Recreational use of forest and rangeland increasingly conflicts with market uses such as timber and cattle production. Past studies have estimated the value of recreational activities and sites but such values cannot be used to determine the benefits of management practices conducted to alter wildlife stocks. An empirical estimate of the demand for whitetailed deer is developed in the framework of the hedonic method based on market values for hunting leases in Texas. Values for deer are compared to values for cattle to illustrate comparability of values and incentives for mapagement of habitat for deer production.