B2B - June July - 2023

CAREERLINK CEO PHIL GREENWOOD

INNOVATING THE FUTURE OF HR RECRUITING AND RETENTION

SERVING NOTHING BUT ACES

ENTERTAINMENT EATERIES SEE STRONG GROWTH

FOR THOSE ABOUT TO ROCK

STONEBROOK EXTERIOR SALUTES YOU

A HELPING HAND FROM ABROAD

VIRTUAL ASSISTANT TREND PICKING UP STEAM

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• Business Money Market

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• Wealth Management SERVICES

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OMAHA BUSINESSES PUT EVOLVED CHATBOT AND IMAGE GENERATOR

Phil Greenwood, CEO of Careerlink, poses in the company’s Omaha offices at 19th & Harney streets. Greenwood joined the company in 2020 to help chart the firm’s aggressive growth plan, which includes adding innovative recruitment tools and taking the company public.

Thanks Omaha for over 46 Years!

FROM THE EDITOR

I n early May, the world learned that the “Godfather of AI,” computer scientist Dr. Geoffrey Hinton, had left his position at Google to speak out on the dangers to society posed by artificial intelligence, including its potential to spread misinformation, put millions of people out of work, and be abused by “bad actors.”

This issue, several Omaha professionals weigh in how they see generative AI, including ChatBot and image creator programs, impacting businesses in the near future. And while they’re enthused about the time savings these AI tools offer, they too are concerned about what the future holds.

Another article tackles the business trend of employing virtual assistants, who work fully remote online, only zooming in for meetings, sometimes from half a world away. The practice is helping several local companies deal with worker shortages and proving effective in managing workloads.

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Yet another piece speaks to Omaha’s evolution into a what investment pro and author George Morgan has nicknamed “Wall Street West,” in great part thanks to juggernaut TD Ameritrade, which decades ago helped pioneer the discount brokerage industry and made managing one’s own stock portfolio online a reality.

Certainly there were naysayers years ago who predicted online discount brokerages would make stock brokers obsolete or that amateur investors managing their own portfolios would result in guaranteed financial losses. Or even a decade ago, there were those who thought hiring virtual workers abroad would never work because of language barriers, lack of oversight, poor communication, etc. But generally speaking, these concerns have not materialized.

While new technology brings exciting changes and opportunities in business, it does bring unique risks.

Let’s hope Dr. Hinton’s words of caution help us navigate thoughtfully and successfully this new chapter in technology advancement.

Since 1917, five generations of the Walker family have served the retail, and then the commercial, laundry markets in Omaha and the surrounding areas. We’re Dry Cleaners, but many Omaha business owners have also depended on our Uniform Rental Service since 1974.

EST. 1974 www.maxiwalker.com & www.maxiwalkeruniform.com

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Linda Persigehl is managing editor at Omaha Publications. She can be reached at linda@omahapublications.com

CUSHMAN & WAKEFIELD/THE LUND COMPANY

Few industries experience the kind of change that real estate does where market fluctuations can take a company from the highest of highs to the lowest of lows in the blink of an eye. The Lund Company has managed to not only survive such volatility, but thrive thanks to a steadfast fundamental philosophy.

“As a local Nebraska company, we have an upfront seat to the area’s rapid growth,” said Tanya Shapiro, president. “We live where we work, so we take pride in offering clients only the best in real estate services.”

“Our top-tier staff gives us the ability to spot new trends and provide new opportunities. Detailed market research and customized strategic plans allow us to provide our clients with the services required to maximize the value of their investment property.”

The firm’s philosophy of staff expertise, close connection to the marketplace, and one-on-one personal service has been the hallmark of The

Lund Company over the entirety of its 40-plus years in business. But it has also demonstrated radical innovation as needed to keep the firm with the times.

Shapiro, the company’s first female president, demonstrates this forward-thinking mentality firsthand through her dynamic leadership style, leveraging integrity and teamwork to transform employees into accountable change-agents.

“I have a coaching style; I focus on bringing out the best in our teams by guiding them through goals and obstacles,” she said. “I empower them to make decisions by promoting an environment of collaboration, whether we are marketing properties through our brokerage services, acquiring investment properties or managing buildings and communities. In this way, we consistently exceed client expectations while keeping an eye on the bottom line.

“Understanding the importance of lasting relationships with our owners and residents, we focus on integrity, dignity, and respect. Integrity is second to none at Lund; it’s about being honest, trustworthy and transparent with anyone we come in contact with. We honorably hold ourselves responsible for all of our actions. This, in turn, has created a positive culture where employees feel safe to admit mistakes, allowing us to provide training opportunities for future success.”

These elements combine to provide unparalleled opportunity for employees to build a rewarding career at The Lund Company, a major point of differentiation in the ongoing and highly competitive effort to attract and retain the best available talent.

“At Lund, our strength lies within our team of highly motivated, dedicated and experienced professionals who aren’t afraid to take on new challenges and learn from those around them,” Shapiro said. “Furthermore, we provide excellent growth opportunities at all levels of the company. We are able to promote heavily from within and across departments, making for a well-versed employee base. In fact, our organization promoted 79 internal team members in the last year alone.”

“At Lund, we hire for attitude and train for skill. Placing an emphasis on ‘open doors,’ can harbor new ideas and encourage out-of-the-box thinking. Our steadfast investment in training and development helps cultivate an environment of passion and motivation to succeed.”

