In the bustling heart of Lincoln, Nebraska, businesses were on edge in anticipation of Project O Street, a major construction venture announced in July 2025. Five months into construction, however, some business owners are finding the impact less severe than initially feared.
Jordy Elfers, who owns O’Rourke’s Tavern at the intersection of 13th and O streets, was apprehensive about potential disruptions to customer flow. “The implications for business were obviously impeding foot traffic, which is a big deal in downtown Lincoln,” Elfers remarked. Concerns centered on whether accessibility issues would deter customers, especially during the slow summer months when University of Nebraska-Lincoln students are away.
Interestingly, the timing of the project’s start in May 2026 coincided with O’Rourke’s typical off-peak season, making any adverse effects hard to discern. “Our street got blocked in mid-May, so honestly, kind of difficult to compare a summertime to a summertime because it’s always the slowest time of year,” Elfers explained.
Elfers awaited the autumn season to better gauge the project’s impact, particularly during Nebraska’s home football games. The first game on September 5 served as a key indicator. “The game day was better than expected, especially for a season opener,” he said, noting that sales aligned closely with previous years. “We’re sitting about exactly where we were this time last year.”
Nearby, A Novel Idea Bookstore at 14th and O streets experienced a different trend. Owner Cinnamon Dokken observed a slight reduction in foot traffic since the onset of the project. “I think there’s a little decrease in foot traffic,” Dokken noted. Yet, she remained optimistic, highlighting that determined shoppers continued to support the store.
Despite a dip in sales during the early summer months, the bookstore saw a promising increase in August, surpassing figures from the same month in 2025. “People are making an effort, and we so appreciate that,” Dokken expressed.
Overseeing the project, Liz Elliott, director of Transportation and Utilities for Lincoln, indicated that the first phase is nearing completion, focusing on O Street between 14th and 16th streets. To expedite the process, Elliott mentioned that phases would overlap rather than pause between them. “We know a project of this size creates a lot of challenges for people,” she stated. “We want to make it so much better and get in, get out.”
For ongoing updates about Project O Street, residents and business owners can visit the project website’s “construction updates” tab.
