**Abstract**

The wildland-urban interface (WUI) continues to transform rural landscapes as previously undeveloped areas are populated with residential and commercial structures which, in turn, impact ecosystems and create landscapes of risk. Within this context, the science of wildfire risk mitigation has experienced renewed and enhanced support among scientists and managers. However, risk mitigation measures have not found purchase in either the public's acceptance or involvement in this new role of and for fire. This may partially result from little regard for the effects of wildfire prevention efforts on values other than protecting homes and other structures. We report findings from qualitative interviews conducted across the United States to identify and define various values at risk from wildfire. Values influencing risk mitigation emerged from the biophysical, sociodemographic, and sociocultural contexts of wildfire. Findings demonstrate how wildfire is intertwined with diverse sets of risks experienced in daily life. We provide a discussion of how this research impacts the transformation of landscapes and risk management strategies. Identifying and better understanding the effects of values associated with wildfire and landscape change in the WUI—will allow natural resource managers and decision makers to develop more effective fuel treatment programs and land use policies.

**Keywords:** wildfire, wildland-urban interface, public perception
