In July 2015, BP Oil Corporation agreed to pay a fine of $18.7 billion for its role in the 2010 oil spill in the Gulf of Mexico, caused by the rupture of BP’s Deepwater Horizon well. These funds are earmarked for continued recovery of the coast of the five states affected by the spill, Texas, Louisiana, Mississippi, Alabama, and Florida.1 The spill caused substantial damage to the Gulf Coast’s environmental quality, to the coast’s tourist volume, and to BP’s corporate reputation. Since that time, BP has sought to repair both the coast and its reputation, while encouraging tourists to return to the beaches and bayous that were covered with oil. In this report, we examine these respondents’ view of BP’s corporate reputation and the outcomes for travel to the white sand beaches of Florida’s panhandle.