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Price County 

Local Road Safety Plan

2022

Source: Price County
ii 

Contents 

Acknowledgements................................................................................................................................................... iv 

Acronym List............................................................................................................................................................... v 

Executive Summary ................................................................................................................................................... 1 

Introduction............................................................................................................................................................... 3 

Safe System Approach............................................................................................................................................... 6 

Local Road Safety Plan (LRSP) Process ...................................................................................................................... 8 

Establish Leadership .............................................................................................................................................. 8 

Analyze Safety Data............................................................................................................................................... 8 

Determine Emphasis Areas ................................................................................................................................... 9 

Identify Strategies.................................................................................................................................................. 9 

Prioritize and Incorporate Strategies .................................................................................................................. 10

Evaluate and Update ........................................................................................................................................... 10

Price County LRSP Vision, Mission, and Goal .......................................................................................................... 11

Vision ................................................................................................................................................................... 11

Mission ................................................................................................................................................................ 11

Goal...................................................................................................................................................................... 11

Existing Efforts......................................................................................................................................................... 12

Data Analysis ........................................................................................................................................................... 17

Introduction......................................................................................................................................................... 17

Crash Analysis: Emphasis Area Establishment .................................................................................................... 18

Crash Trends and Systemic Safety Analysis......................................................................................................... 20

High Injury Network (HIN)................................................................................................................................... 23

Emphasis Areas........................................................................................................................................................ 26

Emphasis Area 1: Lane Departure ...................................................................................................................... 27

Emphasis Area 2: Speeding................................................................................................................................. 30

Emphasis Area 3: Impaired Driving..................................................................................................................... 32

Emphasis Area 4: Younger Drivers...................................................................................................................... 34

Implementation and Evaluation.............................................................................................................................. 36

Funding Sources .................................................................................................................................................. 37

Price County Strategies and Action Items for Implementation........................................................................... 38

Appendix.................................................................................................................................................................. 56
iii 

Roadway Departure Crashes (KABCO)-Fixed Objects, 2016-2020 ...................................................................... 57

Roadway Departure Crashes (KABCO)-Curve Related, 2016-2020 ..................................................................... 58

Speeding-Related Crashes (KABCO), 2016-2020 ................................................................................................. 59

Impaired Driving-Related Crashes (KABCO), 2016-2020 ..................................................................................... 60

Impaired Driving Crashes Involving Speeding and Improper Use of Occupant Protection Devices (KABCO), 

2016-2020............................................................................................................................................................ 61

Younger Driver-Related Crashes (KABCO), 2016-2020........................................................................................ 62

Older Driver-Related Crashes (KABCO), 2016-2020 ............................................................................................ 63

Intersection-Related Crashes (KABCO), 2016-2020 ............................................................................................ 64

Motorcycle-Involved Crashes (KABCO), 2016-2020 ............................................................................................ 65
iv 

Acknowledgements

The following partners have contributed to the development of this Local Road Safety Plan:

Price County Highway Department

Price County Sheriff 

Price County Traffic Safety Commission (TSC)

Marshfield Health System

City of Park Falls Police Department

Wisconsin Department of Transportation (WisDOT), Bureau of Traffic Operations

Wisconsin Department of Transportation (WisDOT), Bureau of Transportation Safety (BOTS)

Wisconsin Department of Transportation (WisDOT), Division of State Patrol

Wisconsin Law Enforcement Liaison (LEL) 

Northwest Regional Planning Commission (NWRPC)

Wisconsin Local Technical Assistance Program (LTAP)

Federal Highways Administration (FHWA) Wisconsin Division

FHWA Resource Center

FHWA Office of Safety

National Highway Traffic Safety Administration (NHTSA), Regional Program Manager
v 

Acronym List 

A Suspected Serious Injury Crash

B Suspected Minor Injury Crash

BOTS Bureau of Transportation Safety 

C Possible Injury Crash

CMF Crash Modification Factor 

CTH County Trunk Highway 

FARS Fatality Analysis Reporting System 

FHWA Federal Highway Administration 

HIN High Injury Network

HSIP Highway Safety Improvement Program 

HSP Highway Safety Plan 

ISP Intensive Supervision Program 

K Fatal Crash

KA Fatal and Severe Injury Crash 

KABC Fatal and All Injury Crash 

KABCO All Crashes, including Property Damage Only 

LEL Law Enforcement Liaison 

LRSP Local Road Safety Plan 

NHTSA National Highway Traffic Safety Administration 

NWRPC Northwest Regional Planning Commission 

O Property Damage Only

OWI Operating While Impaired 

RSA Road Safety Audit

SHSP Strategic Highway Safety Plan

TOPS Wisconsin Traffic Operations and Safety Laboratory

TSC Traffic Safety Commission 

WisDOT Wisconsin Department of Transportation 
1 

Executive Summary

This Local Road Safety Plan (LRSP) reflects Price County’s commitment to improving transportation safety for all 

users and eliminating traffic fatalities and serious injuries on the County owned and maintained roadways. With

support of the Price County Traffic Safety Commission (TSC), the Price County Highway Department initiated the 

development of this LRSP, through engagement of a multi-disciplinary stakeholder group comprised of federal, 

state, and local representatives from the 4E’s (engineering, enforcement, education, emergency response) and 

other stakeholders and two workshops. These partnerships and collaborative efforts recognize a shared 

responsibility, establishing a fifth E-everyone, to eliminate fatal and serious injury crashes and provide the 

opportunity to share knowledge, leverage resources, and maximize implementation of the LRSP. The Price 

County LRSP focuses on the 221 miles of County Trunk Highway system. It does not include those roadways 

owned and maintained by the Wisconsin Department of Transportation (WisDOT). 

A LRSP is a Federal Highway Administration (FHWA) Proven Safety Countermeasure1 that provides a framework 

for identifying, analyzing, and prioritizing roadway safety improvements on local roads. The LRSP development 

process and content are tailored to local issues and needs. The process results in a prioritized list of issues, risks, 

actions, and improvements that can be used to reduce fatalities and serious injuries on local roads. 

The Price County LRSP aligns with the 2017-2020 Wisconsin Strategic Highway Safety Plan (SHSP)2 and 

Wisconsin’s zero fatality goal. It adopts the Safe System approach3 which is based on the principles that the 

human body is vulnerable, humans make mistakes, and it is unacceptable that these mistakes result in death 

and serious injury.

LRSP’s Vision, Mission, and Goal are:

Vision: Eliminate ALL deaths and life-changing injuries on Price County roadways so everyone arrives home 

safely.

Mission: Through a County-wide collaborative effort seek to change the safety culture of Price County and 

use a data-driven and fiscally responsible approach to implement proactive measures that reflect 5E's 

(EVERYONE, Engineering, Education, Enforcement, and Emergency Response) to eliminate fatalities and 

injuries on all County roads.

Goal: Price County’s ultimate goal is to save lives and reduce serious injuries. To achieve this, Price County’s 

goal is to reduce traffic fatalities to zero and serious injuries to 50% or more by 2030.

Developed using the collaborative six step process documented by FHWA, the intent of the Price County LRSP is 

to: 

• Achieve significant reduction in traffic fatalities and serious injuries on the Price County Trunk Highway 

system. 

• Complement the County’s efforts to develop and implement a master transportation plan.

• Leverage partnerships and resources to maximize implementation of this plan. 

1 FHWA, Office of Safety, Proven Safety Countermeasures, https://safety.fhwa.dot.gov/provencountermeasures/ 2 Wisconsin Department of Transportation, 2017 - 2020 Strategic Highway Safety Plan (SHSP), 

https://wisconsindot.gov/documents/safety/education/frms-pubs/strategichwy-17-20.pdf

3 FHWA, Office of Safety, Safe System Approach flyer, SA-20-015, 

https://safety.fhwa.dot.gov/zerodeaths/docs/FHWA_SafeSystem_Brochure_V9_508_200717.pdf
2 

• Identify strategies and action items based on data analysis and crash trends.

• Prioritize needed roadway safety improvements.

• Increase awareness of road safety and risks through education and enforcement. 

• Develop support for funding applications.

Analysis of safety data (crash, roadway, and traffic volume) provided by the WisDOT and the Price County 

Highway Department from 2016 to 2020 guided the development of this LRSP. A total of 95 crashes occurred on 

Price County Trunk Highway system leading to 3 fatal crashes, 6 suspected serious injury crashes, 16 suspected 

minor injury crashes, and 11 possible injury crashes. The analysis showed the following:

• Price County residents represented 68 percent of the fatalities and injuries.

• Wisconsin residents represented 95 percent of the fatalities and serious injuries.

• Lane departure represented 44 percent of the fatal and injury crashes.

• Speeding represented 31 percent of the fatal and injury crashes.

• Impaired driving represented 19 percent of the fatal and injury crashes. 

• Younger drivers (age 16 to 19 years) represented 14 percent of the fatal and serious injury crashes.

• Fatal and injury crashes involving speeding and impaired driving often included unrestrained occupants.

• Over 50 percent of the fatal and injury crashes occurred on five percent of County roadways.

The Price County stakeholders identified the following LRSP emphasis areas based on discussion and data 

analysis: 

• Lane Departure.

• Impaired Driving.

• Speeding.

• Younger Drivers.

The Price County stakeholders identified strategies and action items for each of these emphasis areas. Each 

strategy and action item incorporates the Safe Systems elements of safe roads, safe road users, and safe speeds. 

Example strategies and action items include the following: 

• Install, enhance, and maintain center line and edge line pavement markings.

• Enhance curve delineation (advance curve warning signs, chevrons, reflective strips on sign posts).

• Use radar speed feedback signs.

• Integrate enforcement of speed, impaired driving, distracted driving, and seat belt use laws.

• Expand current education and outreach efforts that focus on safe road users.

• Adopt and implement Zero in Wisconsin4

 

The County will use the LRSP to supplement its Five-Year Transportation Plan and help guide decisions on 

maintenance activities as well as programmed and other potential future projects. The LRSP is viewed as a living 

document that can be updated to reflect changing needs and priorities of Price County and align with the 

Wisconsin SHSP. The Price County TSC will provide a forum for collaboration and help oversee implementation 

of the LRSP. By using the Safe System approach during LRSP implementation, Price County and its stakeholders 

can potentially reduce traffic fatalities and serious injuries on the Country Trunk Highway system.

4 Wisconsin Department of Transportation, Zero in Wisconsin webpage, https://zeroinwisconsin.gov
3 

Introduction 

Price County is in upper north central Wisconsin (See 

Figure 1) and is one of ten counties that are a part of the 

Northwest Regional Planning Commission (NWRPC). 

Established by Wisconsin State Statute 83.0135

, the Price 

County has a Traffic Safety Commission (TSC) which 

serves as a community-level, multi-disciplinary board 

that focuses on the safety needs and issues of the 

County. The County is rural and has several thousands of 

acres of public forest lands (See Figure 2). It has several 

small towns, villages, and cities with the largest being the 

City of Park Falls and City of Phillips (See Figure 3). The 

population of Price County is approximately 14,000, 

reflecting a decline of over 5 percent from 2010. This 

decline has led to a reduction in the workforce, a loss of 

the number of businesses, slower economic activity, and 

a median income lower than the statewide average. The 

median age for the County is 51.6, older than the 

statewide median age of 39.5. Over 80 percent of the 

County residents live and work within the County. Of the 

individuals injured or killed in a crash in Price County, 68 

percent live in Price County and 95 percent are

5 Wisconsin State Legislature, State Statute 83.013, County Traffic Safety Commissions, 

https://docs.legis.wisconsin.gov/statutes/statutes/83/013

© © Wis Wisconsin Department of Transportation (Wis consin Department of Transportation (WisDOT DOT) ) 

Figure 1. Graphic. Wisconsin County Map.

Figure 2. Photograph. Big Falls, Price County, Wisconsin (Source: Price County) 
4 

Wisconsin residents. This

means safety is a local issue for 

Price County as it affects the 

people that live and work in 

the County. 

Most of the travel demands on 

the County’s roadway system 

come from the motorists 

residing within Price County.

The Price County Highway 

Department is responsible for 

221 miles of paved rural twolane County Trunk Highway 

(CTH) (See Figure 3 and the 

roadways with the letter 

designation, e.g., CTH-D). The 

townships and municipalities 

within the County have 

jurisdiction of their own roads. 

The Price County TSC

membership includes

representatives from highway 

engineering, law enforcement, 

behavioral safety, education, 

the legal profession, medicine, 

and citizen groups concerned 

about traffic safety in Price 

County. The TSC reviews and 

evaluates crash data and other 

local traffic safety issues specific to the County and meets quarterly to discuss and coordinate efforts to improve 

safety in the County. The Price County TSC and its stakeholders are committed to eliminating traffic fatalities 

and serious injuries.

The roles and responsibilities of the Price County TSC create a foundation to develop and implement a Local 

Road Safety Plan (LRSP) to address the safety needs of the County. A LRSP is a Federal Highways Administration 

(FHWA) Proven Safety Countermeasure6 that provides a strategic data-driven framework for identifying, 

analyzing, and prioritizing roadway safety improvements on local roads. The LRSP development process and 

content are tailored to local issues and needs. The process results in a prioritized list of issues, risks, actions, and 

improvements that can be used to reduce fatalities and serious injuries on local roads. 

The Price County Highway Department championed the development of the Price County LRSP which was 

supported by the Price County TSC. Developed through a series of workshops with input from a multi6 FHWA, Office of Safety, Proven Safety Countermeasures, https://safety.fhwa.dot.gov/provencountermeasures/

Figure 3 Graphic. Price County boundaries (Source: Price County).
5 

disciplinary group representing engineering, enforcement, education, emergency response, and other safety 

stakeholders, this LRSP considers the unique and diverse issues specific to Price County. It incorporates many of 

the principles and elements of the Safe System approach.