CUSHMAN & WAKEFIELD/THE LUND COMPANY

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LUNDCO.COM

HOW I ROLL | STORY BY MIKE WHYE | PHOTOS BY SARAH LEMKE

FAMILIENBANDE

ALEX KONUHOV’S LOVE OF AUDIS WAS FORGED BY FAMILY

It’s easy to understand why Alex Konuhov likes German-made cars he’s been around them for much of his life. Growing up in Drogobych, Ukraine, a city of 76,000 people near the Polish border, Konuhov’s father, Sergey, imported cars from other countries to sell there. Among the brands he handled were Volkswagen, BMW, Porsche, and the German Audi one of the oldest car companies in the world, with its first auto produced in 1910.

“They’re all about quality in every way you look at them,” said Konuhov while sitting in his business, SLM Auto Care. “Performance, style, how they are made…everything.”

When Konuhov was 9 years old, Sergey and wife, Oksana, a schoolteacher, moved their family to the US where his father went to work as a mechanic on German cars. Konuhov learned English while attending Omaha’s public schools and graduated from Westside High School in 2010. During high school he acquired his first car, a 1993 Audi 90, which was in rough condition until he and his father brought it back to life.

While majoring in business management at the University of Nebraska at Omaha, Konuhov turned his love for German cars into a business, opening SL Motors with a partner in 2013, a year before he graduated.

At first, the company used a 10- by 40-foot bay in a building as a workshop where its employees worked on the cars. Then they added a second bay. Even though there were “a few hard years,” the company grew and the mechanics continued to

service, repair, and upgrade Audis, Volkswagens, Porsches, and BMWs.

When Konuhov bought out his partner, he became the sole owner of SLM Auto Care, which is housed in a long, single-story building at 2925 Keystone Dr. Among his five full-time and two part-time employees are his father, who’s the shop foreman.; his sister, Tanya; and his wife, Natalia, who both work in the office, which is sandwiched between SLM’s service and storage bays.

A 2022 sleek, yellow, 7-speed Audi RS3, which Konuhov purchased last November, is sometimes parked outside the building. “That’s more of a hometo-office driver,” he said. The yellow Audi, a 4WD, has seven modes of driving ranging from everyday cruising that’s fuel-efficient to high performance, which acts like a rear-wheel-drive muscle car. When its traction control is engaged, the car’s electronic brain allows it to slip a little on turns but keeps the car under control.  “If it detects something weird,” Konuhov said, “then it’s definitely going to stop to make sure you don’t crash.”

Inside one of SLM’s two storage bays are two more of his cars, including a 2007 Porsche 911. Konuhov said it has more than 600 horsepower and calls it “the car that gives you goosebumps.”

But another car in the same storage bay is Konuhov’s favorite an apple-red Audi S2 coupe which he bought about two years ago after a friend spotted it for sale on social media.

Coincidentally, it was made in 1990, the same year that Konuhov was born. “Audi and Porsche made

the RennSport version of this car called the RS2, but it could not be imported into the US,” Konuhov said of the sleek auto which was modified by previous owners. However, he upgraded the four-wheel-drive car further to meet racing standards. “It now has a large turbocharger, larger-than-original intake and exhaust manifolds, and a set of Porsche-made brakes designed for high performance cars,” he said. Konuhov also replaced its regular headlights with RS2 projector lights, which are brighter but aimed down toward the road to avoid blinding oncoming drivers.

Konuhov said he will not race the red Audi nor put it through the same paces as his Porsche or the yellow Audi. They’re not only newer than the red Audi, but handle better on the road and have more safety features.

Even with the advantages his other cars offer, Konuhov has an attachment to the red Audi.  “I like driving it,” he said. He takes it to several car events, including an annual fundraiser at Lauritzen Gardens.  “This is a show car.  I don’t care for the competitive shows. I just like to show it. With all-wheel drive, five cylinders, turbo and manual transmission, it’s a recipe for fun.”

Lauritzen Gardens’ All-European Show and Shine will be held Sept. 10, from noon to 3 p.m. Visit lauritzengardens.org for more information. B2B

“YOU CAN SEE AMERICAN HISTORY AND OUR FASCINATION WITH POP CULTURE THROUGH THE HISTORY OF LUNCHBOXES. THEY ARE TIME CAPSULES. THERE IS A STORY HERE, AND IT TAKES ADULTS BACK.”

-MARK KELEHAN

AFTER HOURS | STORY BY KIM CARPENTER | PHOTO BY BILL SITZMANN

OUT TO LUNCH, INTO HISTORY

MARK KELEHAN’S COLLECTING PASSION

When Mark Kelehan was an undergraduate student at Creighton University during the early 1990s, he went to a flea market on a whim. There, he purchased a lunchbox, a vibrantly colored vintage one featuring Pac-Man. “It was not in the greatest shape or rare, but it was super cool,” he recalled. “It reminded me of childhood.”

That last part, the nostalgic reminder of simpler times, proved irresistible. Kelehan, now 48, a husband and father of four and general director in Union Pacific Railroad’s marketing and sales department for Mexico, had found his passion. Some 30 years later, he’s amassed at least 800 lunchboxes, alongside original concept art, production plates, and marketing materials. Taken together, Kelehan is confident it’s the largest, most comprehensive lunchbox collection in the world.

Ironically, the collector said he brownbagged his school lunch as a kid. He grew up on a military base near Munich, Germany, and was intrigued by American culture. “Clothing, electronics, toys I was fascinated with anything American, especially if it was commercialized,” he recalled.

Even as a child, Kelehan loved collecting. He avidly sought football cards and loved the act of organizing his purchases. That impulse to amass items around a specific interest carried over into adulthood. After finding the vintage Pac-Man box, Kelehan became intrigued with what else he might find. He began perusing price guides that detailed lunchboxes, stopping at flea markets and garage sales, and following listings on eBay.

