Lego Store (Nebraska Crossing)

[BRoss]

A Lego store coming to Omaha?

https://growomaha.com/weekly-market-rep ... h-16-2023/

LEGO is planning to open a store in the Omaha metro area. Representatives from LEGO were in town last week, touring various retail properties. The closest existing LEGO stores are in Kansas City and Minneapolis.

[Coyote]

Didn’t a group from Blair kids go to Danish LEGO in Billund, Denmark, a few years ago?

[ita]

A Lego store coming to Omaha?

https://growomaha.com/weekly-market-rep ... h-16-2023/

LEGO is planning to open a store in the Omaha metro area. Representatives from LEGO were in town last week, touring various retail properties. The closest existing LEGO stores are in Kansas City and Minneapolis.

Mercantile.

[OmahaOmaha]

You can order 1000+ Lego items all the way up to $700+ Lego sets from Walmart. Who needs a Lego store?

[thenewguy]

You can order 1000+ Lego items all the way up to $700+ Lego sets from Walmart. Who needs a Lego store?

They are more funner. And you can make your own lego guys there!

[djc311]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

[ita]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

[djc311]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

You're probably right but they (Westroads management) need to step up their game and get the security/violent activity under control. Not sure if that involves using paid off-duty cops to patrol or what. Call it whatever you want but I don't feel the most comfortable taking my family that includes an 11 year old through the mall on a Friday night at 8pm. Sure, you can argue that shootings happen even at West O Target stores. However, it's statistically a lot less likely to happen that way. If you factor in Village Pointe, Regency, etc it's probably even less likely to occur.

Regardless you shouldn't have to feel uneasy shopping anywhere in Omaha or in the country for that matter. Don't want to hop on a soapbox, but unfortunately it's "normal" to feel like you should be guarded when in public spaces anymore. Sucks

[Athomsfere]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

Why not crossroads? They could probably get anything they wanted built to their spec there.

[NEDodger]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

Why not crossroads? They could probably get anything they wanted built to their spec there.

They were scouting locations a few weeks ago - Crossroads wouldn’t inspire me with much confidence if I were to visit it and learn how long that’s been worked on. My money is on:

1. Nebraska Crossing
2. Village Pointe

[GenX]

I’m with Ita, it’ll be at the Mercantile.

[MadJack]

My money is on Nebraska Crossing

[Bob from Omaha]

You can order 1000+ Lego items all the way up to $700+ Lego sets from Walmart. Who needs a Lego store?

They are more funner. And you can make your own lego guys there!

If you ever have the chance check one out in person. When our son was younger he was a lego geek & going to the store was like a theme park. The employees were serious Lego people. It was a lot more than a store selling Legos. It was an experience.

[Omaha Cowboy]

My money is on:

1. Nebraska Crossing
2. Village Pointe

Agreed. And in that order…

Ciao..LiO…Peace

[ita]

I’m with Ita, it’ll be at the Mercantile.

I was semi joking, but how cool would if Children's Museum moved to the HOA/Mercantile area and have a Lego store there too.

[Omaha Cowboy]

Yeah..

Little to no chance Lego would locate at The Mercantile..

It would be cool if they did though…

Ciao..LiO…Peace

[GenX]

Yeah..

Little to no chance Lego would locate at The Mercantile..

It would be cool if they did though…

Ciao..LiO…Peace

It’s a dream, but would be a slam dunk if they did! Lego Stores are usually destinations.

[Athomsfere]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

Why not crossroads? They could probably get anything they wanted built to their spec there.

They were scouting locations a few weeks ago - Crossroads wouldn’t inspire me with much confidence if I were to visit it and learn how long that’s been worked on. My money is on:

1. Nebraska Crossing
2. Village Pointe

Ugh, neither of those locations is ideal for a "modern" city.

But I've never looked at the demographics for a Lego store. I imagine it correlates heavily with those who drive minivans and sell Lula Roe...

[OmahaOmaha]

I predict it will be built as a stand alone store built at Crossroads and it will have its very own bike ramp completely built out of Legos.

[Bob from Omaha]

I think it will be westroads or regency or one pacific place or nebraska crossing.

[NEDodger]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

Why not crossroads? They could probably get anything they wanted built to their spec there.