7 The Price County LRSP aligns with the 2017-2020 

Wisconsin SHSP,

8 which is in the process of being updated, and focuses on Price County Trunk Highway system. 

It will guide decisions on programmed and future projects. This Price County LRSP seeks to leverage federal, 

State, and local resources to address the safety needs of all community members in the County, particularly 

those populations that may be traditionally underserved including persons living in rural areas, lower income 

areas, and elderly or persons with disabilities. The intent of this LRSP is to: 

• Achieve a significant reduction in traffic fatalities and serious injuries on the Price County Trunk Highway 

system. 

• Complement the County’s efforts to develop and implement a master transportation plan.

• Leverage partnerships and resources to maximize implementation of this plan. 

• Identify strategies and action items based on data analysis and crash trends.

• Prioritize needed roadway safety improvements.

• Increase awareness of road safety and risks through education and enforcement. 

• Develop support for funding applications.

7 FHWA, Office of Safety, Safe System Approach flyer, SA-20-015, 

https://safety.fhwa.dot.gov/zerodeaths/docs/FHWA_SafeSystem_Brochure_V9_508_200717.pdf

8 Wisconsin Department of Transportation, 2017 - 2020 Strategic Highway Safety Plan (SHSP), 

https://wisconsindot.gov/documents/safety/education/frms-pubs/strategichwy-17-20.pdf
6 

Safe System Approach

The Price County LRSP adopts the Safe System approach9

(See Figure 4) which aims to eliminate traffic fatalities and 

serious injuries for all roadway users. It is based on the 

principles that the human body is vulnerable, humans make 

mistakes, and it is undesirable that these mistakes result in 

death and injury. It is in the best interest of the travelling 

public to design and operate the roadway system to keep 

impact energy on the human body at tolerable levels. Shared 

responsibility by all stakeholders is key, making it important 

that the stakeholders are collaborative and engaged partners 

when developing and implementing a safety program and 

the Price County LRSP. 

The Safe System approach moves beyond the traditional 

approach of reacting strictly based on crash history by 

proactively identifying risk factors associated with severe 

crash types and implementing safety countermeasures 

systemically based on those factors. This LRSP includes the 

systemic implementation of strategies. All parts of the 

transportation system need to be strengthened to build in redundancy to accommodate failures of the system. 

Examples of redundancy to curtail speeding include the installation of curve warning signs to alert motorists of 

conditions in which a slower speed is necessary combined with speed feedback signs and education and 

enforcement campaigns that address behaviors that may result in crashes.

The Safe System approach considers the five elements of a safe transportation system: safe road users, safe 

vehicles, safe speeds, safe roads, and post-crash care. These elements accommodate human error and 

encompass the 4E’s of safety. The Safe System approach recognizes road safety is a shared responsibility for all 

road users. Road users represent all persons regardless of mode of travel. A road user’s capabilities may be 

influenced by factors such as age, level of impairment, and other behaviors. System owners and other 

stakeholders can use engineering, enforcement, and education strategies to address these limitations and 

encourage behavior change. Safe vehicles incorporate technology and other features to prevent crashes from 

occurring, and if they do, reduce the severity of a crash. Safe speeds increase the likelihood of an individual 

surviving a crash. Appropriate speed limits and signing, as well as radar speed feedback signs, help reduce the 

speed of users. These can be reinforced with enforcement and education campaigns. Safe roads incorporate 

strategies during planning, design, construction, maintenance, and operations to prevent crashes and manage 

impacts to keep kinetic energy at tolerable levels should a crash occur. Post-crash care is critical when a crash 

occurs, and a person is injured. Addressing response times of first responders to a crash scene is critical for 

survivability. 

9 FHWA, Office of Safety, Safe System Approach flyer, SA-20-015, 

https://safety.fhwa.dot.gov/zerodeaths/docs/FHWA_SafeSystem_Brochure_V9_508_200717.pdf

Figure 4. Graphic. Safe Systems Approach (FHWA, n.d.). 
7 

Ultimately, the Safe System approach puts safety at the forefront and shifts how transportation investments are 

prioritized. Price County and its stakeholders, through their combined efforts and application of the Safe System 

approach during the development and implementation of the Price County LRSP, can potentially reduce traffic 

fatalities and serious injuries on its roadways.
8 

Local Road Safety Plan (LRSP) Process 

LRSPs are one of several FHWA Proven Safety 

Countermeasures and are developed using a six-step 

process (See Figure 5). The following sections describe 

each step taken to develop this LRSP. The Price County

LRSP considers the unique needs and issues specific to the 

Price County roadway system and the users of these 

roadways and integrates the principles and elements of a 

Safe System approach where applicable. It builds upon 

past and ongoing safety activities using FHWA’s Proven 

Safety Countermeasures and behavioral strategies from 

National Highway Transportation Safety Administration’s 

(NHTSA) Countermeasures That Work10. These activities 

reflect the Safe System elements of safe roads, safe road 

users, and safe speeds. The LRSP supports the Wisconsin 

SHSP and the goals and strategies to eliminate traffic 

fatalities and serious injuries. Implementation of this plan 

is key to improving safety on the County roadways and 

has been kept in the forefront during the LRSP

development process. 

Establish Leadership

Price County Highway Department championed the development of the LRSP. The Price County TSC, which is 

comprised of multi-disciplinary state, local, and private stakeholders, committed to serving in a leadership role 

through the development and implementation of the LRSP. As the safety champion, the Price County Highway 

Department engaged safety stakeholders representing 4E’s: engineering, enforcement, education, and 

emergency response, to provide input into the development of the LRSP. These partnerships and collaborative 

efforts recognize a shared responsibility, establishing a fifth E-everyone, to eliminate fatal and serious injury 

crashes and provide the opportunity to share knowledge, leverage resources, and maximize implementation of 

the LRSP. 

Analyze Safety Data

Safety data (i.e., crash, traffic, roadway data) analysis for the period of 2016 to 2020 identified crash trends and

risk factors specific to Price County roadways. It also identified specific County roads as High Injury Network 

(HIN) that have a higher concentration of fatal and injury crashes. Safety data was provided by WisDOT. Severity 

of crashes is based on the KABCO scale which corresponds to the severity of the injuries as assessed by law

enforcement responding to investigate the crash scene. A fatal crash is “K;” suspected serious injury crash is “A;” 

suspected minor injury crash is “B;” possible injury crash is “C;” and property damage only crash is “O.” The 

analysis included fatal and injury (KABC) and all (KABCO) crashes and included the surrounding eight counties for 

10 NHTSA, Countermeasures That Work: A Highway Safety Countermeasure Guide for State Highway Safety 

Offices, 10th Edition, 2020 (nhtsa.gov)

Figure 5. Graphic. LRSP development process (FHWA,2018).
9 

purposes of comparing crash trends. Crash trees helped to identify factors for systemic application of safety 

countermeasures. 

Determine Emphasis Areas

Emphasis areas in a LRSP enable the safety stakeholders to better focus available resources. The Wisconsin SHSP 

contains ten emphasis areas selected based on analysis results for the period of 2012 to 2016. Safety 

stakeholders considered the Wisconsin SHSP emphasis areas and the corresponding data analysis results for 

Price County for this similar period as well as for the period of 2016 to 2020. They selected the following four 

emphasis areas for the Price County LRSP. 

• Lane Departure.

• Impaired Driving. 

• Speeding. 

• Younger Drivers.

Identify Strategies

Based on the selected emphasis areas, data analysis results, and local knowledge, the stakeholders discussed 

and identified various multi-disciplinary countermeasures for inclusion in the Price County LRSP. The discussion 

included physical constraints of the roadways, the different types of road users, and past efforts. Many of the 

action items include or build on current on-going activities such as adding paved shoulders on the inside of 

curves, providing enhanced pavement markings (See Figure 6), enforcement for impaired driving and speeding, 

and outreach/education campaigns. Several of these are also identified in the Wisconsin SHSP and are 

considered as effective countermeasures by FHWA and NHTSA. They also align with elements of the Safe System 

approach such as safe roads, safe road users, and safe speeds. 

©Price County Highway Department

Figure 6. Photograph. Rural two-lane Price County Trunk Highway D (CTH-D) with pavement markings and aggregate shoulders. 

(Source: Price County)
10

Prioritize and Incorporate Strategies

Each emphasis area in the Price County LRSP includes a series of strategies and action items. The stakeholders 

considered each strategy and action item and the feasibility of implementation as well as the location and 

method of implementation (e.g., proactive systemic approach) during the process to prioritize them. The 

strategies and action items are listed in the Emphasis Area section of the LRSP. Each action item is listed in 

priority order and includes the lead agency and partners, method of application, priority locations and corridors 

to focus immediate implementation efforts, potential funding sources, and an implementation time frame. It 

also includes the associated Safe System approach element. 

Evaluate and Update

Safety stakeholders including planners, designers, builders, operators, maintenance workers, law enforcement, 

post-crash personnel, system users and other stakeholders all have a shared responsibility to reduce traffic 

fatalities and serious injuries on the County Trunk Highway system. The implementation of strategies and action 

items identified in this LRSP by stakeholders is key to achieving the goal set forth in this LRSP. The LRSP is a living 

document that should be evaluated and updated periodically. Tracking the allocation of resources, positive 

changes in user behavior, and the reduction in crashes as the various strategies and action items are 

implemented can be the mechanism with which the County and its safety stakeholders evaluate the 

effectiveness of the LRSP implementation. This also will assist the County and its stakeholders to identify new 

action items or those that should be expanded, determine necessary resources for implementation, and pursue 

grant opportunities. The expected update of 2017-2020 Wisconsin SHSP is 2022. The Price County LRSP aligns 

with the current and the updated State SHSP. It is important that the Price County LRSP continues to align with 

the Wisconsin SHSP to leverage safety resources. The County may also consider aligning the update of the Price

County LRSP with that of the County’s Five-Year Capital Improvement/Road Maintenance Plan. This provides an 

opportunity to integrate strategies and action items into projects, ultimately advancing the implementation of 

the LRSP. 
11

Price County LRSP Vision, Mission, and Goal 

The Price County stakeholders established the LRSP Vision, Mission, and Goal statements during the stakeholder 

workshops. These statements reflect two of the Safe System approach principles that death and serious injuries 

are unacceptable and shared responsibility by all stakeholders is necessary. The vision for the LRSP 

demonstrates the intent that all users of the Price County Trunk Highway system reach their destination safely

and mirrors the Wisconsin SHSP and Highway Safety Plan (HSP). The mission statement recognizes that a 

collaborative effort by EVERYONE is necessary to achieve the reductions in traffic-related fatalities and serious 

injuries set forth by the goal. Strategies and action items identified in this LRSP reflect Safe System elements 

such as Safe Roads, Safe Road Users, and Safe Speeds and support achieving the Vision, Mission, and Goal

statements. 

Vision

Eliminate ALL deaths and life-changing injuries on Price County roadways so everyone arrives 

home safely.

Mission

Through a County-wide collaborative effort seek to change the safety culture of Price County and 

use a data-driven and fiscally responsible approach to implement proactive measures that reflect 

5E's (EVERYONE, Engineering, Education, Enforcement, and Emergency Response) to 

eliminate fatalities and injuries on all County roads.

Goal

Price County’s ultimate goal is to save lives and reduce serious injuries. To achieve this, Price 

County’s goal is to reduce traffic fatalities to zero and serious injuries to 50% or more by 2030.
12

Existing Efforts 

Price County owns and maintains 221 miles of paved rural two-lane roads, some of which are very low volume 

when compared to key routes in the County. The lettered roads on the map in Figure 7 represents the Price 

County Trunk Highway system. These roadways are at least 22-feet wide, mostly striped with at least centerline 

pavement markings, include aggregate shoulders, and are straight with occasional curves along the corridors. 

While these corridors are heavily wooded, they do not have trees near the roadside or steep foreslopes. 

Figure 7. Graphic. Map of Price County Trunk Highway (CTH) System (Source: WisDOT, 2022)
13

The Price County TSC places an emphasis on the safety of all road users and, through its efforts, provides the 

forum to coordinate the traffic safety activities in the County. The TSC meets quarterly and uses data from crash 

reports, traffic enforcement violations, information provided by WisDOT, and citizen complaints to focus its 

efforts. The Anatomy of Price County11 and the Community Maps12, both of which are maintained by the 

University of Wisconsin-Madison’s Traffic Operations and Safety (TOPS) Laboratory, are a data source that helps 

the County examine its safety issues and identify countermeasures.

Price County and its stakeholders have

implemented a variety of activities to 

reduce the frequency and severity of 

crashes. These have included 

infrastructure improvements, 

enforcement, education, emergency 

response and other health services

initiatives to help improve traffic safety. 

To maximize resources and based on 

available funding, the Price County 

Highway Department considers the 

inclusion of a safety improvement in its 

larger capital improvement projects. 

These may consist of treatments such as 

paved shoulders, updated center line and 

edge line pavement markings, signing,

and upgraded guardrail and end 

terminals, similar to the improvement of 

County Trunk Highway W (CTH-W)

shown in Figure 8. 

Low-cost safety treatments such as pavement markings and signs have been a focus for Price County and are

often accomplished through on-going maintenance efforts. Price County Highway Department uses a computerbased sign inventory with GPS tracking and reflectivity ratings for all signs. To increase the visibility of the signs, 

the County now adds reflective strips to signs. Price County Highway Department annually re-stripes 

approximately 20 percent of its County Trunk Highway system. The Price County Highway Department now adds

edge lines to its higher volume roadways to enhance the visibility of the travel lane and reduce lane departure 

crashes on the County Trunk Highway system. Figure 9 shows the recent addition of edge lines to County Trunk

Highway D (CTH-D). The recent improvement of County Trunk Highway YY (CTH-YY) included new centerline 

striping, delineators, and signage to improve traffic safety. 

