By Sruly Meyer – COLlive
For many, the festival of Sukkot is a time of reflection, gratitude, and connection with the divine. However, for Rabbi Mordy Hirsch and Rabbi Shmuli Turk and a group of many dedicated individuals, it became an opportunity to take the celebration to the streets and share the joy of the holiday with those who might not otherwise have experienced it.
Rabbi Shmuli Turk is the principal in Lubavitch Yeshiva for 7 and 8th grade. Rabbi Mordy Hirsch, who lives in Crown Heights, and as the Mitzvah Tank/Succah Mobile Shliach who coordinates and plans this initiative, as well as others year round.
The concept of Sukkah Mobiles, often compared to Chabad’s Mitzvah Tanks, has grown into an annual tradition that brings the essence of Sukkot to the bustling streets of New York City.
In a conversation with Rabbi Shmuli Turk, one of the pioneers of the Sukkah Mobiles expansion and growth, he shares the journey of how this unique initiative began and evolved over the years.
Rabbi Shmuli Turk recalls his initial fascination with Sukkah Mobiles, saying, “I started as a kid. I don’t know if I was 10, 11, 12. I remember helping a neighbor build a Sukkah Mobile, and to me, I was fascinated by the idea.” This childhood fascination planted the seed for what would become a lifelong mission to bring Sukkot to the masses.
It wasn’t until 2001, just after the 9/11 attacks, that Rabbi Shmuli and a friend from Yeshiva in Florida where they attended decided to take their passion to the next level. They rented a pickup truck and, with the support of friends in the lumber industry who sponsored the materials, they built their first Sukkah Mobile. Rabbi Shmuli reminisces, “We were in Yeshiva and we built the Sukkah on the back of a pickup truck.”
The following year, Rabbi Shmuli and his friend upgraded to an 18-foot Avis flatbed truck, and the tradition continued to grow. They stored wood donated by local businesses, making their efforts more sustainable each year. Rabbi Shmuli fondly recalls humorous moments from their early endeavors, like struggling to put the truck into park in front of the lumberyard.
By year three, they had multiple pickup trucks and flatbeds. The operation was headquartered on Crown Street between Albany and Kingston, where the community rallied to support their mission. Rabbi Shmuli explains, “The trucks would line up on Crown Street and double park. We didn’t have anything official from the police, but the neighbors were very nice to let us build and drill all night.”
Rabbi Hirsch reminisces about how the availability of pickup trucks, particularly from Enterprise Rent-A-Car, played a pivotal role in the project’s early stages. In the aftermath of the 9/11 attacks, the New York National Guard had a contract with Enterprise Rent-A-Car, ensuring a fleet of pickup trucks was readily available for emergency situations. However, as these emergencies rarely materialized, Enterprise was eager to unload these vehicles at favorable prices. Rabbi Hirsch explained, “Back then, if you went into Enterprise and offered to take a pickup truck, they gave you free gas or they gave it to you at half the price of a compact car. They were really looking to get it off the lot. So, to rent 40 pickup trucks was no big deal.”
These accessible pickup trucks served as the foundation for the Sukkah Mobile project, enabling its growth in the early years. Furthermore, Rabbi Hirsch’s personal connections with Enterprise managers, often involving holiday gestures like blowing the shofar for them on Rosh Hashanah, fostered a collaborative atmosphere. He noted, “We’d read Megillah for them. Throughout the year, we were in touch. So they were more than happy to pull together these pickup trucks from all different locations.”
As the years passed, the Sukkah Mobile initiative continued to expand. By year six, Rabbi Shmuli was getting married and concerned about its continuity. He approached Rabbi Mordy Hirsch, who agreed to take over the project. Rabbi Shmuli reflects, “I was worried that if I don’t give it over to an established institution, it would not continue.”
With Rabbi Mordy Hirsch at the helm, the initiative blossomed, they even introduced an 18-wheeler flatbed truck, making their presence felt in Midtown Manhattan.
