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This paper will explore different articulations of "environmental values" in connection to the local debate around a proposed Olympic bid from Tromsø, Northern Norway. Both proponents and opponents of the Olympic project used narratives of environmentalism as an argument to support their views. In the paper I will discuss how stories about the natural landscape around Tromsø as beautiful, unique and a source of pride were used by different actors in the debate. While many actors emphasized their love of the natural environment and outdoor activities, they differed in the way they describe the natural landscape as a potential resource for place marketing or income generation, as opposed to a non-economic value (sometimes described as holy) that should remain outside the realm of profit. Actors also differed in how they articulated the problems and moral responsibilities connected to climate change and the possibility for local interventions.