Changing land-use patterns and amenity-driven migration have brought agriculture back into people’s lives, but there is a disconnection between the realities of production agriculture and romantic images attached to farming. To the extent that “rurality” is attached to farming, people may desire to live in rural places, but they may be unprepared for the realities of living near a working farm. Greater numbers of communities are facing “either/or” outcomes regarding the conversion of “open space” land to residential or commercial uses (...) versus landscape preservation. This study explored the perceptions and preferences of a community regarding the conversion of a hypothetical parcel of open space to a working dairy or to a residential subdivision. Results suggest that the opportunity costs of foregoing open space for residential development are high, with implications for valuing the conservation of traditions that are tied to the land versus conversion of land solely for development purposes. (shrink)