Central Texas is currently navigating a pivotal era in its transportation history, defined by multi-billion-dollar investments in light rail, expanded bus rapid transit, and significant highway redevelopments.

Understanding Barriers to Change

While these projects promise a more sustainable and multimodal future, they also present immediate challenges, including massive construction disruptions that will disproportionately affect historically underserved communities. Because of Austin's deeply ingrained car-centric culture, the City recognized an urgent need to understand the motivations and barriers that prevent residents from adopting travel modes other than using a single occupancy vehicle (SOV). This study was commissioned to uncover the perceptions and communication preferences of Central Texans, providing a data-driven foundation for marketing and outreach strategies that support the region's ambitious climate and equity goals.

Research Methodology

To achieve a comprehensive understanding of the local landscape, the City hired Raftelis, a national consultancy serving local governments, to conduct a market research study. Raftelis' project team executed this study between July and November 2025. This effort included a digital survey that garnered over 1,400 participants, 28 focus groups held in both English and Spanish, and 17 in-depth interviews with key community influencers.

Furthermore, the team conducted 145 "intercept" interviews at high-traffic locations such as the soccer stadium and local churches to capture "in-the-moment" feedback. A unique component of the study involved "Persona Travel Experiences," in which staff members simulated the real-world journeys of four characters — ranging from an elderly man without a smartphone to a mother with a stroller — to identify friction points in the existing transit system. This local data was then augmented through benchmarking interviews with successful transportation programs in peer cities such as Seattle, Denver and Portland.

Multi-Channel Promotion and Outreach

Promotion of the study was a comprehensive, multi-channel effort backed by a $20,000 advertising budget and designed to reach a wide demographic across five Central Texas counties. Digital outreach played a central role, with the City running both paid and organic ads on platforms like Facebook, Instagram and Nextdoor, resulting in nearly half a million impressions. These digital efforts were supplemented by the City's "Austin Mobility News" newsletter and by social media shares from regional partners such as CARTS and Movability.

To ensure the study reached non-English speakers and those less active online, the team placed Spanish-language advertisements on Univision and ran radio spots on both English and Spanish stations, including KBPA and KLZT.

Beyond digital and broadcast media, the study utilized aggressive grassroots and traditional marketing strategies. Eight different newspaper advertisements were placed in local publications such as The Austin Chronicle, El Mundo, Community Impact and The Villager. In the community, the team distributed over 40 flyers and posters in high-traffic local businesses, including La Michoacana, Fiesta grocery stores, barber shops and public libraries.

Direct outreach was also conducted through three rounds of emails sent to eight separate non-governmental organizations and civic organizations that specifically focus on Spanish-speaking and low-income residents. All of these promotional materials highlighted incentives, such as the $50 gift cards for focus group participants and the $100 prize drawing for survey takers, to encourage a high volume of responses.

Findings

The findings of the study highlight a significant gap between the city's multimodal goals and the daily reality of its residents. Currently, 72% of respondents rely on driving alone as their primary mode of transportation, citing convenience and time efficiency as the deciding factors.

Public transit faces a severe perception challenge; it is widely viewed as unreliable, slow and potentially unsafe. The "Persona" tests validated these concerns, revealing that transit trips often take four to five times longer than the same trip by car. Beyond time constraints, physical barriers such as a lack of shade at bus stops, missing sidewalks and first- and last-mile connectivity gaps serve as major deterrents.

Furthermore, while trust in City of Austin and CapMetro staff remains relatively high, there is a deep-seated suspicion among marginalized communities that their feedback is often requested but rarely acted upon.

Recommendations

To address these challenges, the report offers a comprehensive set of operational recommendations designed to eliminate friction and build rider trust. One of the primary short-term recommendations for CapMetro to implement a Tap-to-Pay system was already implemented on its over 400 buses on February 1, 2026. This will address a widespread finding that payment options were inconvenient and unclear for many riders.

CapMetro will need a robust communications effort to promote its availability and how to use it. Another recommendation is to expand CapMetro's existing Go Line telephone support to a broader transit helpline that is available 24/7 to provide real-time human guidance for any traveler who finds digital apps or physical maps confusing or inaccessible.

For long-term success, the report emphasizes the need for physical infrastructure improvements, such as solar shading for bus stops and the acceleration of dedicated bus-only lanes to ensure that transit can finally compete with personal vehicles in terms of speed and reliability.

