A survey of women's interests in alternative maternity facilities was conducted in Salt Lake County, Utah. Results demonstrated that women do have an interest in alternative maternity facilities, the birthing suite having the greatest market potential. There were no significant differences between women who preferred the traditional maternity facility, birthing suite, birth center, and homebirth on the following variables: Age, years of education, religion, annual income, and parity. Several obstacles to marketing alternative maternity facilities were identified and discussed. A procedure for market sampling is also described.