This paper, which grew out of the personal interest of this researcher in the progress of Tuskegee, Alabama, focuses on how this city can build of its historical roots to become a thriving college city in the like of Athens, Georgia and other such thriving college cities. For this to become a reality, Tuskegee would need to re-invent itself, but the research shows that there are several pieces missing in the city’s marketing mix. The goal of this paper, which is part of an ongoing research on the city, is to show how the city can incorporate its renowned university into its marketing plan.