHC. Renovation of the existing facility will require such an investment of capital, running into the millions of dollars, that the infrastructure must be fixed into place for decades to come to justify a return on the investment.
A Move Not So Far North
While IHC was debating whether or not to move, Etz Chaim Sephardic Congregation moved. But they moved north only several blocks—out of their aging synagogue to a brand new facility adjacent to the JCC. Many of its Orthodox Jewish members, who observe Jewish law more strictly than their Reform and Conservative Jewish counterparts, live within walking distance of the synagogue out of necessity. This is because they are prohibited from driving on Saturday (the Jewish Sabbath) and must walk to synagogue on this day.
Most Orthodox children go to school at Hasten Hebrew Academy across the street from the JCC. Orthodox families either attend Etz Chaim or the adjacent B’Nai Torah Congregation. While the Orthodox Community is not moving north to Hamilton County anytime soon, they are something of an anomaly. That is, they constitute only about 10% of the Jewish population in Central Indiana. Nevertheless, the nearby presence of the Orthodox community pretty much guarantees that there will be a Jewish institutional presence on Hoover Road for the foreseeable future.
Other core Jewish institutions have limited ability (or desire) to go north with their infrastructures but for different reasons, as we have seen. This has, however, not always been the case.
When Shapiro’s was the Center of the Jewish Community
As Joe Ofengender tells it, this northward population shift is not a new story. Ofengender, a sales officer for a promotional products company, lives with his wife and children in North Willow in Northwest Indianapolis. This Washington Township development still has a substantial Jewish population. However, there is some evidence of Jewish attrition. Ofengender himself knows of roughly a dozen families from North Willow that have relocated to Carmel.
“What a lot of us in this generation have got to realize is that this is the 4th geographic shift,” says Ofengender. “My mother, who was born in the 20s, lived in a house 2 miles south of where the downtown Shapiro’s [a popular Jewish deli] is. That was the center of the Jewish community. Mainly because the train station was there. My grandparents arrived here by train. My wife’s grandparents came by train. The area that was accessible to them was the area within a couple of miles of the train station. The synagogues were down on the south side of town. Indianapolis Hebrew Congregation was the first one to move north in 1912-13 when they built their building at 11th and Delaware. That was the far north side of town. So from south of Monument Circle to the area of Shortridge High School [that was] midtown. A lot of people when they could afford to move moved to midtown. And the next shift was where IHC and B’Nai Torah… etc… are now Hoover Road, Meridian Street. Spring Mill. [That was in the] 60s, 70s.”
The history of the JCC mirrors the northward push of the Indianapolis Jewish community in the first half of the century. The community’s first building dedicated to leisure time activities was on 801 S. Meridian Street.
The Jewish Community Center Association was established in 1926.
It was tasked with managing a community center based in a building acquired at 2314
N. Meridian.
After the northward expansion of the community accelerated after WWII, the
JCC acquired the land on Hoover Roadon which the current facility now sits.
Its doors opened in 1958.
While Joe Ofengender and his family are members of the JCC, time management concerns keep them from using the facility on a regular basis. “We don’t use it as often as we should,” he says. “We need to schedule it. Our lives don’t always let that schedule happen.”
The First Synagogue in Carmel—Ever
More significant to the Offengender’s Jewish communal life is their synagogue affiliation. The Offengenders are members of Central Indiana’s newest synagogue, Shaarey Tefilla, now located at 3085 West 116th Street in Carmel. This congregation was started in 1992 by a group of observant Jews outside the Orthodox community who were not happy with either IHC or Beth-El Zedeck. They wanted to establish a synagogue with “Conservative” modes of observance such as those found in congregations in cities with larger Jewish populations. They originally established their synagogue on 5879 Central Avenue, in Indianapolis, in the former home of the United Orthodox Congregation. But it was a small, cramped facility.
“Our old facility was just not functional for a synagogue, a young synagogue,” says Rabbi Arnold Bienstock of Shaarey Tefilla. “We knew that we would have to move. Our old building had no classroom. Our old building didn’t have a functional kitchen for a kosher synagogue.”
There was absolutely no hesitancy about moving to a new location: the synagogue founders had always intended to move elsewhere, when circumstances permitted. Since a plurality of the membership already lived north of 96th Street, Carmel was the natural choice in which to build a new synagogue.
In December 2007, on Hanukah, the brand new Shaarey Tefilla was dedicated at 3085 West 116th Street, becoming the first synagogue ever in Hamilton County. It’s currently a small congregation of 170 families, about evenly split between Hamilton County and Washington Township residents. Rabbi Bienstock sees good potential for growth in his synagogue. He also sees the Jewish community continuing to make inroads well north of 96th Street.
