Follow the Yellow Brick Road: How Lincoln Businesses Are Turning Construction Into Community

As Downtown Lincoln gears up for the long-anticipated Project O Street improvements, not every business is bracing for disruption; some are leaning into creativity.

At the heart of it all, the Parrish building on the corner of 14th and O is transforming construction season into something a little more magical.

Introducing the “Wizard of O Street.”

Led by Parrish Project, this imaginative promotion invites locals to quite literally follow a yellow brick road winding through the building. 

But this isn’t just a one-day event; it’s a full experience running through October.

Visitors can pick up “Adventure Cards” and collect stamps as they explore participating shops and galleries. Along the way, they’ll discover a mix of retail, art, and local flavor from businesses like A Novel Idea, Gomez Art Supply, and Gourmet Grill. Completed cards enter participants into monthly prize drawings (an extra incentive to keep coming back).

Cinnamon Dokken, owner of A Novel Idea and building manager for Parrish Project, is the driving force behind the initiative. With up to 35 businesses expected to join, the effort reflects something deeper than a marketing campaign; it’s a coordinated push to keep downtown vibrant during a period of change.

Dokken has worked tirelessly to round up the businesses and has encouraged others to participate in Wizard of O St, giving Downtown Lincoln business owners a community. 

And that sense of community is key.

Project O Street, which spans from 9th to 16th Street, focuses on long-overdue infrastructure upgrades, including repairing aging water mains, improving sidewalks, and enhancing the overall streetscape. While the end result promises a better downtown experience, construction periods can be challenging for small businesses that rely on foot traffic.

Instead of waiting it out, these businesses are creating reasons for people to show up now.

The Wizard of O Street promotion is a reminder that even in the middle of disruption, there’s room for creativity, collaboration, and a bit of whimsy. It turns a potentially difficult season into an opportunity, not just to maintain business, but to strengthen connections between local shops and the community they serve.

So if you find yourself downtown in the coming months, keep an eye out for that yellow brick road. It might just lead you somewhere unexpected.

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