Smart Travel Choices (STC)
California cities suffer from some of the worst traffic congestion in the country, costing travel time, fuel and money, hindering the economic development and negatively impacting the environment. On-going highway improvements, traffic management through deployment of ITS technologies have significantly improved the services on the existing roads. However congestion persists due to the fact that traffic demands approach or exceed the available capacities of the highway systems in all metropolitan areas (in California and in United States). Changing travel habits and reducing commuter and business driving are cost-saving alternatives to building ever-increasing highway and public transit capacity, yet effective means to encourage and empower travelers to change their travel behaviors for achieving demand reduction are needed.