The use of umbrella and flagship species as surrogates for regional biota whose spatial distributions are poorly known is a popular conservation strategy. Yet many assumptions underlying the choice of surrogate species remain untested. By using biodiversity databases containing spatial incidence data for species of concern for (i) the southern California coastal sage scrub habitat, (ii) the Columbia Plateau ecoregion, and (iii) the continental United States, we evaluate the potential effectiveness of a range of conservation surrogate schemes (e.g., big carnivores, charismatic species, keystone species, wide-ranging species), asking how many species potentially are protected by each scheme and at what cost in each habitat area. For all three databases, we find that none of the surrogate schemes we evaluated performs significantly better than do a comparable number of species randomly selected from the database. Although some surrogate species may have considerable publicity value, based on the databases we analyzed, representing diverse taxa on three different geographic scales, we find that the utility of umbrella and flagship species as surrogates for regional biodiversity may be limited.F or many regions of the world, scientists lack detailed distribution and abundance data for most species of conservation concern. Nevertheless, decisions about which lands to allocate for conservation often cannot be postponed until more data are available, even though additional data might facilitate the identification of more economically efficient reserve networks (1, 2). In such cases, conservationists must seek effective shortcuts to conserve biodiversity. One popular shortcut is to focus conservation planning efforts on a relatively small number of focal or surrogate species (3-5) and assume that if we protect the surrogates we will also do an adequate job of protecting much of the regional biota. Three classes of surrogate species schemes are prevalent: (i) flagships (i.e., charismatic species that attract public support); (ii) umbrellas (i.e., species requiring such large areas of habitat that their protection might automatically protect other species); and (iii) biodiversity indicators (i.e., sets of species or taxa whose presence may indicate areas of high species richness) (5,6).Although surrogate schemes are often used to set conservation priorities (7,8), the choice of particular surrogates has largely been ad hoc (9), and assumptions underlying those choices usually are implicit, not explicit. Of previous analyses of species richness and co-occurrence patterns (10-16), umbrella taxa (17), and complementarity among taxa (18) at a variety of geographic scales, few (4) have systematically evaluated the effectiveness of typical schemes for identifying surrogate species from a practical standpoint. In this paper, we attempt to clarify the utility and limitations of commonly used flagship, umbrella, and indicator schemes by evaluating patterns of spatial cooccurrence between surrogate species and regional biota in thre...