Forging Ahead: Omaha Leaders Share Four Pillars for the Future

Photo illustration by Jill Bruckner in collaboration with Midjourney

by Jill Bruckner

No. 1: That’s where Forbes placed Omaha in a recent round up of The Best Cities to Move to in 2024.

Omaha earned a perfect score – “100 out of 100” with high marks for low crime, a 98% employment rate, affordable housing, a surplus of “sunny days” and more.

The metro isn’t just winning in the move-to market. Omaha is consistently recognized as one of the hardest-working cities in the U.S., with WalletHub recently ranking the region among the Best Large Cities to Start a Business in 2024.

Like many successful communities, however, Omaha’s progress is powered by people – doers, deciders and dedicated leaders who listen, learn and lean into “what’s next.”

That’s why some Omaha leaders are rallying around the region’s resiliency and taking a bold look into the future.

"Omaha needs investment, and not just in the financial sense, but with buy-in from our young and motivated leaders,” says Kristyna Engdahl, vice president of communications, Metropolitan Entertainment and Convention Authority (MECA). 

“Omaha needs the strong-minded, the outspoken and big dreamers to put down their roots and assume active roles in shaping our city’s future,” she adds. “We are strength in numbers, but that strength can only be realized when the individuals who choose to call Omaha home join their voices."

Crafting Omaha’s Future Today

With strategic initiatives, such as the Greater Omaha Chamber’s 2040 plan, driving the region to become a “place where the brightest and best choose to live and work ... and inclusivity fuels a future that is already within reach,” the promise of an ever-outstanding Omaha seems close-at-hand.

Such aspirational goals, however, are fired by forward-thinkers; and Omaha’s innovators say a region on the rise could reap rewards by activating four pillars for the future.

1. Uncover Omaha’s Identity

Undoubtedly, Omaha's identity as a family friendly business hub, has contributed to its economic growth.

While residents enjoy many amenities – from miles of scenic walking trails to a thriving live-music scene – Omaha leaders say the region has room to capitalize on its uniqueness, without sacrificing the important balance between affordability and quality living.

Heralding Who We Are

“On a high level, Omaha needs an identity – one that isn’t just tied to affordability or a great place to raise kids. You can find those attributes in many different places. They aren’t unique,” says David Earl,  J.D. candidate at the University of Nebraska School of Law.

Earl, who interviewed dozens of area CEOs during his tenure as a KETV anchor and reporter, says capitalizing on Omaha’s key characteristics could help grow the region’s competitive advantage.

“A city-region’s identity is its DNA,” says a 2020 Brookings study. “[It’s] a unique, inherited collection of assets, history, traits and culture that distinguishes it internally and externally, and has the potential to unite people and place.”

To “brand” a place, Brooking suggests, “a metro area must undertake an iterative process to translate values and assets into a narrative that resonates.”

2. Insist on Inclusive Economic Development

“Inclusive economic development should be our focus right now, especially fostering new business creation and the launch of high-growth startups,” says Andrew Prystai, CEO and co-founder, Event Vesta, an event-promotion platform experiencing high customer engagement across 100s of communities.

“Entrepreneurship can create opportunities – both financially and culturally – to retain our best talent and improve the lives of our community members,” Prystai says.

Economic Growth Includes Entrepreneurial Investment

While Omaha boasts a thriving entrepreneurial ecosystem (fostered by incubators and accelerators such as Highlander and Millwork Commons), Prystai points out remaining committed to inclusive economic growth is critical to the city’s future.

Melissa Hurrington, chief financial officer and vice president of operations, Premier Claims, agrees, “Omaha has to create the ability for lower-income community members to be able to successfully enter the entrepreneurship space.” 

Making space for underrepresented communities in the workforce Hurrington says, will “not only stimulate the economy, but will also better serve our diverse population in a way that celebrates [everyone], makes the community more inclusive and inspires the next generation and next generation and next generation of entrepreneurs.”

Economic Prosperity is for Everyone

According to the Kauffman Foundation removing barriers to entrepreneurship is both “an opportunity and an imperative.”

