Spiny lobster is one of Florida’s most important commercial fisheries with a value of $42 million. The economic viability of the Florida spiny lobster fishery is inextricably linked to exports of spiny lobster to China. China is the major market for frozen and live spiny lobster, the two major product forms, with about 70% of frozen exports and about 90% of live exports of spiny lobster going to China each year. The high demand for live lobsters in China has put upward pressure on dockside prices, and the price of live lobster is nearly double the price of frozen lobster. Thus, the live export market provides an economic opportunity to enhance the value of the fishery. However, the live market remains underutilized. In recent years, the industry has been challenged by Chinese tariffs and disruptions associated with COVID-19. More importantly, the current management regime has resulted in the majority of spiny lobsters being harvested in the first few months of the season (i.e., August through October) when price and demand in the live market are at its lowest. Harvested lobsters are also susceptible to higher mortality rates during this time due to high water temperatures. On-growing of wild legal-sized lobsters in tanks prior to export is being explored as a means to grow lobsters to a more profitable size and align supply with peak demand associated with Chinese holidays. We conduct a hedonic price analysis to explore how price varies seasonally, by gear, and market segment. We also develop a harvest model combined with biological and economic data collected from on-growing experiments to explore the economic feasibility of on-growing lobsters for the live export market.