Conversion of a general-purpose freeway into a high-occupancy-vehicle (HOV) lane is an alternative to infrastructure addition for HOV system implementation. Research indicates that lane conversion is feasible technically if sufficient HOV usage and minimal main lane congestion occur from the first day of operation. The elements required for inclusion in an implementation plan for lane conversion to HOV after technical feasibility has been determined are presented. HOV-lane marketing is meant to heighten public awareness of the purpose and operation of HOV facilities while encouraging their use. The general public, local decision makers, and the local media are important elements to include in a marketing campaign for successful HOV implementation. These elements also apply to the successful implementation of lane conversion to HOV. Four HOV lane-conversion projects are investigated: (a) Santa Monica Freeway, Los Angeles, California; (b) Dulles Toll Road, Northern Virginia; (c) Interstate 90, Seattle, Washington; and (d) Interstate 80, northern New Jersey. The Santa Monica and Dulles projects are considered failures, whereas the Interstate 80 and 90 projects are considered successful. From these case studies and the literature review, implementation elements were identified: (a) technical feasibility, (b) early public outreach, (c) strong institutional arrangements, (d) inclusion of law enforcement agencies, (e) open relationships with the media, and (f) project opening timing.
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