The Puget Sound region has the sixth worst traffic in the nation, $40 billion in transportation backlog, and decreasing federal support. As cars become more fuel-efficient, gas taxes aren't keeping up. It's time for some new ideas. The Traffic Choices project tested new ways to manage congestion and fund transportation. Using advanced technology, volunteer motorists were charged to drive on most arterials and highways throughout King County at prices that depend on imputed congestion levels at the time of travel. The one-of-a-kind national pilot is now evaluating the likelihood and amount that a large sample of drivers would be willing to pay to use different roads at different times.

PRR managed the communications, participant recruitment and management, research, and logistical support to install and upgrade over 400 GPS (Global Positioning System) units. A communication plan guided project messaging, identified target audiences, and outlined strategies to involve key stakeholders and the media. 275 participant households meeting stringent demographic requirements were recruited in four waves. Communication systems to update participants were developed and maintained. Over 400 vehicles were outfitted with GPS traffic meters to display real time tolling. Despite a host of technical and logistical hurdles, PRR coaxed project participants to participate three months longer than requested, now providing a year's worth of valuable information about diversion, travel preferences, price elasticity, and pre and post attitudes toward privacy, tolling, and related subjects. Media strategies carefully avoided endorsing the concept of value pricing, resulting in highly favorable reports on the project's purpose- not opinions about tolling in all local mainstream newspapers, TV, radio, and internet media. PRR's efforts pave the way for political and community consideration of highly controversial transportation funding options.