Participation and site choice for Atlantic salmon fishing are modeled in the context of a repeated three‐level nested‐logit model. Consumer's surplus measures are derived for different levels of species availability in the Penobscot River, the most important salmon river in New England. For comparison, six other travel‐cost models are estimated. These include restrictive cases of the nested‐logit model, a partial demand model, and two single‐site demand models. Comparisons across these models indicate the importance of modeling the participation decision, including income effects, and of adopting a nested‐logit structure rather than a single‐level logit structure.