Summit Daily file
A study of I-70 drivers found ski season pass holders are the most well-informed of people using the interstate.
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Study: Season pass holders most savvy I-70 drivers
May 11, 2012 8:54 AM
SUMMIT DAILY NEWS
When it comes to peak-time travel and Interstate 70 issues, skiers and snowboarders who hold season passes tend to be the most informed travelers from the Front Range, according to a recent study from the I-70 Coalition.
The new data may have pin-pointed the perfect target audience for efforts aimed at changing driver habits to reduce peak-time traffic on the corridor.
“The overarching finding is that season pass holders are a ready audience for us to affect some behavior change,” said Margaret Bowes, a program coordinator for the I-70 Coalition.
Season pass holders are more likely than day-pass purchasers to check information sources for up-to-date traffic information before they make the trip to the mountains and had more information about ongoing projects on the corridor, such as the planned widening of eastbound Twin Tunnel, according to the study.
They also tend to be flexible about travel times and more likely to plan their commute from Denver to avoid peak time traffic, the study indicated.
Of the study respondents who owned a season pass, 66 percent said they frequently arrive early at resorts during the ski season and leave early to avoid traffic, compared with only 44 percent of non-pass holders.
Learn more about the I-70 Coalition and how it might be working with season pass holders.
The new data may have pin-pointed the perfect target audience for efforts aimed at changing driver habits to reduce peak-time traffic on the corridor.
“The overarching finding is that season pass holders are a ready audience for us to affect some behavior change,” said Margaret Bowes, a program coordinator for the I-70 Coalition.
Season pass holders are more likely than day-pass purchasers to check information sources for up-to-date traffic information before they make the trip to the mountains and had more information about ongoing projects on the corridor, such as the planned widening of eastbound Twin Tunnel, according to the study.
They also tend to be flexible about travel times and more likely to plan their commute from Denver to avoid peak time traffic, the study indicated.
Of the study respondents who owned a season pass, 66 percent said they frequently arrive early at resorts during the ski season and leave early to avoid traffic, compared with only 44 percent of non-pass holders.
Learn more about the I-70 Coalition and how it might be working with season pass holders.
