Salmon restoration and enhancement are dominant environmental policy issues in Oregon and Washington. In response to salmon species listings under the Endangered Species Act, salmon protection and recovery actions are being implemented throughout the Pacific Northwest at substantial opportunity costs. In this paper, we examine the willingness to pay (WTP) of coastal residents for local coho salmon enhancement programs. A contingent valuation study is completed using survey responses from five rural, coastal communities of Oregon and Washington, where coho salmon are prevalent. Our empirical results indicate that coastal residents are willing to pay for local coho salmon enhancement and that WTP varies considerably with individual opinions of the merit of the enhancement program.