Marketing the benefits of roadway pricing strategies throughout the lifespan of a project can improve public perception of these projects.
A study of institutional issues and challenges associated with implementing roadway pricing strategies.
Made Public Date
09/26/2017

13

Nationwide
United States
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Identifier
2015-00720

Congestion Pricing: A Primer on Institutional Issues

Background

Institutional issues provide challenges to implementing roadway pricing strategies. This primer explores the types of institutional issues commonly encountered with priced lanes, zone-based pricing, and parking pricing programs and shares strategies for mitigating these issues.

Lessons Learned

It is vital to market the benefits of roadway pricing projects throughout the lifespan of these projects as the initial reaction to these projects is typically negative. Specific strategies to help improve outreach and the perception of these projects includes the following:

  • Emphasize the potential benefits of the project to users in messaging and use language that focuses on choice and value.
  • Emphasize the pricing project as part of a greater, regional strategy.
  • Users and those who benefit from the pricing projects are "customers" not "drivers." The term customer implies a relationship, rather than the generic and impersonal "driver."
  • Continue outreach once the project opens and inform the public of the successes of the project, such as revenue for other transportation project and improved mobility.
  • Directly and transparently address community concerns and questions.

Congestion Pricing: A Primer on Institutional Issues

Congestion Pricing: A Primer on Institutional Issues
Publication Sort Date
03/31/2013
Author
Samdahl Donald (Fehr & Peers); Myron Swisher (SAIC); Jennifer Symoun (SAIC); and Will Lisska (Fehr & Peers)
Publisher
USDOT Federal Highway Administration (FHWA)

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