Allocation of fish resource is a controversial subject. Decision making is partly made difficult by the lack of knowledge on recreational fishing preferences and the value of fishing opportunities. This study investigates fishing site choices in Western Australia. Recreational fishing data covering the eight major fishing regions and fourty eight fishing sites in the State are used. The data are used to estimate a random utility model (RUM) of site choice behaviour with a supporting negative binomial econometric model of angler and fish-specific expected catch rates. We provide value estimates for different fish types, fishing site attribute changes as well as site access values. It is argued that sound economic value estimates can be starkly different from ad hoc recreational estimates that are commonly cited or presented.