In the late 1970s, Czech society was becoming increasingly aware of the worsening environmental situation. Officials in the Žďár nad Sázavou district agreed to begin revitalizing the “Opening of the Wells” ritual to educate people about environmental problems and as a partial solution to them. This paper examines how this revitalization occurred, focusing on the conceptual framework meant to legitimize this project (the topoi selected, collective memory, ideological proclamations) and ensure its continuation. Studying attempts to make local authorities hold “Opening of the Wells” ceremonies in the villages of this district also allows us to examine how certain mechanisms of power worked during the Communist era. It also helps us better understand how environmental issues were dealt with at the district level.