Toll Road Incentives
* Re “San Joaquin Hills Officials May Hike Toll to $2.25,” Aug. 4:
I read with amazement that officials were surprised weekend discount tolls failed to generate an incentive for future ridership, and that they would need to consider raising tolls to bring in the extra needed funds.
Hello, is anybody there? The incentive to increase ridership needs to happen during the weekdays and weekends. I might be going out on a limb here, but I’ll assume people are not using the corridor because the toll is too high.
Have the marketing wizards at the Transportation Corridor Agencies surveyed prospective and current “customers” to determine what is preventing them from using the road? Or maybe they can offer temporary $1 weekday rates and see what magic happens.
I’m not suggesting a $1 weekday toll is cost effective to support the road and its administration long term. However, they would quickly be able to gauge the attraction of a lower toll.
DON DANIELSON
Huntington Beach
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