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Challenging academic opportunities through informal programming is potentially an effective intervention to develop self-efficacy in rural high-achieving students. This investigation focused on place-based informal STEM programming, designed to create the kinds of opportunities needed in rural communities to successfully prepare high-achieving students for success in advanced STEM coursework. In this parallel, equal status (QUANT + QUAL) mixed methods study, we investigated students’ experiences in an informal program and the program’s influence on rural students’ STEM, academic, and career self-efficacy. Through a priori thematic analysis of classroom observations and multivariate analysis of students’ social cognitive variables, we found that rural students’ experiences in the program promote positive self-efficacy when the context for STEM learning is situated within a personally relevant context.