Each fall, thousands of Rocky Mountain Sandhill Cranes and other migratory birds congregate at the Bosque del Apache National Wildlife Refuge in New Mexico’s Rio Grande Valley in search of wintering habitat. As such, this refuge is known as one of the premier destinations for bird viewing and photography in the United States. Using contingent valuation data, this case study quantifies the value associated with migratory bird recreation at this refuge to be $7.5 million in 2010. It is estimated that this annual value increased by more than $6.4 million in 2017 due to growth in annual refuge visitation.