Katja Koehler-Cole, Advisor: Dr. James Brandle Agricultural land provides many services that the public values. These rural amenities are positive externalities of agriculture and as such underprovided in the market. Options to enhance the provision of rural amenities include subsidies to farmers and establishing markets that capitalize on these amenities. Essential information for any publicly funded program that targets rural amenities includes identifying the public preferences and demands for these amenities. This study researches the preferences of Lincoln, Nebraska residents for the rural amenities that Lancaster County offers and measures the frequency with which people engage in outdoor recreation, agritourism and purchasing locally grown foods. Environmental amenities (air and water quality) are the most important amenities. Participants indicated that water quality and wildlife habitat needed improvement. Using contingent valuation methods, we found that people were willing to pay additional taxes for programs that enhance the provision of environmental amenities but not for programs that compensate farmers for creating opportunities for outdoor recreation on their land. To enhance the provision of rural recreational amenities (outdoor recreation, agritourism), market-based approaches should be used. The results of this study can be used by Lancaster County policy makers to develop cost-efficient land use concepts that provide the optimal amount of rural amenities.