loop failure!

I’ve attached below some VERY simple code that should count the number of times a loop is run

int LoopCounter = 0;

void setup() { 
  Serial.begin(57600);
  delay(1000);  
  Serial.println("resetting");
}

void loop() { 
  Serial.print("Loop counter = "); //for debugging
  Serial.println(LoopCounter);  //for debugging
  delay(1000);   

  if (LoopCounter = 10){ 
    Serial.println("I should only see this sentence once!");
    LoopCounter = LoopCounter + 1;
  }
  else {
    LoopCounter = LoopCounter + 1;
  }
}

It doesn’t, and I can’t figure out why. I simplified the code and intend to put some interesting stuff where the “sentence” is once this starts running as desired.

This is what my com port displays:

resetting
Loop counter = 0
I should only see this sentence once!
Loop counter = 11
I should only see this sentence once!
Loop counter = 11
I should only see this sentence once!
Loop counter = 11

Ideally the code counts up from zero by ones.

What am I missing?

if (LoopCounter = 10)

Should be:

 if (LoopCounter == 10)

Thanks!
The 2 hours spent debugging before I posted should reinforce the difference between arithmetic and comparison operators!