Since 2007 extensive infrastructural adaptations has been implemented and more will be implemented in the coming years in the city of Utrecht. As a result, road capacity dropped temporarily on the ring road and on some of the most important entry routes. Due to these road works, the city of Utrecht and the national highways authority expected a lot of disruption, traffic delays and a decrease in the accessibility of Utrecht. Private businesses also acknowledged this situation and saw the necessity to act. To limit the negative impacts on the traffic flows a unique public/private cooperation was set up with the Municipality of Utrecht, the National highways authority, the Utrecht Regional Authority, the Province of Utrecht, the Mid Netherlands Chamber of Commerce and VNO-NCW Utrecht (employers’ organisations). This cooperation was organised as a foundation called 'Stichting Utrecht Bereikbaar (SUB)' (Foundation Utrecht Accessible).
Stichting Utrecht Bereikbaar implemented different measures to influence mobility. One of them was the measure ‘Mobility Management Policy’ which aimed at raising private companies’ awareness on urban mobility, at reducing the amount of cars on the roads in Utrecht during peak hours and at increasing the use of alternative transport modes by implementing the free public transport pass, the so-called 'Utrecht Bereikbaar-pass'. UB-pass holders can use the buses and trams in the region and the OV fiets (a rental bicycle). The passes can only be bought by employers.
This measure belonged to a set of three measures (with UTR 4.2 ‘Disruption planning and Communication’ and UTR 4.3 ‘Rewarding Travellers for Avoiding Rush Hour’) which shared the common objective to limit negative impacts on traffic flows in Utrecht during the major road works in and around Utrecht and reduce traffic disruption. A decrease of the number of incoming cars from 2,000 till 4,000 per day during rush hours was the shared target of all three measures.