Other existing efforts to mitigate crashes that result from a driver leaving the lane of travel include constructing

1.5-foot paved shoulders on the inside of curves to provide drivers with more recovery area should they leave 

11 https://transportal.cee.wisc.edu/partners/communitymaps/tsc_resources/CM%20profile%20files/2021/Price_2021.html 

12 https://transportal.cee.wisc.edu/partners/community-maps/crash/search/BasicSearch.do 

© Price County Highway Department

Figure 8. Photograph. Price County Trunk Highway W (CTH-W): Paved 

shoulders, pavement markings, and upgraded guardrail.(Source: Price County)
14

their lane of travel. The paved shoulders 

extend 200 feet in advance and past the 

end of a curve. The Price County Highway 

Department plans to install paved 

shoulders along the entire length of 

County Trunk Highway E (CTH-E). To 

address potential drop-offs at the edge of 

pavement, the County incorporated the 

SafetyEdgeSM13 on its major capital 

improvement projects. The County plans 

to implement the SafetyEdgeSM on County 

Trunk Highway F (CTH-F), from Wisconsin 

State Highway 13 to County Trunk

Highway S (CTH-S) as well as County Trunk

Highway E (CTH-E). 

Most of the motorcycle crashes in Price 

County are related to lane departure. To 

prevent loose aggregate from minor 

sideroads encroaching onto the travel 

lane, the Price County Highway 

Department now extends its paving 30 

feet from where these roads intersect 

with the County Trunk Highway system. In addition to this, in advance of motorcycle events in the region, the 

Price County Highway Department annually inspects and performs maintenance activities to prepare the County 

Trunk Highway system for motorcycle travel. 

Price County now monitors all-terrain vehicles (ATVs) and utility terrain vehicles (UTVs) activities and how that 

influences safety in the County. Wisconsin State Statute 23.33 allows ATVs and UTVs on local roadways if the 

local agency enacts an ordinance. Price County Ordinance Chapter 473 Article IV (Price County, WI All-Terrain 

Vehicle Routes (ecode360.com))

14 establishes ATV routes on designated Price County Trunk Highways and 

regulates ATV/UTV operation on approved ATV routes. While Price County currently limits the use of ATV/UTV 

operations on its system, the County recognizes that these new road users need to be considered in its safety 

efforts and includes them as a topic at TSC meetings. 

The Wisconsin Department of Transportation (WisDOT) Bureau of Transportation Safety (BOTS) coordinates a 

statewide behavioral safety program using federal funds from the National Highway Traffic Safety 

Administration (NHTSA), state funds and other resources. This includes the statewide Zero in Wisconsin

campaign15 which promotes and reinforces the message that one death is too many and changing driver 

behavior and habits can prevent injury and death by all roadway users. The Zero in Wisconsin campaign website

includes information, outreach material and videos for the program focus areas: occupant protection, impaired 

13 https://safety.fhwa.dot.gov/provencountermeasures/safety_edge.cfm 

14 https://ecode360.com/16243666?highlight=atv&searchId=3046456775575279#16243666 

15 https://zeroinwisconsin.gov/ 

© Price County Highway Department

Figure 9. Photograph. Recent addition of edge line pavement markings on Price 

County Trunk Highway D (CTH-D) to delineate the edge of pavement for motorists.

(Source: Price County)
15

driving, distracted driving, speeding and aggressive driving, motorcycle safety, youth programs, and data using

Community Maps. WisDOT BOTS funds a law enforcement liaison (LEL) that is a member of the Price County TSC 

and coordinates with local law enforcement agencies to implement behavioral safety activities. 

The Wisconsin State Patrol, Price County Sheriff’s Office, and other local law enforcement agencies perform 

traffic safety enforcement activities in Price County and the surrounding communities to enforce Wisconsin’s 

traffic safety laws. These law enforcement agencies and other stakeholders also perform education and 

outreach activities to encourage safe behaviors by all road users. Focus areas include impaired driving, speeding, 

and improper use of safety belts and child safety seats. 

Price County Sheriff’s Office has participated in some of the national enforcement campaigns in the past. 

However, limited staffing levels within the County make this difficult to participate. Wisconsin law does not 

allow sobriety check points. In lieu of these, the Price County Sheriff’s Office perform saturation patrols, typically 

three to four times per year, with the goal of detecting and arresting impaired drivers. The Price County Sheriff’s 

Office invites local law enforcement and the Wisconsin State Highway Patrol to participate in these efforts and 

targets roads that are more heavily traveled. 

In addition to impaired driving enforcement, the Price County Sheriff’s Office also conducts speed enforcement.

Based on traffic enforcement statistics for the Price County Sheriff’s Office, speeding had the highest number of 

traffic violations. The second highest identified traffic offense was Operating While Impaired (OWI). Price County 

Sheriff’s Office develops an annual report of traffic enforcement statistics, includes a copy on its website, and 

shares a copy with the Tavern League of Wisconsin.

16

As warranted and based on citizen concerns, the Price County Sheriff’s Office conducts speed checks to 

determine if reduced speed limits need to be investigated or additional enforcement is necessary. The County 

conducted a speed investigation on sections of County Trunk Highways H (CTH-H) and B (CTH-B) (See Figure 7 for 

locations). For CTH-H, East of Big Elk Road westbound, the posted speed limit is 55 mph and based on the speed 

investigation, the 85th percentile speed was 53 mph. Approximately 10 percent of the motorists were exceeding 

the posted speed limit. For eastbound CTH-H, the 85th percentile speed was 54 mph, and approximately 10 

percent of the motorists were exceeding the posted speed limit. In both cases, for the most part, the speeds 

were between 55 mph and 65 mph. The Price County Highway Department and the Sheriff’s Office partner to 

deploy speed indicator signs and portable speed boards as appropriate. 

The Price County Department of Health and Human Services’ behavioral health division supports and promotes 

behavioral health and substance use disorder services for Price County residents. Its Intensive Supervision 

Program (ISP) Unit is designed to help people who have been charged with a second or higher OWI offense. The 

program is a combination of treatment and case management services. In 2019, 28 clients were assisted. 

Wisconsin has a primary seat belt law and requires all drivers of motor vehicles and all passengers over the age 

of four years old to wear a safety belt. Passengers under four years of age are required by law to be properly 

restrained in child safety seats. The County Sheriff’s Office uses enforcement and outreach activities to educate 

the citizens of Price County of the risks of not wearing a seat belt. The Price County Highway Department 

supports WisDOT’s campaign, “BUCKLE UP, PHONE DOWN”17 and has highlighted it on the County’s website as 

part of its “News Flash.” They included a link to Buckle Up, Phone Down - Zero In Wisconsin to pledge support to 

16 https://www.tlw.org/ 17 https://zeroinwisconsin.gov/buckle-up-phone-down/
16

the campaign. These efforts are important to encourage safe driving behaviors by all roadway users, a key 

element of the Safe System approach. 

Wisconsin motorcycle laws require a motorcycle endorsement as part an individual’s existing driver’s license to

document that a rider is eligible to legally drive a motorcycle. Approximately sixty percent of motorcyclists have

an endorsement. 

Price County Health and Human Services Division for Senior Services has an Elderly and Disabled Transportation 

Program. Park Falls Transit initially started this by providing public transportation in Price County in 2016. The 

Phillips Transit was added to the Price County Elderly and Disabled Transportation program starting in May of 

2018. This addition included connecting trips between the Cities of Park Falls and Phillips four times during the 

weekday on a set schedule. Saturday service was added for both communities providing two connecting 

commutes on Saturdays. Free rides for students during the summer was offered for both communities and free 

rides to the polls on election days to vote within each city. The initial requirement and financial foundation come 

from the WisDOT. The Flambeau Hospital Foundation donated buses and donations came from both the City of 

Park Falls and City of Phillips to sustain of the service. This program provides an alternatives source of 

transportation services to the elderly which can potentially reduce crashes involving older drivers. 

Price County Sheriff’s Office provides enhanced 911 services. Price County has one Trauma Level IV center, 

Marshfield Medical Center-Park Falls, located in Park Falls. This Critical Access Hospital provides 24-hour 

emergency care. WisDOT BOTS funds activities to support timely and expedient health care including 

recruitment and retention of emergency medical technicians in areas with fewer ambulance services. The 

WisDOT BOTS project seeks to provide better emergency medical services in remote areas, increase response 

times, decreasing the likelihood that an injury results in a fatality.
17

Data Analysis

Introduction

The WisDOT and University of Wisconsin-Madison’s TOPS Laboratory provided safety data for the Price County

Trunk Highway system for the period between 2016 and 2020. The data analysis focused on the Price County 

roads, all of which are considered rural as they are outside of any small urban areas that have populations less 

than 5,000. The objective of the analysis was to identify safety issues which would guide the selection of road 

safety priorities, emphasis areas, strategies, and action items that can be implemented by the various 

stakeholders. The analysis identified specific County Trunk Highways that have a higher concentration of fatal 

and injury crashes. Crash tree diagrams helped to identify factors for the systemic application of safety 

countermeasures and focused enforcement and outreach. 

The analysis included a comparison of the crashes on the rural Price County Trunk Highway system with those

that occurred on the rural County Trunk Highway systems in the eight surrounding counties (Ashland, Iron, Vilas, 

Oneida, Lincoln, Taylor, Rusk, and Sawyer.) These counties are similar in size, population, land use, and 

roadways characteristics and provide a better representation of how Price County is performing instead of 

comparing it against the statewide data. Table 1 shows the crashes by severity that occurred on rural Price 

County Trunk Highways and those of the surrounding counties’ during the five-year period of 2016 to 2020. The 

crash severity is based on the KABCO scale: 

• K = fatal injury. 

• A = suspected serious injury. 

• B = suspected minor injury. 

• C = possible injury. 

• O = property damage only. 

Table 1.Comparison of rural Price County Trunk Highway crashes with the rural County Trunk Highways of the surrounding eight counties. 

(Source: WisDOT, 2022)18

Price County and the Surrounding Counties: Rural County Trunk Highway and Crashes (2016-2020)

Trunk Highway System Ownership K A B C O Total

Price County 3 6 16 11 59 95

Ashland County 2 5 12 5 34 58

Iron County 1 0 2 2 19 24

Lincoln County 7 32 59 41 207 346

Oneida County 4 15 59 40 227 345

Rusk County 2 16 26 24 118 187

Sawyer County 4 16 30 22 105 177

Taylor County 4 20 38 32 173 267

Vilas County 4 16 34 28 186 268

18 In October 2021, WisDOT and TOPS Laboratory shared crash data with the project team. These data were 

used to make this table.
18

A total of 95 (KABCO) crashes were reported on the Price County Trunk Highway system from 2016 to 2020, of 

which 36 involved a fatality or injury (KABC). During this same period, a total of 1,672 (KABCO) crashes occurred 

on the rural County Trunk Highways in the eight surrounding counties. A total of 603 crashes on these County 

Trunk Highways resulted in a fatality or injury (KABC). On average, Price County had 10 percent of the combined 

number of total fatal crashes and approximately 5 percent of the combined number of total injury crashes. 

Overall, this indicates that there were fewer fatal and injury crashes on average in Price County when compared 

to the surrounding counties except for Ashland and Iron Counties. 

Crash Analysis: Emphasis Area Establishment

The 10 emphasis areas identified in the Wisconsin SHSP provided a basis for the crash analysis and guided the 

selection of LRSP emphasis areas. The crash analysis also compared data between Price County and the

surrounding eight counties (Ashland, Iron, Vilas, Oneida, Lincoln, Taylor, Rusk, Sawyer). Keeping the analysis to a 

localized area allows for more accurate results due to the similarities in the data sets. Table 2 depicts the results 

of this correlation and compares the proportion of all fatal and injury (KABC) and all (KABCO) crashes that 

occurred on rural County Trunk Highways for Price County and the surrounding eight counties for 2016 to 2020. 

For the most part, all except for lane departure, intersection-involved, and occupant restraint/helmet use are 

similar to the surrounding counties. About eight percent less fatal and injury (KABC) crashes occurred in Price 

County compared to the eight counties. Fatal and serious injury crashes (KABC) involving intersections as well as 

improper occupant restraint/helmet use are substantially lower in Price County. The Price County Trunk 

Highway system did not have any bicycle- or pedestrian-involved crashes. 

Table 2 Price County crashes correlated to Wisconsin SHSP Emphasis Areas (Source: WisDOT, 2022).

19

Emphasis Area

Price County Trunk Highways 

Crashes 

(2016-2020) 

County Trunk 

Highways in 8 

Surrounding 

Counties 

Number 

(Percent) of 

KABC (603)

(2016-2020) *

County Trunk 

Highways in 8 

Surrounding 

Counties 

Number 

(Percent) of 

KABCO (1,672)

(2016-2020) *

Number 

(Percent) of 

KABC Crashes 

(36)

Number 

(Percent) of 

KABCO Crashes 

(95)

Lane Departure 16 (44%) 52 (55%) 320 (53%) 873 (52%) 

Speeding 11 (31%) 34 (36%) 183 (30%) 452 (27%) 

Impaired Driving 7 (19%) 12 (13%) 123 (20%) 214 (13%) 

Younger Drivers (Age 16-19 Years) 5 (14%) 14 (15%) 102 (17%) 270 (16%) 

Inattention/Distracted Driving 5 (14%) 10 (11%) 76 (13%) 189 (11%) 

Occupant Restraint/Helmet Use 5 (14%) 9 (10%) 115 (19%) 186 (11%) 

Motorcycle-Involved 5 (14%) 5 (5%) 70 (12%) 73 (4%) 

Intersection-Involved 3 (8%) 9 (10%) 112 (19%) 301 (18%) 

*All roads in Price County and eight neighboring counties (2016-2020), Source: 2021 Wisconsin DOT. 

19 In October 2021, WisDOT shared crash data with the project team. These data were used to make this table.
19

The stakeholders selected four emphasis areas (lane departure, speeding, impaired driving, and younger drivers) 

for the LRSP based on the results of Table 2 and local expertise. Speeding and lane departure represent a 

significant number of the fatal and injury (KABC) crashes. 

