The Portland Metro Area ranks 12th in the nation for traffic congestion. With more employment opportunities in the area, and a projected population increase of a half a million people by the year 2040, only adds to the activity on the roads. To help address the congestion, the Oregon Department of Transportation instated the $2.8 million Portland Metro Area Value Pricing Feasibility Analysis. The first of its kind, this study provided an informed, innovative approach to implementing congestion pricing on all existing highway lanes to minimize traffic congestion and generate revenue. As this project was also one of the first to examine congestion pricing without building new infrastructure, the unified approach to the operations and messaging was critical to gaining support and meet their deadline. Portland’s existing infrastructure has been given a longer life – helping to meet the needs of this fast-growing city.