The U.S. tolling network encompasses more than 6,000 miles with numerous state and regional transportation agencies increasingly adopting tolling as part of their modern transportation infrastructure.
As tolling programs evolve, public perception remains a critical factor. For agencies, the challenge goes beyond evaluating tolling technology or policy in isolation. Trust is built when technical design, operational decisions and community engagement are shaped together – so residents understand the “why” behind tolling decisions and see their needs, concerns and lived experiences reflected throughout the process.
In this roundtable, Heather Wills, vice president and national tolling director; and Saba Gyemfi and Shellee Casiello, MBA, both directors of engagement for STV’s outreach and engagement strategies team, discuss how tolling decisions intersect with public trust, and how integrating technical planning and community engagement from the start leads to more durable, people-centered mobility solutions.
When agencies start exploring whether tolling is the right solution for their region, how do you help them balance technical requirements with the community’s lived experience?
Heather Wills: Tolling has shifted from a roadside transaction to an ongoing relationship with the traveling public. For most drivers, trust is shaped by three things: whether the bill is accurate, whether they understand why they’re paying it and whether there’s a fair, accessible way to resolve issues when something goes wrong.
From a technical standpoint, those are foundational system design decisions, not operational details to solve later. Pricing structure, account rules, enforcement policies and customer service all directly affect how people perceive the program. When agencies intentionally design these elements around clarity, predictability and fairness, they create a system that supports trust from day one – and sustains it over time.
Saba Gyemfi: When change affects people’s routines and wallets, clarity matters – about costs, rules and benefits. Information that’s too technical or too vague can erode confidence. Early, meaningful engagement helps communities feel respected, and that respect is what builds lasting support.
Tolling proposals often gain momentum early and encounter heightened concerns as implementation gets closer. What drives this shift in public sentiment and how can agencies navigate it?
Shellee Casiello: In the moment when conceptual conversations become real, those changes become tangible. Community members naturally ask, “How much will this cost me?” or “Will drivers cut through my neighborhood?” Agencies that anticipate these questions and address them early, clearly and consistently are far better positioned to maintain trust as plans advance.
Heather Wills: The shift happens when tolling stops being theoretical. Early on, people are talking about concepts. As implementation approaches, they’re thinking about their own commute, their own costs and whether the rules seem fair.
That’s where technical and engagement teams really need to be aligned – early and intentionally. Insights from public outreach, such as how drivers understand pricing, how freight moves through a corridor or where diversion is most likely, should directly inform system design before rates are finalized and equipment is installed. When engagement insights shape pricing structures, account rules and enforcement frameworks from the outset, programs are better equipped to address concerns before they escalate.
When agencies prepare to launch a tolling initiative, what operational or communications needs are particularly valuable for strengthening the customer experience?
Heather Wills: Agencies often underestimate how much the customer experience shapes public perception of tolling. You can have a sound policy and a technically solid system, but if bills are confusing or customer service isn’t prepared, that’s what people remember. Those early interactions define the tone of the program and influence how communities judge its fairness and credibility.
It’s also important to be clear and consistent about what tolling is — and what it isn’t. Tolling is a funding and management tool tied to a specific transportation need. When agencies are transparent about how pricing works, how revenues are reinvested and what outcomes they’re accountable for, the conversation stays grounded, factual and trustworthy over time.
Saba Gyemfi: Another necessity is long‑term communication. Communities want updates on how revenue is being used, how traffic patterns are changing or what improvements have been delivered. Meaningful transparency doesn’t end at launch. It’s an ongoing commitment to accountability that continues year after year.
Heather Wills: Exactly. Ultimately, tolling is not an end in itself – it’s a commitment. When programs are designed with clarity, fairness and accountability at their core, and supported by consistent, transparent communication, they can earn trust, deliver reliable mobility and reinforce the relationship between agencies and the communities they serve over time.
