For Chris Haynes, switching from car to bicycle to commute to work was a big transition, but it was worth it.

"It makes you feel good," said Haynes, co-owner of Sims Cycle & Fitness in Medford. He feels better physically and he's doing his part to curb air pollution and dependence on fossil fuels, he said.

Haynes is among many in the Rogue Valley seeking ways to get out of the car.

Transportation planners are striving to improve bicycle and pedestrian routes, increase public transportation use, even introduce commuter rail service in the region.

Dan Moore, planner for the Rogue Valley Council of Governments and member of the regionwide Metropolitan Planning Organization, said because of the additional traffic expected to be generated by numerous large developments in south Medford over the next decade, there are efforts on city, county and state levels to find alternatives.

"I think you need to make the options more attractive," said Moore. "What we're trying to do is provide options."

The Transportation Management Association, formed in 2002, strives to reduce reliance on the automobile and is working with employers to offer incentives. The city of Medford, Jackson County, the Oregon Department of Transportation and RVCOG are part of the association, said Moore.

It's working with Bear Creek Corp., Rogue Valley Medical Center and Providence Medford Medical Center on such incentives as free bus passes, van pools, compressed work weeks and park-and-ride programs.

Transportation leaders recently proposed forming a mass transit district, which would give the Rogue Valley Transportation District the ability to create a small payroll tax on businesses — one-third of 1 percent — to help fund expanded bus service.

Paige West, transportation options coordinator for RVTD, said at this point, the car's the easiest option for many people.

"It's very attractive to use your automobile if you can afford it," she said. But when people see it's inconvenient because of traffic or lack of parking or gas expenses, they'll take the bus, she said.

Cities such as Portland have a maximum parking requirement, West said, meaning that new development may not provide more than a limited number of parking spaces. She said she hopes Medford adopts such a policy.

She said if finding a parking spot is an inconvenience, people will turn to public transportation, bicycling or walking.

Medford city engineers say they're now ensuring that pedestrians and cyclists have the same access as cars in new developments and street improvement projects.

"We are pushing the concept that every mode of transportation ought to be a viable mode," said Cory Crebbin, Medford public works director.

Highway 99 in south Medford is due to get bike lanes within the next several years, a welcome change to what is considered an unappealing, if not risky, route by some cyclists.

"I will get on 99 and use it if I need to," said Haynes. "But if I'm in less of a hurry I'm going to choose to use a parallel street that's nicer."

He acknowledged that Medford still has a way to go before it's bicycle-friendly, but it's improving.

The Bicycle Transportation Alliance, a cycling advocacy group in Portland, gave Medford a D-minus in 2002 in a statewide assessment of local infrastructure and policies that support bicycle transportation.

"I would suspect if we were graded today we'd get a C-plus, and we're going up," said Haynes.

He predicts the traffic will drive people to bike, walk or use public transportation.

"It will happen here — as the streets get more congested, people will start saying, 'You know, if I hopped on my bike ....' At some point it's faster to walk than drive your car."

Reach reporter Meg Landers at 776-4481 or e-mail mlanders@mailtribune.com.