Rockbrook Village renovation

eomaha · Post by **eomaha** » Wed Sep 08, 2004 10:53 am

Rockbrook is celebrating 40th with an overhaul

In the early 1960s, Larry H. and Virgie Myers, the developers of Countryside Village near 87th and Pacific Streets, were planning a golf course and homes on farmland in southwest Omaha.

But when the State of Nebraska announced it would build Interstate 680, the couple rethought their project and decided that the site - just east of I-680 - was ideal for a neighborhood shopping center. Rockbrook Village shopping center opened in 1964 at 108th Street and West Center Road.

Back then there was no shopping west of 90th Street. The 13 acres of farmland the Myerses developed became the site for the first five buildings in Rockbrook, said Russ Daub, who owns the shopping center today with his wife, Sue, daughter of Larry and Virgie Myers.

Rockbrook was the lead commercial project that spurred growth on West Center Road, Daub said.

In the continually changing world of retail, Rockbrook, which this year marks its 40th anniversary, has survived without ever having a national chain store as an anchor. All of its approximately 60 tenant businesses are locally owned.

That's a fact Daub is proud to point out:

"Our real focus is on usable space for smaller businesses. We fill the demand of independent merchants not connected to the anchor theme."

At the same time, the retail area has evolved, Daub said, "demonstrating the shift from a neighborhood shopping center to more of a community center located on the Interstate."

He initiated a $6 million remodeling project about six months ago. Some of the changes:

• Distinctive new facades and roof lines on existing buildings.

• New walkways.

• Three new buildings connected with the realigned Rockbrook Creek.

• New landscaping and signage.

• Open-air pedestrian plazas with water features.

• New convenience store.

The construction of a 15,000-square-foot building overlooking the creek is scheduled to begin in late October. When the work is completed in 2005, Rockbrook will have 15 free-standing buildings, expanding the shopping center's size from 149,909 square-feet to 172,500 square-feet.

Daub called the remodeling "an investment in the long term. Rockbrook is a sound place to expand and get bigger."

As the original developers of Rockbrook Village, the Myerses were part of the suburban development and population growth that created the need for more housing and more convenient retail shopping.

Rockbrook and the couple's earlier development - Countryside Village - were in response to demands of a population shifting toward Omaha's western edges in the 1950s and '60s.

The couple contributed to the westward expansion of the city. They helped develop 17 subdivisions with more than 1,000 homes. They modeled Rockbrook and Countryside, which opened in 1954, after the upscale Prairie Village Shopping Center outside Kansas City, Mo.

Like Countryside, Rockbrook offers quick and easy access with parking located near the door of each store. That convenience, along with a strong tradition of customer service, is a key to Rockbrook's success, Daub said.

"It's a family deal with the merchants," Daub said. "They know their customers."

One of the mall's long-term tenants is the Rockbrook Village Barber Shop. Owner Doug Partch's five-chair shop has been at Rockbrook since 1969 and still is located in the first building that was constructed for the shopping center.

For 35 years, Partch has cut the hair of several generations. The services offered - shave, haircut, shampoo - have not changed. When he started in the business in 1960, Partch shaved his customers with a straight razor followed by a hot towel on the face. A haircut back then was $1.50.

Partch still uses a razor, but now charges $12 for a haircut.

Partch said his business has survived because of a "good following and good location."

David Kutler's Body Basics, a fitness equipment store, has been at Rockbrook since October 1994. He considers the Rockbrook location the flagship store of his business. A second store is at 144th Street and West Maple Road.

Rockbrook is successful because of the retail mix and the active involvement of the merchants association in promoting the businesses, he said.

"When you come to Rockbrook, it's very distinctive and unlike any other mall," Kutler said.

Rockbrook offers community-oriented activities such as the annual Rockbrook Village Art Festival, craft shows and free Friday night concerts during the summer.

According to 2003 data, the median age of Rockbrook customers living within one mile of the center was 44. Average household income was $98,596. Within three miles, the median age was 39 with an average household income of $72,487.

"When you come to Rockbrook, it's very distinctive and unlike any other mall," said.

Emily Melingagio started coming to Rockbrook with her grandparents when she was in grade school. She shopped there as a teen-ager.

