The University of California, Berkeley sends more undergraduate students to economics PhD programs than any other public university. While this fact is surely a function of its size, there may be lessons from the Berkeley experience that others could adopt. To investigate why Berkeley generates so many economics PhD students, the author convened and interviewed two groups: economics student services staff and a self-selected focus group of twelve economics undergraduates who plan to apply to PhD programs. Four factors came up repeatedly in these conversations: math preparation, advanced track for theory courses, research opportunities, and availability of information. A fifth factor was implicit in the conversations: peer effects.