Student goals and aspirations are an important determinant of success in secondary schools and promote access to post-secondary education. This paper reports on changes in student attitudes, goals, and aspirations that result from the implementation of a universal scholarship program. The Kalamazoo Promise is an innovative reform effort that provides full tuition to any state school for students that graduate from the school district. A federally-funded evaluation is examining the impacts of this program drawing from multiple data sources including student surveys and interviews with students and educators in the school district. Students and professionals in the district report that students' aspirations have been affected and describe changes in educational ambitions and the intensity with which students pursue their identified objectives. Implications of findings are discussed, as well as the potential of the Kalamazoo Promise as a catalyst for systemic change in the district. (Contains 1 table and 4 figures.)