On the communications front, Raftelis recommends a fundamental shift from purely informational updates to a communications campaign strategy rooted in storytelling and cultural relevance. Rather than focusing solely on the what of a project, the City must emphasize the why by featuring real riders and their personal stories.

Marketing efforts should move beyond the traditional peak commuter and target leisure riders and event-goers through a Transit for Fun initiative. By leveraging Austin's unique Keep Austin Weird culture and using humor in advertising, the City can make transit feel like an authentic part of the local lifestyle.

Additionally, Raftelis recommends the City close the feedback loop by clearly demonstrating how resident input has influenced specific decisions, thereby rebuilding trust with a skeptical public.

Driving a Culture Shift

Ultimately, the study concludes that a successful mode shift in Austin requires more than just new infrastructure; it requires a cultural transformation. Messaging should frame the choice to use transit as a civic contribution rather than a time-saving measure, encouraging residents to do their part for the community.

By partnering with trusted local influencers — ranging from neighborhood librarians and faith leaders to local business partners like H-E-B — the City can penetrate fragmented information landscapes and reach underserved populations more effectively. This integrated approach, combining operational excellence with authentic, localized outreach, provides a clear roadmap for Austin's transition to a more equitable and sustainable transportation future.

Transportation infrastructure is evolving in Central Texas, with large-scale investments being made in Austin’s first light rail system, enhancements to Interstate 35, expanded CapMetro Rapid transit lines and improvements to infrastructure for walking and biking.

A Changing Transportation Landscape

It’s a pivotal moment for the region, as it will soon offer residents more sustainable, multimodal travel options than ever before. Making it happen will not be easy, as construction activities will disrupt traffic patterns, limit access to key corridors and create new barriers to mobility. These impacts will be felt most directly by low-income and historically underserved communities.

Central Texas has had a car-centric culture for many decades. A significant shift in attitudes, beliefs and behaviors will be necessary to encourage travelers to transition away from single-occupancy vehicles to more sustainable modes of transportation. Making that shift requires understanding Central Texans’ current travel behaviors, perceptions and attitudes.

Research Goals and Objectives

The Raftelis Project Team sought to uncover the motivations, concerns and communication preferences of Central Texas residents to help the City and its partners design marketing and outreach strategies for travel behavior change that resonates, inspires and supports the region’s climate and equity goals.

• Understand how Central Texans travel daily and why so many continue to rely on their personal vehicles for routine travel.
• Identify the perceived and actual barriers that prevent residents from choosing alternative modes of transportation, such as public transit, biking, walking or carpooling.
• Understand the types of messages, narratives and advertising techniques that are most likely to influence commuting behavior and encourage mode shift.
• Identify the most trusted sources of information in Central Texas.

The findings from this research are summarized in this report and informed a list of recommendations that the City and its partners can use to develop a future marketing and outreach campaign aimed at fostering a cultural shift toward more sustainable travel behaviors.

Project Team

For this work, Raftelis assembled a multidisciplinary team, including members of Raftelis’ Strategic Communications Practice, its Creative Services Team, members of its Austin office and its Organizational Excellence Team.

Raftelis was also proud to partner with Austin-based consultant Bobbie Garza-Hernandez, whose deep community knowledge and cultural fluency was instrumental in guiding inclusive outreach. A professional and bilingual focus group moderator was also engaged to support the effort. Raftelis worked directly with staff from Austin’s Transportation and Public Works Department.

Timeline and Methodology

All fieldwork took place from July through early November 2025, with dedicated analysis and report development occurring through mid-January 2026. The approach was intentionally flexible, allowing the team to adapt in real time to community needs and emerging insights.

The methodology integrated both qualitative and quantitative research techniques to ensure a comprehensive understanding of transportation behaviors and attitudes across Central Texas’ diverse communities, particularly those most impacted by upcoming construction.

Qualitative methods included focus groups and structured interviews, and quantitative data was gathered through a digital survey hosted on SpeakUp Austin and distributed through a variety of outreach channels. All research tools and opportunities were available in English and Spanish.

Austin is the capital of the state of Texas. It is strategically situated in Central Texas, where the flat plains meet the rugged limestone terrain of the Texas Hill Country, with the Colorado River flowing through its center, forming Lady Bird Lake and Lake Austin.

