The parade that few ever see

Posted

A behind-the-scenes look at New York’s annual Salute to Israel

By Yaffi Spodek

Issue of May 22, 2009 / 28 Iyar 5769

Months of intensive planning are often required to organize a one-day event, and the annual Salute to Israel parade –– scheduled this year for May 31 –– is no exception.

From brainstorming ideas to physically implementing the vision, preparing for the parade is a year-long endeavor which costs approximately $1 million to produce.

“Our primary objective is to make sure that things run smoothly and that people come to have a good time and show their support for Israel,” said Michal Brickman, the parade’s executive producer, and a full-time employee of the Israel Tribute Committee, a not-for profit organization which runs the parade.

Brickman spoke to a visitor from the floor of her midtown Manhattan office, where she sat on her knees,  carefully folding the silver-colored sashes that volunteers and dignitaries will wear when they march in the upcoming event.

Around her, the floor and walls were covered with other parade paraphernalia, including posters from previous years, flags and artistic logos; on the table was a pile of VIP tickets for those sitting in the reviewing stands.

“We do whatever it takes to make the parade happen and look good, from logistics to regalia and entertainment,” Brickman explained. “We are always trying to implement new things, and this year we hired a production company to help us on parade day to make sure things run smoothly.”

The tradition of the parade began in 1964, when thousands walked down Riverside Drive to demonstrate their support of Israel. Today, the event holds the distinction of being the world’s largest gathering in celebration of Israel, as participants march up 5th Avenue, from 57th street to 79th street. Close to 40,000 marchers are registered this year and half a million spectators are expected to attend as well.

“Unfortunately, when times are troubled for Israel, we have a better turnout of people, which isn’t a factor we can control, but it is the reality of the situation,” Brickman noted. “There has definitely been a steady increase in participation over the past couple of years, especially last year.”

Planning for the parade begins in July of the previous year when a date is selected. In August, a theme is chosen andmaterials are prepared through which the theme is introduced to participants.

This year’s theme is “Israel Yesterday... Today... Tomorrow... Celebrating the 100th Anniversary of Tel Aviv.”  Themes in previous years have celebrated similar milestones, such as Israel’s 60th anniversary in 2008, and the 40th anniversary of the reunification of Jerusalem in 2007.

Brickman works with a staff comprised of two creative consultants, Francine Cohen, a Great Neck resident, and Karen Ostrove, as well as Milt Kaplan, the float and sponsorship coordinator. As the parade nears, the team expands to include part-time employees and volunteers.

Cohen and Ostrove are primarily involved with helping each school explore the theme to find their own sub-theme on which to focus. Beginning in December, after each school registers, they attend a planning meeting where Cohen and Ostrove provide additional resources on the theme and help them brainstorm ways to implement it into their school’s presentation.

“The schools that look great are the ones that have taken the effort to make a spectacle out of it,” Ostrove observed. “Some schools bring music and dancers, and make a big production out of it.”

Though Ostrove is a newcomer to the Israel Tribute Committee and this is her first year on the job, she has years of creative experience as an art teacher and illustrator of Jewish children books, skills which she has been applying to her new position.

“My role is helping them come up with what they’re going to do,” said Ostrove, who lives in Elizabeth, NJ. “We create new materials and I help them come up with new ideas.”

HALB is interpreting the theme of Tel Aviv as a “gateway to Aliyah.” SKA will focus on coming to Israel “al canfei nesharim,” (on the wings of an eagle), while DRS is using the phrase “na’aleh l’artzeinu,” (we will go up to the land), to celebrate the forthcoming aliyah of one of their teachers.

HAFTR’s sub-theme focuses on viewing Tel Aviv through a window, as a place where dreams come true. The school’s presentation will highlight significant landmarks in Tel Aviv, such as Independence Hall, where Israel was declared a state in 1948.

“My purpose it to make the creative part interesting, and we want everyone to have a unified sense of purpose,” Ostrove added. “We want it to be a beautiful parade, and our voices should be one in support of Israel, politics aside.”

The parade is scheduled to begin at 11 a.m. and will continue throughout the afternoon, rain or shine. For more information, go to www.salutetoisrael.com.

This article reflects a correction made on May 20, 2009. The correct name of the parade’s executive producer is Michal Brickman, not Brickner. A correction will appear in an upcoming issue of the print edition. The Jewish Star regrets the error.