The session addressed how to develop tolling in areas unaccustomed to the practice as well as the best way for states to plan, finance, and manage tolling projects. Also confronted were message shaping and improving media and public relations.

The panel was moderated by Al Biehler, Pennsylvania transportation secretary. Russell George, Colorado Department of Transportation executive director, and Frank Wilson, president of Frank Wilson and Associates, gave presentations.

Biehler discussed how PennDOT's tough revenue challenges could be alleviated by tolling if the practice were to gain support from the motoring public. The department has considered extending its tollway system to Interstate 80 to increase revenue. This expansion would increase the state's tolling area by 300 centerline miles and provide significant additional income.

"You have to convince the legislature that it's a good idea and make it palatable to residents," Biehler said.

The state has considered other revenue streams, including the benefits of raising the gas tax. Pennsylvania Gov. Ed Rendell has also suggested leasing the Pennsylvania Turnpike to garner additional proceeds for transportation projects, but legislators declined to approve that idea.

George discussed the Interstate 25 HOT Express Lanes Project, an electronic tolling initiative that has been popular with Colorado motorists. Colorado was the fourth state in the country to implement a High Occupancy/Toll lanes project, he said.

"We don't have any toll booths -- and you don't want any toll booths," George said. "It doesn't work anymore -- it's all electronic."

Market research by Frank Wilson and Associates revealed that state transportation departments must market their tolling projects to the public for them to be accepted. Studies show that HOT lanes projects are embraced by motorists if they are educated about their benefits.

Wilson recommends that states wage earned and paid media campaigns to inform travelers of the benefits of tolling projects.

"The issue is what the public thinks," Wilson said. "Most Americans believe they pay enough taxes to rehabilitate every road in America."