In 2009 the Kittatinny Ridge Coalition (comprised of the Appalachian Mountain Club, Audubon Pennsylvania, Berks Conservancy, Schuylkill County Conservancy and Wildlands Conservancy) decided to undertake a pilot study to see what conservation was contributing to local residents and the local economy. Using Berks County as a pilot, we found that the practice of protecting and restoring our best remaining natural areas makes significant economic sense. The higher the quality of the natural resource, the more residents and tourists are interested in the natural experience and the more value to the conomy. The more mature the forest and the higher the percentage of native plants and biological diversity, the greater the natural system services. People love where they live more when the landscape is greener and there are more outdoor activities.