Techniques for managing pedestrian and vehicular congestion are described herein. In an example, a congestion event at a location is identified. The congestion event may be a sporting event, entertainment event, road construction event, etc. A primary route to or from the congestion event is identified. In examples, a primary route conveys traffic to the location, and may be associated with commencement of the event. Alternatively or subsequently, a primary route conveys traffic away from the location, and may be associated with a conclusion of the event. A secondary route that could lessen traffic of the primary route is identified. In a first example, durations of vehicle traffic lights and pedestrian walk/don't walk signs are adjusted to encourage and to increase usage of the secondary route. In a second example, the secondary route is promoted by updating digital signage to send traffic on the secondary route.