Applying Transportation Systems Management and Operations to Rural Areas
Chapter 9. Application of TSMO Strategies to Rural Seasonal Demand
What Is Seasonal Demand?
Seasonal demand in transportation refers to a change in travel patterns in a certain area due to recurrent seasonal events. For instance, people may visit the coasts or lakes during summer or the mountains in winter, as shown in figure 12, which increases the traffic demand on rural roads for a certain period of time during the year. Some recreational travel also coincides with severe weather conditions, further exacerbating traffic conditions (e.g., driving in snow conditions to reach a ski area). Fluctuations in traffic volumes related to seasonal demand represent a small percentage of overall traffic in urban areas, but in rural areas, fluctuations are more pronounced as traffic volumes often double, or more. As the transportation network typically remains the same throughout the year, seasonal demand can create notable congestion on rural roads that are not designed to serve higher capacities.
Figure 12. Photo. Vehicles queue on the way to Mount Rainier in Washington.
Source: FHWA.
Example Strategies
Examples of TSMO strategies used as part of seasonal demand management include:
- Contraflow or reversible lane operations and emergency shoulder use to increase capacity.
- Adaptive signal control to manage seasonal congestion for fluctuating travel demand.
Potential Benefits
Potential benefits of using TSMO strategies in seasonal demand management include:
- Enhanced safety for road users and visitors new to the area.
- Reduced congestion on narrow rural roads.
- Improved travel time reliability.
Common Questions to Consider
Common questions for agencies to consider when using TSMO strategies in seasonal demand management:
- Can rural roadways handle increased demands during peak seasons?
- Is there a way to communicate potential delays and alternative routes to travelers to alleviate congestion?
- In case of an evacuation or an emergency, is there a way to incorporate adaptive signal timing?
- Is there a way to encourage travelers to use attraction-specific transit options?
Table 13 and table 14 present two case studies related to TSMO strategies used for seasonal demand in rural areas. One case study looks at rural strategies complicated by weather, and the other focuses on congestion and parking availability.
Table 13. Utah Department of Transportation Little Cottonwood Canyon Centralized Communications Channel Case Study.
| Utah Department of Transportation (DOT) Little Cottonwood Canyon Centralized Communications Channel |
 Project Description and Goals
Little Cottonwood Canyon is a vast mountainous area located south of Salt Lake City, Utah, that experiences extreme winter weather conditions. This area experiences increased traffic congestion during the winter months related to recreational travel. In winter 2019, Utah DOT launched a centralized communications channel for the Little Cottonwood Canyon area. The purpose of the centralized communications channel is to improve safety, reliability, and mobility for the traveling public by providing timely, reliable, and accurate information. This information is collected and distributed through a variety of methods. A website was developed to centralize information for the public by providing traffic conditions, cameras, avalanche closures, interactive maps, winter travel trips, and other resources. Utah DOT also developed a Cottonwood Canyon traffic information dashboard that shows the level of traffic congestion and approximate travel times. Social media is also heavily used to distribute meaningful and timely updates to visitors in the areas.
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 Benefits
Accessibility: The website can be used on personal mobile devices (76 percent of site visitors are mobile users). This website is specifically focused on the Little Cottonwood Canyon area so that travelers have one main resource to help with travel information.
Pre-trip planning: Real-time updates can help reduce traffic congestion and reduce the risk of crashes by allowing travelers to make informed travel decisions.
Coordination and communication: A dedicated communication channel helps visitors, and also partners and staff. For instance, plow drivers can focus solely on their duties while law enforcement can focus on incidents.
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Challenges
Developing trust: Developing relationships among all stakeholders can be time consuming. Avalanche groups, law enforcement, and local agencies each have individual goals and objectives that require time, respect, and understanding to coordinate a centralized communication channel.
Software: Utah DOT developed an in-house system. However, much effort was required to integrate and coordinate all the stakeholders’ data.
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 Lessons Learned
- Develop a business case: Be prepared with a business case for leadership to get approval for a new project. Have a valid case that outlines the positions required, level of effort, funding sources, and project goals.
- Develop social media channels: These provide visual, real-time updates to hundreds of users via hashtags that group relevant information together. A dedicated communications position and experience in social media campaigns are key to communicate unexpected events to the public.
- A survey was conducted with 1,338 responses received. Ninety-two percent of respondents agreed that Utah DOT’s Little Cottonwood Canyon communication plan had an impact on their travel decisions during winter 2020–2021.35
- Build consensus on common operating goals: Work with stakeholders early on to build consensus on goals and objectives.
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Table 14. National Park Service Grand Canyon Parking Management System Case Study.
| National Park Service Grand Canyon Parking Management System |
Project Description and Goals
Figure 13. Photo. Grand Canyon National Park promotes shuttle bus services on social media.
Source: Grand Canyon National Park.
Grand Canyon National Park has more than 6 million annual visitors. Ninety percent visit Grand Canyon Village, which has about 1,900 day-use parking spaces. Seasonal visitation spikes occur during holidays, summers, and spring break periods. The park’s transportation system includes roadways, parking areas, a shuttle bus, and 12 miles of multiuse paths. There is a very high demand for parking spaces. Grand Canyon National Park uses ITS (e.g., highway advisory radio, portable VMSs, and real-time traffic updates [see figure 13]) to inform visitors about traffic conditions and provide options for getting around Grand Canyon Village. The park plans to implement ITS technologies to improve parking management and help visitors decide how and when to travel to Grand Canyon Village. Proposed ITS technologies include parking lot and entrance surveillance, portable VMSs, static signs with light-emitting diode inserts, and a traveler application.
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Benefits
Encourages other modes of transportation: ITS equipment provides valuable information in real time to travelers looking for parking and encourages people to use shuttle buses. The shuttle buses are equipped with bike racks to accommodate cyclists. The information also provides real‑time updates on the park’s website and social media.
Reduces pressure on staff: ITS equipment enables the limited number staff to work in other needed areas, rather than direct motorists in parking lots. |
Challenges
Cost: Implementing ITS systems can involve significant resources. |
Lessons Learned
- Maximize flexibility: Position portable VMSs where they are most needed and ensure they can support a variety of messages.
- Be flexible: Pilot the alternative solutions if something is not working or if conditions change.
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