A Growing Metropolis

As the fourth-largest city in the state, Austin has a population of 970,000, and the metropolitan area has ballooned to over 2.4 million residents, making it one of the fastest-growing regions in the United States. The City operates under a Council-Manager form of government, separating the policymaking of the elected mayor and Council from the daily execution handled by a professional City Manager.

This rapid expansion has resulted in a notably young demographic profile, with a median age typically in the low-to-mid 30s, largely driven by the presence of the University of Texas at Austin and the influx of young tech professionals.

The population is highly educated, with nearly half of all adult residents holding a bachelor’s degree or higher, contributing to a median household income that significantly exceeds the national average. This reflects the high cost of living and the City’s specialized job market.

While historically majority white, Austin is increasingly diverse. The Hispanic/Latino population represents approximately one-third of residents, and the Asian population is growing rapidly, though the City faces ongoing challenges related to equity and maintaining racial diversity amid significant gentrification.

Economically, Austin is a global powerhouse, known as “Silicon Hills” due to its concentration of high-tech industries. Companies like Apple, Google and Tesla all operate alongside the stable employment provided by state government agencies.

Austin’s identity extends far beyond technology and politics, as it proudly maintains the title of the “Live Music Capital of the World,” boasting hundreds of venues and hosting internationally renowned festivals like South by Southwest and the Austin City Limits Festival.

This cultural vibrancy is underpinned by a progressive, independent ethos, famously captured by the unofficial motto “Keep Austin Weird,” which promotes local businesses, eccentricity and a laid-back lifestyle centered around outdoor recreation, a thriving food truck scene and world-class Central Texas barbecue.

Challenges of Urban Mobility

Austin’s transportation infrastructure is defined by its heavy reliance on the highway system, which is currently under immense strain due to the region’s explosive population growth. The primary artery is Interstate 35, a critical national corridor that bisects the City and is notoriously one of the most congested highways in the United States, creating a severe bottleneck for both local commuters and interstate freight traffic.

Key alternatives for north-south travel include Loop 1, or MoPac, and US 183, supplemented by State Highway 130, a toll road offering a high-speed bypass designed to divert through-traffic away from the core urban area.

Public transportation is managed by the Capital Metropolitan Transportation Authority, or CapMetro, which operates a bus network and a limited but growing commuter rail line connecting the northern suburbs to downtown. However, with the majority of commuters relying on single-occupancy vehicles, TxDOT is constantly pursuing massive infrastructure projects, including the I-35 Capital Express Central project, to expand capacity and integrate high-occupancy vehicle lanes.

For air travel, Austin-Bergstrom International Airport serves as a vital regional and international hub, having undergone significant expansion to handle the massive increase in business and leisure travelers that accompany the City’s rapid economic growth. Despite ongoing investment, the transportation system remains perpetually challenged to keep pace with the sheer volume of daily movement through this rapidly urbanizing corridor.

Methodology

Raftelis developed a marketing plan to encourage public participation in the study. The plan outlined ways to raise awareness using earned, paid, owned and shared channels. It also included key messages, target audiences, marketing materials, timelines and a suggested advertising budget of $20,000 over four to six weeks.

Key Messages

The study aims to better understand how people in Austin and surrounding counties use transportation in their daily lives, and what influences their decisions. This information will help improve transportation options and how the City communicates about them.

Your input matters. Your experiences and choices help shape future transportation improvements.

You can take a survey or apply to participate in a focus group through SpeakUp Austin.

Focus group participants receive a $50 H-E-B gift card. Survey participants can enter to win one of ten $100 H-E-B gift cards.

• Drive Change: Participate in our transportation focus group.
• Transit Changes: Don’t get left behind.
• Make sure your voice is heard.
• Your Voice Matters: Help improve how we move around Central Texas.

Target Audiences

• Underserved and marginalized populations
• Lower-income commuters
• Aging populations
• Non-English speaking commuters
• Young professionals
• Gig workers
• Commuters from outside city limits
• Tourists and recreational users
• Students and community groups

Marketing Channels and Results

Methodology

To establish a baseline understanding of transportation issues in Central Texas, the project team reviewed existing research provided by the City. Key sources included:

• 2024 AA&U Benchmark Survey
• Austin Strategic Mobility Plan (2024)
• Transportation Demand Management Strategic Plan (2025–2029)
• CAMPO 2050 Regional Transportation Plan
• CapMetro Engagement Report (Round 1)
• Imagine Austin 2023 Plan

Research Highlights

Austin’s transportation system reflects past discriminatory policies. The 1928 Master Plan concentrated Black and Latino communities in East Austin, and the construction of Interstate 35 created a lasting physical and economic divide.

