Holiday Greeting from President & CEO, Jay Solomon

Dear Aviva Community,

Fall has officially arrived in Sarasota. While we may not feel the crisp air of autumn, this season still carries a spirit of change, reflection, and community.

In late September, we will come together to usher in the Jewish New Year during the celebration of Rosh Hashanah. For those experiencing Rosh Hashanah for the first time, the holiday is one of joy, prayer, and reflection on the year past and the one ahead. Rosh Hashanah culminates with the sounding of the shofar, the ancient ram’s horn. Once used to warn of danger, announce kings, and call people to prayer, today the shofar rings out to welcome a new year and affirm G-d as ruler of the universe.

Shortly after Rosh Hashanah, during the first week of October, we will come together once again to recognize the holiest day of the Jewish calendar, Yom Kippur, a holiday of atonement. During Yom Kippur, we set aside 24 hours to acknowledge our mistakes, abstain from food and drink, refrain from luxury, and spend the day in prayer. These traditions humble us before G-d as we seek forgiveness and strength to do better in the year to come.

This year, I approach the holidays with both joy and trepidation. This past year has been scarred by inequality, violence, and bigotry reaching every corner of our world. When faced with such pain, it is natural to ask: how do we embrace the spirit of renewal, forgiveness, and celebration when the world feels heavy?

In moments like this, I am reminded of a popular story. An old man was walking along a beach one morning. As he walked, he saw hundreds of starfish washed up on the shore. Further along the beach, he saw a child tossing them back into the sea, one by one. “Why bother?” the man asked incredulously. “Saving one won’t make a difference.” The child lifted another starfish, placed it in the waves, and replied, “It made a difference to that one.”

When the world feels overwhelming, it’s tempting to withdraw. Yet, like that child, we are reminded that small actions carry significant weight. A kind word, a heartfelt apology, or a shared blessing can ripple outward to touch many lives. In this way, each of us has the power to renew not only ourselves but our community.

As we look toward these sacred days, let us not allow the world’s hardships to diminish our celebration. These traditions matter because they affirm resilience and pride—pride in being Jewish for those who celebrate, and pride in belonging to a community that cherishes diversity.
On behalf of the Aviva team and the Solomon family, I want to wish everyone a hearty Shana tova, a good year. To those who do not celebrate, I invite you to join our holiday programming and share the richness of these traditions. May the year 5786 be filled with joy, unity, and good health.

Warmest regards,

Jay Solomon

President & CEO

Aviva Senior Living