He said several factors go into deciding whether to add a lunchbox to his inventory: condition, artistic content, and rarity. “Most lunchboxes were produced between 1950 and 1986,” he said. “That

was the ‘Golden Age’ of lunchboxes. Some made it into mass production; others were only prototypes. I love the research aspect and establishing new facts.”

Kelehan’s collection is like a historical survey of American childhood and pop culture since the 1950s. From Strawberry Shortcake to Care Bears, KISS to Knight Rider, Superman to Star Wars, each lunchbox provides insights into American cultural values, industry, and consumerism.

Children might have started carrying lunch pails during the 1880s to emulate their fathers headed to work, but commercialization didn’t occur until the Aladdin food and beverage container company produced a Hopalong Cassidy lunchbox in 1950. It picked up on the childhood Zeitgeist of the era, and in so doing, monetized the popularity of television Westerns. Within one year, lunchbox sales went from 50,000 annually to 600,000. Unsurprisingly, Thermos came out with their own lunchbox featuring Roy Rogers and Dale Evans soon after, and an industry, complete with competitive licensing deals, was born.

Seeing how lunchboxes changed over the ensuing decades has been fascinating for Kelehan. “You can see American history and our fascination with pop culture through the history of lunchboxes. They are time capsules,” he said. “There is a story here, and it takes adults back.”

Part of that story involves understanding the business aspect to the lunchbox industry. While in New York in 2009, Kelehan met a man who was selling several Sesame Street production sheets. This discovery made Kelehan curious about the people behind designing, constructing, and selling lunchbox designs. In addition to production plates, he began amassing concept art, illustrations, proofs, prototypes, original photos, marketing materials,

and advertisements; items that, taken together, provide a cohesive history of an industry.

That transition proved irresistible for the Durham Museum, which is showcasing Kelehan’s collection through early September with the exhibition The Lunchbox: Packed with Pop Culture, which features around 500 lunchboxes and includes categories such as Westerns, Disney, action, and sports.

“We first heard about this collection several years ago,” said Jessica Brummer, Durham’s director of communications. “This is a good example of how a collection comes to life and grows into an exhibition. It also tells the story of a collector and how he has developed his expertise. We wanted to bring that to life.”

As a Smithsonian Institution affiliate, it was also key to Durham that Kelehan’s collection had something educational to say. “Lunchboxes tell the story of American industry,” Brummer explained. “You have a product that went from something practical for American workers to something that was monetized. The concept art really shows this process from beginning to end and tells us about an unknown part of history. It’s such a learning experience.”

Kelehan couldn’t be more pleased with the exhibition, and he hopes it’s the first of many. “There’s a story here, and it’s one that’s told over time. There’s so much more to it.”

The Lunchbox: Packed with Pop Culture runs through September 3, 2023.

For more information, visit durhammuseum.org.

BIZ+GIVING | STORY BY KARA SCHWEISS | PHOTO BY BILL SITZMANN

FROM GARDENING TO ADVOCATING

ALTABA CEO SERVES ABIDE OMAHA FROM THE GROUND UP

As chief executive officer for management investment company Altaba, Alexi Wellman is a powerful business leader. As a supporter of Abide Omaha, a faithbased group that serves to build community, she helps empower others.

“My whole family likes to be behind the scenes,” she said. “We’re not typically on the front end of fundraisers and that type of thing; we’re where we can get our hands dirty.”

She means that literally. One of her favorite projects for Abide has been helping to create a green space and grow a vegetable garden in North Omaha.

“In the summer, my sister Kim and I go up and care for the vegetable garden, and then every Wednesday we go and pick the vegetables and hand them out to those in the neighborhood,” Wellman said. “It’s really allowed us this opportunity to start building relationships with neighbors.”

Joey McKernan, executive director for Abide, describes the organization as “an inner-city nonprofit organization dedicated to revitalizing North Omaha through building safer neighborhoods, stronger families, and emerging leaders.” The organization hosts an annual Better Together 5K run and sponsors ‘impact trips’ for youth who complete beautification and service projects in diverse communities. Most notable is Abide’s Lighthouse program; Lighthouse Leaders own homes and raise their families in North Omaha neighborhoods, organize block parties, help

address safety concerns, and build relationships with residents in hopes of creating trust. Crime is proven to drop 75% in neighborhoods with established Lighthouse Leaders, according to Abide’s website.

McKernan said Wellman and her husband, Scott, have served in an informal advisory capacity, and they and other family members have participated in many Abide projects and events. Wellman said she not only provides personal monetary support, but also uses her connections to help grow awareness about Abide and the organization’s good works.

“Alexi has been supportive in many ways including mentorship, connecting us to other organizations, and financial investment,” McKernan said. “We are 70% funded through private donors and individuals. Not only is their financial support vital, but the networks and connections to others opens pathways for more and more partnership conversations.”

“A lot of people just don’t realize Abide is there and what they’re doing,” Wellman said. “Once they hear about it, they want to get involved.”

Wellman herself understands how important it is for nonprofits like Abide to make connections in the community. She first heard about the nonprofit through a presentation given by Abide CEO Josh Dotzler and one of his colleagues.

“They came and spoke to us about Abide and what they do and shared the stories of these

life-changing events, and we figured we would learn more about what they did,” she said. “That’s how we first heard about them, when we went up and went to their church, just to check it out.”