Today, Austin remains one of the most economically segregated major metro areas. Minority communities experience higher poverty rates, fewer high-frequency transit routes and increased displacement pressures, all of which deepen mobility challenges.

According to the Austin Strategic Mobility Plan, 74% of Central Texans drive alone to work, while the American Community Survey estimates 66%. Transit use remains low at about 4%, with carpooling at 11%.

Transit ridership has declined since 2008 despite population growth and increased investment. Meanwhile, active transportation infrastructure is concentrated in urban areas, leaving suburban and rural communities underserved.

During the pandemic, transit ridership dropped significantly but has since rebounded. At the same time, telework reduced drive-alone commutes and peak-hour congestion. Recent return-to-office trends have increased traffic, though not to pre-pandemic levels.

Many residents face challenges when considering alternatives to driving alone:

• Logistical: Infrequent service, long travel times and gaps in first- and last-mile connections
• Psychological: Car dependency and distrust of unreliable transit service
• Structural: Missing sidewalks, limited bike networks and restricted microtransit zones
• Equity: Safety concerns and digital access barriers that disproportionately affect underserved communities

Peer cities and local pilots demonstrate that improvements like microtransit expansion, light rail investment and reliable service can help increase transit use.

Existing plans aim to improve safety and access for all users, particularly those most impacted by transportation inequities. Programs like Community Connectors and transportation wallets help reduce barriers, but gaps remain in representation and language access.

• Travel behavior for non-commute trips
• First- and last-mile needs for non-car households
• Barriers to using micromobility options
• Reasons rural drivers avoid toll roads
• Long-term impacts of negative transit experiences

Overall, the research shows that Austin’s transportation system is shaped by inequities, evolving travel behavior and continued reliance on driving alone. Addressing these challenges will require targeted outreach, inclusive engagement and data-driven solutions.

Methodology

From early September through October 2025, ATPW administered a survey through SpeakUp Austin to better understand transportation habits, opinions and experiences across Central Texas. The survey was developed in collaboration with ATPW and City PIO teams and promoted through owned and paid media channels, including social media, print, radio and email lists.

Participation was incentivized through a drawing for ten $100 H-E-B gift cards. Survey results were downloaded from the site and analyzed by the project team.

Demographics

A total of 1,438 people participated in the survey, representing a range of demographic groups. The largest age group was 35 to 50 years old, followed by 18 to 34, 51 to 64 and 65 or older.

Half of respondents identified as female and 44% identified as male. A small share identified as non-binary or gender diverse, and some chose not to answer. Respondents identifying as white made up the largest racial or ethnic group, followed by Hispanic/Latino/Latina/Latinx, Black/African American and Asian/Asian American respondents. Respondents could select more than one option.

• 35–50: 38%
• 18–34: 29%
• 51–64: 20%
• 65+: 13%

Respondents also varied in income. Thirty percent reported an annual household income of more than $150,000, while 19% reported between $100,000 and $150,000. The remaining respondents were spread across lower income ranges.

• More than $150,000: 30%
• $100,000–$150,000: 19%
• $76,000–$100,000: 17%
• $51,000–$75,000: 14%
• $31,000–$50,000: 10%
• Less than $30,000: 10%

Respondents came from a variety of places across Central Texas. Most were from Travis County, while others came from surrounding counties and some from outside the region.

Among respondents from within Austin City Council districts, the largest share came from Districts 3, 4, 7 and 9.

Findings

Most respondents commute to work or school at least three days a week, and 41% commute five days or more. Nearly three-quarters of respondents, 72%, drive alone as their primary mode of transportation.

Smaller shares primarily use a bicycle or e-bike, the bus, or a carpool or vanpool. Convenience was the top reason for mode choice, followed by time, lack of alternatives and schedule flexibility.

Walking was the most common secondary mode, followed by rideshare and driving alone when that was not the respondent’s primary mode. Transit was also used as a secondary option, including both bus and rail.

