Movies, Muscles for Midtown

By John Keenan, Omaha World-Herald, Neb.

Jun. 22–Great movies can get your heart racing.

So can a 30-minute spinning class.

And Omahans living near the future Midtown Crossing development won’t have to travel far for either.

Douglas Theatres, the Lincoln-based movie theater chain, and Prairie Life Fitness, a national chain of health and fitness clubs based in Omaha, will anchor the $300 million mixed-use development, Mutual of Omaha and developer ECI Investment Advisors Inc. announced Thursday.

The 15-acre Midtown Crossing at Turner Park project is between 31st and 33rd Streets from Dodge to Harney Streets, east of Mutual’s campus.

Douglas’ five-screen theater, to be off Farnam Street, will be about 49,500 square feet and have 1,000 seats.

It will join the Dundee Theatre, at 49th and Dodge Streets, as the only midtown theaters.

The Admiral Theater, which was at 40th and Farnam Streets, closed in 1983. It was known for its nautical theme, including portholes along the walls and a ceiling with small lights resembling stars.

David Livingston, chief executive and president of Douglas Theatres, said the Midtown Crossing project kindled the company’s interest.

“It forced us to think about an area that we realize now has been unaddressed for decades,” he said.

The company plans a mezzanine-level bistro and bar within the complex, as well as a reservation-only balcony area for theatergoers ages 21 and older. The balcony would have in-seat dining and cocktail service before and during each film.

The feature would be the first of its kind for Douglas Theatres, he said.

“We considered our target demographic for this area to be a market that’s probably not going to be heavily populated by teens,” Livingston said. “So it was a good chance for us to aim at a (21-and-older) audience. We will not only book movies for that demographic, but have amenities for that demographic.”

Jim Champion, chairman of Destination Midtown and executive director of the Midtown Business Association, was excited about the new theater complex.

“It’s just one of those things that a community wants,” said Champion. “To have these things starting to pop and happen now is exactly what we’ve been trying to do.”

The approximately 31,000- square-foot fitness center at Midtown Crossing will be Prairie Life’s third Omaha location and its 10th overall.

Jennifer Mahlendorf, director of marketing for the company, said the area is underserved by businesses like hers.

“It was something very intriguing to us. We’re going to really try to attract the business community — I think there are a lot of people in that area who are working . . . and also there is a large group of people that live in that area,” she said.

The area has a great membership base, Mahlendorf said.

Champion called Thursday’s announcement “two huge wins for the midtown area.”

“These are two real high-quality tenants, and we’re very happy they’re coming to the midtown area,” he said.

Mutual of Omaha Senior Vice President John McClelland agreed.

“We are pleased to have Douglas Theatres and Prairie Life Fitness join the Midtown Crossing family,” he said in a prepared statement. “We are eager to move forward with our vision for a revitalized midtown. These two organizations certainly share in this vision and will be wonderful additions to the neighborhood.”

—–

To see more of the Omaha World-Herald, or to subscribe to the newspaper, go to http://www.omaha.com.

Copyright (c) 2007, Omaha World-Herald, Neb.

Distributed by McClatchy-Tribune Information Services.

For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.