Rivercenter, like many downtown malls, wasn’t a stranger to complaints about traffic and parking. A two-hour free parking program showed that it wasn’t fulfilling its shoppers’ needs, so Rivercenter mailed out brochures featuring 12 free all-day parking passes, along with discount coupons and VIP cards. The program generated an average of 31 cars per day, creating $554,778 in potential sales. Overall mall sales increased 20 percent.