They were scouting locations a few weeks ago - Crossroads wouldn’t inspire me with much confidence if I were to visit it and learn how long that’s been worked on. My money is on:

1. Nebraska Crossing
2. Village Pointe

Ugh, neither of those locations is ideal for a "modern" city.

But I've never looked at the demographics for a Lego store. I imagine it correlates heavily with those who drive minivans and sell Lula Roe...

Lego is there to make money, not help SimCity a metro.

[Bob from Omaha]

In the end two things are true.

One, yes Lego is in it to make money but not just to sell bricks from the store. It's to create makers who in turn will buy bricks. There's a matrix at work. They also aren't in it to create massive stand alone stores. That's a waste.

Two, name a mall that wouldn't give their left whatever to have a Lego store. They create traffic and that doesn't happen with a stand alone store. Take a look at their locations. Yes there are different stores but I'd bet that Westroads gives a huge break on the rent and/or buildout to have the traffic.

[Athomsfere]

Two, name a mall that wouldn't give their left whatever to have a Lego store. They create traffic and that doesn't happen with a stand alone store. Take a look at their locations. Yes there are different stores but I'd bet that Westroads gives a huge break on the rent and/or buildout to have the traffic.

Sort of my thought as well. Way out west seems like a less than ideal spot for a variety of reasons. You want the entire metro to be able to impulsively stop by regularly. So Cross Roads / Westroads would make sense.

You also have a destination of a shopping experience. So the Mercantile, Crossroads, and maybe Westroads makes a ton of sense to target tourists.

NEX and Village point sort of target... Some of Omaha and Lincoln.

[NEDodger]

It’s a destination store, though, not an impulse buy place - you’re talking 100-500 dollar sets. Your target demographic is going to be middle to upper class families. That’s just not the Crossroads/Westroads/downtown population. If I’m Lego, I want the suburban/Sarpy County money.

[djc311]

I'd be shocked if they even considered a downtown location. I love going downtown, but let's be honest, it's not a super convenient destination for families. I've spent enough time in the stores in KC and Mall of America to know that the majority of the customers are kids. Sure, kids of all ages, but they need to get their somehow.

The KC store I went to is located in a suburb - by places like Pottery Barn, etc. I'm sure there are several places people would like to see them place a store but the odds are very high it would be Westroads or VP. Shadow Lake is too far off the beaten path, regardless of the average household income level over there. Downtown is not extremely car friendly; you don't want to park at a meter or a paid lot in order to go spend more money on LEGO sets.

Plus they also cater to particular seasons/holidays/events with special building activities, gifts with purchase, etc. They wouldn't take the risk of locating their first and only store in Nebraska in an area that isn't catering to their primary target markets.

[Athomsfere]

Your target demographic is going to be middle to upper class families. That’s just not the Crossroads/Westroads/downtown population. If I’m Lego, I want the suburban/Sarpy County money.

Because there aren't million dollar plus home over here, with families?

I mean, the population count is lower, but those demographics exist, and are growing.

[Athomsfere]

There are a fair amount of “exclusive” sets you can only purchase either directly from LEGO’s online store or from one of their retail stores.

Based upon how their other locations are placed I would think it would have to be a place like village pointe or Westroads. I don’t see Shadow Lake having the draw they’d want and geographically speaking the two locations I mentioned are literally connected to Dodge St.

Based on a few recent official Lego store openings, I am putting my money on westroads, if one indeed is opened here. However, I am not sure eif they have vacant space for it or one that Lego would want.

Isn't Younkers still empty? Also, plenty of space right there-ish. Turn a lot into a garage and build something up is always possible. Or some of the land from the old dealerships I believe is still open for development.

[NEDodger]

Your target demographic is going to be middle to upper class families. That’s just not the Crossroads/Westroads/downtown population. If I’m Lego, I want the suburban/Sarpy County money.

Because there aren't million dollar plus home over here, with families?

I mean, the population count is lower, but those demographics exist, and are growing.

There are some, but to the extent of the number of houses that would be buying these sets it’s not even close. And it won’t be anytime soon.

[Athomsfere]

Your target demographic is going to be middle to upper class families. That’s just not the Crossroads/Westroads/downtown population. If I’m Lego, I want the suburban/Sarpy County money.

Because there aren't million dollar plus home over here, with families?

I mean, the population count is lower, but those demographics exist, and are growing.

There are some, but to the extent of the number of houses that would be buying these sets it’s not even close. And it won’t be anytime soon.

