| Issue
303 |
February
5, 2001 |
Implementing Congestion Pricing: Five Tips
-
Fix EZPass Bills: EZPass bills do not
show whether motorists are charged peak or off-peak rates. If price differentials
between peak and off-peak is obscured, consumers learn nothing and don't
change travel times or modes. The bill needs to have Peak, Off-Peak or
Night (for trucks) clearly added to the "Transaction" column to show that
driving off-peak is cheaper and to allow consumers to check the bill's
accuracy.
-
Advertise Rates and Discounts: Marketing
students know that consumers are attracted to discounts. Prior to reaching
a Port Authority tunnel or bridge, motorists should be informed about peak
and off-peak charges, and when the rates are in effect. The press' focus
on the highest $6 (or $7) toll has confused the public. Variable message
signs should be used to advise of nearby transit options and comparative
travel times.
-
Advertise in Newspapers and Drive-Time Radio
before and during start-up of the new rates to let riders and
motorists know what the new charges will be during peak and off-peak hours.
-
Add PATH Fare Card machines to Hoboken, Journal
Square and Herald Square: With just a handful of PATH Quick
Card machines at stations, long lines of frustrated riders will form unless
many more machines are added. Change the cash-only system to allow credit
card transactions, even for $3.00 cards, and advertise multiple trip rates
clearly on machine video screens.
-
Sell PATH Cards Everywhere, to encourage
transit use. They could be sold in NYC subways, at NJTransit stations,
at newsstands, and other retail establishments. For that matter, so should
NJTransit tickets and passes. Make it easy to use transit.
