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38 T R A N S P O RTAT I O N F I N A N C E the program are to reduce congestion, encourage use of Tolls are an acceptable alternative to taxes. electronic toll collection, and shift truck traffic from day- Value pricing for congestion mitigation encourages time to nighttime hours. Muriello suggested that value pric- support from previous opponents such as environmental ing objectives should not be limited to congestion groups. mitigation but also viewed as a potential revenue generator. Public education and awareness are vital to accep- tance. An example was an I-15 public opinion survey in which 88 percent of users and 66 percent of nonusers Discussion approved of the tolls. Equity concerns regarding tolls and low-income Robert Poole, Jr. drivers have sometimes been overblown. When advanc- ing a toll increase, a link to transit options may help Key observations by some participants included the fol- mitigate opposition. lowing: