A study was made to identify factors which contribute to community interest in, and adoption of, beautification projects and to identify personal and social characteristics of participants, related to a broad interpretation of beautification. A social system analysis approach was used as the framework of the study. Two Wisconsin cities' social systems were studied, Sturgeon Bay being considered more advanced in adoption of projects than Rice Lake. Social action participants in each of the cities were selected by using a formal positional leadership approach and were identified and used as independent variables to help identify relations to a broad interpretation of beautification. Focus on knowledge, normative values and feelings as they pertained to beautification disclosed only subtle differences between the cities. In Sturgeon Bay, however, there was a commission composed of influentials with impressive social rank who gave prestige to the project, saw to it that important community leaders sanctioned it, and provided impetus for distributing the beautification function to many groups and individuals within the system. (EB)