Table 3. Price County LRSP Emphasis Area relationship matrix for Price County roadway KABC crashes, 2016 to 2020 (Source: WisDOT, 

2022).20

To maximize the safety efforts of the County and help reduce fatalities and injuries on the County Trunk 

Highway system, the analysis also considered the relationship between all emphasis areas based on the 36 fatal 

and injury (KABC) crashes. The emphasis area matrix shown in Table 3 reflects this relationship. The four 

selected LRSP emphasis areas (lane departure, speeding, impaired driving, and younger drivers) are listed first in 

the left column. The matrix helps the County address multiple factors simultaneously and leverage limited 

resources. 

The matrix shown in Table 3 is to be read first by the emphasis area in the far left column, and then across with 

the corresponding emphasis area. The first four emphasis areas in the left column represent the LRSP emphasis 

areas. They are shaded green. Using the impaired driving LRSP emphasis area, for example, and looking across 

the top row for speeding, the matrix shows that 57 percent of the impaired driving-related KABC crashes involve 

speed. Similarly, it shows that 29 percent of the impaired driving KABC crashes involved an unrestrained 

20 In October 2021, WisDOT shared crash data with the project team. These data were used to make this table.

Emphasis Area

(Number of KABC Crashes) 

Impaired DrivingMotorcycleInvolvedIntersectionSpeedingUnrestrained OccupantLane DepartureInattention/ Distracted DrivingYounger Drivers 

Lane Departure* (16) 2 

(13%) 

0% 0% 6 

(38%) 

1 (6%) - 3 

(19%) 

2 

(13%) 

Speeding* (11) 4 

(36%) 

1 (9%) 1 (9%) - 2 

(18%) 

6 

(55%) 

2 

(18%) 

3 

(27%) 

Impaired Driving* (7) - 1 

(14%) 

0% 4 

(57%) 

2 

(29%) 

2 

(29%) 

2 

(29%) 

0%

Younger Drivers (age 16 to 19

years)* (5) 

0% 0% 1 

(20%) 

3 

(60%) 

1 

(20%) 

2 

(40%) 

0% - 

Inattention/Distracted Driving (5) 2 

(40%) 

0% 0% 2 

(40%) 

1 

(20%) 

3 

(60%) 

- 0%

Unrestrained Occupant (5) 2 

(40%) 

2 

(40%) 

0% 2 

(40%) 

- 1 

(20%) 

1 

(20%) 

1 

(20%) 

Motorcycle-Involved (5) 1 

(20%) 

- 0% 1 

(20%) 

2 

(40%) 

0% 0% 0%

Intersection-Involved (3) 0% 0% - 1 

(33%) 

0% 0% 0% 1 

(33%) 

LRSP Emphasis Area* 
20

occupant. The cells with bolded values indicate those areas that represent at least 10 percent of the KABC 

crashes and closely correlate to the LRSP emphasis area.

Speeding is the predominant factor in many of the crashes. A large portion of the crashes that involve speeding 

also include at least one of the three other emphasis areas: impaired driving, lane departures, and young 

drivers. Impaired drivers and young drivers have a strong relationship with speeding and lane departure crashes. 

Lane departure crashes also are commonly seen in addition to the other three emphasis areas. Based on the 

results of this matrix, the LRSP emphasis areas have a high correlation with each other as well as other major 

crash types such as inattention/distracted driving and unrestrained occupants. The close relationship between 

these four emphasis areas as well as other major crash types underscores the need to address these emphasis 

areas in conjunction with each other. 

Crash Trends and Systemic Safety Analysis 

Crashes are random in nature. A systembased approach looks beyond crashes at a 

specific location, evaluates risk across an 

entire system, identifies crash trends, and 

proactively treats locations where crashes 

have not yet occurred. For purposes of 

identifying crash trends on the Price

County Trunk Highway system, the crash 

analysis included data for the five-year 

period of 2016 to 2020. The analysis used

crash tree diagrams (See Figures 15-23 in 

the Appendix) that align with the LRSP 

emphasis areas to perform a systembased evaluation. This helps to identify 

risk factors and their corresponding focus 

crashes and facility types. These results

are used to identify areas of focus and 

locations and guide the selection of 

potential systemic safety improvements 

with low-cost proven countermeasures.

This supports the Safe System principle, safety is proactive. 

Lane departure represents over 40 percent of the fatal and injury crashes that occurred on the Price County

Trunk Highway system. The 221 miles of paved rural two-lane Price County Highways in the heavily wooded 

County are at least 22-feet wide with aggregate shoulders. County Trunk Highway E (CTH-E), as shown in Figure 

10, represents a typical Price County Trunk Highway. The roads are primarily straight with occasional vertical 

and horizontal curves present along the corridors. The crash data tree diagram in Figure 16 of the Appendix

indicates that curves represented over 40 percent of the total of all lane departure (KABCO) crashes and 70 

percent of the fatal and injury (KABC) crashes on the Price County Trunk Highway system. Over 50 percent of the 

speeding-related crashes involved curves (See Figure 17 in the Appendix). 

© Price County Highway Department

Figure 10. Photograph. County Trunk Highway E (CTH-E) represents the typical 

County Trunk Highway in Price County. They are straight rural two-lane roadway 

with occasional horizontal curves and hills. (Source: Price County)
21

Over 40 percent of the speeding-related crashes occur between noon and 6 pm. The crash tree diagram in 

Figure 23 of the Appendix indicates that all five of the motorcycle-related crashes involved navigating a curve.

Table 4 presents data for total number of lane departure (KABCO) crashes and the relationship between hills and 

horizontal curves and the combination of the two. A review of the crashes related to curves indicated that eight 

of the total 52 lane departure (KABCO) crashes occurred on a hill. Three of those occurred in combination with a 

horizontal curve. 

Table 4. Lane departure (KABCO) crashes and curve/hill relationship on Price County Trunk Highway System, 2016 to 2020 (Source: 

WisDOT, 2022).

21

Lane Departure Crashes (KABCO)

Road Characteristic Hill 

Present

No Hill 

Present 

Total

Horizontal Curve 3 20 23

Straight/No Horizontal Curve 5 24 29

Grand Total 8 44 52

The data analysis looked at other factors related to the manner of collision for lane departure crashes. As shown 

in Table 5, the analysis indicates that the single-vehicle crash is the most predominant type of lane departure 

crashes. The crash tree diagram in Figure 15 of the Appendix indicates that most of the lane departure crashes 

involved vehicles hitting the ditch or a tree.

Table 5. Lane departure crashes and manner of collision, 2016 to owned roads, 2016 to 2020 (Source: WisDOT, 2022).

21

Lane Departure Crashes

Manner of Collision 

Price County Crashes (2016-2020)

K A B C O Total

Angle 1 1 4 6 

Unknown 1 1 

Head-On 1 1 

Single-Vehicle Crash 1 6 13 10 50 80

Rear-End 2 2 

Sideswipe-Opposite Direction 1 1 1 3 

Sideswipe-Same Direction 1 1 2 

Grand Total 3 6 16 11 59 95

21 In October 2021, WisDOT shared crash data with the project team. These data were used to make this table.
22

An evaluation of the County 

Trunk Highway system identified 

typical features that are risk 

factors for lane departure 

crashes. Figure 11 illustrates 

these risk factors: horizontal 

curves, no signage in advance of 

and through the curves, and no 

pavement edge lines. Systemic 

safety improvements that add 

advanced warning signs and 

chevrons through curves alert 

drivers of upcoming curves and 

the direction and sharpness of 

these curves. Combined with 

edge lines, these treatments 

provide guidance to motorists 

and help them to stay in their 

lane of travel, especially at 

night. 

For young drivers aged 16-19 years, a total of 14 (KABCO) crashes occurred on the County road system. This 

represents nearly 15 percent of the KABCO crashes on the Price County Trunk Highway system and nearly 14 

percent of the KABC crashes. As shown in Table 3 and Figure 20 of the Appendix, speeding is a factor in 60 

percent of the crashes involving younger drivers, with lane departure being the second most contributing factor. 

Out of 14 total crashes, 11 occurred outside of school hours. Many of these crashes occur before and after 

school hours when students participate in extracurricular activities. Table 6 lists the time of day when younger 

drivers were involved in crashes and when speeding was a contributing factor. Six speed-related crashes

involving young drivers occurred. These are bolded and shaded in light green. 

Table 6. Young drivers (age 16 – 19 years) involved crashes including time of day and speeding (Source: WisDOT, 2022).

22

Young Drivers (Age 16-19 Years) Crashes (2016-2020)

Time of Day K A B C O Total

6 am - 9am 0 0 2 0 1 3 

9am - 12pm 0 0 0 0 0 0 

12 pm – 3 pm 2 2 

3 pm – 6pm 1 1 1 3 6 

6 pm -9 pm 3 3 

9 pm – 12 am 0 0 

12 am – 6 am 0 0 0 0 0 

Grand Total 0 1 3 1 9 14

22 In October 2021, WisDOT shared crash data with the project team. These data were used to make this table.

© Price County Highway Department

Figure 11. Photograph. Approaching a horizontal curve on Price CTH-S. The curve does not have 

advanced warning signs, chevrons, or edge line pavement markings.(Source: Price County)
23

Figure 12 illustrates the frequency of all crashes on Price County Trunk Highway system for each month during 

the period of 2016 to 2020. October, November, and December experienced more crashes than the other 

months, except for May. The Price County Highway Department uses sand instead of salt on its roadways and 

keeps its roadways snow-packed unless the storm conditions warrant such treatment. This highlights the 

importance of the use of signs and/or delineators as safety countermeasures to help drivers stay on the road.

The crash diagram tree for the impaired driving-related crashes (See Figure 18 in the Appendix) indicates that 

these primarily occurred between Friday and Sunday. All but one impaired driving-related crash involved a male 

driver. For the most part, these crashes occurred between 6 pm and 5 am. Of the total 12 impaired drivingrelated crashes that occurred on Price County Trunk Highways (See Figure 19 in the Appendix), five crashes 

involved speeding and four crashes involved improper use of occupant protection devices.

The rural nature of the County has resulted in an emerging safety issue involving ATV/UTV crashes. Currently, 

ATV/UTVs are not included in the crash data system although the WisDOT and the Wisconsin Department of 

Natural Resources have a project in progress that will provide data in the future through the Community Maps 

website. The challenge with ATV/UTVs is that the operator does not have to meet the same licensing 

requirements as that of a motor vehicle. Wisconsin is considering proposed legislation similar to Minnesota 

where a driver’s license is aligned with all vehicles used, including ATV/UTV. Local agencies assign the local 

routes on which ATV/UTVs are allowed to operate. ATV/UTV-related crashes may result in lane departure 

crashes, involve speeding and impaired driving, and will require the Price County TSC to monitor and investigate 

them. 

High Injury Network (HIN)

While the systemic safety analysis helps to identify key combinations of factors that contribute to predominant 

crash types and is especially helpful to address locations where crashes have not yet occurred, it is useful to 

identify key corridors with a noted history of fatal and injury crashes. The High Injury Network (HIN) are those 

roadways that have a higher concentration of fatal and serious injury crashes. The Price County HIN represents 

Figure 12 Price County total crashes by month (2016 to 2020)

22 (Source: WisDOT, 2022)
24

five percent of the Price County Trunk Highway system and 56 percent of the fatal and injury crashes. The 

following roadways mapped in Figure 13 comprise the HIN: 

• CTH- W. (Entire length, 16.54 miles.)

• CTH- D. (Entire length, 24.03 miles.) 

• CTH- H. (Entire length, 16.71 miles.)

• CTH- E. (Partial length-east of Buckhorn, 7.54 miles.)

• CTH- N. (Entire length, 13.2 miles.)

• CTH- F. (Partial length-south of Rock Creek, 7.2 miles.)

• CTH- YY. (Entire length, 12.98 miles.)

The HIN demonstrated risk factors related to lane departure crashes, the most predominant crash type for Price 

County. The corridors have curves, another risk factor associated with the lane departure crashes. The wooded 

surroundings and shadowed conditions during both day and night times support the need for implementation of 

strategies that relate to enhanced delineation of the roadway, especially at curves. A review of the Community 

Maps website indicates that speeding is a contributing factor on the HIN as well as young drivers and impaired 

drivers. The consecutive 90-degree turns on CTH- N are the areas of primary focus for this HIN route, although 

the entire corridor may benefit from systemic treatments.
25

Figure 13. Graphic. Price County High Injury Network (HIN) (Source: WisDOT, 2022)23

23 In October 2021, WisDOT shared crash data with the project team. These data were used to make this table.
26

Emphasis Areas

The Price County LRSP contains the four emphasis areas shown in Figure 12 which offer the greatest opportunity 

to achieve significant reductions in traffic-related fatal and serious injury (KA) crashes and meet the safety goal 

of the LRSP. In the following sections, strategies and action items are identified for each emphasis area. Each 

action item includes the effectiveness (if available), included in the Wisconsin SHSP and the applicable Safe 

System elements. The effectiveness of an engineering-related action item is measured by a crash modification 

factor (CMF) from the WisDOT BOT Wisconsin Crash Modification Factor Policy and Table24 and FHWA’s Crash 

Modification Factors Clearinghouse25, and NHTSA’s publication Countermeasures That Work: A Highway Safety 

Countermeasure Guide for State Highway Safety Offices26 contains star ratings for behavior-related (education 

and enforcement) countermeasures that are used most regularly by State Highway Safety Offices and have the 

most evidence of effectiveness. 

24 WisDOT BOT, https://wisconsindot.gov/dtsdManuals/traffic-ops/manuals-and-standards/teops/12-03.pdf

25 FHWA, Crash Modification Factor Clearinghouse, http://www.cmfclearinghouse.org/ 26 NHTSA, https://www.ghsa.org/sites/default/files/2021-

09/Countermeasures%20That%20Work%2C%2010th%20Edition.pdf 

What is a crash modification factor (CMF)? 

