This case describes the problems faced by Robert Rutland, Professor of History at the University of Virginia and founder of the National Jazz Hall of Fame, in his attempts to take the organization to a national level. The NJHF has successfully operated at a local level but has not achieved the needed national recognition. Compounding the problem is that there are at least two other organizations attempting to form a "National Jazz Hall of Fame." Should the project be abandoned? Or will marketing insight lend a helping hand?