The benefits of undergraduate research continue to receive academic attention and it is becoming an engaged learning practice present on many college campuses today. As research participation grows, an opportunity exists to showcase the work being accomplished and to use this public presentation to foster a culture of undergraduate research on campus, lobby for additional funding, and increase student and faculty participation. We describe the innovation and evolution of a student conference in business, sharing lessons learned and measureable results for the ten years this conference has been in place.