Beach recreation values are often needed by policy-makers and resource managers to efficiently manage coastal resources, especially in popular coastal areas like Southern California. This paper presents welfare values derived from random utility maximization-based recreation demand models that explain an individual's decisions about whether or not to visit a beach and which beach to visit. The models are consistent with underlying time- and money-constrained choices and utilize labor market decisions to reveal each individual's opportunity cost of recreation time. The value of a beach day at San Diego County beaches is estimated to be between $21 and $26.