Shopping options lead others
to Omaha, researcher says
By Angie Brunkow
Staff Reporter
Don’t be surprised if you find your
self stuck in traffic reminiscent of
Husker football games between Lin
coln and Omaha before the holidays.
Charles Lamphera, director of the
Bureau of Business Research at the
University of Ncbraska-Lincoln, said
many Lincoln shoppers make a shop
ping exodus toOmaha during the gift
giving season.
Don LaCherc, general manager of
Oak view Mall at 144 th and Center
streets in Omaha, said he estimated
that up to 10 percent of the mail’s
weekend shoppers were Lincoln resi
dents, and he hoped to sec that num
ber increase before Christmas.
Lamphera said the exodus of shop
pers was not a new or isolated inci
dent.
Many retail chains locate in the
“niche markets” of big cities because
they can drqfto from the surrounding
communitics and hinterlands, he said.
- 44
People say it’s well
worth the trip.
—LaChere
Oakview Mall general manager
-99 ~
The combination of the central city
and surrounding areas leads to a siz
able market, he said.
Large urban centers like Omaha,
Kansas City, Mo., and Minneapolis
tend to attract retail stores and cus
tomers from the higher spectrums, he
said.
These stores feature specialty items
and clothing, he said.
But Lamphcra said shoppers tak
ing their business to Omaha would not
necessarily hurl Lincoln retail.
Lincoln’s niche is in mid-level trade
and volume stores like Wal-Mart, he
said.
Those stores draw shoppers from
the smaller communities surrounding
Lincoln, he said.
LaChcrc said Oakview Mall would
target the Lincoln audience.
The mall will have billboards
posted before Christmas and ads
placed in the Lincoln Journal-Star, he
said.
LaChcrc said the cost and bother of
driving didn’t deter Lincolnites.
“People say it’s well worth the
trip,” he said.
LaChcrc said shoppers were drawn
to Omaha because they could “make
a day of it.”
Shoppers have access to specialty
shops, a variety of malls and restau
rants, and they have an opportunity to
see the city, he said.
Higher incomes, easier transporta
tion and flexible work schedules al
low shoppers to make the 45-minute
trip without a lot of hassle, he said.
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