The document discusses 12 processes used by parks and recreation departments that may negatively impact their return on investment. It analyzes how adopting a new centralized online registration and management solution called ACTIVE Net could optimize these processes and improve ROI. Specifically, it estimates the annual benefits ACTIVE Net could provide in areas like operational efficiency, participation levels, revenue, and total cost of ownership for a sample parks department. The estimated 3-year net present value of impacts for the sample department is over $280,000, with a payback period of just 7 months for their investment in ACTIVE Net.

1. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
12 Parks & Rec Processes
That May Be Hurting Your ROI
(and How to Optimize Them)
Presenter:
Vishal Dhir,
Sales Manager
Moderator:
Flora Leung,
Marketing Specialist

2. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’TThe Difficulty of Measuring ROI
- Not all costs and benefits are easily quantifiable or apparent
- Must be measured over a span of time
- Disparate systems
- Lack of agreement on goals

3. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’TMethodology
- Independent, third-party research
conducted by Hobson & Company
- Identified constraints and benefits
via in-depth interviews with
ACTIVE Net customers
- Measurable costs and benefits
based on key metrics validated
with existing ACTIVE Net
customers

4. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4
Gotham City Parks & Rec
- $1 million in revenue
- 20,000 registrations/year
- 250 permits and facility bookings/year
- $500,000 in credit card transactions
annually
- Previously used a client-server
solution
- Previously spent $30,000/year on
PCI compliance

5. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’TChallenges Impacting ROI
ROI
Operations management
Cumbersome processes in managing
registrations and memberships, taking
away from customer service
Participation
Lack of online experience and
social media presence, especially
among younger participants of the
community
Data insight
Inability to access current and past
program and membership data to
understand participant interests
Total cost of ownership
Lack of internal staff resources to
manage technology and PCI
compliance

6. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T12 Factors That May Be Hurting (or Growing) Your ROI
Are you increasing operational efficiency?
1. Registrations and facility bookings
2. Reporting
3. Memberships
4. Communication
5. Cash and credit card transactions
Are you increasing participation?
6. Online bookings
7. Social media

7. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T12 Factors That May Be Hurting (or Growing) Your ROI
Are you improving revenue with
better data insight?
8. Better data insight
Are you reducing total cost of ownership?
9. IT time managing solution
10. IT infrastructure costs
11. PCI compliance costs
12. Risk and exposure of processing credit cards

8. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Are you improving operational efficiency?

9. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T1 Registrations and Facility Bookings
Common Challenges
• Information is stored
in different online and
offline systems,
causing confusion
• Some processes
(private lessons,
waiting lists, etc.) are
managed manually
on spreadsheets or
different systems
Optimization
• Centralize program
information and
facility availability
online
• Integrate offline and
online registrations
• Automate private
lessons, waiting lists,
withdrawals, etc.

10. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T1 Registrations and Facility Bookings
Annual Cost
= # staff managing registrations and facility bookings
x # hours/week each staff spends on registrations and bookings
x registrations and bookings staff salary (fully burdened/hour)
ACTIVE Net Efficiency Impact:
Improve staff efficiency for managing registrations and facility
bookings by 20%

11. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T2 Reporting
Common Challenges
• Lack of variety and/or
granularity in reports
• Inability to compare
historical data
• Difficult to share
regular reports
• Credit card fees must
be manually reconciled
Optimization
• Track and compare
revenue by date,
session, program,
membership, and
utilization statistics
• Automatically send
scheduled reports to
stakeholders
• Automatically reconcile
credit card fees

12. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T2 Reporting
Annual Cost
= # staff creating and managing reports
x # hours/week each staff spends on reporting
x reporting staff salary (fully burdened/hour)
ACTIVE Net Efficiency Impact:
Improve staff efficiency for managing reporting by 5%
(20% vs. manual)

13. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T3 Memberships
Common Challenges
• Limited number of
membership types
• Manual pass creation,
validation, and renewal
process
• Member information is
not centrally located,
slowing service
Optimization
• Easily create pass cards,
instantly validate
membership status,
automatically renew
memberships
• View all participant info on
one screen
• Allow participants to access
their accounts online
• Create an unlimited number
of membership types

14. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4
We can now track members
as they attend programs and
enter buildings. The official-
looking membership card has
improved our image in the
community.”
Assistant Facilities Manager,
Medium-Sized Parks & Rec
“

15. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T3 Memberships
Annual Cost
= # staff managing memberships
x # hours/week each staff manages memberships
x membership staff salary (fully burdened/hour)
ACTIVE Net Efficiency Impact:
Improve staff efficiency for managing memberships by 5%
(10% vs. Manual)

16. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4 Communication
Common Challenges
• Inability to send
automated or mass
emails or text messages
• Inability to track email
metrics (opens, clicks,
unsubscribes)
• Difficulty identifying
target audiences
Optimization
• Identify recipients based
on past activity, gender,
age, etc.
• Schedule emails to go
out to specified groups
automatically
• Track email
effectiveness to improve
future communications
(opens, clicks,
unsubscribes)

17. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4
We can pull out specific
groups of people—for
example, female, aged 30-50,
took a spinning class—and
send them an email about
future classes or events. This
is a huge time savings over
manually identifying target
audiences and mailing them
information.”
Systems Coordinator,
Small West Coast Parks & Rec
“

18. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4 Communication
Annual Cost
= # staff who communicate with participants (phone, email, text)
x # hours/week each staff spends communicating with participants
x front desk staff salary (fully burdened/hour)
ACTIVE Net Efficiency Impact:
Improve staff efficiency for communication by 50%

19. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T5 Cash Handling and Credit Card Processing
Common Challenges
• Managers have limited
oversight on cash
handling, therefore
increasing the risk of
theft
• Point of sale is not
integrated with cash
handling
• Expired credit cards
• Failed accounts
Optimization
• Integrate all cash
handling, so managers
can see who is logged
in, what transactions are
processed, and reduce
theft
• Automatically update
expired credit cards
• Automatically retry failed
accounts

20. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T5 Cash Handling and Credit Card Processing
Annual Benefit
= ( total # hours/week staff spends managing cash handling + # hours/week all staff spend
on credit card transactions and reporting for credit cards )
x revenue staff salary (fully burdened/hour)
+ Average annual revenue from payments
+ Average annual revenue from credit cards and electronic check payments
ACTIVE Net Efficiency Impact:
Improve revenue by 2% and productivity by 5% (10% vs. Manual)

21. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T Are you improving operational efficiency?
ACTIVE Net Impact Benefits for
Gotham City
Registrations 20% $18,225
Reporting 5% $1,519
Memberships 5% $5,695
Communication 50% $22,781
Cash handling and credit
card processing
2% revenue, 5% productivity $15,544
Total Benefits $63,764

22. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Are you increasing participation?

23. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T6 Online Bookings
Common Challenges
• Residents are not able
to register online,
therefore having to drive
to the Y, call during open
hours, or register
elsewhere
Optimization
• Participants can view
and book programs
online
• All activities and
programs are housed in
a single system

24. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T6 Online Bookings
Annual Benefit
= # registrations per year
x average $ revenue per registration
ACTIVE Net Online Participation Impact:
Increase registrations due to online bookings by 5%
(10% vs. Manual)

25. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Staff has brought tablets
onsite to various events and
registered people on the spot.
Director of Community Services,
Small West Coast Parks & Rec
“

26. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T7 Social Media
Common Challenges
• Difficulty targeting
specific groups of
participants
• Registration is not
integrated with social
media
• Limited reach to new
potential participants
Optimization
• Target specific segments
of their membership,
such as former program
participants
• Allow participants to
share information with
friends on social media
(Twitter, Facebook, etc.)
• Reach potential new
participants by posting
programs on online
portals like ACTIVE.com

27. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
We expect to use email
marketing much more in the
future since it is so easy to
use and can be done right
through ACTIVE Net instead
of exporting to Excel.”
Director of Community Services,
Small West Coast Parks & Rec
“

28. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T7 Social Media
Annual Benefit
= # registrations per year
x average $ revenue per registration
ACTIVE Net Social Media Impact:
Increase participation due to social media by 1%

29. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T Are you improving participation?
ACTIVE Net Impact Benefits for
Gotham City
Online bookings 5% $51,250
Social media 1% $10,000
Total Benefits $61,250

30. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Are you improving revenue with
better data insight?

31. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T8 Better Data Insight
Common Challenges
• Lack of variety in reports
• Difficult to pull insights
from data
• Difficult to share regular
reports
Optimization
• Review revenue reports
by program, manage
wait lists for full
programs, and track
reservations, deposits,
payments, and refunds
• Review real-time
reporting on facility
usage to help increase
utilization rates
• Automate reports

32. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4 Managers can identify
activities and programs that
are running a deficit and
actively promote programs to
get more participants.”
Assistant Facilities Manager,
Medium-Sized Parks & Rec
“
The management team
regularly reviews the reports to
determine if we should combine
classes or shift some around.”
Recreation Program Supervisor,
Small Eastern Canadian Parks & Rec
“

33. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T8 Better Data Insight
Annual Benefit
= average $ revenue managed by the new solution
ACTIVE Net Data Insight Impact:
Improve revenue by 2% with better data insight

34. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T
Are you improving revenue with
better data insights?
ACTIVE Net Impact Benefits for
Gotham City
Better data insights 2% $20,000
Total Benefits $20,000

35. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Are you reducing total cost of ownership?

36. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T9 IT Time Managing Solution
Common Challenges
• On-premise servers
need to be maintained
• Updates need to be
manually installed
• Need to manage
multiple systems for
different functions
Optimization
• SaaS model managed
through one user-
friendly system
• Access solution through
the Internet or mobile
device
• Get updates
automatically

37. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T9 IT Time Managing Solution
Annual Cost
= # hours/month IT staff spends managing database infrastructure (upgrades,
application server, payment server, web server)
x IT staff salary (fully burdened/hour)
ACTIVE Net Impact on IT Time:
Reduce IT time managing solution by 25%

38. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T10 IT Infrastructure Costs
Common Challenges
• Need to purchase
software, licenses,
servers, and data
backup solutions
Optimization
• You no longer need to
purchase software,
servers, and data
backup solutions

39. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T10 IT Infrastructure Costs
Annual Cost
= $ spent over 3 years on database and web servers for client-server solution
ACTIVE Net Impact on IT Cost:
Reduce IT infrastructure costs by 100% for database and web servers

40. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T11 PCI Compliance Costs
Common Challenges
• Minimum PCI
compliance has 6 major
objectives and requires
12 major steps, making
it difficult and expensive
to meet standards
Optimization
• Vendor-owned PCI
infrastructure,
equipment redundancy
and system virtualization
to allow for complete
data protection

41. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T11 PCI Compliance Costs
Annual Cost
= $ per year spent on PCI compliance costs
+ # hours/week all staff spend on credit card transactions and reporting
x # hours/year IT staff spends securing computers to be PCI compliant
+ Revenue (POS, cred card) staff annual salary (fully burdened/hour)
x IT staff salary (fully burdened/hour)
ACTIVE Net PCI Compliance Impact:
Reduce PCI compliance costs by 75%

42. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T12 Risk and Exposure of Processing Credit Cards
Common Challenges
• Parks and rec
department is liable if
there is a security
breach and residents’
credit card data is
exposed
• 50% of organizations
suffer 1 security incident
in the last 12 months
Optimization
• Vendor with PCI Level 1
Compliance – vendor is
now liable and you no
longer need to purchase
software, servers, and
data backup solutions

43. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T12 Risk and Exposure of Processing Credit Cards
Annual Cost
= chance of a security breach
x # individual records in the system (potential security risk)
x $ cost per lost record
ACTIVE Net PCI Compliance Impact:
Reduce risk and exposure of processing credit cards by 100%

44. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Are you improving operational efficiency?
ACTIVE Net Impact Benefits for
Gotham City
IT time managing solution 25% $4,253
IT infrastructure costs 100% $6,000
PCI compliance costs 75% $43,358
Risk and exposure of
processing credit cards
100% $2,900
Total Benefits $56,511

45. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4
How It All Adds Up
- Payback Period: 7 months
- 3-Year NPV: $281,435

46. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’THow It All Adds Up
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
1 Year Investment
1 Year Return
3 Year Investment
3 Year Return
5 Year Investment
5 Year Return

47. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’T4
How It All Adds Up
- Payback Period: 7 months
- 3-Year NPV: $281,435
- 3-Year ROI: 177%

48. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’THow It All Adds Up
32%
31%
10%
27%
Benefits by Value Driver
Improved Operations Management
Improved Participation
Improved Data Insight
Reduced Total Cost of Ownership

49. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
DON’THow It All Adds Up
23%
28%
49%
0% 10% 20% 30% 40% 50% 60%
Cost Savings
Productivity Improvements
Revenue Gains
Benefits by Benefit Type

50. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
Questions?

51. 12 Parks & Rec Processes That May Be Hurting Your ROI (and How You Can Optimize Them)
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