Since 1994, Minnesota transportation policy leaders have made several attempts to implement a value pricing project in the Twin Cities area. A joint effort involving the Minnesota Department of Transportation, the Metropolitan Council, and the University of Minnesota's Hubert H. Humphrey Institute of Public Affairs has led to an increased awareness by transportation, political, business, environmental, and other community leaders that variable road pricing is integral to a long-term congestion management strategy. In 2003 the Minnesota state legislature with the support of the governor and lieutenant governor passed legislation allowing user fees for single-occupant vehicles in high-occupancy vehicle lanes. Minnesota is considering the implementation of express lanes, also known as high-occupancy toll lanes, on I-394 as the first test bed for value pricing in Minnesota. Minnesota's education and outreach efforts offer lessons for other states and regions considering value pricing projects: local political champions are critical for the success of any value pricing effort; a communications strategy is necessary to make sure that a range of public interests is addressed; an initial demonstration project must be both technically and politically feasible; and a long-term approach undeterred by short-term setbacks is essential.