I really don't know that you could make the case that Crossroads / Westroads wouldn't be ideal.

Midtown / Downtown has some of the nicest houses and condos in the metro. Carter Lake has some great homes too in the $500k and up.

If you go WAY out west, the prices eventually average back up to where the houses around me are selling for. You trade density for more overall housing. But you also trade those of us who hate driving around for those that chose a lifestyle that demands everything is a drive.

Again, not my area of expertise. I just wouldn't count out a better location than Village Point for all of the types of shoppers and visitors a Lego Store might want.

[NEDodger]

Lego doesn’t care about density. It’s a destination. They want relative closeness, whether you drive or hopscotch there. They want a high number of houses, with young children, and a middle/high to high income.

I can easily make the case that Crossroads/Westroads won’t be ideal:

Crossroads isn’t built and won’t be for some time. And my god, look at the reaction to the renderings even on this site - if I’m Lego, am I going to invest millions if that’s the initial reaction? Off the list.

Westroads has its own problems with violent crime. Your location planners do extensive research. Westroads and areas due north/east are getting meh. Off the list.

Midtown and downtown do have some nice homes. But if I’m Lego, give me dozens of square miles of potential shoppers in the suburbs as opposed to a square mile or two of Dundee, for example. Or the empty nesters who may have a high dollar residence in downtown.

[Athomsfere]

Lego doesn’t care about density. It’s a destination. They want relative closeness, whether you drive or hopscotch there. They want a high number of houses, with young children, and a middle/high to high income.

I can easily make the case that Crossroads/Westroads won’t be ideal:

Crossroads isn’t built and won’t be for some time. And my god, look at the reaction to the renderings even on this site - if I’m Lego, am I going to invest millions if that’s the initial reaction? Off the list.

Westroads has its own problems with violent crime. Your location planners do extensive research. Westroads and areas due north/east are getting meh. Off the list.

Midtown and downtown do have some nice homes. But if I’m Lego, give me dozens of square miles of potential shoppers in the suburbs as opposed to a square mile or two of Dundee, for example. Or the empty nesters who may have a high dollar residence in downtown.

But tourists matter. If you have a family coming to Omaha for a long weekend: You want to easily capture that market. Downtown, midtown, or at least the near west O captures that best.

Your west O family will drive anywhere. Your downtown residents and tourists might now.

Crossroads: I have no idea if that's a pro or con. Lego and developers I can't imagine care what an online reaction to renderings are. The Qwest center was derided, and the residents came around.

Lego, NFM, Aksarben... Crossroads would be an actual crossroads, err, destination zone again IMO. Even if the development is lackluster. But if Village Point is considered then obviously Lego doesn't care if the area sucks.

[Garrett]

I would bet NEX, then Regency and VP tied, then Mercantile and Westroads, then Crossroads.

[MadJack]

There's zero chance LEGO would go east of the Westroads. Here's the most likely location scenario in my opinion:

1. Nebraska Crossing (accessible for all the high-income suburbanites in Sarpy County and western Douglas County, plus it pulls in transient interstate traffic and Lincoln customers. Also, Nebraska Crossing seems to be the go-to destination for retailers that only want to put one location in the state of Nebraska. LEGO is definitely a one-location retailer for a state like ours)

2. Village Pointe (by far the best retail demographics in the state of Nebraska and nowhere else comes close)

3. Westroads (this could be considered because of the location at I-680 & West Dodge making it accessible to the whole metro area but the demographics aren't as desirable as the first two).

As a poster said earlier, LEGO is in the business of making money, not making urban enthusiasts happy.

[nebugeater]

I didn't realise we had so many Lego business experts in the area.

[djc311]

I didn't realise we had so many Lego business experts in the area.

Plastic bricks are serious business! I suppose it also comes with the fact they are the highest revenue-generating toy company in the world. Lastly, they don't cater to ONLY children probably helps.

To me LEGO is sorta like the "Apple" of toys... call them Fan Boys or whatever you'd like, but simply Google LEGO fans, AFOLs (Adult Fans of LEGO), etc.. and you'll likely be surprised at how many people pay attention to that company. They're also still privately owned which I suppose sets them apart from quite a few other organizations with their sales volume. They are thousands of websites, YouTubers, etc dedicated to the brick. It may seem silly, but it is what it is.