For non-work or non-school trips, most respondents reported regular car use and limited use of transit, scooters or bikes.

• Not available where I live or work
• Takes too long
• Inconvenient transfers or walking connections
• Infrequent or unreliable service
• Safety concerns
• Prefer driving

The most common reason respondents gave for not using transit was that it was not available near home or work. Other major concerns included time, transfers, reliability and safety.

Nearly two-thirds of respondents said they do not combine multiple transportation modes in a single trip. Among those who do, the most common combination was walking and driving.

Respondents who use multiple modes most often cited saving time, costly parking, avoiding traffic, distance from parking and exercise as reasons for doing so.

Only one-third of respondents reported ever using a shared bike or scooter in Austin. Safety was the biggest barrier, followed by limited availability, cost and lack of familiarity with how the system works.

• Don’t feel safe: 43%
• Not available where needed: 34%
• Other: 19%
• Too expensive: 18%
• Don’t know how to use them: 14%
• Physical or disability limitation: 10%
• Don’t own a smartphone or app: 3%

I-35 Construction

Construction on I-35 is a significant concern for many respondents. Most reported being at least slightly concerned about how construction will affect their travel, and more than half said they plan to change how or when they travel.

Most respondents expect to avoid traveling in the area, while others said they may change their driving times or consider using another mode of transportation.

Methodology

In October 2025, the project team conducted 28 focus groups with 166 participants across Central Texas.

• 4 in-person groups with employees of large employers (48 participants)
• 17 in-person groups with the general public, including Spanish-language groups (92 participants)
• 7 virtual groups with residents in surrounding counties (26 participants)

Participants were recruited through employer partnerships, SpeakUp Austin, social media, print and radio ads, newsletters and community outreach. Incentives included $50 H-E-B gift cards.

A total of 284 applications were received, reviewed and narrowed to 190 qualified participants. Ultimately, 162 people were scheduled across groups.

• Carver Library
• Conley-Guerrero Senior Center
• Hampton Branch at Oak Hill Library
• Howson Library
• Little Walnut Creek Library
• Menchaca Road Library
• Millwood Library
• Montopolis Recreation Center
• Pleasant Hill Library
• Ruiz Library
• Spicewood Springs Library
• Twin Oaks Library

Virtual sessions were conducted via Zoom. Each group was facilitated by a moderator and a note-taker. Participants were guaranteed anonymity to encourage candid feedback.

• Transportation values and experiences
• Community perception and messaging
• Trust, access and influence
• Advice and insight

Findings

Participants in employee groups demonstrated a higher level of awareness of transportation systems and planning. Despite this, they still strongly preferred driving alone due to convenience and reliability.

• Driving is seen as the most dependable and efficient option
• Transit is perceived as unreliable, especially bus service
• Safety and comfort are key concerns, including weather exposure
• The transportation system is viewed as complex and difficult to navigate
• Limited transit options exist in outlying areas

Participants emphasized that service quality must improve before behavior-change campaigns can be effective. Additional suggestions included supporting telework, improving land use for walkability and connecting rail to the airport.

Most participants reported relying on personal vehicles for daily travel, with other modes used only in limited or specific situations.

• Convenience and flexibility
• Travel time efficiency
• Limited transit access
• Safety and security concerns

• Reliability and predictability: Confidence that the system will work as expected
• Convenience and time: Ease of use and efficiency
• Safety and security: Personal and infrastructure safety
• Accessibility and affordability: Usability for all communities

Some participants also mentioned cost and environmental impact, though these were secondary to reliability and convenience.

Participants expressed skepticism about transportation agencies, citing concerns about transparency, coordination and responsiveness to public input. TxDOT was perceived as focused on highways, while the City and CapMetro were seen as less transparent or under-resourced.

• Improved service reliability and frequency
• Clear, practical messaging with real benefits
• Incentives such as free or discounted transit
• Investment in underserved areas, especially South and East Austin
• More east-west transit connections

Participants emphasized that messaging alone will not drive behavior change. Improvements to the system must come first.

Methodology

In-depth interviews were conducted to explore beliefs, attitudes, and experiences related to transportation in Central Texas. These structured conversations were led by trained interviewers using a consistent guide to ensure comparable responses across participants.

Interviews were conducted between September and November 2025, either by phone or virtually, in English and Spanish. Each session lasted 30 to 45 minutes, with responses recorded by a notetaker and later analyzed to identify themes and insights.

