Episode Details

O Street in downtown Lincoln is getting a major facelift — but at a steep cost to local businesses. Sales have plummeted, with some shops losing up to $2,000 monthly, forcing owners to slash prices and scramble for customers. While construction began in December and aims to finish by the 2026 football season, the disruption is real — from Smith’s Olde Cafe to Yia Yia’s, foot traffic has dropped sharply, especially in May. Owners are adapting with discounts and hoping college students and game-day crowds will return. Data confirms the slump, but optimism runs high: the community’s resilience, combined with the promise of football season and city efforts to draw visitors, could turn this temporary setback into a long-term revival.

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