Wellman said she was impressed with the faithbased organization’s love for the community and their North Omaha campus facilities, which include a food pantry and a community center with a dining hall, fitness center, and education center. She also appreciates the wide range of neighborhood-focused activities Abide sponsors, which help develop leaders, build culture, and foster diversity.

“For me, it’s their passion to change lives and with their heart for Jesus,” she said. “We have watched too much to believe just throwing money at a problem is going to solve it. But for Abide, it’s about providing individuals with hope and opportunity. My husband, Scott, and I saw that they were doing things differently...not trying to put a Band-Aid on the problem but making lasting change their goal. Their dream is that there’s no longer an ‘inner city’ in Omaha.”

“Alexi is a friend and a mentor of mine [whom] I respect. She has a heart to see other entrepreneurs and community leaders thrive,” McKernan said. “We are grateful to have someone like Alexi a part of our movement.” Visit abideomaha.org for more information.

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“MY WHOLE FAMILY LIKES TO BE BEHIND THE SCENES. WE’RE NOT TYPICALLY ON THE FRONT END OF FUNDRAISERS AND THAT TYPE OF THING; WE’RE WHERE WE CAN GET OUR HANDS DIRTY.”

-ALEXI WELLMAN

IN THE OFFICE | STORY BY CHRIS HATCH PHOTOS BY BILL SITZMANN

FOR THOSE ABOUT TO ROCK STONEBROOK EXTERIOR SALUTES YOU

Much like the wild pyrotechnics of a heavy-metal rock concert at Madison Square Garden or the perfectly imperfect manes of an ’80s hair band, Stonebrook Exterior’s corporate offices don’t just catch your eye, they demand your attention.

The residential and commercial exterior construction company occupies a custom-built commercial building at 8905 Cornhusker Hwy. in northeast Lincoln, Nebraska.

Consider their headquarters’ bold exterior with the neon-adjacent orange and prairie sky-blue wall jutting out on the north end of the building. The architectural feature evokes the ‘fire and ice’ of Stonebrook Exterior’s Co-CEOs, Steve Kunkel and Jason Reinke. Kunkel said he’s the ‘fire,’ the selfdescribed gas pedal, who has rocket-propelled the company to growth, while Reinke is the ‘ice,’ the level-headed brake pedal, when all that combustion engine heat starts running too hot.

Stonebrook Exterior’s offices are equally striking inside, paying tribute to the most American of music rock ’n’ roll. A tour through the premises reveals huge murals of some of the greatest musicians of the genre in common areas, rock band-themed conference rooms, and more.

For instance, employees can walk up the ‘Stairway to Heaven’ to visit the CFO’s office the Eddie Money room before making a stop at the ‘Gym Morrison’ (referencing The Doors’ dynamic frontman) to lift a few weights. Or they can gather

inspiration from Freddie Mercury himself on the way to the Nirvana breakout room, where many (teen) spirited debates play out. The room is labeled with a faux-vinyl record marker. When they need a bathroom break, they can duck into the ‘Johnny’ Cash or the June Carter restrooms.

Working with Lincoln-based architecture firm Studio951 (a division of Shive-Hattery), architectural designer Codah Gatewood and Stonebrook combined their solo acts on the project, creating the kind of unified vision usually reserved for a platinum-selling album.

“The project is, as we call it, a ‘3D business card’ for Stonebrook Exterior,” Gatewood said. “They provide, manufacture, and install materials for the exterior envelope of buildings. This building was designed to showcase those products and the work that they do. By utilizing different types and manufacturers of exterior materials, we attempt to showcase what Stonebrook does.”

“We really drew the concepts of what we wanted as a building, displaying the products that we make within our organization,” Kunkel concurred. “Displaying the products that we are distributors for…we developed a design and took it to Studio [951]. They said, ‘Love it.’”

With their building serving as a stone signature, a kind of physical calling card, Kunkel and Gatewood did what so many great rock bands before them have done: they borrowed from other artists. And they’re not shy about who their influences are, either.

“We (virtually) toured AMC Theaters out of Kansas City,” Kunkel said. “Loved their building it’s where a lot of our design ideas came from. We toured Western Windows in Phoenix, we toured EcoStar in Buffalo, Firespring, and Hudl.”

“Steve and his team were great partners on the project.” Gatewood said. “[…] They played a big part in providing information and specifications for the workers and their equipment. It was a pleasure to work with the team of exterior envelope experts that they are. I learned about their process, their products, and soaked up as much knowledge of exterior products they provide as much as I could.”

The inside of the building allowed Kunkel and Reinke to put their love of music on full display.

“To me, the interior and exterior perpetually inform each other. They work in tandem,” Gatewood said.

During one of their discussions on design a M Ö tley-Crüe-approved session involving a particular kind of creative fuel (“bushels and bushels of Busch Light,” Kunkel said, laughing), the Stonebrook partners had a lightbulb moment.

“I’m a huge rock ‘n’ roll fan, and so is Jason,” Kunkel said. “So, we’re gonna do everything rock ‘n’ roll! We wanted to create a building where we could attract talent and where kids could relate to our building and to what we are doing. And we wanted to create different kinds of spaces where people could work.”

Gatewood said the experience of working on the Stonebrook project was an especially gratifying one.

“While I utilize creativity on each and every project I work on,” Gatewood said, summing it up like the last splashy cymbals smash at the end of a song, “Stonebrook brought a more specific level of creativity that I thrived on.”

Kunkel and Reinke hope their employees will thrive in the creative environment they’ve built as well. Visit stonebrookexterior.com for more information. B2B

“WHILE I UTILIZE CREATIVITY ON EACH AND EVERY PROJECT I WORK ON, STONEBROOK BROUGHT A MORE SPECIFIC LEVEL OF CREATIVITY THAT I THRIVED ON.”

