Subsidence, erosion, and sea level rise continue to impact coastal Louisiana. The initially lax but now more alarmed reaction to these events by the local population is the topic of this paper. While efforts to restore and stabilize the coast have been ongoing for over a decade, the prospect of a major hurricane decimating the area has accelerated changes in attitude. Initial disregard and ignorance has been replaced by a more intense effort by the citizenry to assess and deal with the potential for extensive storm-related loss, compromised livelihoods, and threats to the oil and gas industry. Coast 2050, a remarkable document for action forged through the efforts of local government, business, and scientific and educational organizations serves as a blueprint for the immediate future. The challenge now lies in convincing the state's leadership to implement this blueprint.