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from the issue of April 12, 2007
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UNL opinions aid downtown Lincoln survey
BY KIM HACHIYA, UNIVERSITY COMMUNICATIONS
UNL could play a more prominent role in helping grow new businesses in downtown Lincoln if recommendations by two urban planners are implemented.
Recent graduates with entrepreneurial interests have started several downtown businesses, according to Mary Beth Jenkins, president of Denver-based Laramie Co. Those entrepreneurs could serve as mentors to UNL students with similar interests, she said, and UNL should be involved in programs and projects that would formalize those types of opportunities for students, creating a sort of incubator for new retailers.
Jenkins and Brad Segal, president of Progressive Urban Management Associates, on April 4 presented preliminary outcomes of a study they conducted about how to revitalize downtown to a group of UNL students, faculty and staff. The pair were hired by the Downtown Lincoln Association to develop a strategy to recruit and retain retail business in downtown Lincoln.
In January and February, online surveys were conducted citywide. Some 416 from UNL responded, along with about 2,500 others in Lincoln. While the entire survey, which asked people to name specific types of stores, restaurants and brand names they would like to see downtown, has yet to be tabulated, Segal said some trends have emerged and some preliminary recommendations could be made.
The preliminary results, Segal said, show that citizens identify parking and empty storefronts as chief barriers to downtown shopping. And dining and entertainment are more significant draws than sports or culture.
Jenkins said Lincoln is unusual in having the university in such close proximity to its downtown. UNL employees and students are a surprisingly untapped market for downtown, she said, although employees are spending more money downtown than students.
Downtown should capitalize on its current sense of place, she said, by pursuing a strategy of recruiting unique, local niche retailers intermixed with national brands.
Existing retail nodes (such as the area along 14th street, P Street and the Haymarket), should be better connected, she said.
Encouragement of more residents downtown will create a desire among retailers to try to tap into that market, she suggested.
DLA, the Chamber of Commerce and others should develop a program to support and encourage property owners and businesses to locate and stay downtown.
And the city should implement recommendations made by a 2004 parking study, which included a "first-hour-free" pricing structure, better signage and streamlining how parking is managed downtown, Segal and Jenkins said.
"You need to manage parking as an asset," Jenkins said, adding that making a destination desirable and exciting enough will help overcome some parking issues.
And strengthening connections with UNL would help encourage employees and students to shop downtown, she said.
Jenkins also stressed that formalizing a program where UNL students could intern, shadow and partner with existing businesses could help student entrepreneurs become interested in locating downtown. Current students, she said, are risk-takers. Nurturing that spirit would help develop the niche businesses that other students like to patronize.
"You want to release 'millennials' to do their thing," Segal said, saying the current generation of students is optimistic, proactive, creative and in-touch with technology.
GO TO: ISSUE OF APRIL 12
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