Supporting the Launch of Northern Colorado’s First Transportation Management Organization

Transportation is the largest source of greenhouse gas (GHG) emissions in Colorado, with passenger vehicles contributing significantly. To tackle this challenge, state legislation HB19-1261 set bold goals: a 90% reduction in GHG emissions (compared to 2005 levels) by 2050. Achieving this target requires transformative strategies—chief among them, Transportation Demand Management (TDM).

Recognizing the importance of TDM, the North Front Range Metropolitan Planning Organization (NFRMPO) outlined the creation of a Transportation Management Organization (TMO) in its 2050 Regional Transportation Plan and TDM Action Plan. The need for TDM strategies is also embedded in State Procedural Directive 1601.1, which aims to reduce traffic and ensure the long-term operability of Colorado’s highway system.

To bring this vision to life, NFRMPO is leading the establishment of GoNoCo34, the first-ever TMO in Northern Colorado. Serving communities along the US34 corridor—from Estes Park to Kersey—this TMO will promote sustainable travel options, reduce congestion, and improve regional connectivity.

How We Helped

Steer played a central role in supporting the development and successful launch of GoNoCo34. Working in close collaboration with NFRMPO and local stakeholders, our team provided a full range of services to shape the TMO’s strategy, structure, and brand.

We helped:

• Define the organizational structure, including the formation of the Board of Directors, development of bylaws, and a robust work plan
• Establish a membership model and identify grant and funding opportunities to ensure long-term sustainability
• Develop a Marketing and Outreach Plan to raise awareness and promote sustainable travel choices among key audiences
• Support the launch and ongoing operations through the implementation of the TMO Service Plan

GoNoCo34 was also designed to act as a key liaison between the NFRMPO, the GoNoCo34 Board, and the communities along US34—advocating for sustainable transport solutions that support local and regional climate goals, improve access, and strengthen partnerships.

Successes & Outcomes

Transportation Management Organizations like GoNoCo34 play a vital role in putting TDM strategies into action. They act as operational hubs for community outreach, marketing, advocacy, and innovation in transportation.

In November 2024, GoNoCo34 officially launched, marking a significant milestone for the region. The TMO will serve multiple communities in Larimer and Weld counties, including Evans, Greeley, Loveland, Johnstown, Kersey, Windsor, and Estes Park.

Its work will extend beyond local governments to include:

• Employers
• Real estate developers
• Chambers of Commerce
• Advocacy groups
• And other partners committed to expanding mobility options

By connecting people to opportunities, encouraging active and shared transportation, and reducing reliance on single-occupancy vehicles, GoNoCo34 will play a key role in shaping a more sustainable, accessible, and connected future for Northern Colorado.