How the new CEO of New Orleans JCC, Michael Rawl, and his team are empowering the Big Easy’s rich culture.
On his very first day as the CEO of the New Orleans JCC, Michael Rawl was sitting in his office when he heard a growing noise in the lobby.
To his surprise, the sounds were coming from a large gathering of men wearing knee-high socks, brightly colored tennis shoes and shirts, short shorts, and headbands. Formally known as the 610 Stompers, the local 100-man, Mardi Gras dance group was at the JCC to donate to the Dance for Parkinson’s program.
While somewhat of a culture shock during his first day on the job, Rawl now sees his run-in with the Stompers as a part of everyday life in the Big Easy.
“I’ve come to learn that’s just a really classic New Orleans moment you wouldn’t encounter in any other city,” said Rawl. “The people of this city are just remarkably welcoming and comfortable in their own skin. Since I’ve been here, people are so proud of the city that they want to take me places. There’s so much good food and great live music. It’s been so fantastic.”
An Epiphany of Service
Rawl first got his start in community recreation by joining the JCC of Youngstown’s board of trustees. It was there Rawl said he realized this profession was ideal for him after previously spending time in the consumer finance, underwriting and recycling industries.
“As I became acclimated, I had an epiphany I could do this work, I would enjoy it and I would probably be good at it,” said Rawl. “Soon, the assistant executive director position was vacant, so I applied and got the job. I took a pay cut, but it was one of the best decisions of my life. I would never look back.”
From there, Rawl stepped into the executive director position at Youngstown. Then in 2020, he became the CEO of the JCC of Greater Buffalo where he navigated the remainder of the COVID-19 pandemic by recalibrating the organization.
Rawl finally made his arrival in New Orleans as the JCC’s CEO in late 2023. His journey from a career outside of the industry to leading the second oldest JCC in the country was a full circle moment in his family’s history.
“My grandfather was a Holocaust survivor, and my father was his only child,” said Rawl. “Like many children of refugees, my father worked very hard to make as much money as he could. My grandfather’s first cousins ran what they called a Jewish Community Center in the Budapest ghetto during the Holocaust. Somehow, I ended up where I am now. Something about it feels like I was meant to do the work.”
Rawl and his family history didn’t arrive to New Orleans alone, however. He was joined by Jim Mahjoubian, a former teammate at the JCC of Greater Buffalo and now the COO of the New Orleans JCC. For Mahjoubian, following Rawl across the country made perfect sense.
“Michael is someone who has unlimited ideas, vision and hard work,” said Mahjoubian. “If you meet him where he is, you will find yourself thinking outside the box and how quickly you can accomplish something if you put in the time and work. The idea that you can unlock your own potential can be overwhelming, but Michael can remember everything. He knows the ins and outs of the JCC world and he’s deeply respected. I had the pleasure of going to the annual JCC executive conference last year in Atlanta and people were lined up to talk to Michael. They just wanted to know what he was thinking.”
One-of-a-Kind Culture
One of the main draws for Rawl and Mahjoubian to come to the New Orleans JCC is the unmistakable vibrant, united culture of the city and the center’s relationship with citizens.
“The level of professionalism at the New Orleans JCC is so high,” said Majoubian. “Their commitment to community is so great, and there’s such great inclusivity here in New Orleans. Everyone is included here, and I can see there’s a concerted effort to have an inclusive workforce.”
That commitment was even more evident in the aftermath of Hurricane Katrina when the JCC’s uptown location became the largest FEMA site to ever exist at that point. For Rachel Zoller, the chief program officer, the disaster showcased how much the center means to the city.
“This is a resilient community,” said Zoller. “The JCC was one of the first places that reopened after Katrina. We provided showers to people who didn’t have their own. That’s part of why the community appreciates us because we’re here for them. The JCC is an iconic building and institution in the city. That history really matters because we want to honor the people who worked so hard here.”
As the city concentrated on rebuilding in the following years, the JCC focused on increasing the diversity of membership and staff. Rawl said this strategy was successful as the center now better reflects the beautiful demographics of the city.
