The world’s coastal ecosystems are among the most complex on Earth, and they are currently being governed unsustainably, by any definition. Climate change will only add to this complexity, underscoring the necessity of finding new ways to govern for these ecosystems’ sustainable use. After reviewing the problems facing coastal ecosystems and innovations in their governance, this article argues that governance of coastal ecosystems must move to place-based adaptive management regimes that incorporate innovative and flexible regulatory mechanisms, such as market-based incentives.