A CMF is an estimate of the change in crashes 

expected after implementation of a 

countermeasure.

24 For example, a roadway is 

experiencing 10 roadway departure crashes per year. 

If you apply a countermeasure (e.g., wider striping) 

that has a CMF of 0.60 for roadway departure 

crashes, you can expect 40 percent reduction (100 x 

0.60 = 6) of crashes per year following the 

implementation of the countermeasure If a 

countermeasure has a CMF greater than 1, you can 

expect an increase in crashes.

Behavior Countermeasure Star Ratings 

★★★★ or ★★★★★ Effective 

★★★ Promising, and Likely To Be Effective 

✩✩ Effectiveness Still Undetermined 

✩ Limited or No High-Quality Evaluation Evidence

(Source: NHTSA Countermeasures That Work)26

Figure 14. Graphic. Price County LRSP Emphasis Areas
27

Emphasis Area 1: Lane Departure

Definition: Non-intersection crashes involving vehicles crossing an edge line or center line, or otherwise leaves the 

travel way. This includes run-off-road, overturn, and head-on crashes. 

Lane departure crashes represent approximately 44 percent of the total fatal and injury (KABC) crashes 

occurring on the Price County Trunk Highway system. This is comparable to similar crashes in the surrounding 

counties. Single vehicle lane departure crashes occurring on curves are predominant. As shown in Table 3, there 

is a strong correlation with lane departure crashes and speeding-involved crashes. Impaired driving, 

inattention/distracted driving, unrestrained occupants, and young driver crashes are also factors related to lane 

departure crashes. Implementation of multi-discipline strategies and action items that align with Safe System 

elements provides an opportunity to reduce traffic related fatalities and serious injuries on Price County 

roadways. Implementing strategies that anticipate and accommodate human errors can potentially reduce the

opportunities for crashes occurring. 

Strategy 1.1: Implement engineering-related countermeasures to reduce lane departure crashes. 

Item Action CMF Safe 

System 

Element

1.1.1 Install, enhance, or maintain center line and edge line markings on paved roadways. 

Use 6” wide edge lines for priority corridors, where there is adequate lane width. 

0.63 (CMF 

ID: 4737) -

0.7827

Safe Roads

1.1.2 Enhance curve delineation using advance curve warning signs, chevrons (including 

larger, fluorescent, and/or retroreflective signs), reflective strips on sign posts, and 

pavement markings (edgeline and centerline). 

0.66-

0.9428

Safe Roads

1.1.3 Perform an assessment of the Price County Highway system for WisMUTCD 

compliance of regulatory and warning signs. Based on assessment, install regulatory 

and warning signs for upcoming curves, speed limits, and no passing zones to alert 

motorists. 

NA Safe Roads

1.1.4 Install SafetyEdgeSM when resurfacing roadways. 0.8428 Safe Roads

1.1.5 Widen and/or pave shoulders inside of curves and at priority locations to provide 

drivers with a recovery area.

0.389-

0.86128

Safe Roads

1.1.6 Install speed indicator boards/ deploy portable speed indicator boards. 0.95 (CMF 

ID 6885)29

Safe Roads

Safe Speeds

1.1.7 Inspect and prepare roads (e.g., sweeping) before major motorcycle event near 

Price County and place portable speed indicator boards at high-risk locations.

NA Safe Roads

Safe Users

27 https://safety.fhwa.dot.gov/provencountermeasures/wider-edge-lines.cfm 28 WisDOT BOT, https://wisconsindot.gov/dtsdManuals/traffic-ops/manuals-and-standards/teops/12-03.pdf

29 FHWA, Crash Modification Factor Clearinghouse, http://www.cmfclearinghouse.org/
28

Strategy 1.2: Implement educational and outreach activities to address lane departure crashes. 

Item Action Star 

Rating

Safe 

System 

Element

1.2.1 Establish a driving behavior working group in the TSC to assist with implementation 

of behavior related LRSP action items.

✩✩ Safe Users

1.2.2 Highlight Zero in Wisconsin30 and its program areas (Occupant Protection, 

Distracted Driving, Impaired Driving, Speeding & Aggressive Driving, Motorcycle 

Safety, and Teen Driving) on Price County and other stakeholders’ websites to 

change driver behavior.

✩✩ Safe Users, 

Safe Speeds

1.2.3 Host informational meetings and press events and provide editorials to local news 

to inform the public of safety activities to reduce lane departure crashes.

✩✩ Safe Users

1.2.4 Develop and provide information to high schools and private drivers education 

companies in Price County on driving with special attention to curves, use of safety 

belts, distracted driving, speed, and vehicle dynamics.

✩✩ Safe Users

1.2.5 Utilize the distracted driving simulator31 and rollover convincer32 at community 

events and high schools to demonstrate impact of risky driver behavior.

✩✩ Safe Users, 

Safe Roads, 

Safe Speeds

1.2.6 Utilize effective, high-visibility communications and outreach campaigns (news 

stories, social media, paid advertising, public service announcements (PSAs), flyers

and brochures) that support the use of seatbelts and child safety seats. 

★★★★- 

★★★★★

Safe Users

1.2.7 Promote motorcycle rider education and training courses provided in northern 

Wisconsin to enhance skills of motorcycle riders.

33

✩✩ Safe Users, 

Safe Speeds

Strategy 1.3: Enhance enforcement activities to address lane departure crashes.

Item Action Star 

Rating

Safe 

System 

Element 

1.3.1 Integrate enforcement of seat belt use, speed, distracted driving, and impaired 

driving to maximize resources and send message to the public that traffic safety is 

not a single-issue activity. Enforcement activities should be publicized extensively to 

be effective in deterring impaired driving, speeding and other traffic offenses.

★★★ Safe Users,

Safe Speeds

1.3.2 Establish and implement a Price County Safety Day having all enforcement agencies 

partner to enforce traffic safety laws on the same day to provide strong visible 

presence. 

★★★★ Safe Users,

Safe Speeds

30 https://zeroinwisconsin.gov/ 31 https://zeroinwisconsin.gov/resources/campaign-materials/ 32 https://wisconsindot.gov/Pages/safety/education/outreach/lit-con.aspx

33 https://wisconsindot.gov/Pages/dmv/motorcycles/mc-how-aply/training-loc.aspx#northern 
29

Strategy 1.4: Improve data collection and analysis practices to better identify and address locations, roadway 

features, and user behaviors that contribute to lane departure crashes. 

Item Action Safe 

System 

Element 

1.4.1 Perform roadway safety audits (RSA) on priority corridors that consider all road 

users and account for human factors and road user capabilities to further identify 

roadway features that contribute to lane departure crashes and select the 

appropriate countermeasures.

Safe Users, 

Safe Roads, 

Safe Speeds

1.4.2 Collect traffic volumes on priority corridors. Safe Users, 

Safe Roads, 

Safe Speeds

1.4.3 Continue to collect/obtain Ball Bank data. Safe Users, 

Safe Roads, 

Safe Speeds

1.4.4 Monitor and investigate All Terrain Vehicles/Utility Terrain Vehicles (ATV/ UTV) 

activity and crashes on County roads to identify issues that might arise from these 

road users.

Safe Users, 

Safe Roads, 

Safe Speeds
30

Emphasis Area 2: Speeding 

Definition: Crashes involving drivers who are driving over the posted speed limit, or too fast for conditions. 

This emphasis area is directly related to the Safe System element, Safe Speeds. Over 30 percent of the total fatal 

and injury (KABC) crashes on Price County Trunk Highways involve individuals who are speeding or driving 

aggressively. Nearly 60 percent of the crashes involving speeding are also lane departure crashes. Impaired 

driving represents 36 percent of those crashes involving speeding. Most of the crashes involving young drivers 

are a result of speeding. Motorists may drive at speeds which limits their ability to safely navigate the road, 

particularly on the rural roadways where drivers are unlikely to encounter many other cars. Implementing multidiscipline strategies and action items that aligns with the Safe Roads, Safe Road Users and Safe Speeds elements 

of Safe Systems and implementing engineering, education, and enforcement strategies can result in reductions 

of fatal and serious injury crashes in Price County. 

Strategy 2.1: Implement engineering-related countermeasures to reduce crashes related to speed. 

Item Action CMF Safe 

System 

Element

2.1.1 Set speed limits based on the use of appropriate engineering practices. NA Safe Roads, 

Safe Speeds

2.1.2 Expand the use of advisory speed and regulatory signs to advise motorists of 

roadway conditions (e.g., curves, sideroads, entrances.) requiring lower speeds than 

the posted speed limit.

0.85 (CMF 

ID 62)

34

Safe Roads, 

Safe Speeds, 

Safe Users 

2.1.3 Use traffic calming treatments such as vehicle actuated traffic signs (SLOW DOWN) 

and in-lane pavement markings (SLOW) to reduce motorists’ speeds.

NA Safe Speeds,

Safe Roads,

Safe Users

2.1.4 Use portable Radar Speed Feedback Signs to notify drivers of when they are driving 

over the speed limit and reduced speeds are necessary. 

0.95 (CMF 

ID 6885)34

Safe Speeds, 

Safe Roads, 

Safe Users

Strategy 2.2: Implement educational and outreach activities to promote safe speeds. 

Item Action Star 

Rating

Safe 

System 

Element

2.2.1 Establish a driving behavior working group in the TSC to assist with implementation 

of LRSP actions related to speed, impaired driving, occupant restraint use, 

distracted driving, and motorcycle safety.

✩✩ Safe Users, 

Safe Speeds

2.2.2 Effective, high-visibility communications and outreach campaigns (news stories, 

social media, paid advertising, PSAs, flyers, and brochures) that support speed and 

aggressive driving enforcement programs. 

★★★ Safe Users, 

Safe Speeds

2.2.3 Highlight Zero in Wisconsin35 and its Speeding program area on Price County and 

other stakeholders’ websites to change driver behavior.

✩✩ Safe Users, 

Safe Speeds

2.2.4 Engage the WisDOT Law Enforcement Liaison (LEL) for training, grant application 

assistance, and coordination of countywide education and outreach initiatives (e.g.,

videos, PSAs) that address speeding and aggressive driving. 

✩✩ Safe Users, 

Safe Speeds

34 FHWA, Crash Modification Factor Clearinghouse, http://www.cmfclearinghouse.org/

35 https://zeroinwisconsin.gov/ 
31

Strategy 2.3: Enhance enforcement activities to increase compliance of safe speeds. 

Item Action Star 

Rating

Safe 

System 

Element

2.3.1 Integrate enforcement of speed, seat belt use, distracted driving, and impaired 

driving to maximize resources and send message to the public that traffic safety is 

not a single-issue activity. Enforcement activities should be publicized extensively to 

be effective in deterring speeding and other traffic offenses.

★★★ Safe Users, 

Safe Speeds

2.3.2 Enhanced, high-visibility enforcement of aggressive driving and speed laws and 

supportive adjudication of these efforts to reinforce established speed laws.

★★★ Safe Users, 

Safe Speeds

2.3.3 Engage WisDOT LEL for training, grant assistance, and coordination of countywide 

enforcement activities and initiatives that reduce speeding and aggressive driving.

★★★ Safe Users,

Safe Speeds
32

Emphasis Area 3: Impaired Driving

Definition: Crashes involving roadway users who are under the influence of alcohol (a blood alcohol content 

(BAC) of 0.08 or higher) and/or drugs (illicit and/or prescription). 

Crashes involving individuals who are under the influence of alcohol or drugs, as determined by law 

enforcement, represent nearly 20 percent of the fatal and injury (KABC) crashes. Many of these crashes involve 

speeding (57 percent) and often result in a lane departure crash. Expanding on the current multidisciplinary

activities with the strategies and action items that aid in keeping motorists on the roadway and encourage safe 

driving behavior will be effective in reducing crashes associated with impaired driving. 

Strategy 3.1: Implement educational and outreach activities to reduce impaired driving.

Item Action Star 

Rating

Safe 

System 

Element 

3.1.1 Establish a driving behavior working group in the TSC to assist with implementation 

of LRSP actions related to speed, impaired driving, occupant restraint use, 

distracted driving, and motorcycle safety.

NA Safe Users, 

Safe Speeds

3.1.2 Highlight Zero in Wisconsin36 and its Impaired Driving program area. Reference 

other programs: Occupant Protection, Distracted Driving, Speeding, Motorcycle 

Safety. Add to Price County and other stakeholders’ websites to change driver 

behavior.

✩✩ Safe Users, 

Safe Speeds

3.1.3 Utilize effective, high-visibility communication and outreach campaigns such as 

NHTSA’s “Drive Sober or Get Pulled Over37” and educating the public through news 

stories, social media, paid advertising, PSAs, flyers and brochures about impaired 

driving and the consequences. Include possible transportation alternatives and 

supporting enforcement efforts. 

★★★-

★★★★

Safe Users

3.1.4 Promote WisDOT’s Drive Sober38 mobile app. ✩✩ Safe Users

3.1.5 Engage LEL for assistance with training, grant application, participation in 

nationwide blitz, and coordination of countywide education and outreach initiatives 

that address impaired driving.

NA Safe Users

3.1.6 Promote the Tavern League of Wisconsin’s SafeRides Program39 and the 

participating establishments in Price County.

✩✩ Safe Users

3.1.7 Coordinate with the Price County Department of Health and Human Services’ 

behavioral health division and its Intensive Supervision Program (ISP) Unit to 

help people who have been charged with a second or higher OWI offense

NA Safe Users

36 https://zeroinwisconsin.gov/ 37 Drive Sober or Get Pulled Over | NHTSA

38 https://zeroinwisconsin.gov/programs/impaired-driving/ 39 https://www.tlw.org/saferide/
33

Strategy 3.2 Enhance enforcement activities to address impaired driving.

