We demonstrate highly efficient generation of coherent 420 nm light via up-conversion of near-infrared lasers in a hot rubidium vapor cell. By optimizing pump polarizations and frequencies we achieve a single-pass conversion efficiency of 260% per Watt, significantly higher than in previous experiments. A full exploration of the coherent light generation and fluorescence as a function of both pump frequencies reveals that coherent blue light is generated close to (85)Rb two-photon resonances, as predicted by theory, but at high vapor pressure is suppressed in spectral regions that do not support phase matching or exhibit single-photon Kerr refraction. Favorable scaling of our current 1 mW blue beam power with additional pump power is predicted.