In this article, the author describes how the orientation staff at the University of Louisville used a unique blend of play and student learning to engage more students more deeply in their orientation experience as they learn the basics for success in college. This approach to orientation is based from Stephen Lundin, Harry Paul, and John Christensen's "Fish!," a customer service philosophy based on the work environment at the Pike Place Fish Market in Seattle, Washington. Their philosophy has hooked the service industry with four simple points intended to boost morale and improve results: Play, Be There, Make Their Day, and Choose Our Attitude. At the famous fish market , employees live the philosophy by tossing fish to each other, joking with customers, and generally enjoying their work. The orientation staff at University of Louisville found that the "Fish!" philosophy is playful and motivating while providing an effective framework for responding to defining characteristics and needs of their students. (Contains 4 notes.)