Item Action Star 

Rating 

Safe 

System 

Element 

3.2.1 High visibility saturation patrols. ★★★-

★★★★

Safe Users 

3.2.2 Preliminary Breath Test Devices (PBT). ✩✩ Safe Users 

3.2.4 Engage LEL for training, grant assistance, and coordination of countywide 

enforcement activities initiatives that address impaired driving.

NA Safe Users
34

Emphasis Area 4: Younger Drivers 

Young drivers (age 16 -19 years) represent almost 14 percent of the fatal and injury crashes in Price County. 

Speed is a factor in 60 percent and lane departure represents 40 percent of the fatal and injury (KABC) crashes 

involving young drivers. Most of the crashes involving young drivers occur outside of school hours. 

Implementing multi-discipline strategies that align with elements of Safe Systems can result in reductions of 

fatal and serious injury crashes involving young drivers. 

Strategy 4.1: Implement engineering related countermeasures to reduce crashes related to young drivers. 

Item Action CMF Safe 

System 

Element 

4.1.1 Enhance curve delineation using advance curve warning signs, chevrons, reflective 

strips on sign posts, and pavement markings.

0.66-0.9440 Safe Users, 

Safe Roads, 

Safe Speeds

4.1.2 Systemic application of multiple low-cost countermeasures (doubled-up signing, 

oversized signs, retroreflective strips on sign posts, and enhanced pavement 

marking) at stop-controlled intersections.

0.73-

0.9041,42

Safe Users, 

Safe Roads, 

Safe Speeds

4.1.3 Verify sight triangles and eliminate obstructions. 0.4443 Safe Users, 

Safe Roads, 

Safe Speeds

Strategy 4.2: Implement educational and outreach activities to address crashes involving young drivers.

Item Action Star 

Rating 

Safe 

System 

Element 

4.2.1 Adopt and implement Zero in Wisconsin and its young driver program area. ★★★ Safe Users, 

Safe Roads, 

Safe Speeds

4.2.2 Develop a Price County teen driving campaign using resources provided by the 

Crossroads Teen Driving Program44 sponsored by Children's Wisconsin. This 

program addresses several high-risk behaviors and is designed to instill a sense of 

driver responsibility in young drivers.

✩✩ Safe Users,

Safe Roads,

Safe Speeds

4.2.3 Collaborate with Price County high schools to participate in the annual Create Real 

Impact Contest45 which focuses on preventing reckless and distracted driving by 

young drivers.

✩✩ Safe Users,

Safe Roads,

Safe Speeds

4.2.4 Provide information to parents of young drivers to educate them on the Wisconsin 

Graduated Driver License Requirements46. 

✩✩ Safe Users,

Safe Speeds

40 WisDOT BOT, https://wisconsindot.gov/dtsdManuals/traffic-ops/manuals-and-standards/teops/12-03.pdf

41 https://safety.fhwa.dot.gov/provencountermeasures/backplate.cfm

42 https://safety.fhwa.dot.gov/provencountermeasures/syst_stop_control.cfm

43 WisDOT BOT, https://wisconsindot.gov/dtsdManuals/traffic-ops/manuals-and-standards/teops/12-03.pdf

44 https://www.crossroadsteendriving.org/

45 https://createrealimpact.com/ 

46 https://childrenswi.org/childrens-and-the-community/families-and-clients/safety-center/teen-driving/teendriving-law
35

Item Action Star 

Rating 

Safe 

System 

Element 

4.2.5 Engage LEL for training, grant assistance, and coordination of countywide education 

and outreach initiatives focused on young drivers. 

NA Safe Users, 

Safe Speeds

4.2.6 Implement effective, high-visibility communications and outreach national and 

state campaigns using news stories, social media, paid advertising, PSAs, flyers, and 

brochures that address high-risk young driver behaviors: speeding, aggressive 

driving, distracted driving, and improper use of seat belts.

★★★-

★★★★

Safe Users, 

Safe Speeds

4.2.7 Use the Distracted Driving Simulator and the Rollover Convincer at schools, fairs, 

and other events to promote safe driving behaviors.

✩✩ Safe Users, 

Safe Speeds

Strategy 4.3: Enhance enforcement activities to improve safety for young drivers.

Item Action Star 

Rating 

Safe 

System 

Element 

4.3.1 Integrated enforcement of Wisconsin traffic laws to address high-risk behaviors 

associated with young drivers: speed, distracted driving, and seat belt use to 

leverage resources and provide visible presence. The enforcement activities should 

be publicized extensively to be effective in deterring high-risk driving behaviors of 

young drivers.

★★★ Safe Users,

Safe Speeds

4.3.2 Enhanced, high-visibility enforcement of aggressive driving and speed laws and 

supportive adjudication of these efforts to reinforce established speed laws.

★★★ Safe Users, 

Safe Speeds

4.3.3 Engage LEL for training, grant application assistance, and coordinating countywide 

enforcement activities and initiatives that address young drivers.

NA Safe Users, 

Safe Speeds

4.3.4 Conduct safety attitudinal and awareness surveys of Price County young driver’s 

knowledge, opinions, and self-reported driving behavior related to speeding, seat 

belt use, and impaired driving which can indicate effectiveness of safety efforts. 

NA Safe Users

4.3.5 Conduct seat belt and distracted driving surveys. NA Safe Users
36

Implementation and Evaluation 

The Price County LRSP builds on past and ongoing efforts, strengths partnerships, and enhances the ability to 

leverage limited funds and resources. Moving the LRSP from planning to implementation is essential to reduce 

fatalities and injuries occurring on the Price County Trunk Highway system. This section provides a roadmap to 

guide implementation of the LRSP and evaluate success. It identifies potential funding sources and a detailed list 

of strategies and action items using the Safe System approach. It includes priority locations for implementation. 

A key benefit of the Price County LRSP is its alignment with the Wisconsin SHSP. As the WisDOT uses the 

Wisconsin SHSP and its emphasis areas to guide its safety funding, the alignment of the Price County LRSP

strategies and actions with State priorities enhances their eligibility for Federal and State funds. Accessing HSIP 

funds to support the County’s roadway infrastructure safety projects is predicated on this linkage to emphasis 

areas in the SHSP. Accessing these HSIP funds helps to supplement local funding for projects stemming from this 

LRSP. Additionally, federal behavioral grant funding from NHTSA and managed by the State highway safety office 

(WisDOT Bureau of Transportation Safety (BOTS)) is available on an annual basis. 

The Price County TSC provides a leadership group to facilitate LRSP implementation. This community-based

multi-disciplinary board contains many of the stakeholders involved in the LRSP development. Continued 

engagement by all the stakeholders will ensure a seamless transition from LRSP development to 

implementation. The TSC meets quarterly and can include discussion of Price County LRSP implementation 

activities as a standing agenda item, ensuring that implementation stays at the forefront. Essential activities can 

include coordinating with the County board, committees, and various agencies, collaborating with key 

stakeholders, prioritizing safety projects, and pursuing potential funding opportunities that support 

implementation of LRSP strategies and actions across the County. The Price County TSC would also coordinate 

with WisDOT to ensure the safety activities of the region align with Wisconsin’s safety priorities. 

Evaluation of the LRSP will be in the form of process and outcomes. Process evaluation involves reviewing each 

numbered action under the strategies in the LRSP and determining if progress has been made. Outcome 

evaluation looks at the impact of activities. For some projects, such as site-specific projects, it is relatively 

straightforward to determine safety impact based on pre-construction and post-construction crash statistics. For 

other projects, it may be a combination of several activities that lead to a change in crash frequency. For 

example, a change in the frequency of impaired driving crashes may be a result of a combination of educational 

and enforcement initiatives. Therefore, because of the interrelationship between different safety activities in

the County, it is ideal to evaluate outcomes at the emphasis area level. The LRSP can use fatalities and injuries as 

the metric for annual progress in each of the emphasis areas. 

In addition to crash frequency, evaluations should also consider other metrics, if data allow. Changes in traffic 

volumes, crash severity, and characteristics of crashes also provide meaningful insight into the effect of safety 

countermeasures. Part B of the Highway Safety Manual (HSM)47 is a useful resource that provides further

information on different performance measures and evaluation methods. 

Price County and its stakeholders recognize that some strategies may take several years to fully implement. 

Additionally, it may take several years to realize the benefit of the strategies through a reduction of fatal and 

47 https://www.highwaysafetymanual.org/Pages/default.aspx 
37

serious injury crashes. Like the State SHSP, a full update of the LRSP is anticipated to be completed every five 

years. However, more frequent updates to the individual strategies and actions may take place to reflect the 

Plan’s progress and any new policies that affect implementation. The Price County Highway Department will be 

the primary agency responsible for updating the LRSP with support from the Price County TSC and the 

stakeholders. The Wisconsin LTAP is an excellent resource to assist with the evaluation and update of the LRSP.

Additional resources to guide the implementation of the LRSP can be found in Chapter 3 of FHWA’s reference, 

Implementing a Local Road Safety Plan48. 

Funding Sources

Funding is critical to implement the strategies and action items in this LRSP and may come from a variety of 

sources: federal, state, local, and the private sector. These include standard funding program mechanisms and 

grants as well as new initiative grants. Some sources of funding include the following: 

• Local Agency Funding. Local agencies have various funding sources that can be used to improve and 

maintain roadways and perform other safety activities. Consideration of the LRSP strategies during the 

allocation of funding, especially for maintenance activities or other roadway improvement projects can 

support implementation of the LRSP.

• Highway Safety Improvement Program (HSIP).49 The Wisconsin Department of Transportation HSIP50

uses the core Federal-aid highway program funds to develop and implement projects and strategies that 

are data-driven, align with the State SHSP, and through implementation, help reduce traffic-related 

fatalities and serious injuries on all public roads, including locally-owned public roads. The HSIP supports 

advancing implementation of the Safe System approach and LRSPs. WisDOT accepts HSIP applications 

for local safety improvements twice a year: February 15 and August 15. The HSIP project application 

form on WisDOT’s website. HSIP funds require a 10 percent match by the participating agency, unless 

otherwise determined by WisDOT. Regional HSIP Coordinators are available to assist local public 

agencies with the HSIP application process. 

• Safe Streets and Roads for All. The Bipartisan Infrastructure Law (BIL) establishes the new Safe Streets 

and Roads for All (SS4A) discretionary program that will provide $5-6 billion in grants over the next 5 

years. Funding supports regional, local, and Tribal safety planning and project implementation initiatives 

through grants to prevent roadway deaths and serious injuries.

• Federal NHTSA Grant Funding. The WisDOT Bureau of Transportation Safety (BOTS) manages the 

various federal NHTSA grant funding that Wisconsin receives to support enforcement, education, health 

center, and emergency response activities to improve driver behavior and reduce deaths and injuries 

48 FHWA, Office of Safety, Implementing a Local Road Safety Plan, 

https://safety.fhwa.dot.gov/local_rural/training/fhwasa20025/chap3.cfm 

49 FHWA, Office of Safety, HSIP Eligibility Guidance, 

https://safety.fhwa.dot.gov/hsip/rulemaking/docs/BIL_HSIP_Eligibility_Guidance.pdf

50 Wisconsin Department of Transportation, HSIP, https://wisconsindot.gov/Pages/doing-bus/local-gov/astncepgms/highway/hsip.aspx 
38

from motor vehicle-related crashes. The WisDOT BOTS receives grant applications annually in early 

spring and approval by NHTSA, typically in July. 

• Technology Transfer (T2). These federal funds are managed by the FHWA Division office and are used 

for research development, technology and innovation transfer, outreach, and communication activities 

(peer exchanges, scan tours). They are completely reimbursable for travel. A 20 percent match is 

required for other activities. 

• FHWA Grants. FHWA may make other funding available through grants to advance various safety 

activities. Other initiatives through FHWA that can provide resources to assist locals with LRSP activities 

include the Local Road Safety Focus Approach. 

• Wisconsin Department of Health Services/Price County Health and Human Services. The state and 

county public health agencies can provide resources to develop, implement, and support programs that 

effect safety of the residents of Price County. These will focus on behavior-related programs (e.g., 

impaired driving, child seats, rides for the elderly).

Price County Strategies and Action Items for Implementation

Each of the strategies and action items in the following tables addressed the four emphasis areas identified in 

the Price County LRSP. to help advance LRSP implementation efforts. Each of these strategies and action items 

supports the implementation of the Safe System approach. Agency leads, priority locations, potential funding 

sources and timeframe for implementation have been provided for each emphasis area strategy and action 

item. The implementation time frame identified as “Short” is for a period of now to three years; “Medium” 

covers three to five years; “Long” covers a period over five years.
Price County Local Road Safety Plan Strategies and Actions for Implementation

39

Emphasis Area 1 – LANE DEPARTURE 

Emphasis Area Objective: Eliminate Lane Departure Crashes

Emphasis Area Success Metric: Reduce the number of lane departure crashes by 50 percent. 

Strategy 1.1: Implement engineering-related countermeasures to reduce lane departure crashes. 

Number Action Lead Agency and 

Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

1.1.1 Install, enhance, or maintain center

line and edge line markings on 

paved roadways. 

Use 6” wide edge lines for priority 

corridors, where there is adequate 

lane width.

Lead: Price County 

Highway Dept. 

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Lane miles of 

roadway 

treated. 

Systematic 

and priority 

corridors, 

especially with 

the presence 

of curves.

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Ongoing action 

item 

1.1.2 Enhance curve delineation using 

advance curve warning signs, 

chevrons (including larger, 

fluorescent, and/or retroreflective 

signs), reflective strips on sign

posts, and pavement markings

(edgeline and centerline). 

Lead: Price County 

Highway Dept. 

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

curves 

evaluated and 

addressed

Systemic

paved roads 

and priority 

corridors.

