1. The Significance of 770 and the 19th of Elul
The 19th day of Elul is the day the Previous Rebbe, the Rebbe Rayatz, first entered 770 Eastern Parkway. Today "770" is synonymous with Lubavitch World Headquarters; you don't even need to say "Eastern Parkway"—everyone knows what "770" means. The Rebbe himself pointed out the connection between 770 and ufaratzta—"you shall burst forth"—whose root paratzta (פרצת) has the numerical value of 770, referring to the verse in which Hashem blesses Yaakov to spread out to the west, east, north and south. This became a slogan for Chabad: that Chassidic teaching and its enthusiasm should burst forth and spread throughout the world. It is therefore significant that the Rebbe Rayatz entered specifically into 770 on this day.
2. The Transformation of 770 into a Spiritual Center
The Rebbe published a booklet discussing the idea of a beis rabbeinu—the house of our Rebbe—citing Talmudic sources that describe such a place as more than an ordinary home. It becomes a sanctuary, a miniature Beis HaMikdash. All synagogues are considered a small sanctuary (mikdash me'at). When the Previous Rebbe arrived in America, 770 was just a small shul with only a handful of people attending; sometimes they struggled even to find a minyan. Over time, however, it became a bustling center where there was never enough space for all who wished to come. Today minyanim run around the clock—a testament to how much it has grown.
3. Overcoming Challenges in Establishing Chabad in America
One of the greatest challenges the Previous Rebbe faced was changing people's mindset about America's potential for Torah study and religious life. Many believed that America could not become a place for yeshivos, the service of Hashem, or Jewish continuity as Europe had been. The Previous Rebbe declared that "America is no different," committing to change this perception through hard work and perseverance.
Together with his son-in-law, the future Rebbe, he established educational institutions, outreach programs, camps and social services to support Jews in every way possible. Financing these efforts was difficult, since most chassidim were recent immigrants struggling financially themselves. Over time, however, Chabad learned how to raise awareness and support even from those outside its immediate circle, by demonstrating its vital role in preserving Yiddishkeit for future generations.
4. The First Entry into 770: Details and Customs
The move into 770 gave Chabad stability and permanence in America. On that first entry, on Yud-Tes Elul 5700 (1940), the Previous Rebbe first entered the shul on the main floor of what was then just one building (now replicated worldwide). He prayed that all the prayers offered there would be sincere and filled with true inner service of Hashem.
He then went up to the dining room (the living quarters were on an upper floor), sat down, and delivered a talk about why we do not recite birkas hachodesh—the blessing of the new month—for Tishrei before Rosh Hashanah. Every other month is blessed on Shabbos Mevarchim, the Shabbos before Rosh Chodesh, but not before Rosh Hashanah. One reason given is so as not to alert the Satan—the prosecuting angel—to the coming Days of Awe. Another explanation is that Hashem Himself blesses the month of Tishrei, and that gives us the strength to bless all the other months of the year.
5. The Legacy of 770 as Chabad Headquarters
This first entry set in motion what would become history: 770 as the nerve center of Chabad activity worldwide. The Rebbe often emphasized its holiness but always attributed everything to his father-in-law's merit rather than his own accomplishments.
The Previous Rebbe lived at 770 from 1940 until his passing on Yud Shevat 5710 (1950)—just short of ten years. These years followed decades of hardship under Bolshevik oppression and Nazi persecution, and allowed him some measure of peace and productivity despite his declining health toward the end.
6. Rabbi Soloveitchik's Encounter with the Previous Rebbe
Rabbi Joseph B. Soloveitchik—a renowned scholar of the Soloveitchik family, who founded the Maimonides School in Boston and served as rosh yeshiva at Yeshiva University's RIETS—warmly received Chabad visitors in his later years despite the differences in background.
He shared an experience from his student days in Berlin, when he accompanied Rabbi Hildesheimer of the Berlin Rabbinerseminar to visit the Previous Rebbe after his release from Russia. The Rebbe was staying in an elegant hotel suite of the kind reserved for dignitaries, which surprised some visitors accustomed to more modest accommodations for rabbis.
The Previous Rebbe explained that halachah grants one who has been released from prison certain leniencies—such as cutting his hair on Chol HaMoed—so that he may make himself presentable; emerging from suffering with dignity is itself for the honor of Heaven.
7. Looking Forward: Redemption and Continuity
The entry into 770 on Yud-Tes Elul remains pivotal: it anchored Chabad's presence in America and laid the ground for its global influence today. We hope that soon all the shuls and study halls will be gathered together with Moshiach's arrival in Eretz Yisrael—as tradition teaches, they will be transported there to form one great sanctuary.
This day reminds us both of past self-sacrifice for Yiddishkeit and of our ongoing mission: ensuring Jewish continuity until the ultimate redemption, speedily in our days.
Notes
The Previous Rebbe in America – see 9 Adar II 5700 – his arrival in the United States, 12 Elul – his first visit to America and 10 Shevat – his passing.
770 – see 12 Menachem Av – the day 770 was purchased and 17 Elul 5748 – the groundbreaking for its expansion.
His release from Soviet prison – see 12 Tamuz and 24 Tishrei 5688 – leaving Russia.
The sources – "You shall burst forth" is Bereishis 28:14; the booklet is the Rebbe's Kuntres Beis Rabbeinu Shebebavel; the shuls of the Diaspora being transported to Eretz Yisrael is in Megillah 29a.