It is customary to blow the shofar daily (except for Shabbat) in the month of Elul (the month leading up to Rosh Hashanah) to invoke reflection and preparation for the upcoming New Year, Rosh Hashanah. At the JCCSF we have a tradition of blowing shofar at 10:00 am in the atrium on weekdays throughout Elul (in 2014 it runs from 8/27 through 9/24).