The creation of the Center 49 years ago came about from a community need for healthcare. For its first 36 years, the Center served as the anchor and safety net for healthcare in the community. The Center provided primary healthcare, basic dental services, social work support for patients, WIC Program services and pharmacy. In the last 13 years, beginning with the design and construction of a new 48,000-square-foot, state-of-the-art, $17-million building; the Center is working diligently to be the provider of choice for the community. Services have been expanded to include more providers for the anchor services, with addition of complex dental procedures, Licensed Clinical Social Work counselors, Psychiatry, substance use disorder program, an intimate partner violence prevention/intervention program, community health worker program, outreach and enrollment staff to help patients access health insurance coverage, cooking demonstration kitchen classes, nutrition education classes, physical education classes (i.e. Zumba, yoga, and 5K), fresh fruit and vegetable market in the warm months, and an increased communication and marketing efforts (including social media presence and a new website under development). A clear strategic plan was developed with stakeholders (including patients and staff) and is currently under implementation, now following Kotter’s Eight Steps to Transforming Your Organization. The ongoing challenge is the transformation from 36 years as safety net provider to provider of choice. The community and staff are not all convinced that the Center can be the provider of choice for the community, even after all of the efforts and investments made. What other strategies to change deep-rooted organizational culture and community perception are available?