If congestion pricing fails...
Try bribery. At least that's the plan in Seattle, where Mayor Greg Nickels is offering gift certificates and prizes for folks willing to go without their cars.
Those who pledge to drive less can get discounts from an organic grocery delivery service or REI.
commit to reducing commute trips for several months, and receive a $150 cash card. Sell or donate a car, and receive $200 in gift certificates for bus passes or REI; a $100 discount to Tiny's Organic; $50 off a Zipcar membership; free membership in the Cascade Bicycle Club and Bicycle Alliance of Washington; and a signed proclamation from the mayor.
And those who already drive can have their names submitted for a quarterly raffle for an IPhone.
All of which sounds very Seattle to us.