Cultural Connection

Urban Core Development Reinvigorates Small Businesses

BY BROOKE STRICKLAND

Small businesses are the heartbeat of America. In Lincoln specifically, business owners are continuing to find ways to welcome people into their stores and restaurants, encouraging them to shop local and support Nebraska’s economy.

The urban core of Lincoln is changing. What was once mainly a business hub, is slowly transforming into an urban neighborhood that people want to live and work in.

“Downtown is experiencing massive growth in its residential population, which has grown from 3,000 to a potential 10,000 residents after planned construction,” said Todd Ogden, president and CEO of the Downtown Lincoln Association. “Due to the changing nature of our urban core, our residents and patrons continue to look for more experiential and residential services. We are seeing a trend of businesses that are adding activities to create a destination for people to want to be a part of.”

Overcoming Challenges

The last few years took a toll on small businesses everywhere, and while Lincoln businesses are bouncing back, there are still challenges.

Barb Ballard, owner of From Nebraska Gift Shop, noted that the labor shortage has impacted her business.

“Like many other local businesses, we find that employees, especially part-time employees are increasingly harder to find. Hours usually covered by part-timers now have to be worked by full-timers that have altered start times to work evening and weekend hours.”

Matel Rokke, owner of Tsuru, said that her experience has been similar.

“Finding people that really fit your brand can also be a difficult task when there are not as many people looking for work,” she said. “We have found offering competitive wages and bonuses is a huge asset.”

Inflation and rising costs have also been difficult to navigate.

“The trend I am continuing to see again and again is just the continued increase in the cost of doing business at every step,” shared Alicia Reisinger, founder and creative director for Wax Buffalo Pure Soy Candles. “From the products we use to shipping