Aurora, CO – Drivers don’t usually think about infrastructure when it’s working well — and that’s exactly the point.
This January, the E470 Public Highway Authority launched “E470 Exposed,” a that reveals the behind-the-scenes work keeping one of Colorado’s most reliable roads safe, smooth, and dependable.
“When infrastructure works the way it should, people don’t notice it,” said Joe Donahue, Executive Director at the E470 Public Highway Authority. “‘E470 Exposed’ shows the work that’s been happening in plain sight for years — and how E470 customers’ toll dollars are reinvested back into the road.”
Unlike a marketing campaign, “E470 Exposed” is purely educational. Its goal is to build public trust and address common misconceptions about E470. E470 is owned and operated by the communities it serves, and every toll dollar collected supports safe, reliable, and efficient regional infrastructure — not private profit.
E470 partnered with Standard Practice, a Boulder-based creative firm, to develop the campaign. Together, they crafted messaging and visuals across the Denver metro area that spark curiosity while reinforcing E470’s commitment to transparency and reliability.
“There are many things that are awesome about E470. None of them are terribly entertaining to learn about,” said Steve Dolan, Partner and Creative Director at Standard Practice. “This campaign is a great way to tell the world about the incredible work E470 does, in a way that’s irresistible, not to mention fun.”
Who’s behind E470 – and What’s Being Exposed
E470 is operated by the E470 Public Highway Authority, a political subdivision of the State of Colorado. The Authority is governed by elected officials from Adams, Arapahoe, and Douglas counties, as well as the cities of Aurora, Brighton, Commerce City, Parker, and Thornton — ensuring decisions are made locally, with transparency and accountability.
Since opening in 1991, E470 has invested hundreds of millions of dollars in proactive maintenance, safety, and long-term roadway planning — work designed to prevent issues before drivers ever experience them.
That work includes:
- Proactive resurfacing and maintenance
Since 2015, E470 has proactively resurfaced over 132 lane miles of pavement, helping to prevent potholes, extend pavement life, and avoid disruptive emergency repairs. Preventive maintenance reduces long-term costs, ensures a smooth, comfortable ride, and minimizes construction impacts for drivers.
- Capacity expansion to meet future demand
Over the past decade, E470 has added 54 new lane miles to stay ahead of population growth in the eastern Denver metro area. The Denver Regional Council of Governments projects nearly 30% population growth by 2050 — growth E470 is planning for now.
- Reinvestment of toll dollars
One hundred percent of E470’s toll revenue is reinvested into the roadway. Approximately $0.65 of every dollar supports operations, maintenance, and capital improvements, while $0.35 pays debt issued to build E470 — all without relying on state or federal tax dollars.
- Faster, more reliable travel
According to a Texas A&M Transportation Institute report released in November 2025, the Denver metro area ranks 17th out of 101 U.S. regions for worst commuter delays. That gridlock isn’t a common issue on E470, where drivers benefit from consistent travel times and significantly less congestion, especially during peak hours.
Because this work is proactive, it’s rarely seen — and rarely discussed. “E470 Exposed” invites the public to take a closer look at how responsible infrastructure stewardship works when it’s done consistently and well.
The campaign launched with teaser elements designed to spark curiosity, followed by messaging that explains how toll dollars are used and how the roadway is maintained year-round. The campaign is not connected to toll rates, policy changes, or operational changes and represents a small portion of E470’s overall investment in roadway maintenance, safety, and operations.
Where the Public Will See the Campaign
- High-visibility outdoor locations across the Denver metropolitan area
- Digital and social media encouraging audiences to learn more about the road behind the scenes
- Mobile installations or signage along E470
The campaign concluded on January 31, 2026.