-CODAH GATEWOOD

“WE INTRODUCED A LOT THAT GOES REALLY OUTSIDE THE REALM OF JOB BOARDS.”

-PHIL GREENWOOD

omAHA! | STORY BY KARA SCHWEISS PHOTO BY BILL SITZMANN

CAREERLINK CONNECTS TO THE FUTURE

RECRUITMENT AND DEVELOPMENT SITE GOES PUBLIC, EXPANDS ITS HR CAPACITY

Careerlink was an innovator from the beginning, said Director of Sales and Account Management Harold Gentry, who calls the company founded in the mid-1990s an “Omaha institution.”

“We are actually one of the first ‘talent conduits’ in the history of job boards,” he said.

As its name suggests, the company originated to connect employers and job-seekers throughout the Midwest, CEO Phil Greenwood said. Careerlink still features an online jobs portal, which has grown to include approximately 500,000 jobs across the country at any given time; but its services on the employer side have expanded significantly over the last three decades. Along with vastly broader reach, Careerlink has developed technology to make sharing and tracking information much faster and easier.

“We introduced a lot that goes really outside the realm of job boards,” Greenwood said. “Now I would definitely describe it as more of an HR recruiting and retention platform…So, really moving beyond what we called the ‘post and pray.’ It’s a fascinating time to be in the industry.”

Greenwood’s association with Careerlink began in 2020.

“[Phil Greenwood] saw a great potential for a company [that] had a solid and profitable brand locally and, with a little investment, could move

forward to become an innovator in the recruiting/ talent-connection industry,” Gentry said.

Careerlink is now taking that next step: in January, the company announced that it’s welcoming new public investment. Advised by Manhattan Street Capital, Careerlink was qualified by the Securities and Exchange Commission to raise investment capital by selling preferred stock to the general public. The “Regulation A+” process means the majority of investors can invest in the company at the original issue price directly from Careerlink.

Gentry said he anticipates continued growth for the company.

“Careerlink continues to look for and develop recruiting approaches that are outside the box. We are implementing two new features, Talent Engagement and Premium Candidate Search. These have the potential of being game-changers in the industry.

“WE ARE IMPLEMENTING TWO NEW FEATURES, TALENT ENGAGEMENT AND PREMIUM CANDIDATE SEARCH. THESE HAVE THE POTENTIAL OF BEING GAME-CHANGERS IN THE INDUSTRY.”

-HAROLD GENTRY

FROM PAGE 19

The ability to automate and streamline HR recruiting functions will meet many of the needs and wants of the HR community,” he said. “Our longevity and brand awareness position us to become industry leaders using a concierge approach in how we do business. Our goal is to become fully engaged partners with our employer partners and job-seekers to create a better end result for everyone involved.”

Christine Stogdill, coordinator of human resources for Quality Living Inc. (dba QLI), said her company a globally recognized rehabilitation center located in Omaha has partnered with Careerlink for more than a decade.

“We use many tools that Careerlink offers. We post jobs, we use the analytics tools to track ROI with different campaigns. We are learning the talent engagement portal to increase efficiency with candidate communications (and) social media advertising, and we interact with the team at Careerlink to learn how we can better utilize our options,” she said. “Careerlink has been a tremendous resource for our talent acquisition team.”

Greenwood said he’s found the Omaha business community welcoming to a “foreigner coming in from the West Coast” and open to Careerlink’s advancement.

“I continue to be impressed in my interactions with our customers that are both past and present,” he said. “A lot has changed since we purchased the business. I want to invite folks to see all that’s going on and that we have a great vision for the future of HR recruiting and retention and just invite people to join us on that journey.”

Visit careerlink.com for more information.

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Owned and Operated / A Member of the Cushman & Wakefield Alliance

2023 Winner

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“CAREERLINK HAS BEEN A TREMENDOUS RESOURCE FOR OUR TALENT ACQUISITION TEAM.”

-CHRISTINE STOGDILL

| STORY BY TAMSEN BUTLER | PHOTO BY BILL SITZMANN

FROM PAGEANTS TO FUNDING PROJECTS

WIN DIRECTOR MORGAN HOLEN FINDS INVESTING SUCCESS

Among the many hats Morgan Holen has worn is a crown. In addition to being director for Women in Investing (WIN), a nonprofit that harnesses the combined power of women philanthropists to the benefit of the University of Nebraska system and other statewide initiatives, Holen also served as Miss Nebraska in 2021 and competed in the 100th anniversary Miss America pageant.

The former contestant said investing in herself and in others through nonprofits, has paid great dividends both personally and professionally.

Holen grew up in Nebraska and graduated from Elkhorn South High School. “We used to call that the ‘new school,’ but you can’t claim that anymore,” she said with a laugh. “I lived in Omaha the majority of my life until I went to UNL.” She graduated from college during the pandemic and had to make the decision either to enter the workforce virtually or continue her education. And while returning to school was always a part of her plans, Holen decided to pursue her MBA immediately. (She anticipates graduating with her degree this winter.)

There was only one week between crowning the next Miss Nebraska and starting her role as the director of WIN.

“It’s kind of funny how all the odd skills I gained in my time as Miss Nebraska translate into what I do now as the first-ever director of Women Investing In Nebraska,” she said.

Since its founding 12 years ago, WIN has pooled members’ gifts and allocated $1.7 million to 22 organizations. WIN members find, vet, and vote on which organizations and projects to award grants, pursuing those that address important issues in the state.