The primary reason for this movement north, according to Bienstock, is the deteriorating quality of schools in Indianapolis. “Basically the Washington Township schools [in North Central Marion County] have changed tremendously,” he says. “The elementary schools of Washington Township are really very, very similar to IPS [Indianapolis Public Schools] at this point in time. They have an inner city population they meet the needs of inner city children. So basically middle class individuals are going to opt for suburban schools. And Jews are going to opt for suburban schools. So that’s basically the issue. So here we are in Carmel.”
Rabbi Adland, on the other hand, does not make nearly so direct a statement. “A number of our congregants have their kids in private schools and that’s an option that they choose regardless of whether they live in Hamilton or in Marion County,” he says. But he also says that he knows of no IHC member families, within the IPS districts, who do not send their kids to private school.
Two Jewish Centers?
Pierre Atlas, Director of the Franciscan Center of Global Studies and Assistant Professor of Political Science at Marian College, is a Carmel resident and member of Shaarey Tefilla. His family joined because of its “homey” atmosphere that, he says, is informal and family friendly. The Atlases are also members of the JCC and their kids go to Hasten Hebrew Academy.
For Atlas, the 20 minute or so drive to the JCC from his home in Carmel is no big deal. This may be because he grew up in Los Angeles where hour + commute times are not unusual. Quite a few of the members, like Atlas, have recently moved to Carmel from other cities where long commute times are par for the course. He sees Carmel as a separate enclave but also as an easily accessible extension of Indianapolis. He nevertheless sees where the population trend is heading.
“What you might have in 20 years,” he says, “is two centers [of the Jewish community], one center at Hoover Road and one center in Carmel. I don’t see a problem with two centers.”
Marsha Goldstone, Executive Director of the Jewish Community Relations Council, disagrees with this assessment. “I would tell you my own response is that would be too bad. If we have two centers then that means the kids form Carmel won’t meet kids from Indianapolis. I think that would not be great for the spirit of the community if we have two cores.”
The emergence of such a Carmel “core” is not something that many (or any) movers and shakers in the Indianapolis Jewish Community have discussed at this point. However, the activities being considered by the JCC, as well as the religious services currently offered in Carmel by IHC and Beth-El, may provide some hints of things to come.
Marsha Goldstone speculates that Shaarey Tefilla may be a sort of bellwether in its ability to attract unaffiliated Jews. “I would say that would be a factor that all other agencies will consider [in terms of consideration of providing services north of 96th Street].” Joe Offendender, for one, suspects that there are a number of Jews in Hamilton County “trying hard not to be found.” Whether or not Shaarey Tefilla can attract these unaffiliated Jews is an open question, however.
From Shapiro’s Indy to Shapiro’s in Carmel
The JCC may soon follow Shaarey Tefilla’s lead if it opens satellite facilities north of 96th St. But another important Jewish institution has already been established in Carmel for some time. In 2003, the popular delicatessen Shapiro’s relocated from northwest Indy to the Carmel city center. Is it possible, based on these developments, to say that another Jewish “core” has already begun to emerge?
To explain the Jewish community’s demographic dilemma in Central Indiana Rabbi Bienstock recalls a German-Jewish expression. “‘As Christian World does, Jewish world does even more so,’” he says. “So as basically the general community in Indianapolis suburbanizes the Jewish community will suburbanize even more because it’s a middle class, upper middle class community…. So basically I’d say if anyone who’s Jewish moves to Indianapolis now, where are they going to buy a house? They’re going to buy it in Carmel. That’s going to be the reality. Or if they can’t afford Carmel they’ll go to Fishers. Or Noblesville.”
If what Rabbi Bienstock says is accurate, then the Jewish population center in 20 years could move well into Carmel. Many Jewish families, then, would no longer be within a 15-30 minute drive of the Indianapolis-based institutions. High gas prices and time management concerns might trump feelings of Jewish commitment for families, say, living in Noblesville and considering the JCC as an option for their fitness needs or considering the IHC for their spiritual needs. The Indy-based Jewish institutions would, then, most likely have to find new ways to adjust. They have never failed to do so in the past.

(Note on the story: I tried publishing this piece about 3 years ago and my life has been so hectic that I haven't had time to do anything since that unsuccessful publication attempt. Since that time there have been a couple of developments. First off, Rabbi Adland is no longer at the Indianapolis Hebrew Congregation. Secondly, the Aaron Ruben Nelson Mortuary--Indy's Jewish mortuary--has moved up from 86th and Ditch to Zionsville, following the Jewish population trend northward.)