“The more diverse our connection points can be, the more diverse our donor base can be,” said Rawl. “One of the things the Jewish community loves here is the city itself. We have a unique energy. A strong Jewish community within one of the greatest cultural epicenters on the planet forms the core of this well-loved community center.”
With the JCC’s main location situated centrally in the city, Zoller said it was easy for herself to fall in love with the people, culture and atmosphere.
“This is a very special community because we’re open to all faiths,” said Zoller. “We’re here to welcome both Jewish and non-Jewish communities. As there’s a rise in antisemitism, the best thing we can do here is make people feel comfortable and provide memorable experiences. One thing about New Orleans is you talk to people at the grocery store. It’s not all about partying on Bourbon Street. It’s about gathering to listen to good music, eating good food and being there for one another. Having these small conversations truly makes the city really special.”
Enhancing a Foundation
Not long after his arrival in New Orleans, Rawl held an all-staff meeting to kickoff 2024. The gathering featured a high-quality breakfast for everyone, free T-shirts, an overview of the JCC’s history, end-of-year results, vision for the future, education on Jewish values and a team picture.
“That was very well received and around 200 staff members were present,” said Rawl. “I had such positive, strong feedback from it. If you are new somewhere, I would strongly recommend doing that kind of a meeting. It really set off the right tone and people were shocked. It’s a great chance at sharing your public personality and you can build people up.”
The idea is indicative of the many changes Rawl wants to see at the JCC. Other plans include reorganizing and renovating the fitness center due to capacity concerns, forming JCreate — a concept aimed at enhancing innovation and activity in school-age children and spearheaded by Mahjoubian — swim programs for underserved populations, and more.
Specifically, Rawl is eager to see the new possibilities JCreate will foster. “We look forward to launching a theater program and a new esports arena,” he said. “We’re also launching our school of digital media. One of the avenues we’ve found that’s very successful is digital media, namely teaching videography and photography, using social media, editing, and then using those skills. We’re very proud we look at communications a little differently.”
While new initiatives will take center stage at the onset of Rawl’s tenure, keeping strong programs going like the Alzheimer’s Care and Enrichment program (ACE) is also a major focus. Up to 12 participants diagnosed with Alzheimer’s or dementia accepted into ACE can be dropped off at the JCC where they take part in engaging, stimulating programming.
Zoller said ACE is just one facet of the JCC that will continue to be engrained into the community due to its impact. “We have very committed community members who treat this like their home,” she said. “In some cases, they expect us to be the best. They have very high expectations.”
Built for Success
Making a change in leadership can be a stressful process for any organization. But any stress was relieved for the New Orleans JCC in the first months of Rawl’s time there.
“He has a real vision for being able to reimagine spaces and ideas,” said Zoller. “He challenges the team to think big-picture and long-term. I think it’s very exciting for this community. There’s the juxtaposition for honoring the traditions and spaces while also reimagining how things can be done. I admire he’s motivated to make change and push boundaries.”
This reaction is no surprise to Mahjoubian, who said Rawl is the type of leader who challenges his teammates and helps dreams be realized. But what’s been a revelation for Mahjoubian is how positive the outlook for the center already is.
“I’m finding folks who have amazing ideas and plans, but they hadn’t happened yet,” said Mahjoubian. “I find there’s a wealth of ideas and hard work waiting to happen. We have an incredible foundation of leadership in every department and a commitment to evolving. The youth of our board members is very astonishing and refreshing. What makes it special is the potential for the coming years.”
Looking back on his choice to come to the Big Easy, Rawl knew it was correct at the time. Now halfway through his first year at the JCC, that feeling rings true more than ever.
“I feel incredibly fortunate to have a career where being successful is correlated with building community and helping people,” said Rawl. “I’m most proud of our team, their desire to overcome challenges, and their ability to embrace new and innovative approaches to programming and leadership.I had other options, but in the end it was really about the leadership here and how it was so clear how much they loved the city and the organization. It turns out that’s how most people feel about this place. It was the right choice.”