A total of 17 interviews were completed with stakeholders representing a wide range of perspectives, including nonprofit organizations, artists, educators, healthcare professionals, community advocates and economic development leaders. Nine participants represented Hispanic and Latino communities in the Austin region.

While findings are not statistically representative, they provide valuable qualitative insight into community perspectives and lived experiences.

Findings

Most interviewees primarily rely on personal vehicles due to convenience, reliability and time efficiency. Many noted that the region’s infrastructure and culture are built around car use, reinforcing this behavior.

Some participants also described personal vehicles as a necessity and, in some cases, a status symbol. At the same time, concerns about traffic congestion, construction impacts and unsafe driving conditions were frequently raised.

Interviewees identified several barriers to adopting public transportation:

• Lack of shade and comfort at transit stops
• First- and last-mile connectivity challenges
• Distances that are too long for walking or biking
• Limited parking near transit
• Unreliable or infrequent service
• Limited access in outlying areas

Participants also noted gaps in basic infrastructure, such as sidewalks and safe waiting areas, particularly outside the urban core.

• Reliability and efficiency
• Safety
• Cost
• Accessibility and affordability
• Comfort
• Understanding how to use the system

Similar to focus group findings, interviewees expressed concerns about trust and transparency, particularly among underserved communities. Some described transportation agencies as disconnected from community needs and historical context.

Participants cited examples of routes being removed and feedback not being reflected in planning decisions. Others noted that traditional engagement methods may not effectively reach all communities and suggested more direct, community-based outreach.

Interviewees emphasized that improving system performance must come before efforts to change behavior. Building trust and demonstrating reliability were seen as essential first steps.

• Improve service reliability and frequency
• Increase transparency about decision-making and trade-offs
• Expand community-based outreach, including in-person engagement
• Provide clearer education about agency roles and services

Participants suggested that effective messaging should focus on practical benefits and be tied to real-world use cases. Examples included showing how to use transit to attend events or reach specific destinations.

Incentives, subsidies and targeted campaigns were also recommended, along with storytelling approaches that connect transit use to Austin’s culture and everyday life.

Across all discussions, participants emphasized that messaging alone will not drive change without meaningful improvements to the system itself.

Methodology

Intercept interviews are short, in-the-moment conversations conducted in high-traffic public locations to gather quick, contextual feedback. These interviews typically include only a few questions and capture real-time perceptions and experiences.

In October 2025, a total of 145 intercept interviews were conducted using a standardized set of seven questions. Interviews were offered in English and Spanish, though most participants chose English.

• Mueller Park (19)
• Goodwill on South Congress (19)
• Q2 Stadium (14)
• Churches in East Austin (78)
• Email follow-up with focus group applicants (10)
• Other locations, including hotel employees (5)

Findings

Most respondents relied on driving alone to reach their destination. The most common reasons were:

• Easiest option
• Most convenient
• Fastest option
• Only viable option

Overall, 86% of respondents reported driving as their primary mode of transportation across Central Texas. Only a small number reported using public transit.

The most important factors influencing travel choices were:

• Time, speed and efficiency
• Safety and reliability
• Cost and convenience
• Traffic and route conditions

About half of respondents said they would not consider using another mode of transportation. The most common reasons included:

• Transit takes too long
• Too many stops
• Routes are difficult to understand
• Safety concerns
• Limited availability or frequency
• Need for a car for children or equipment

Those open to alternative modes expressed conditional interest, noting that options would need to be more convenient, reliable and time-efficient. Some also mentioned using transit for specific trips, such as events or avoiding parking costs.

Among those who use transit, its value was often framed in terms of access for others, such as students or people without cars, rather than as a preferred option for themselves. Some respondents noted cost savings and environmental benefits.

Word of mouth and personal connections were the most trusted sources of information. Local news and social media platforms were also frequently mentioned, especially for real-time updates.

Official government sources were seen as credible but were not primary sources for day-to-day information.

• Personal relevance: Information that affects daily life, safety or finances
• Brevity and clarity: Short, easy-to-understand messaging
• Visual appeal: Bold design, strong visuals and engaging layout
• Community connection: Stories, shared experiences and local relevance

Methodology

To better understand real-world transit experiences, the project team created four personas and assigned routes to staff to complete using public transportation where possible. Each traveler documented their journey, including time, cost, comfort and challenges.

