Georgia I-85 HOT Lanes Public Education and Involvement

Atlanta, Georgia

This I-85 project converted 15 miles of High Occupancy Vehicle (HOV) lanes to High Occupancy Toll (HOT) lanes on the I-85 corridor in the northeast Atlanta metropolitan area.  The project was funded by a federal grant of $110 million and matched by approximately $37 million in state funds. Project components include:

  • Two new park and ride facilities that will create 1,900 more park and ride spaces.
  • Purchase of 36 new commuter coach buses that will support seven routes serving the I-85 project corridor.
  • New congestion management, open road tolling, and access and enforcement technologies that will maximize operational efficiency in the I-85 project corridor.
  • Enhanced incident management services in the corridor.
  • Open road, dynamic pricing which utilizes a fully electronic tolling system.
  • SRF led a team of consultants selected by the Georgia State Road and Toll Authority (SRTA) and Georgia Department of Transportation (GDOT) tasked with public education and involvement for the HOV to HOT lane conversion. Our work on the project includes:
  • Conducting focus groups with single occupant drivers and carpoolers in the I-85 corridor.
  • Surveying more than 700 carpoolers in the I-85 corridor in collaboration with the Clean Air Campaign to better understand carpooler motivations and concerns.
  • Developing a communications and marketing plan based on the findings from the focus groups and carpooler surveys to recommend specific outreach strategies for different stakeholder groups.
  • Preparing outreach materials for stakeholder briefings with elected officials, media outlets, and other stakeholder groups.
  • Creating a project website and e-newsletters.
  • Assisting to develop and sustain project champions.
  • Working closely with the project partners and other consultant teams for project branding.
  • Public relations and outreach to the media.
  • Media buying and marketing campaign.



  • 2012 Transportation Research Board Managed Lanes Committee – Excellence in Communications and Outreach Award

CLIENT: Georgia State Road and Toll Authority and Georgia Department of Transportation