"Generations of people have shopped here over the years," she said.

Now Melingagio, 39, and high school friend Sheila Fitzgerald are co-owners of Blooms, one of the mall's eight new tenants. Blooms opened in May and is the only florist at Rockbrook.

Business has been good, Melingagio said.

She said she and Fitzgerald selected Rockbrook for their business because of its prime location, family-oriented atmosphere and tradition of fine stores.

"Rockbrook has a nice, familiar, old-world feel," she said.

New Rockbrook tenants

Along with an updated look, Rockbrook Village also is welcoming eight new tenants. Some already are open; others are scheduled to open in the next few months.

They are:

Blooms: Rockbrook's only florist, Blooms has fresh and silk flowers, plants, floral arrangements and gift items. Opened May 1.

Jane's Health Market and Deli: The store at 11th and Jones Streets in the Old Market will close at the end of September and relocate to Rockbrook.

Jane's, a full-service grocery featuring organic products and nutritional supplements, also has a location at 61st and Maple Streets. Opening expected at the end of October.

Medicap Pharmacy: Medicap will relocate from across 108th Street in a drive-through building it will share with Java 'N Ice. The full-service pharmacy will offer free delivery for prescriptions. To open Oct. 30.

Heller Art Images: Formerly located at 114th Street and West Dodge Road, the gallery carries original artwork by local, national and international artists and offers custom framing. Opened in May.

Java 'N Ice: Formerly known as Ashby's Ice Cream, Java 'N Ice will have indoor and outdoor seating, a full coffee menu, and 30 flavors of ice cream. Java 'N Ice will share a drive-through building with Medicap.

Opening Oct. 30.
Taste: A new restaurant offering what it calls California cuisine. Opening Oct. 1.

Don Carmelo's Pizzeria: This is the fourth location for the 46-year-old Omaha restaurant. Opening mid-October.

Seven Salon: A contemporary hair salon, Seven Salon is scheduled to expand in 2005 to a complete day spa. Opened in February.

DMRyan · Post by **DMRyan** » Wed Sep 08, 2004 10:59 am

Holy smokes, that income level for that area is amazing! I've never even heard of this shopping center before you mentioned the renovations. Always good to see older shopping center reinventing themselves. I wonder how all the cheesy strip malls will fair years down the road when they're in need of renovation?

I think I'll be spending the night after our forum meet so I can really acquaint myself with areas of Omaha I've never seen before.

eomaha · Post by **eomaha** » Wed Sep 08, 2004 11:09 am

Yeah... there were a few of these suburban 'lifestyle' centers around... long before the term was ever coined.

This is one of the 'less affluent' parts of the District 66 (Westside schools) area. Even the older split level homes around here go for considerably more than other parts of the metro... the result of the school districts desirability alone.

eomaha · Post by **eomaha** » Thu Sep 09, 2004 6:21 am

FYI... Hal Daub's home is about 12 blocks due east of Rockbrook... there are some pockets of VERY nice homes in this area... and while not huge... again, the interest in living in District 66 drives these prices sky high.

Daubs sell home for $1,025,000

Former Mayor Hal Daub and his wife, Mary, have moved out of their southwest Omaha home, but they are keeping a residence in Omaha.

"I'm too old to risk two mortgages," Daub said.

The Daubs sold their four-bedroom, 41/2-bath house at 9615 Oak Circle for $1,025,000.

They bought the house for $738,500 in 1998, while Daub was Omaha mayor. After subtracting the cost of extensive renovations, including a new kitchen, the couple about broke even on the sale, Daub said.

He began his new position as president of the American Health Care Association in Washington, D.C., in mid-July. The couple have purchased a house near the Georgetown area of Washington.

The Omaha house was purchased by Daniel O'Neill, president of First National of Nebraska, the holding company for First National Bank of Omaha.

With his children and grandchildren visiting only once or twice a year, Daub said, the couple really didn't need such a large house.

The Daubs are renting an apartment at One Pacific Place while they look for a condominium in Omaha.

Daub said he spends most of his time traveling, staying a day or two each week in Washington and a day or two each week in Omaha. He maintains his voting residence in Omaha, he said.