The executive role of WIN was a natural fit for Holen, as she’s now able to put her talent for networking and passion for philanthropy to use.

“I get to work with a leadership team of volunteers who have had great experiences with WIN and who want to help guide WIN in where it should go,” she said. “I feel that I’ve really been able to take ownership, and they’ve given me opportunity [to pursue] any way that I see WIN growing. That’s really exciting. What an incredible place where women get to choose where their dollars go through philanthropy!

“I’ve seen what the power of education and scholarships can do for women. WIN started in 2011 with around 20 members and has grown close to 250 women, not just in Lincoln and Omaha, but across the state of Nebraska and outside of the state as well.”

Holen spends her days doing a variety of networking, from meeting women for coffee to discuss WIN and its mission, to presenting to businesses, to directing marketing and managing social media. And, of course, as a former pageant queen, she does it all with a certain grace and confidence.

“Morgan sees the big picture, focuses on the goals of the organization, and works collaboratively with both staff and volunteer leaders to strategize for success,” said WIN Chair Meg Lauerman. “She has elevated our communications and member engagement, which has helped WIN to realize great outcomes in creating a vibrant network of women who are focused on creating positive impacts through our collective philanthropy. WIN has members in their 20s through 90s, and Morgan relates well to each member with her positivity and great energy.”

“Coming out of my year as Miss Nebraska, I was exposed to so many great nonprofits throughout the state and I’ve also thought very highly of the University of Nebraska Foundation, even as a student,” she said.

Holen advises young women to “take advantage of ‘Nebraska nice’” and not to be afraid to network. “People are more willing to help you than you think. [They] want to help the next generation,” she asserted.

Visit womeninvestinginnebraska.org for more information.

“COMING OUT OF MY YEAR AS MISS NEBRASKA, I WAS EXPOSED TO SO MANY GREAT NONPROFITS THROUGHOUT THE STATE AND I’VE ALSO THOUGHT VERY HIGHLY OF THE UNIVERSITY OF NEBRASKA FOUNDATION, EVEN AS A STUDENT.”

-MORGAN HOLEN

“[MORGAN] HAS ELEVATED OUR COMMUNICATIONS AND MEMBER ENGAGEMENT, WHICH HAS HELPED WIN TO REALIZE GREAT OUTCOMES IN CREATING A VIBRANT NETWORK OF WOMEN WHO ARE FOCUSED ON CREATING POSITIVE IMPACTS THROUGH OUR COLLECTIVE PHILANTHROPY.

-MEG LAUERMAN

Morgan Holen

“IT’S EASIER THAN REGULAR BOWLING. YOUR HANDS DON’T HURT AFTER PLAYING IT FOR A WHILE, AND PEOPLE WITH MOBILITY ISSUES AND OTHER PHYSICAL DEMANDS CAN PLAY. IT’S NOT STRENUOUS.”

-CHAD SHOEMAN

FEATURE | STORY BY JEFF LACEY | PHOTO BY BILL SITZMANN

SERVING NOTHING BUT ACES

EATERIES THAT OFFER ACTIVE ENTERTAINMENT SEE STRONG GROWTH

How has the food and beverage industry dealt with the strange economic cocktail it’s been served for the last few years, which includes ingredients like supply-chain integrity issues, rising costs, and an empowered workforce that seeks, among other things, better working conditions?

One response is by becoming smarter. To stand out, many operators are finding great value in filling both their patrons’ hands: providing a drink to one hand, and something fun to hit, throw, or roll in the other. The payoff has been considerable.

According to a report by Technomic, a food service research and consulting firm, 66% of consumers are more likely to visit a restaurant that offers unique experiences, and the Omaha area is reaping the benefits of this trend. Local venues that offer libations, eats, and activities in between sips are thriving. They include: Blue Sky Patio & Pickleball in Regency Landing, Bob & Willie’s Wonderbowl in the Blackstone District, and the yet-to-come multi-activity Smashpark planned in LaVista’s Southport development.

Blue Sky Patio & Pickleball

One cannot throw a wiffle ball these days without gently hitting someone who isn’t talking about pickleball. We’ve all heard the sound bites it’s the fastest growing sport in America; it’s simple to learn; and, while not necessarily easy to master, it’s invitingly easy to play. And somehow, in an age of rancorous social discourse, it manages to engender niceness.

The owners of Blue Sky Patio & Pickleball in Regency Landing have embraced the popularity of pickleball, serving up nothing but aces since. In addition to serving “creative drinks and local eats,” Blue Sky offers customers a wide array of pickleball experiences, including leagues, charity events, and pickleball parties (alongside trivia, drinks, and food). Reservations are recommended, but walkins are welcome; for lucky visitors, a court will be open for $20 an hour, with $3 paddle and $3 ball rentals available for an instant start-up. There is also a pro shop for those feeling more committal.

Shelby Hinman, general manager of Blue Sky, said the beach-entry feel to getting started is a major part of Blue Sky’s appeal.

“It’s so inclusive,” Hinman explained. “We have people of all ages playing. It’s just a really easy sport on the joints, but it’s also very stimulating to the mind, too.”

According to the Sports & Fitness Industry Association, more than 8.9 million people currently play pickleball across the US. That’s nearly double the 4.8 million players reported nationwide the previous year.

CONT. PAGE 26

“IT’S SO INCLUSIVE. WE HAVE PEOPLE OF ALL AGES PLAYING. IT’S JUST A REALLY EASY SPORT ON THE JOINTS, BUT IT’S ALSO VERY STIMULATING TO THE MIND, TOO.”

