Does anyone know how to get the ASR10 to play the entire sample when a key is hit, as opposed to ending when the key is released? It seems like it should be simple, but I can't find anyone who knows.

edit>env3>scroll to "second release" and adjust those values.

From experience with keyboards in general I suggest
Try looping the sample. Then assign your "Release envelope" to a high figure ie from 70-100??

yeah, that is a nice way to go. but on the asr, it's really hard to get really good loops (as in crossfade loops, etc). But, once you get it done, it does sound really nice.