Introduce a congestion or toll for the A49 river crossing. Use the revenue generated to fund further generation for the economy.
Believe it or not Stockholm had a very similar problem to Hereford and introduced minor charges at peak times for busy river crossings. The result a reduction of 20% at peak times (that’s twice the difference we see in Hereford when schools are off!).
A charge as low as €1 was enough to deter between travelling at 07:30 to 09:30 – non essential journeys moved outside of this time. That early trip to the shops and businesses looking at the cost of sending 10 vans a day at peak time to cross a bridge.
Here’s an actual real life factually assessment of how that works in a TED talk – https://www.ted.com/talks/jonas_eliasson_how_to_solve_traffic_jams/transcript?language=en#t-256250
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