Higher education officials have recently begun to focus their attention on summer enrollment as an alternative means by which to improve recruitment and retention. Utilizing business analytics and forecasting, Elon University has seen significant growth in its summer college enrollment and revenue. The current study seeks to address how students are influenced in their registration decision making. The authors explore the literature surrounding student motivations and consider what factors students weigh when registering for classes. Implications are considered in order to help institutions develop policies for improving recruitment and retention for summer college programs.