While virtual reference services (VRS) are becoming more and more common in academic libraries, implementing and maintaining well-used and effective VRS can be a challenge in the face of competing demands on time, staffing, and funding. Between 2011 and 2012, librarians at Washington State University, Pullman (WSU) have overhauled and reorganized VRS, committing more time, money, and energy to VRS than ever before. While past experiences with VRS at WSU Pullman have been mixed, data collected from recent years shows that the decision to prioritize VRS was worth it, leading to a vital and rapidly growing service. VRS at WSU shows sizable increases in usage between 2010 and 2012, indicating that VRS is now a necessary part of the WSU Libraries' mission to best serve their community of users. (Contains 3 figures.)