The I25 HOVExpress Lanes Project

1
The I-25 HOV/Express Lanes Project

• Opened June 2006
• Approximately 7 miles, reversible and barrier
  separated.
• I-25 from US 36 to downtown Denver
• Vehicles with only one occupant can use the I-25
  HOV/Express Lanes if they pay a toll
• Buses, carpoolers and motorcycles continue to use
  the lanes for free
• Purpose is to maximize the highway by allowing
  solo drivers access to the lanes

2

• Launch Communications Strategy
• Research via focus groups, statistically valid
  surveys, public meetings, interviews with
  stakeholders, and traffic and revenue forecasts
• Awareness Building via media relations paid
  media (radio spots, print ads and mobile
  billboards)
• Targeted Communications to current transponder
  owners and early adopters outreach presentations
  to local governments, other transportation and
  public policy entities, and interested community
  groups print collateral an informational video
  online communications via the CDOT Web site and
  reciprocal links and a VIP grand opening event
• Education via the same tactics outlined in the
  Awareness Building section to explain key reasons
  to use the new Express Lane (daycare, deadline
  deliveries, late for an appointment or work,
  etc.), how to acquire a transponder and access
  the Express Lane, and how HOV lane usage will
  change
• Advance Solicitation via pre-launch
  communications with current transponder owners to
  generate immediate users among people who
  understand and are comfortable with tolling in
  general

3

• Brand Strategy
• Everyone has been stuck in traffic at one time or
  another, and everyone has verbalized frustration
  about it. To capitalize on that shared
  experience, the brand concept theme Express
  Yourself was developed for the launch of the
  new tolled Express Lanes.
• Developed after conducting focus groups

Grace Period Card
Poster
4

• Educational Tools and Advertising
• Posters and Brochures- distributed to cities,
  counties, businesses, carpool organizations, and
  to transponder account holders and new accounts,
  etc.
• Mobile Billboards- used on mainline I-25 during
  peak hours 2 weeks after opening (see next
  slide)
• Video/DVD- 7-min. video explaining how the
  facility operates
• Grace Period Card- handed out to motorists by
  law enforcement in violation of either the HOV or
  toll lane for three months after opening
• Paid Advertising radio traffic sponsorships
• Giveaway Item Congestion Relief Pills The
  Cure for Congestion
• Technical Brochure For other states and
  stakeholders considering implementation of a HOT
  lanes project

5
Mobile Billboard and Promotional Item
Congestion pills handed out at media event
6

• Event Invitation and Brochure

7

• Press Kit
• The complicated nature of this project required a
  series of informational one-pagers and news
  releases
• Current I-25 Traffic Counts
• Do Other HOT Facilities Exist?
• Colorado Tolling Enterprise History
• HOT Statute and Study
• Who Can Use the Express Lanes?
• Video Educates Motorists about the I-25 Express
  Lanes
• Motorists are Urged to Follow the Signs on the
  new I-25 Express Lanes
• Toll Rates Established for the I-25 Express Lanes
• ExpressToll Transponders a Necessity for Solo
  Drivers Using the I-25 Express Lanes
• I-25 Express Lanes Help Ease Congestion, Offer
  More Choice by Allowing Solo Drivers Access for a
  Toll
• These can be found at
• http//www.dot.state.co.us/cte/expresslanes/news.c
  fm

8

• Media Event
• Event was held at the on-ramp to the facility at
  Coors Field. The focus was that you could Express
  Yourself for less than the price of a Rockie Dog!
  Over 1,000 attendees from across the nation!
• Speakers included Colorado Governor Bill Owens,
  J. Richard Capka for the Federal Highway
  Administration and Colorado Rockies Owner Dick
  Monfort
• Received local and national media coverage for
  weeks
• Included tours of the Express Lanes facility.

9
Success! Far exceeding both usage and revenue
projections. Projected 500 toll payers in
peak hour Actual More than 1,400 toll payers
in peak hour Month Toll HOV June
2006 21,551 204,189 April 2007 83,162 207,035