National Parks Conservation Association

Helped advocates win a campaign to create the first Marine Wilderness on the West Coast.

Northern California

The Situation

A commercial oyster company sat on a site that Congress long ago decided should be afforded America’s strongest protection when the operation’s lease expired in 2012. The owner didn’t want to leave, even though his agreement with the National Park Service clearly stated he would have to close shop. This conflict created a storm of controversy and numerous environmental, legal, and ideological challenges.

Our Role

Resource Media helped wilderness advocates hone in on the shared values of local residents, visitors and members of Congress, developing a media strategy, messages and messengers and conducting outreach to reach key decision makers and audiences. The value of integrity became the rallying cry - a deal’s a deal; it was a winning message, and the Secretary of the U.S. Department of Interior referenced it when he affirmed Wilderness Status at Point Reyes National Seashore.

The Impact

Drakes Estero, the ecological heart of the Point Reyes National Seashore, is now permanently protected and supports a dozen species of marine mammals including one of the largest breeding colonies of harbor seals on the California coast; endangered Coho salmon and steelhead; and hundreds of species of birds.