Managed lanes are a form of congestion pricing that use occupancy and toll payment requirements to utilize capacity more efficiently. How socio-spatial characteristics impact users’ travel behavior toward managed lanes is the main research question of this study. This research is a case study of the conversion of a High Occupancy Vehicle (HOV) lane to a High Occupancy Toll (HOT) lane, implemented in Atlanta I-85 on 2011. To minimize the cost and maximize the size of the collected data, an innovative and cost-effective modeling framework for socioeconomic analysis of managed lanes has been developed. Instead of surveys, this research is based on the observation of one and a half million license plates, matched to household locations, collected over a two-year study period. Purchased marketing data, which include detailed household socioeconomic characteristics, supplemented the household corridor usage information derived from license plate observations. Generalized linear models have been used to link users’ travel behavior to socioeconomic attributes. Furthermore, GIS raster analysis methods have been utilized to visualize and quantify the impact of the HOV-to-HOT conversion on the corridor commutershed. At the local level, this study conducted a comprehensive socio-spatial analysis of the Atlanta I-85 HOV to HOT conversion. At the general scale, this study enhances managed lanes’ travel demand models with respect to users’ characteristics and introduces a comprehensive modeling framework for the socioeconomic analysis of managed lanes. The methods developed through this research will inform future Traffic and Revenue Studies and help to better predict the socio-spatial characteristics of the target market.