Len Kne, Associate Director of U‐Spatial, University of Minnesota. U-Spatial provides support for spatial research. This is our mission, but the real story is how we do this in a large, diverse organization that is built on individual freedom. My talk will give some background on how U-Spatial was created, review the first three years of U-Spatial, and our quest to become a self-sufficient service within five years. Presently over 1,200 people at the University of Minnesota work with GIS, remote sensing or some other type of spatial research. U-Spatial provides services to these people with a one-stop GIS help desk; a range of training in GIS and remote sensing; consulting and grant writing services; and building an engaged community of spatial thinkers. We use several marketing approaches to meet our mission including surveys,symposiums, web sites, social media, and meetings–lots of meetings. Presented at the 2014 University of Wisconsin-Madison Geospatial Summit.