**1. Introduction**

For generations, the public was told that fire destroys forests and many of its associated values (e.g., timber, wildlife, recreation, esthetics, ecosystem services). Recently, the science of fire prevention and fuel treatments has experienced renewed and enhanced support particularly as resource managers have learned more about ecosystems, their functions, and feedback loops. Still, wildfire prevention measures for enhancing ecosystem services have not found purchase in either the public's acceptance or involvement in this new role of and for fire.

This is especially true of wildland-urban interface (WUI), a landscape of transition whereby increasing numbers of people and built structures invade wildlands. In the WUI of the United States, fire protection is directed not only at forests but also at homes and structures that are much more prevalent there. Resistance to recommended fuel treatments arises from two primary factors: (1) many of the prescribed fuel treatments do not reflect residents' understanding of forest management and (2) treatments are developed with little recognition of the multiple values owners and the public place on forests [1–3].

A limited number of studies have examined the relationship between wildfire mitigation activities and amenity values, recreation, or sense of place (e.g., [4–8]). More research is needed to consider the full set of multiple and competing values, particularly because wildland fire policy has evolved from agency-focused risk mitigation to empowerment and action at the household and community levels [9, 10]. Risk managers must acknowledge that successful implementation of risk reduction strategies necessitates resident participation which, in turn, demands an understanding of values associated with wildfire protection.

This chapter synthesizes findings from research exploring wildfire risk perceptions as they reflect variation in social values of the forest surrounding the study communities. To do this, we present findings from key informant interviews, which comprised the first phase of a multi-phase, mixed methods project that also included facilitated community discussions and a national mail survey. Findings will help fire managers, community leaders, and other end-users better understand public perceptions of issues surrounding the full range of values associated with rural-urban transition zones. The definition of "public" is as dynamic as the forest, and it is land managers' responsibility to recognize public concerns and tailor their messages and activities to them.
