This paper reports a choice experiment used to estimate the value of street trees in the city center of Lodz, Poland, and the broader context of how valuation results helped to improve governance of urban ecosystem services in this city. Based on a simplified inventory of trees, we prepared a set of hypothetical programs which put varying emphasis on the different ways to increase the numbers of trees, along with different levels of a hypothetical tax that would have to be paid by respondents to implement a given program. Our study indicated that the 351 surveyed Lodz residents were willing to pay the highest price for greening those streets where currently there are few or no trees and confirmed the general importance of planting trees. The results provided an argument in the debate on the new development strategy for the city and helped to promote the concept of ecosystem services.