Freshwater fisheries management requires knowledge of not only the resource but angler preferences and the extent to which preferences vary. This paper reports results from an internet-based stated preference survey of anglers in the North Canterbury region. Discrete choice models are used to investigate how the quality of fishery attributes impact anglers’ selection of fishing sites. The models reveal significant preference heterogeneity between anglers for particular fishing site attributes. Furthermore, anglers’ preference intensities for identical attributes vary between sites. Consequently, efficient allocation of resources entails spatial and social components.