-SHELBY HINMAN

Hinman said another element of their success is the climate-controlled four-season patio. Five garage doors allow easy access to pleasant weather, and visitors can enjoy fresh air and sunshine while eating and spectating pickleball games.

However, the venue’s success is not just about its physical features. The team behind Blue Sky is dedicated to providing exceptional customer service. Hinman understands the importance of having a great team to create a successful business.

“We have been working together for a while now, and they’re just amazing,” Hinman said. “We try to coach them, to just love [on them], and appreciate their giving good service.”

Technomic also reported that 52% of consumers list quality of service as a key factor in choosing a restaurant, and Hinman believes that valuing the team is a major driver of quality of service.

Bob & Willie’s Wonderbowl

Pickleball isn’t the only recreational sport that local food and beverage entrepreneurs have invested in. Another growing trend is mini bowling, a game featured at Omaha venue Bob & Willie’s Wonderbowl in the Blackstone District. Currently, Bob & Willie’s has two locations (a Lincoln, Nebraska, operation opened in February), and is partnering with Blue Sky Patio & Pickleball to open a third.

As for the entertainment centerpiece, mini bowling, it is exactly what it sounds like a game that utilizes a three- to four-pound ball, miniature pins, and a compact, mechanized lane that offers both the entertaining clatter of full-scale bowling and the liberating ease of Skee-Ball to create a highly accessible, fast-paced experience. Chad Shoeman, the operations manager at All-Together Hospitality and Management and the manager at Bob & Willie’s in Blackstone, remembers the first time he played the game.

“From the second I played it, I thought [wow], this is a blast,” Shoeman recalled fondly. “My kids also love it.”

Named after the owner’s grandfathers (passionate bowlers in their day), Bob & Willie’s offers a wide array of cocktails, mocktails, beers, and more, along with a menu that includes a variety of fare. The six elevated bowling lanes can support up to five players each and rent for $39 an hour, with half-price lane time slots scheduled frequently. Additionally, Bob & Willie’s supports leagues and venue rental events for private parties.

Shoeman said the forecast for their product is rapid growth. For example, he said they were taking reservations and selling gift cards for the Lincoln store a year before it opened. Management is so confident in their concept that they’ve set a goal of opening 10 new venues (including their partnership with Blue Sky) over 10 years. Ownership has also seen the potential mini bowling has for attracting families, as it’s an activity parents and kids can enjoy together. Moving forward, the Blackstone store will be the only Bob & Willie’s that maintains a 21+ age requirement.

“It’s easier than regular bowling,” Shoeman explained. “Your hands don’t hurt after playing it for a while, and people with mobility issues and other physical demands can play. It’s not strenuous.”

When asked if there were any hidden factors in Wonderbowl’s success, Shoeman echoed Blue Sky’s Hinman, declaring the most important ingredient is the people who work there.

“This couldn’t be done without a strong team of cooks, bartenders, lane techs, and everybody else,” Shoeman said. “Our staff has their own leagues, and we have been working together for a while now. They are the most important part.”

Leaning into an extended-family model for company culture is not only fun; it’s smart. In fact, providing more than just a paycheck jives with what experts currently understand about the modern-day workforce. According to a survey from Forbes.com, today’s workers value not only higher wages, but flexibility and the chance to do work that means something.

Coming Soon: SmashPark

In keeping with this trend, the multi-activity entity Smashpark, coming to the Omaha metro in 2024, offers a huge variety of activities. Pickleball (both indoor and outdoor), outdoor lawn games like giant Jenga, interactive arcade games, as well as both outdoor and indoor turf sports, are offered at the Des Moines Smashpark and planned for Omaha. According to its website, Omaha’s 30,000square foot facility will include axe throwing and a private karaoke suite as well. Besides a wide array of activities to choose from, Smashpark customers will be able to reserve spots and order everything digitally, via an app. Smashpark will be located in the Southport development in LaVista.

Visit wonderbowling.com, blueskyomaha.com, and smashpark.com/omaha for more information.

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“THIS COULDN’T BE DONE WITHOUT A STRONG TEAM OF COOKS, BARTENDERS, LANE TECHS, AND EVERYBODY ELSE. OUR STAFF HAS THEIR OWN LEAGUES, AND WE HAVE BEEN WORKING TOGETHER FOR A WHILE NOW. THEY ARE THE MOST IMPORTANT PART.”

-CHAD SHOEMAN

FEATURE | STORY BY LEO ADAM BIG | PHOTO BY BILL SITZMANN

INVESTOR GEORGE MORGAN

PREACHING THE GOSPEL OF “WALL STREET WEST”

The prospect of making money in the stock market always fascinated George L. Morgan, who made his initial investment ($100) at age 20. His family moved away from Omaha just before his birth, but a career opportunity brought him “back” as a banker and broker who eventually became a disciple of Berkshire Hathaway oracle Warren Buffett and TD Ameritrade founder Joe Ricketts. Morgan recounts the imprint the pair made from their respective Farnam Street offices in Omaha, which he dubbed “Wall Street West,” in his booklet of the same name. In it, he tells “the story of how a couple guys with a little help from their friends built a user-friendly version of Wall Street in Omaha, Nebraska.”

Morgan, a former finance instructor at Ball State University and the author of two books, a Women’s Edition column, and Grow Nebraska weekly commentary, admires Buffett’s investing acumen and bullish endorsement of index funds. And he lauds the investing-made-easy legacy of Ricketts.