The Kauffman team points out, “The playing field is not level, and certain groups face more significant and more persistent barriers to starting companies – leaving untapped human potential on the sidelines. There are ongoing gaps in economic opportunity and access to resources, particularly for women, people of color and immigrants.”

“If you want a vibrant and thriving community,” Hurrington says, “you have to have a vibrant, thriving and diverse small business market.”

Omaha's diversified business base, for example, has proved resilient, even amid national challenges. Leaders say such resiliency might continue, if Omaha’s enthusiasm for entrepreneurs endures.

“Entrepreneurship isn't a recent trend, in fact it's a continuation of one that's as old as Omaha,” Prystai says. “Once upon a time Mutual of Omaha, Kiewit and Union Pacific were all small businesses. But, through their continued growth, have returned their value to our city tenfold – if not more – since their founding.”

Collaboration is Key

Chris Phillips is chief operating officer, North End Teleservices, LLC. He’s one of the youngest COOs in the nation, and part of a select cohort (less than 4%, according to Zippia) of chief operating officers who are African American – affording him a fine-tuned, forward-thinking business lens.

Phillips’ perspective on what Omaha needs to be successful: “It’s critical that we take time to ensure all community stakeholders have a fundamental understanding of what equity truly looks like. This is the only way we can provide access, remove biases, honor diversity and provide opportunities for everyone to be successful in a way that fosters generational impact. The long-term success of our city depends on it.”

Research suggests platforms that allow community members to engage in decision-making (as well as voice concerns and collaborate) can foster a sense of community ownership.

According to Pew Research, “A median of 78% [of people] across 24 countries feel at least somewhat close to the people in their local community. With residents already feeling “close,” collaborative engagement may be the next, best step for progressive communities, including Omaha.

3. Invest in Infrastructure

As the effects of climate change become more pronounced, researchers say, communities need to invest in sustainable and resilient infrastructure, such as renewable energy sources, water-conservation systems and efficient transportation options.

Earl, who frequently covered transportation topics as a reporter, recommends “buses that arrive every 10 minutes, on more routes than just ORBT – and the pedestrian-safe infrastructure to support bus use.”

Earl is not alone. Mode Shift Omaha “advocates for transportation equity that enhances quality of life and opportunities for everyone to live, work and play.”

The organization adds, “Transportation alternatives increase economic and social opportunities for people who are economically, physically and socially disadvantaged or the elderly, and helps achieve equity objectives.”

To that end, The Omaha Streetcar, a modern, urban rail system currently under construction, is expected to enhance connectivity between key areas of the city, including the downtown area, the University of Nebraska Medical Center, and the Blackstone District.

4. Cultural Amenities Create Connection

"The benefit and impact of buying, participating in or supporting the arts from your community goes far beyond that initial purchase. It strengthens bonds, creates friendships, creates opportunities and – most importantly – provides resources to your local creatives," says Xavier Jackson, founder, Local Art Plug. Jackson and his organization are on a mission to make art accessible to all.

Space to Create

It’s no secret: Spaces that offer artistic opportunity can enhance community cohesion.

According to the Arts and Cultural Production Satellite Account (ACPSA), arts and culture contributed $1.10 trillion to the U.S. economy in 2022 – adding credibility to the economic confidence that museums, performing arts venues, festivals and entertainment amenities can elevate a city’s economy.

Omaha’s cultural amenities, for example, are abundant, with attractions such as Omaha’s Henry Doorly Zoo & Aquarium,  Joslyn Art Museum, The Durham Museum, Hot Shops Art Center and Charles Schwab Field (home to the College World Series), providing outlets for creative expression and relaxation.

Moving Beyond the 21st Century

“Civic health reflects the opportunities people have to participate in their communities,” by including “everyone’s voice to set priorities, make decisions and share resources,” says County Health Rankings and Roadmaps 2024 National Findings Report.

In turn, community growth requires a wide lens and an open mind – attributes area leaders are embracing to ensure Omaha’s future merges preservation with progress, momentum with management and inclusion with intention – all with an eye on the next generation.