The attribute levels for beach congestion and swimming safety conditions are assumed to be normally distributed. We model two specifications for water and sand quality. The first also assumes normally distributed coefficients for all levels of water and sand quality. Using a normal distribution of the coefficient means some draws and respondents may have “opposite” signs. A proportion of the population may reasonably be assumed to prefer bigger waves or more crowds. On the other hand, the second model assumes that sand and water quality are log-normally distributed in order to impose non-negative utility for good and excellent levels of water and sand as well as non-positive utility for poor levels of water and sand. Using the log-normal distribution has an intuitively appealing guarantee that, relative to average water and sand quality, no proportion of the population dislikes (non-negative utility) excellent/good water and sand quality or likes (non-positive utility) poor water and sand quality. Lastly, the opt-out constant and round-trip fuel costs are degenerate.