Hello dfkoch,
To upgrade from ColdfFusion 8/ColdfFusion 9 to ColdfFusion 10, please download the setup for ColdfFusion 10 from http://www.adobe.com/support/coldfusion/downloads.html#cf10productdown loads and install the same with the serial number.
The upgrade price can be checked at www.adobe.com or alternatively you can call our sales team.
Hope this helps.
Regards,
Anit Kumar