Based on queries from students who frequently visit the English Resource Center (ERC) at Saitama University, this research team set out to examine what motivational factors encourage ERC attendees to participate for an extended period of time in the Center on a regular basis. Initial indications are that social collaborative learning amongst peers at the Center is the most significant long-term motivational factor for students to become involved with learning English in the ERC. More specifically, this study explores factors that encourage these learners to become regular and perhaps more autonomous center participants in terms of advising practices such as (a) what factors led students to their initial discovery of ERC, (b) what inspired that very first visit, (c) what encouraged learners to continue to attend the Center on a regular basis, (d) what attendees value about the ERC, and finally (e) what might be done to ensure that greater support is provided for students who come to the ERC for the first time.