Rabbi Mordy Hirsch, describes their unique mission. He explains to COLlive.com, “Mitzvah Tanks is taking Yiddishkeit, it’s taking Judaism and bringing it to the people who are not seeking it.” Sukkah Mobiles serve a similar purpose during Sukkot, ensuring that even those who may not actively seek out the holiday experience its beauty and significance.”
Rabbi Hirsch emphasizes, “We aim to educate some that don’t hear about or know about Sukkot, because every year, we’re talking about over 100,000 people that our trucks are reaching, shaking more than ever that would not have known such a holiday exists.”
Each year, the Sukkah Mobile project continues to make a significant impact, with an average of 25 to 35 Sukkah Mobiles hitting the streets of New York City.
Yossi Hirsch, along with Rabbi Shmuel Shochat and Rabbi Moishy Shmuckler, assumed control of the existing Mitzvah Tank operation under Tzach. They recognized the potential to transform it into a more organized and expansive organization.
Rabbi Hirsch emphasizes, “In NYC, it’s not a question of whether there are any Jewish individuals; it’s about identifying which of the 50 people crossing the street we can approach and how we can reach them all before the light turns green and 50 more come.”
On Chof Ches Nissan, when the Rebbe declared, “Tut altz vos ir kent” (do everything you can), we took this message to heart. The very next day, Rabbi Shlomo Cunin, the Head Shliach of California, and Rabbi Dovid Raskin deployed five Mitzvah Tanks on the streets. They promptly informed the Rebbe, who responded with words of encouragement: “Tchyas Chein, Azkir Al Hatzion, Zman Grama, Peulah Hanimsheches,” signifying that this initiative should continue. Rabbi Hirsch says, “We took this to heart and we use this as our inspiration to keep going and keep growing!”
The “Mitzva Tank” was originally invented in 1970 by Rabbi Cunin The term “Mitzvah Tank” was explained by the Rebbe in a talk of 1974:
“A tank is undeterred by trenches and pits, and simply crosses them to reach the other side. An iron barrier — the weight of the tank simply crushes it. This is the purpose of the [mitzvah] tank: if there is a [spiritual] pit or trench, or even a barrier — things that are not associated with holiness — it nevertheless can go and fulfill its mission to dispel evil and introduce good and G‑dliness into the world.”
Rabbi Hirsch enthusiastically refers to their roles as “Tankists.” We view ourselves as the Rebbe’s Marines, and everyone who contributes has a special role in the Rebbe’s army.
The organization’s goal is to make it as easy as possible for Chabad Shluchim to participate in this unique outreach effort. They arrange drivers, build the Sukkahs, and ensure that the Sukkah Mobiles reach their designated locations on time.
Additionally, they continually strive to enhance the design of the Sukkah Mobiles, making them more attractive and eye-catching, ensuring that they stand out on the bustling streets of New York City.
Rabbi Hirsch explains, “We also considered the design aspect of the project. Instead of having a Sukkah Mobile that resembled a basic Home Depot box attached to the back of a truck with a small “Sukkah Mobile” sign, we undertook a complete redesign. The new layout turned the entire structure into a vibrant canvas that could be spotted from a block away.”
Subsequently, we extended the offer to local Shluchim who often found themselves pressed for time, especially during the period between Rosh Hashanah and Yom Kippur. The Sukkah Mobiles were strategically positioned near train stations, busy commute routes, high schools, events, malls, and strip malls to engage with people on the go. This outreach aimed to remind them of the significance of Sukkot, which unfortunately remains one of the lesser-known Jewish holidays, with the ultimate goal of increasing its recognition and observance.
From that single truck in Florida in the early 2000s, this initiative has grown into an annual tradition that brings the spirit of Sukkot to countless people who may not have otherwise experienced it.
As Sukkah Mobiles continue to evolve and expand their reach, they serve as a shining example of the power of grassroots initiatives and the enduring impact of sharing one’s faith and traditions with others. Through their colorful and creative approach, they bring a message of unity, joy, and tradition to the diverse streets of New York City.
what a tzadik…yasher koach!