Findings

Across all personas, public transportation trips were significantly longer and more complex than driving. Barriers included limited accessibility, unreliable service, unclear information and gaps in first- and last-mile connectivity.

Methodology

It is valuable to consider how Austin’s Transportation Demand Management program compares with other TDM programs in the United States. In September and October 2025, the project team conducted one-hour interviews with leaders of TDM programs in six metropolitan areas.

This benchmarking helps ATPW understand how well its strategies, programs, tactics and resources align with peer programs and identify potential new strategies to enhance program effectiveness.

Interview participants were asked a series of questions about staff size and structure, transportation modes, communications and outreach efforts.

• Atlanta Regional Commission, Georgia
• North Central Texas Council of Governments, Dallas, Texas (NCTCOG)
• Metropolitan Washington Council of Governments, Washington, DC (MWCOG)
• Portland, Oregon
• Regional Transportation District, Denver, Colorado (RTD)
• Seattle, Washington

Communities at a Glance

Findings

• Employer partnerships remain one of the strongest levers for changing travel behavior.
• Practical benefits such as cost, convenience, time and safety tend to perform well.
• Different audiences respond to different messages, so segmentation matters.
• Pilot programs and creative activations can help test new ideas and build goodwill.
• Community-based distribution and outreach can be just as important as digital promotion.

Methodology

As a value-added service to the contract, Raftelis conducted a mini audit of staff communications and outreach practices to offer broader recommendations for optimizing existing strategies. The review also helped expand the project team’s understanding of ATPW’s communications structure, protocols and assets.

Staff shared communications protocols, an organizational chart, social media tactics, examples of earned media and newsletter approaches. The project team reviewed these materials, along with ATPW’s social media accounts, and developed the following observations and recommendations.

Findings

The public works communications team includes 19 employees, four of whom are temporary. Staff work across earned media, digital media, advertising and community engagement.

The team does not currently operate under a comprehensive strategic communications and outreach plan. Instead, communications are largely driven by seasonal issues and construction projects. Seasonal issues are often communicated through social media, while project communications typically rely on mailed fact sheets, direct email outreach and newsletter content to promote events.

The team also uses paid and organic social media, websites, surveys, open houses and block walks to share information and engage community members.

Owned Media

Earned Media

Staff reported strong relationships with transportation reporters at outlets such as KUT, KXAN and Community Impact. These outlets were also frequently identified by the community as trusted sources of information.

ATPW’s emphasis on accuracy, transparency and responsiveness appears to have supported these relationships and positioned the team well for future media engagement.

Social Media

Paid Media

ATPW tailors paid media to the needs of each division and program, recognizing that media needs vary significantly across teams and topics.

Paid media offers a unique advantage by enabling targeted, specific and measurable reach beyond what organic tactics can accomplish. This makes it particularly useful for reaching Austin’s underserved and harder-to-reach populations.

Opinions and Attitudes

Public transit faces a severe perception challenge driven by systemic concerns related to reliability, safety, convenience and inter-agency coordination.

Behaviors

• SOV default: Single-occupancy vehicles remain the primary mode of travel because driving is seen as the safest, fastest and most reliable option, despite congestion. Personal vehicles also provide a strong sense of control.
• Safety inhibits micromobility: Biking and scootering are not viewed as realistic options for most people. Safety concerns, especially missing sidewalks and unsafe crossings, are major barriers to adoption.
• I-35 as a catalyst: Upcoming I-35 construction is expected to force meaningful changes in travel behavior, with more than half of survey respondents saying they plan to alter their patterns.

News and Information Consumption and Trusted Sources

The following recommendations outline strategic actions the City can take to address the barriers that keep Central Texans from adopting public modes of transportation. These recommendations include both operational and communications strategies.

The first group focuses on actions that may be achievable in the near term with relatively modest investment. The second group includes more complex or costly strategies that may take longer to implement.

Near-term, 0–24 Month Focus

Long-term, 24+ Month Focus

To effectively increase public transportation adoption, community messaging should address both practical knowledge gaps and motivational barriers. This framework organizes key messaging ideas into two categories: foundational rider education and community mindset shifts.

Foundational Rider Education and Navigation

Community Mindset and Cultural Shifts