Lesson

Utilize public education and outreach in managed lane projects.

The experience of managed lanes projects in California, Texas and New Jersey.

November, 2004
New Jerse Turnpike,New Jersey,United States; Houston,Texas,United States; Interstate 15,San Diego,California,United States; State Route 91, Orange County,California,United States

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Background (Show)

Lesson Learned

Managed lanes is a relatively new and complex concept to most travelers. Public understanding and acceptance are critical to the success of a managed lanes project. With value pricing, for example, effort needs to be made to educate the public about electronic toll collection, and the mobility benefits that the technology can provide. Public education and outreach can take different forms, including media coverage, surveys, and focus groups. Additionally, political champions who advocate on behalf of a project can help build public acceptance and can support any enabling legislation necessary for the managed lanes project. Both of the California projects, for example, had the benefit of strong political figures to act as champions.

Based on the experiences of the four case studies, the following set of lessons learned on public education and outreach was compiled:
  • Engage in pre-project education. Agencies must build support for managed lanes projects prior to implementation through public education and outreach.
    • Since the beginning of the SR91 project, California Private Transportation Company (CPTC) conducted extensive traveler surveys and focus groups regarding the pricing concept and traveler reaction to dynamic pricing. The findings from the data collection effort were used to develop materials for educating the public about the managed lanes project. The SR91 project also involved the media early on and benefited from the support of the political champions.
    • In Houston, focus groups were used to gauge public attitudes toward value pricing so that an appropriate marketing strategy and public information plan could be developed.
    • I-15 in San Diego also relied on extensive public outreach prior to changing the operations of the HOV lanes. Focus groups, surveys and interviews all helped in developing programmatic strategies for the facility.
  • Market the specific project. Agencies must tailor their marketing to the specific project.
    • San Diego Association of Governments (SANDAG) markets the I-15 Express lanes and the FasTrak program, offering an extensive incentive program to FasTrak account holders. Revenues generated by the project are used to support transit and HOV operations, and SANDAG keeps the public informed regarding these investments, so that the public is aware of the benefits of the project.
    • The Express lanes on SR91 are also well marketed. In particular, Orange County Transportation Authority (OCTA) has made great efforts to publicize that SR91 is now owned by a public entity.
  • Provide on-going public education. Once the project has been implemented, it is important to continue providing the public with information.
    • OCTA maintains a website for the SR91 Express lanes that allows for on-line account applications and account maintenance. There is also a customer service center and an 800 number for customers' convenience. In addition, an advisory committee has been formed that includes representatives from several different transportation agencies and the general public. Based on the objectives of the project set by the community, the committee decides on future operational strategies and plans, as well as on the use of excess revenues.
    • The New Jersey Turnpike also keeps the public informed through a website. Information about the turnpike and about the electronic toll collection program, EZ Pass, is provided.
    • In San Diego, a website, a customer service center and an 800 number are used to provide the public with information about the project. In addition, ongoing traveler surveys are used to measure public attitudes.
  • Provide driver information and signing on the facility. On the facility information must be provided to the driver in a manner that is easy to read and understand and with enough advance notification for the driver to make a decision.
    • The SR91 Express lanes use changeable message signs to indicate the current toll prior to the entrance to the facility. The driver can then decide whether or not to enter the lanes.
Public education and outreach are critical to the success of the project. Such outreach efforts are necessary to build initial support for a project, as well as to sustain ongoing customer satisfaction. Public education and outreach must be tailored to the specific community, conveying the objectives of the project for that community and keeping the public informed on the project's performance and the benefits it provides.

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Source

Managed Lanes: A Cross-Cutting Study

Author: Collier, Tina and Ginger Goodin (Texas Transportation Institute)

Published By: Operations Office of Transportation Management - Federal Highway Administration

Source Date: November, 2004

Other Reference Number: FHWA-HOP-05-037

URL: http://www.ops.fhwa.dot.gov/freewaymgmt/publications/managed_lanes/crosscuttingstudy/final3_05.pdf

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Margaret Petrella
RITA/Volpe National Transportation Systems Center
617-494-3582
petrella@volpe.dot.gov


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Lesson ID: 2007-00380