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The Mammoth: A new mascot for Amherst College
Journal of Education Advancement & Marketing,
4
(1),
6-20
(2019)
Abstract
This paper analyses how and why Amherst College changed its historic, unofficial institutional symbol — the scope and pitfalls of the process; the highly controversial nature of the undertaking; the diligent work of alumni, students, faculty and staff and the ultimate success of the project. It begins with Lord Jeffery Amherst (1717–1797), a commander in the French and Indian War for whom the town of Amherst, Massachusetts, is named. Amherst College, founded in 1821, was christened after the town. Although never officially adopted by the college, the unofficial use of Lord Jeffery Amherst — ‘Lord Jeff ’ — as the college’s mascot began in the 1920s. As scholars started to raise new questions about the American colonial past, some of Lord Jeffery Amherst’s actions at the time of the French and Indian War gained new attention, and critics of his mascot status at the college began to emerge. Over time, the Amherst community became divided on this issue. In January 2016, the chair of Amherst’s board of trustees announced that the college would no longer use Lord Jeff in an official capacity and suggested an alumni/student committee to consider next steps. This paper details how that committee was formed; how it was managed by Amherst’s Office of Alumni and Parent Programs and the ultimate development, implementation and successful conclusion of Amherst’s mascot selection process.
Keywords: alumni relations; volunteer management; communications; changing traditions; mascot
The full article is available to subscribers to the journal.
Author's Biography
Amanda Rivera López began work at Amherst College in 2015 after a 20+ year career in the museum field. Amanda received her BA in art history at Amherst and pursued her Masters in Museum Education at Bank Street College of Education. Her experience includes positions at multiple museums including the Connecticut Historical Society and Historic Deerfield where she expanded museum access and built new audiences. After many years of leadership in museum education she sought a move to higher education, and has worked with Amherst’s regional alumni Associations and its Alumni Executive Committee. In that capacity Amanda co-led the development and implementation of Amherst’s mascot selection process, and now serves as the Executive Director of Alumni and Parent Programs at Amherst.
Carly Nartowicz joined Amherst College in 2013 after spending six years in communications offices at New England independent schools. Carly received her BA in Public Relations and MS in interactive communications from Quinnipiac University. Her work adds a high-impact mix of strategic, project management and technical skills at Amherst. Now on the Advancement Communications team, she oversees the Amherst Reads online book club, Amherst in the Field video series, digital engagement strategies for alumni and large-scale projects on behalf of the advancement office. Her expertise is across a wide range of technologies, print and electronic communications and social media.
