The daily Nebraskan. ([Lincoln, Neb.) 1901-current, May 06, 1991, Page 9, Image 9

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Officials say survey
misses Lied mission
By Michael Hannon
Staff Reporter
Unflattering results from a
marketing survey by University of
Nebraska-Lincoln undergraduates
about the Lied Center for Perform
ing Arts are misleading, two UNL
officials said.
The survey, conducted by a 300
level marketing class, garnered
responses from 424 students in the
six colleges on City Campus. Par
ticipants indicated that they wanted
lower ticket prices and more stu
dent-focused events.
But Robert Chumbley, director
of the Lied Center, said the report
isn’t based on a full understanding
of the Lied Center’s mission.
The center’s mission is to serve
the community and the state, as
well as UNL students, he said.
The survey suggested that a wider
variety of events would appeal more
to student’s tastes, such as comedi
ans and popular musicians. _
Chumbley said these events do
not fulfill the mission of the Lied
However, comedians and other
performers can be booked by stu
dent organizations through the
Campus Activities and Programs
office, Chumbley said. Comedian
Sam Kinison was booked through
the University Programs Council,
he said.
“We offer the Lied to UPC,
CAP and KLPAC (Kimball-Lied
Performing Arts Committee) if they
would like to book comedians,” he
Forty-three percent of the stu
dents surveyed said high ticket prices
were the reason they did not attend
Lied performances. To correct this
deficiency, the report suggested
offering student discounts.
But Chumbley said the Lied
Center already offers students dis
counts of 50 percent, with an addi
tional 10 percent discount if stu
dents buy a subscription for the
season. To give a greater discount
would be “suicide,” he said.
Chumbley said students’ re
sponses to the survey may indicate
that existing discounts must be
publicized more.
Steps already were taken to
ward this goal before officials at
the Lied were aware of the survey,
he said. A student has been hired to
aid in marketing the Lied Center to
students, he said.
Chumbley said he was pleas
antly surprised by one response to
the survey. According to the re
port, 54 percent of UNL students
on City Campus have attended an
event at the Lied Center.
While the report indicated this
was a deficiency, Chumbley said
that the percentage of attendance
was “phenomenally high.”
Performing arts centers at other
institutions usually have only about
20 percent of students in atten
dance, he said.
Michael Mulnix, director of the
Office of Public Relations and client
representative for the report, said
as an undergraduate report, the
survey is “A” work, but lacks the
sophistication necessary to be an
effective marketing study.
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Centrum owners planning change
By Lori Stones
Staff Reporter
The Centrum’s two new owners,
John Pacheco and Reginald Winssin
ger of Scottsdale, Ariz., want to spark
positive changes in the downtown
shopping complex.
Leasing manager Larry Majeski
said the new owners are waiting for a
commitment from the city, but are
working out preliminary plans for
Majeski said Pacheco and Winss
inger are planning a new restaurant
for the Centrum that would be the
“essential anchor” for the complex.
The owners also are considering
installing showcase windows along O
Street to attract more business to
downtown, he said.
Lincoln Mayor Bill Harris said the
owners are “looking at ways to de
velop the Centrum to bring life back
to the former retail mall.”
Discount retailers might be a good
approach and could include Marshall’s
or TJ Maxx, he said.
Hams stressed that the Centrum is
an important element in the restruc
turing of the downtown area.
And maintaining current businesses
is a key part of that restructuring, he
“1 am encouraging (the new own
ers) to revitalize, and I am willing to
sit down and talk with them,” he said.
But, Harris said, any plans to be
made concerning the restructuring of
the Centrum are private business
decisions and will be made when the
investors are ready.
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