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<br />City of Pleasanton Cemetery Proposal Page 1 <br />August 14, 2024 <br />Heidi Murphy <br />Director, Library and Recreation Department City of Pleasanton <br />P.O. Box 520 <br />Pleasanton, CA 94566 <br />Re: Pleasanton Pioneer: Deficit Spending Analysis <br />Director Murphy, <br />The following is a proposal to perform a Deficit Spending Analysis for Pleasanton Pioneer <br />Cemetery. As an organization with over forty-years of experience managing, advising, and <br />developing cemeteries throughout the United States, we are well positioned to assist the City of <br />Pleasanton in analyzing the available operating models and conditions for the cemetery. Our <br />proposal is based on our experienced with similar projects, but we recognize that each project is <br />unique, and we will remain flexible to meet your needs and goals. <br />The Deficit Spending Analysis will be based on our understanding of national cemetery best <br />practices, our experience with other municipal cemetery systems as well as the goals and objectives <br />for the system in the City of Pleasanton. The Scope of Services below further details our work plan <br />and deliverables. <br />Scope of Services <br />Our Deficit Spending Analysis would include the following components: <br />1. Market Analysis <br />2. Cemetery Assessment <br />3. Potential Models for Sustainable Operations <br />1. Operating Steps <br />2. Financial Model <br />4. Recommendations <br />Our first step will be to perform a high-level market analysis provide a baseline understanding of <br />consumer sentiments and behaviors in the service area. We will review core demographic <br />information and mortality trends including disposition preferences. Additionally, we will study key <br />competitors in the market area. Ultimately, this will allow us to understand the current positioning of <br />the City Cemetery in the marketplace and to forecast demand and absorption rates for our economic <br />analysis. <br />The cemetery assessment component would include a review of the physical sites; studying the <br />available mix of burial options as well as reviewing structural elements including but not limited to, <br />trees and landscaping, fencing, access and signage. We understand that there is a 2014 Master Plan <br />Report that we will review and utilize to assist our assessment. We will also conduct an initial <br />evaluation of administrative, sales and operating processes. This will allow us to have a baseline <br />understanding of how the cemeteries operate today. <br />Docusign Envelope ID: DBCE8D5B-AF97-4F03-B1B3-A8D5FBA62E6F