Jewish Heritage Alliance Sefarad Experience project is the brainchild of Michael Steinberger. Michael hails from the tourism industry. Born in Israel and living his adult life in the diaspora, helped shape Michael's commitment to Jewish heritage and Jewish Heritage Alliance. Michael's interest in Sefarad (Jews of the Iberian Peninsula) was motivated by the far-reaching events of Sefarad and the profound consequences the period produced. Michael's mission and vision are derived from the belief that the Sefarad narrative, both historical and the present-day consequences, are "missing in action" lacking the footprint or presence they deserve.