Florida is the “Fishing Capital of the World”. With 3.1 million recreational anglers and total recreational fishing-related expenditures of $5 billion in 2011, Florida ranked first in the nation. Given the large benefits of recreational fishing in Florida, assessing the preferences of anglers is critical for sustaining the substantial benefits obtained from recreational fishing in Florida. The objective of this study is to estimate the value of fishing attributes using data on recreational fishing services offered by guides and outfitters. Hedonic price models are applied to estimate the implicit prices of fishing trip attributes and features. The estimated total economic impacts suggest that recreational fishing activities have added $151.19 million value to the economy of Florida and generated $69.73 million in total output. The results can be used by state and national policymakers for future policy design and management of this unique ecosystem service to ensure a sustainable economy.