Culture & Music
When Tel Aviv came to Central Park
In June 2009, to mark Tel Aviv's 100th birthday, Israel at Heart helped turn a corner of Central Park into a Tel Aviv beach: tons of sand, matkot, Israeli food, and a reggae-and-DJ dance party that had thousands of New Yorkers on their feet.
Photo: Nadav Peretz
In the summer of 2009, Tel Aviv was celebrating its 100th birthday. Across the city, concerts, exhibitions, and cultural events marked a century since the founding of the first Hebrew city. But the centennial was not confined to Israel. For one memorable Sunday in June, Tel Aviv traveled across the Atlantic and arrived in the middle of Manhattan.
A young American might meet Israel through a headline, or through a song. The two are not the same.
On June 21, Central Park was transformed, for a day, into something resembling a Tel Aviv beach. Tons of sand were spread across the park, beach chairs and umbrellas were set out, and visitors could play matkot and backgammon, enjoy Israeli food and ice cream, and learn about Tel Aviv's attractions and nightlife. The event was free, and it drew thousands of people throughout the day.
Culture you could stand in
Israel at Heart understood that if the goal was to bring Israel closer to Americans, and to young Americans in particular, then Israeli culture had to be experienced, not simply explained. The organization sponsored the event, bringing some of Israel's most popular young performers, and the energy of contemporary Israeli music, directly into one of the world's most recognizable public spaces.
On stage that day
- Hatikva 6, the popular Israeli reggae band whose set quickly had the crowd dancing, and who would later tour US campuses on behalf of Israel at Heart
- DJ Hadar Marks, one of Israel's best-known radio personalities, who turned the afternoon into an Israeli dance party
- Amir Fay Gutman and Sivan Klein, the television personalities and performers who hosted the day
Contemporary coverage described the scene simply: Central Park had effectively become a Tel Aviv beach, with thousands of people raising their arms and dancing to Israeli music. For Israel at Heart, this was precisely the point.
A headline, or a song
The organization had long believed that Israel's story could not be reduced to the political conflicts that so often dominated international coverage. A young American encountering Israel through a newspaper headline would likely meet politics, conflict, and controversy. A young American encountering Israel through music might meet something entirely different: creativity, humor, energy, friendship, and a culture that was young, confident, and alive.
An official centennial partnership
The day was part of a broader international effort surrounding Tel Aviv's centennial. The Israeli Foreign Ministry, the Ministry of Tourism, and the Tel Aviv-Yafo Municipality were among the official partners.
Why Central Park
The choice of Central Park was itself significant. Tel Aviv's identity is inseparable from its beach, its public spaces, and its informal outdoor culture. Bringing that atmosphere to Manhattan was a way of telling the story of the city without a brochure or a speech.
For Israel at Heart, sponsoring the day was an investment in a simple but powerful form of public diplomacy: bring Israel's people and culture to people who may never have experienced them before. For one Sunday in June, no one had to travel to understand what Tel Aviv felt like. Tel Aviv was right there.