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term

1.1.3 Perform an assessment of the 

Price County Highway system for 

WisMUTCD compliance of 

regulatory and warning signs. 

Based on assessment, install 

regulatory and warning signs for 

upcoming curves, speed limits, 

and no passing zones to alert 

motorists 

Lead: Price County 

Highway Dept. 

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab

All Use the 

assessment 

and Price 

County sign 

inventory to 

place signs 

systemwide in 

accordance 

with 

WisMUTCD.

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term 
Price County Local Road Safety Plan Strategies and Actions for Implementation

40

Emphasis Area 1 – LANE DEPARTURE 

Strategy 1.1: Implement engineering-related countermeasures to reduce lane departure crashes. (Continued)

Number Action Lead Agency and 

Partners

Activity 

Performance 

Metric

Application Priority Location(s) Potential 

Funding 

Source(s)

Implementation 

Time Frame

1.1.4 Install SafetyEdgeSM when 

resurfacing roadways. 

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC

Lane miles of 

roadway 

treated. 

Systemic Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term

Ongoing.

1.1.5 Widen and/or pave shoulders 

inside of curves and at priority 

locations to provide drivers with a 

recovery area.

Lead: Price County 

Highway Dept. 

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Miles of (or 

number of 

locations) 

shoulder 

added. 

Systemic Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E (entire 

length), CTH-F 

Priority 3: CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Medium 

1.1.6 Install speed indicator boards/ 

deploy portable speed indicator 

boards. 

Lead: Price County 

Highway Dept.

Partners: County 

Sheriff, WisDOT, 

NWRPC

Days of board 

deployment.

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term

Ongoing1.1.7 Inspect and prepare roads (e.g., 

sweeping before major 

motorcycle event near Price 

County and place portable speed 

indicator boards at high-risk 

locations. 

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC

Days of board 

deployment.

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term

OngoingAnnually
Price County Local Road Safety Plan Strategies and Actions for Implementation

41

Emphasis Area 1 – LANE DEPARTURE 

Strategy 1.2: Implement educational and outreach activities to address lane departure crashes.

Number Action Lead Agency and 

Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

1.2.1 Establish a driving behavior 

working group in the TSC to assist 

with implementation of behaviorrelated LRSP action items.

Lead: Price County 

TSC

Partners: WisDOTBOTS, LEL, local law 

enforcement.

Application of 

Safe Users: 

Education, 

Enforcement

Countywide NA Short term

1.2.2 Highlight Zero in Wisconsin51 and 

its program areas (Occupant 

Protection, Distracted Driving, 

Impaired Driving, Speeding & 

Aggressive Driving, Motorcycle 

Safety, and Teen Driving) on Price 

County and other stakeholders’ 

websites to change driver 

behavior.

Lead: Price County 

TSC

Partners: WisDOTBureau of 

Transportation 

Safety (BOTS)

Number of 

views/clicks

Outreach Countywide County Short term

1.2.3 Host informational meetings and 

press events and provide 

editorials to local news to inform 

the public of safety activities to 

reduce lane departure crashes.

Lead: Price County 

TSC

Partners: WisDOTBOTS

Number of 

meetings held, 

positive 

change in 

driver 

behavior.

Outreach 

which 

promotes 

shared 

responsibility 

for safety 

among the 

community. 

Countywide County Short term

1.2.4 Develop and provide information 

to high schools and private drivers 

education companies in Price 

County on driving with special 

attention to curves, use of safety 

belts, distracted driving, speed,

and vehicle dynamics.

Lead: Price County 

TSC

Partners: WisDOTBOTS, Price County 

Sheriff, Schools

Number of 

students 

receiving the 

information, 

reduction in 

young drivers 

involved in 

crashes.

Application of 

Safe Users: 

Outreach

High schools County, 

WisDOT

Short term

Ongoingannually during 

school year

51 https://zeroinwisconsin.gov/ 
Price County Local Road Safety Plan Strategies and Actions for Implementation

42

Number Action Lead Agency and 

Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

1.2.5 Utilize the distracted driving 

simulator52 and rollover 

convincer53 at community events 

and high schools to demonstrate 

impact of risky driver behavior.

Lead: Price County 

TSC

Partners: WisDOTBOTS, NWRPC

Number of 

events

Application of 

Safe Users: 

Outreach/

education 

Countywide/Possible Regionally County, 

WisDOT

Short term

1.2.6 Utilize effective, high-visibility 

communications and outreach 

campaigns (news stories, social 

media, paid advertising, public 

service announcements (PSAs), 

flyers and brochures) that support 

the use of seatbelts and child 

safety seats. 

Lead: Price County 

TSC

Partners: Price 

County Sheriff, local 

law enforcement, 

WisDOT-BOTS, Law 

Enforcement 

Liaison (LEL)

Increase use of 

seatbelts and 

child safety 

seats;

Number of 

classes; 

Number of 

clicks on key 

webpage; 

Countywide Countywide County, 

WisDOT

Short term 

Ongoing, 

Annually

1.2.7 Promote motorcycle rider 

education and training courses

provided in northern Wisconsin to 

enhance skills of motorcycle 

riders54. 

Lead: Price County 

TSC

Partners: Price 

County Sheriff, local 

law enforcement, 

WisDOT-BOTS, LEL

Number of 

courses held; 

Number of 

students 

Outreach Countywide County, 

WisDOT

Long term

52 https://zeroinwisconsin.gov/resources/campaign-materials/ 53 https://wisconsindot.gov/Pages/safety/education/outreach/lit-con.aspx

54 https://wisconsindot.gov/Pages/dmv/motorcycles/mc-how-aply/training-loc.aspx#northern 
Price County Local Road Safety Plan Strategies and Actions for Implementation

43

Emphasis Area 1 – LANE DEPARTURE 

Strategy 1.3: Enhance enforcement activities to address lane departure crashes. 

Number Action Lead Agency and 

Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

1.3.1 Integrate enforcement of seat 

belt use, speed, distracted driving, 

and impaired driving to maximize 

resources and send message to 

the public that traffic safety is not 

a single-issue activity. 

Enforcement activities should be 

publicized extensively to be 

effective in deterring impaired 

driving, speeding and other traffic 

offenses. 

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Hours logged, 

number of 

arrests, 

reduced 

speeds, 

number of 

citations. 

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOTBOTS, 

County/Local 

Long term

1.3.2 Establish and implement a Price 

County Safety Day having all 

enforcement agencies partner to 

enforce traffic safety laws on the 

same day to provide strong visible 

presence.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement, 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Reduce 

speeds, 

increased 

safety belt 

use, decrease 

in incidents of 

impaired and 

distracted 

driving

Countywide Countywide WisDOTBOTS, 

County/Local 

Medium term
Price County Local Road Safety Plan Strategies and Actions for Implementation

44

Emphasis Area 1 – LANE DEPARTURE 

Strategy 1.4: Improve data collection and analysis practices that relate to lane departure crashes.

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Applications Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

1.4.1 Perform roadway safety audits 

(RSA) on priority corridors that 

consider all road users and 

account for human factors and 

road user capabilities to further 

identify roadway features that 

contribute to lane departure 

crashes and select the 

appropriate countermeasures.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab., County Sheriff

Top 2-5 

priority 

locations per 

year.

Systemic Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT

Select two

corridors per 

year to perform, 

immediately, 

within first 6 

months.

1.4.2 Collect traffic volumes on priority 

corridors. 

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

roadways with 

AADT. 

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT

Short term

1.4.3 Continue to collect/obtain Ball 

Bank data.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Data included 

in Price 

County and 

WisDOT

database. 

County 

roadway 

system

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT

Short term

1.4.4 Monitor and investigate All 

Terrain Vehicles/Utility Terrain 

Vehicles (ATV/ UTV) activity and 

crashes on County roads to 

identify issues that might arise 

from these road users.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Identify crash 

trends and 

locations. 

Areawide Countywide County, 

WisDOT

Emerging issue, 

Ongoing 
Price County Local Road Safety Plan Strategies and Actions for Implementation

45

Emphasis Area 2 – SPEEDING 

Emphasis Area Objective: Reduce the number of fatal and serious injury crashes involving speed. 

Emphasis Area Success Metric: Reduce the number of speed-related crashes by 50 percent.

Strategy 2.1: Implement engineering-related countermeasures to reduce crashes related to speed. 

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

2.1.1 Set speed limits based on the use 

of appropriate engineering 

practices.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

miles. 

Countywide Countywide County, 

WisDOT

Short-term

Ongoing

2.1.2 Expand the use of advisory speed 

and regulatory signs to advise 

motorists of roadway conditions 

(e.g., curves, sideroads, 

entrances.) requiring lower 

speeds than the posted speed 

limit.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

locations. 

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOT, 

County, 

Direct 

Federal 

grants 

Short-term

Ongoing

2.1.3 Use traffic calming treatments 

such as vehicle actuated traffic 

signs (SLOW DOWN) and in-lane 

pavement markings (SLOW) to 

reduce motorists’ speeds.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

locations. 

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOT, 

County, 

Direct 

Federal 

grants 

Short-term

Ongoing

2.1.4 Use Radar Speed Feedback Signs 

to notify drivers of when they are 

driving over the speed limit and 

reduced speeds are necessary.

Lead: Price County 

Highway Dept.

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab, Price County 

Sheriff, local law 

enforcement. 

Number of 

locations. 

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOT, 

County,

Direct 

Federal 

grants 

Short-term

Ongoing
Price County Local Road Safety Plan Strategies and Actions for Implementation

46

Emphasis Area 2 – SPEEDING 

Strategy 2.2: Implement educational and outreach activities to promote safe speeds. 

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

2.2.1 Establish a driving behavior 

working group in the TSC to assist 

with implementation of LRSP 

actions related to speed, impaired 

driving, occupant restraint use, 

distracted driving, and motorcycle 

safety. 

Lead: Price County 

TSC

Partners: WisDOTBOTS, LEL, local law 

enforcement.

Application of 

Safe Users: 

Education, 

Enforcement

Countywide County Short term

2.2.2 Effective, high-visibility 

communications and outreach 

campaigns (news stories, social 

media, paid advertising, PSAs, 

flyers, and brochures) that 

support speed and aggressive 

driving enforcement programs. 

County Sheriff, WIS 

Dept of Public 

Safety, 

Office of Highway 

Safety 

Number of 

campaigns. 

Countywide 

Outreach

Countywide WisDOT

County 

Long term

2.2.3 Highlight Zero in Wisconsin55 and

its Speeding program area on 

Price County and other 

stakeholders’ websites to change 

driver behavior.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

views/clicks. 

Outreach Countywide WisDOT

County 

Short term

2.2.4 Engage the WisDOT Law 

Enforcement Liaison (LEL) for 

training, grant application 

assistance, and coordination of 

countywide education and 

outreach initiatives (e.g., videos, 

PSAs) that address speeding and 

aggressive driving. 

WIS Dept of Public 

Safety, 

Office of Highway 

Safety

Increased 

compliance of 

speed limits.

Countywide 

Outreach

Countywide WisDOT

County 

Short term

55 https://zeroinwisconsin.gov/ 
Price County Local Road Safety Plan Strategies and Actions for Implementation

47

Emphasis Area 2 – SPEEDING 

Strategy 2.3: Enhance enforcement activities to increase compliance of safe speeds.

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

2.3.1 Integrate enforcement of speed, 

seat belt use, distracted driving, 

and impaired driving to maximize 

resources and send message to 

the public that traffic safety is not 

a single-issue activity. 

Enforcement activities should be 

publicized extensively to be 

effective in deterring speeding 

and other traffic offenses.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

hours, 

citations 

issued, 

reduced 

impaired 

driving, 

increase safety 

belt use

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOTBOTS 

County 

Long term

2.3.2 Enhanced, high-visibility 

enforcement of aggressive driving 

and speed laws and supportive 

adjudication of these efforts to 

reinforce established speed laws.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

hours

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOTBOTS 

County 

Medium term

2.3.3 Engage WisDOT LEL for training, 

grant assistance, and coordination 

of countywide enforcement 

activities and initiatives that 

reduce speeding and aggressive 

driving.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Increase in 

grant 

applications

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOTBOTS 

County 

Annually
Price County Local Road Safety Plan Strategies and Actions for Implementation

48

Emphasis Area 3 – IMPAIRED DRIVING

Emphasis Area Objective: Reduce the number of fatalities and serious injuries related to impaired driving.

Emphasis Area Success Metric: Reduce the number of Incidents and crashes related to impaired driving by 50%.

Strategy 3.1 Implement educational and outreach activities to reduce impaired driving.

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Project Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

3.1.1 Establish a driving behavior 

working group in the TSC to assist 

with implementation of LRSP 

actions related to speed, 

impaired driving, occupant 

restraint use, distracted driving, 

and motorcycle safety.

Lead: Price County 

TSC

Partners: WisDOTBOTS, LEL, local law 

enforcement.

Education, 

Enforcement

Countywide NA Short term

3.1.2 Highlight Zero in Wisconsin56 and 

its Impaired Driving program 

area. Reference other programs: 

Occupant Protection, Distracted 

Driving, Speeding, Motorcycle 

Safety. Add to Price County and 

other stakeholders’ websites to 

change driver behavior.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

views/clicks

Outreach Countywide County, 

WisDOT

Short term

3.1.3 Utilize effective, high-visibility 

communication and outreach 

campaigns such as NHTSA’s 

“Drive Sober or Get Pulled 

Over57” and educating the public

through news stories, social 

media, paid advertising, PSAs, 

flyers and brochures about 

impaired driving and the 

consequences. Include possible 

transportation alternatives and 

supporting enforcement efforts. 

