In collisions with N
H3 molecules it is observed that
Xe(nf) Rydberg atoms are selectively excited to discrete, more highly excited states. These states are identified by the technique of field ionization and are found to be displaced in energy from the initial Rydberg states by amounts equal to the rotational spacings of the N
H3 molecule. These measurements demonstrate, for the first time, the conversion of rotational energy to electronic energy in collisions.