Compared to current license offerings, West Virginia’s hunters and anglers might prefer new options that could generate equal or greater revenues. This phase, the third in a three-part series of license examinations, identified which licenses and permits – whether existing or proposed – were more desirable by consumers, the ideal suite of licenses from a participation and revenue perspective, and possible customer reactions to potential prices (willingness to pay). This analysis was based on an online and mail-based survey of 5,589 residents plus non-residents who purchased at least one hunting or fishing license from 2017 to 2019 and validated by a follow-up mail survey.