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New Jersey has launched a marketing campaign to counter New York City's congestion pricing, which began on January 5. The campaign, called NJ RISE, aims to encourage New York-based companies to allow their New Jersey employees to work from home or open offices in New Jersey. The New Jersey Economic Development Authority (NJEDA) is offering financial incentives of up to $500,000 to businesses that participate in the program.
Governor Phil Murphy has been vocal in his opposition to New York's congestion pricing, stating, "New York should not balance its budget on the backs of New Jersey families." The NJ RISE program is designed to reduce commuting costs and time for New Jersey residents, while also keeping their tax dollars in the state.
The first billboards promoting NJ RISE appeared on Monday (January 20) at key locations such as the 39th Street entrance to the Lincoln Tunnel and the Cross Bronx Expressway. Additional billboards, along with social media ads and taxi top banners, will follow in New York and northern New Jersey.
According to NJEDA, the program is a $20 million pilot initiative aimed at increasing New Jersey's Gross Income Tax Withholdings by encouraging businesses to reassign their New Jersey resident employees to work within the state. The grant is based on the employees' withholdings during one tax year, not exceeding $500,000 per business.
Governor Murphy has also reached out to President Donald Trump, urging him to terminate the additional toll on motorists. The congestion pricing charges $9 for most vehicles traveling at or below 60th Street in Manhattan.