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Countywide Countywide County, 

WisDOT

Continually 

56 https://zeroinwisconsin.gov/ 57 Drive Sober or Get Pulled Over | NHTSA
Price County Local Road Safety Plan Strategies and Actions for Implementation

49

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Project Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

3.1.4 Promote WisDOT’s Drive Sober58

mobile app.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

app 

downloads 

Countywide Countywide County, 

WisDOT

Continually 

3.1.5 Engage LEL for assistance with 

training, grant application, 

participation in nationwide blitz, 

and coordination of countywide 

education and outreach 

initiatives that address impaired 

driving.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

interactions, 

increased 

number of 

enforcement 

grants 

Countywide Countywide County, 

WisDOT

Continually 

3.1.6 Promote the Tavern League of 

Wisconsin’s SafeRides Program59

and the participating 

establishments in Price County.

Lead: Price County 

TSC

Partners: Tavern 

League of 

Wisconsin, Price 

County 

stakeholders, 

WisDOT-BOTS

Increased 

number of 

requests for 

rides.

Countywide Countywide Tavern 

League

Short Term

3.1.7 Coordinate with the Price County 

Department of Health and 

Human Services’ behavioral 

health division and its Intensive 

Supervision Program (ISP) Unit 

to help people who have been 

charged with a second or 

higher OWI offense.

Lead: Price County 

TSC

Partners: Price 

County 

Stakeholders, 

WisDOT-BOTS

Decreased 

number of 

repeat OWI 

offenses 

Countywide Countywide County Continually 

58 https://zeroinwisconsin.gov/programs/impaired-driving/ 59 https://www.tlw.org/saferide/
Price County Local Road Safety Plan Strategies and Actions for Implementation

50

Emphasis Area 3 – IMPAIRED DRIVING

Strategy 3.2: Enhance enforcement activities to address impaired driving.

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

3.2.1 High visibility saturation patrols. Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

hours

Countywide 

and priority 

corridors.

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County 

WisDOTBOTS

Short term

3.2.2 Preliminary Breath Test Devices 

(PBT).

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

tests 

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County 

WisDOTBOTS

Short term / 

current

3.2.3 Engage LEL for training, grant 

assistance, and coordination of 

countywide enforcement 

activities initiatives that address 

impaired driving.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

interactions, 

increased 

number of 

enforcement 

grants 

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County 

WisDOTBOTS

Continually 
Price County Local Road Safety Plan Strategies and Actions for Implementation

51

Emphasis Area 4 – YOUNGER DRIVERS

Emphasis Area Objective: Reduce the number of fatalities and serious injuries involving young drivers (age 16 to 19 years). 

Emphasis Area Success Metric: Reduce the number of young driver-related crashes by 50 percent.

Strategy 4.1: Implement engineering-related countermeasures to reduce crashes related to speed (and aggressive) drivers. 

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

4.1.1 Enhance curve delineation using

advance curve warning signs, 

chevrons, reflective strips on sign 

posts, and pavement markings.

Lead: Price County 

Highway Dept. 

Partners: WisDOT, 

NWRPC, UW TOPS 

Lab.

Number of 

curves 

evaluated and 

addressed

Systemic

priority 

corridors.

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT, 

Direct 

Federal 

grants 

Short-term

4.1.2 Systemic application of multiple 

low-cost countermeasures 

(doubled-up signing, oversized 

signs, retroreflective strips on sign 

posts, and enhanced pavement 

marking) at stop-controlled 

intersections.

County, WisDOT Intersections 

assessed and 

plans 

implemented

Systemic Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT,

Direct 

Federal 

grants 

Three-year 

completion

4.1.3 Verify sight triangles and 

eliminate obstructions.

County, WisDOT Intersections 

assessed and 

plans 

implemented

Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County, 

WisDOT,

Direct 

Federal 

grants 

Five-year 

completion
Price County Local Road Safety Plan Strategies and Actions for Implementation

52

Emphasis Area 4 – YOUNGER DRIVERS

Strategy 4.2: Implement educational and outreach activities to address crashes involving young drivers (age 16 to 19 years). 

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

4.2.1 Adopt and implement Zero in 

Wisconsin and its young driver 

program area. 

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

views/clicks

Countywide 

Outreach

Countywide WisDOT

County 

Short term

4.2.2 Develop a Price County teen 

driving campaign using resources 

provided by the Crossroads Teen 

Driving Program60 sponsored by 

Children's Wisconsin. This 

program addresses several highrisk behaviors and is designed to 

instill a sense of driver 

responsibility in young drivers.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Countywide 

Outreach

Countywide WisDOT

County 

Short term

4.2.3 Collaborate with Price County 

high schools to participate in the 

annual Create Real Impact 

Contest61 which focuses on 

preventing reckless and distracted 

driving by young drivers.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Countywide 

Outreach

Countywide County 

WisDOTBOTS

Short term, 

ongoing. 

High School 

Social Media 

Campaign 

Contest-Teacher 

4.2.4 Provide information to parents of 

young drivers to educate them on 

the Wisconsin Graduated Driver 

License Requirements62.

Lead: Price County 

TSC 

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS 

Countywide 

Outreach

Countywide County 

WisDOTBOTS

Short term

60 https://www.crossroadsteendriving.org/ 61 https://createrealimpact.com/ 62 https://childrenswi.org/childrens-and-the-community/families-and-clients/safety-center/teen-driving/ 
Price County Local Road Safety Plan Strategies and Actions for Implementation

53

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

4.2.5 Engage LEL for training, grant 

assistance, and coordination of 

countywide education and 

outreach initiatives focused on 

young drivers. 

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

enforcement 

events.

Countywide 

Outreach 

Countywide-targeted locations County 

WisDOTBOTS

Short term

4.2.6 Implement effective, highvisibility communications and 

outreach national and state 

campaigns using news stories, 

social media, paid advertising, 

PSAs, flyers, and brochures that 

address high-risk young driver 

behaviors: speeding, aggressive 

driving, distracted driving, and 

improper use of seat belts.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Number of 

campaigns. 

Countywide 

Outreach

Countywide County 

WisDOTBOTS

Ongoing, 

annually

4.2.7 Use the Distracted Driving 

Simulator and the Rollover 

Convincer at schools, fairs, and 

other events to promote safe 

driving behaviors.

Lead: Price County 

TSC

Partners: Price 

County 

stakeholders, 

WisDOT-BOTS

Increase use of 

seatbelts and 

child safety 

seats;

Countywide

Outreach

Countywide County 

WisDOTBOTS

Ongoing, 

annually
Price County Local Road Safety Plan Strategies and Actions for Implementation

54

Emphasis Area 4 – YOUNG DRIVERS

Strategy 4.3: Enhance enforcement activities to improve safety for young drivers (age 16 to 19 years). 

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

4.3.1 Integrated enforcement of 

Wisconsin traffic laws to address 

high-risk behaviors associated 

with young drivers: speed, 

distracted driving, and seat belt 

use to leverage resources and 

provide visible presence. The 

enforcement activities should be 

publicized extensively to be 

effective in deterring high-risk 

driving behaviors of young 

drivers.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

hours, 

citations 

issued, 

reduced 

speeding and 

impaired 

driving, 

increase safety 

belt use

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County 

WisDOTBOTS

Long term

4.3.2 Enhanced, high-visibility 

enforcement of aggressive driving 

and speed laws and supportive 

adjudication of these efforts to 

reinforce established speed laws.

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

hours

Corridors Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

County 

WisDOTBOTS

Long term

4.3.3 Engage LEL for training, grant 

application assistance, and 

coordinating countywide 

enforcement activities and 

initiatives that address young 

drivers.

Lead: Price County 

TSC

Partners: County 

and Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Increase in 

grant 

applications

Countywide Priority 1: CTH-W, CTH-D 

Priority 2: CTH-H, CTH-E, CTH-F 

Priority 3: CTH-N, CTH-YY, CTH-A 

WisDOTBOTS 

County 

Annually
Price County Local Road Safety Plan Strategies and Actions for Implementation

55

Number Action Lead Agency 

and Partners

Activity 

Performance 

Metric 

Application Priority Location(s) Potential 

Funding 

Source(s) 

Implementation 

Time Frame

4.3.4 Conduct safety attitudinal and 

awareness surveys of Price 

County young driver’s knowledge, 

opinions, and self-reported 

driving behavior related to 

speeding, seat belt use, and 

impaired driving which can 

indicate effectiveness of safety 

efforts. 

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

surveys 

completed.

Countywide Countywide County 

WisDOTBOTS

Short term

4.3.5 Conduct safety attitudinal and 

awareness surveys of Price 

County young drivers’ knowledge, 

opinions, and self-reported 

driving behavior related to 

speeding, seat belt use, and 

impaired driving which can 

indicate effectiveness of safety 

efforts. 

Lead: Price County 

Sheriff

Partners: Local law 

enforcement and 

Wisconsin State 

Patrol, LEL, 

WisDOT-BOTS

Number of 

surveys 

completed.

Countywide Countywide County 

WisDOTBOTS

Short term
56

Appendix 
Price County Crash Trees

57

Roadway Departure Crashes (KABCO)-Fixed Objects, 2016-202063

A total number of 52 roadway departure-related crashes occurred on Price County Trunk Highways and involved hitting a fixed object off 

the roadway (See Figure 13). Of those crashes, 16 resulted in a fatality or injury. Most of the roadway departure crashes were due to a 

vehicle leaving the road and going into the roadway ditch. Hitting a tree is the other main contributing factor that results in a fatality or 

injury. 

63 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree. 

Figure 15. Graphic. Crash tree- roadway departure crashes-fixed objects, 2016-2020 (Source: WisDOT, 2022). 
Price County Crash Trees

58

Roadway Departure Crashes (KABCO)-Curve Related, 2016-202064

Figure 16. Graphic. Crash tree-roadway departure crashes, curve related, 2016-2020 (Source: WisDOT, 2022). 

Of those 52 roadway departure related crashes, 22 involve the driver navigating a curve (See Figure 16). Nearly 70 percent of the fatal and 

injury crashes involve the driver navigating a curve. These crashes often result in the driver hitting the ditch or a tree. This supports the use 

of enhanced pavement markings and signage, especially in advance of and through curves as a countermeasure to address roadway

departure crashes.

64 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.
Price County Crash Trees

59

Speeding-Related Crashes (KABCO), 2016-202065

Figure 17. Graphic. Crash tree-speeding-related crashes, 2016-2020 (Source: WisDOT, 2022). 

A total of 34 speeding-related crashes occurred on Price County Trunk Highways between 2016 and 2020 (See Figure 17). Nearly 80 percent 

involve a male driver. Of the total speeding-related crashes, nearly 60 percent involve roadway departure. Navigating curves represents 56 

percent of the total number of speeding related crashes, and 50 percent of those resulting in a roadway departure crash. Over 40 percent of 

the speeding-related crashes occur between noon and 6 pm. 

65In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree. 
Price County Crash Trees

60

Impaired Driving-Related Crashes (KABCO), 2016-202066

A total of 12 impaired driving-related crashes occurred on Price County Trunk Highways between 2016 and 2020 (See Figure 18). These 

primarily occurred between Friday and Sunday. All but one impaired driving-related crash involved a male driver. For the most part, these 

crashes occurred between 6 pm and 5 am. Education and outreach activities should use this information in combination with targeted 

enforcement activities, particularly on the HIN. 

66 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.

Figure 18. Graphic. Crash tree-impaired driving related crashes, 2016-2020 (Source: WisDOT, 2022). 
Price County Crash Trees

61

Impaired Driving Crashes Involving Speeding and Improper Use of Occupant Protection Devices 

(KABCO), 2016-202067

Of the 12 impaired driving-related crashes that occurred on Price County Trunk Highways between 2016 and 2020 (See Figure 19), five 

crashes involved speeding and four crashes involved improper use of occupant protection devices. An integrated enforcement effort 

collectively addresses these driver behavior issues. 

67 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.

Figure 19. Graphic. Crash tree- impaired driving, involving speeding and improper use of occupant protection devices, 2016-2020 

(Source: WisDOT, 2022). 
Price County Crash Trees

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Younger Driver-Related Crashes (KABCO), 2016-202068

Figure 20. Graphic. Crash Tree-young driver-related crashes (KABCO), 2016-2020 (Source: WisDOT, 2022) . 

Younger drivers, aged 16 to 19 years, represent 13 of the 95 total crashes that occurred on Price County Trunk Highways between 2016 to 

2020. As indicated in Figure 20, these crashes primarily occur after school (noon to 6 pm). This aligns with after-school activities that many of 

the students participate in.

68 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.
Price County Crash Trees

63

Older Driver-Related Crashes (KABCO), 2016-202069

Figure 21. Graphic. Crash Tree-Older-driver related crashes, 2016-2020 (Source: WisDOT, 2022). 

Older drivers represent 15 of the 95 total KABCO crashes. Figure 21 indicates that crashes involving older drivers occurred primarily between 

5 am and 6 pm. The drivers are primarily male, and speed is not a large contributing factor. 

69 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.
Price County Crash Trees

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Intersection-Related Crashes (KABCO), 2016-202070

Figure 22 Crash tree intersection-related crashes, 2016-2020 (Source: WisDOT, 2022). 

As shown in Figure 22, nine intersection-related crashes occurred on Price County Trunk Highways. Speeding is not involved with six of the 

crashes. Of the total number of intersection-related crashes, six involved intersections without traffic control devices. Although intersections 

are not an emphasis area in the LRSP, a review of the intersections and signing would be beneficial in reducing overall crashes. 

70 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.
Price County Crash Trees

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Motorcycle-Involved Crashes (KABCO), 2016-202071

Figure 23 Crash tree-motorcycle-involved crashes (KABCO), 2016-2020 (Source: WisDOT, 2022). 

Motorcycle related crashes (See Figure 23) represent five of the 95 KABCO crashes that occurred on Price County Trunk Highways for the 

period of 2016to 2020. All of those involved navigating a curve. This stresses the importance of enhanced signing and pavement markings in 

advance of and through curves on the roadways in the County, particularly the HIN. 

71 In October 2021, WisDOT shared crash data with the project team. These data were used to make this crash tree.