You'd probably have customers camping out front one of their stores on a new release day (again, similar to die hard Apple fanatics). Wherever they land in our area I'm sure the store would do well. I do feel I know enough about the company to say they are definitely particular about their image and I believe this relates to a location they'd choose. Downtown to me doesn't seem reasonable or realistic for a few reasons - they currently don't have a store in our state or Iowa. They also don't have one in S. or N. Dakota. They're kinda like the IKEA of toy companies... so if they're going to open a single store they want it easily accessible to the masses in the area. Unless you can build a store with a parking lot downtown somewhere it doesn't seem practical for them to take the risk of building a store where it's not the most convenient. You don't pay to park at Westroads or VP... nor NEX.

I believe I listed my ideas before but I believe I'd pick VP first, then NEX. Westroads has the traffic, parking and accessibility but unfortunately they have a bit of a tarnished image and I don't think many parents would take their kids to that mall on a Friday night during the school year. It sucks but it's the truth. Granted bad things can happen anywhere (ie, Target on 180th & Center St) but I'm sure there is plenty of statistical data that can be studied to compare one location to the next.

Anyway, if we do actually get a LEGO store I believe it will be a win for Omaha. Perhaps the majority of those that post on here may not think the same way but I know plenty of "nerds" that have driven to KC to only go to LEGO. Of course now it's even better since they have IKEA. You will have people probably cross some borders to simply go to LEGO. If you don't believe me, then you'll be in for a pleasant surprise when/if they do open.

[legato9]

I just peeked at their current store locations. It looks like they tend to be away from city centers in the handful of random locations I looked at. They seem to trend more suburban in areas where they don’t have multiple locations. (Some cities seem have one downtown and multiple in the suburbs. I didn’t see any that had a downtown location and none in the suburbs.)

Granted, this is anecdotal and not at all a scientific study. FWIW

[Erik]

I didn't realise we had so many Lego business experts in the area.

Plastic bricks are serious business! I suppose it also comes with the fact they are the highest revenue-generating toy company in the world. Lastly, they don't cater to ONLY children probably helps.

To me LEGO is sorta like the "Apple" of toys... call them Fan Boys or whatever you'd like, but simply Google LEGO fans, AFOLs (Adult Fans of LEGO), etc.. and you'll likely be surprised at how many people pay attention to that company. They're also still privately owned which I suppose sets them apart from quite a few other organizations with their sales volume. They are thousands of websites, YouTubers, etc dedicated to the brick. It may seem silly, but it is what it is.

You'd probably have customers camping out front one of their stores on a new release day (again, similar to die hard Apple fanatics). Wherever they land in our area I'm sure the store would do well. I do feel I know enough about the company to say they are definitely particular about their image and I believe this relates to a location they'd choose. Downtown to me doesn't seem reasonable or realistic for a few reasons - they currently don't have a store in our state or Iowa. They also don't have one in S. or N. Dakota. They're kinda like the IKEA of toy companies... so if they're going to open a single store they want it easily accessible to the masses in the area. Unless you can build a store with a parking lot downtown somewhere it doesn't seem practical for them to take the risk of building a store where it's not the most convenient. You don't pay to park at Westroads or VP... nor NEX.

I believe I listed my ideas before but I believe I'd pick VP first, then NEX. Westroads has the traffic, parking and accessibility but unfortunately they have a bit of a tarnished image and I don't think many parents would take their kids to that mall on a Friday night during the school year. It sucks but it's the truth. Granted bad things can happen anywhere (ie, Target on 180th & Center St) but I'm sure there is plenty of statistical data that can be studied to compare one location to the next.

Anyway, if we do actually get a LEGO store I believe it will be a win for Omaha. Perhaps the majority of those that post on here may not think the same way but I know plenty of "nerds" that have driven to KC to only go to LEGO. Of course now it's even better since they have IKEA. You will have people probably cross some borders to simply go to LEGO. If you don't believe me, then you'll be in for a pleasant surprise when/if they do open.

My life partner really likes the bricks and figs store that carries classic and new sets.

I believe both will coexist synergisticly

[almighty_tuna]

I was thinking about that place. If a LEGO store actually does open here, hopefully LEGO doesn't quash the little guy.

[LEGOguy]

Several cities support independent stores and official LEGO stores. There's room for both in Omaha.

[LEGOguy]

Looks like Nebraska crossing is going to be the location.