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SECTION 8, PLANS I Pages <br />REVENUE CONTROL PROCEDURES (CONTINUED) <br />SCORECARD REPORT <br />Administrative and operational scorecards measure all <br />facets of operating a parking facility on a monthly and <br />quarterly basis, providing valuable feedback to the client. <br />It offers a quicK overall analysis of facility performance <br />with green representing good, yellow representing room <br />for improvement. and red representing below standard <br />performance. This tool enables clients to always be fully <br />informed of facility performance. Here is an example of a <br />monthly report scorecard. <br />OTHER REVENUE CONTROL PROCEDURES INCLUDE: <br />Monthly Access Card Audits - Performed twice a month on the 1st of the month and mid month. <br />Monthly A/R aging and reconciliation - Tracking of all aged receivables and all unpaid monthly parker accounts. <br />Cash Controls - All cash registers and point of sale systems to be password protected. Dual Custody whenever cash is <br />transported or transferred. <br />Flash reports/ Operations Dashboards - Daily Revenue Summaries - Cash Scorecards - FRX (drill down reports showing <br />G/L postings down to the invoice level). Sales audit (revenue and transactions directly reported and reconciled by location <br />Parking Equipment into Deposit Central - Central Parking's proprietary revenue reconciliation software). <br />FINANCIAL GOALS AND FIDUCIARY RESPONSIBILITY TO THE CITY <br />If given the opportunity to manage the City's parking assets, our primary goal will be to ensure that every transaction is <br />fully accounted for, that we collect all monies due and deposit funds in a safe and timely manner with City having full <br />visibility and access to financial reports. In addition to our commitment for strict financial oversight, we will focus on <br />operational recommendations to drive incremental growth and adherence to operational budgets. <br />REVENUE ENHANCEMENT OPPORTUNITIES <br />RATE RECOMMENDATIONS <br />Our Operations Managers and Facility Managers closely evaluate and analyze parking rates and site-specific pricing <br />structures to optimize client revenue objectives. They know their markets well, but as a matter of policy, we routinely <br />perform market rate surveys to compare the parking rates those at competing parking facilities. <br />EVENT PARKING <br />We provide and will offer turn key event parking solutions with online parking reservation options & pre cash procedures. <br />WEB MARKETING <br />Central can deliver an innovative web marketing program to promote downtown Santa Ana parking year round and drive <br />incremental growth. The web program will be centered around creating a customized web page featuring downtown <br />parking info including: directions, Google map, rates and parking facility information. Web marketing programs can <br />capture online searches and direct them to your customized content. Web traffic can also be driven to this page via pay <br />per click ads and linking initiatives with local Santa Ana merchants web sites. Through the strategic initiative briefly <br />described, people driving to Downtown Santa Ana who are searching the web for parking options will find clear & concise <br />content to influence their decision on where to park. <br />MARKETING AND ADVERTISING OPPORTUNITIES <br />Through industry leading advertising firms, such as Adwalls and Advertickets. we will work closely with the City and <br />downtown area vendors to capture undiscovered revenue streams through advertising and marketing opportunities. <br />