Over-grazing by expanding populations of purple sea urchins (Strongylocentrotus purpuratus) has decimated many kelp beds along the US West Coast, converting once thriving ecosystems into expansive “urchin barrens”. Although numerous, sea urchins sourced from barrens typically have poor gonad quality and low market value. “Fattening” these urchins in land-based tanks to improve gonad quality/quantity is one strategy to regain market value. Initial efforts at gonad-enhancement of barren-sourced purple urchins occurred along Oregon’s southern coast, in close proximity to urchin reefs, dive fishery infrastructure, and skilled labor. Efforts at land-based urchin fattening has since expanded northward to Bandon and Newport. Suitable sites for land-based mariculture in Oregon are primarily located in protected estuaries and require management strategies that support access to high-quality seawater and the ability to discharge effluent into receiving waters. Feeding strategies include co-culture with Pacific dulse (Devaleraea mollis), frozen seaweed, surplus produce, and pelleted diets. This presentation will highlight current activities in Oregon surrounding land-based gonad-enhancement of purple sea urchins.