Andrew Hunt, co-founder of Hiley Hunt Wealth Management in Omaha, regards Morgan as a mentor. He noted Morgan, at 81, has personally experienced the paradigm shift that put publicly traded financial investing within reach of average Americans.

“There’s been a transformation of access for retail investors,” Hunt said. “When George first started out, the only way you could buy a stock was to have a broker serve as your advocate and literally snail mail your trades on your behalf. When Ricketts, Charles Schwab, and others developed the discount brokerage model it really disrupted that tradition, and George saw it happen in real time.

“He’s been deep in the mix from traditional brokerages charging very salty commissions and being the gatekeeper for investors to the democratization of investing, where people can get much more affordable, autonomous access to investing. He’s shown real foresight by banging the drum for low-cost investing for quite some time.”

Morgan feels a kinship with his investor idols for encouraging people to manage their own portfolios.

“Most people now have a 401k where they’re required to make investment choices,” Morgan said. “If you buy an actively managed mutual fund, the assumption is you’re going to do better than the market. But it costs a lot of money and probably will not outperform the market.”

Then there’s the high fees brokers take.

“Wall Street’s mentality is that they’re entitled to those fees because they know more about the stock market than you do,” he said.

Until the introduction of the 401k, Morgan noted, “You couldn’t get to the stock exchange without going through a licensed broker. This was the toll road Wall Street had over the American public.

But now you can buy an index fund for almost nothing that will beat the market and you will end up earning more money, basically, by paying less and doing nothing. To the average individual that doesn’t make any sense, but the data is there to show it. One of the people who will pound the table for that is Warren Buffett.”

Morgan grew up in San Diego, earning a finance degree from San Diego State University and an MBA from Purdue University. He left Ball State to be vice president of investor relations at thenCommercial Federal Savings and Loan (now Bank of the West).

He applied Buffett’s principles and leveraged TD’s access while serving as vice president and financial advisor at Kirkpatrick Pettis, a storied firm in Omaha where Buffett’s father, Howard Homan Buffett, once worked. Morgan got to know Ricketts over two-martini lunches at the Ticker Tape bar. He met Buffett in 1992, though they’d corresponded since 1989. He bought fully enough into Buffett’s vision that he earned the moniker “Buffett Wannabe.”

“I’ve been a Berkshire shareholder for three decades, a Schwab-TD client for 15 [years], and I am a strong investor in index funds, primarily the S&P 500 and NASDAQ.”

Morgan and his broker buddies were skeptical, even dismissive, of Ricketts when he first formed TD and predicted clients making investments on their phones.

“WHEN RICKETTS, CHARLES SCHWAB, AND OTHERS DEVELOPED THE DISCOUNT BROKERAGE MODEL, IT REALLY DISRUPTED THAT TRADITION, AND GEORGE SAW IT HAPPEN IN REAL TIME.”

-HILEY HUNT

George Morgan

HUNGRY?

“As TD gained traction and then was taken public, some of us began rethinking our investment model. Moral of the story: Wall Street is not a monolithic, static institution; it is constantly changing. There are many ways to skin the cat and, with a little homework, investors can find one that works for them.”

Morgan advocates for investors being masters of their own financial destinies.

“Part of my passion for educating the public about investing comes from my frustration with Wall Street and media acolytes proselytizing about the way the market should be operating. They see it as an analytical machine, when in reality it is an emotional organism. When you understand how the market and indexes work, you can manage your own account and achieve in a manner both effective and cost-efficient.

“My whole mission is to inform people that there is an alternative.”

Morgan doesn’t see another homegrown Buffett or Ricketts taking up the Wall Street West torch. Even those titans are nearing the end of their runs.

“Buffett’s moved away from buying stock in companies to buying whole companies and taking them private. When Warren passes to ‘the big board room in the sky,’ Berkshire Hathaway as a business will continue as it has for the past decade. What will be gone is the cult-like atmosphere that has grown up around Warren’s personality.”

Now retired, Ricketts has seen TD Ameritrade and Schwab merge. Morgan rated it “a very good move for the individual investor who fits the Wall Street West model of wanting to manage assets themselves.”

“The merger accomplishes two things: TD brings to the table state-of-the-art technology, and Schwab [brings] the name recognition and existing distribution system.”

Morgan is writing a new book about the two Wall Streets. He hopes to host an investment podcast before he also transitions to ‘the big boardroom in the sky.’

For more information, visit George@ morganinvestoreducation.com.

“WHEN YOU HAVE SOMEONE VIRTUALLY, AND YOU CAN’T SEE WHAT THEY’RE DOING, YOU SET UP PROCESSES THAT THE VIRTUAL ASSISTANT OWNS. YOU DON’T MICROMANAGE THEM; THEY REALLY OWN THE RESULTS THAT THEY PRODUCE.”

-ANGELA SCHROEDER

FEATURE | STORY BY DWAIN HEBDA PHOTOS BY BILL SITZMANN

A HELPING HAND FROM ABROAD

VIRTUAL ASSISTANTS A GLOBAL TREND PICKING UP STEAM IN THE HEARTLAND

The concept of virtual assistants has been a part of popular media for decades. The tycoon Charlie directed his crimefighting femme fatales from afar on TV’s “Charlie’s Angels,” while Dick Tracy connected to his gumshoe underlings via a then-futuristic wrist phone. Even Major Tom of David Bowie’s “A Space Oddity” relied on Ground Control for calendar reminders, such as “take your protein pills” and “put your helmet on” from half a galaxy away.

Today, the idea of a remote workforce has moved off the television screen and sci-fi comics into reality for a growing number of entrepreneurs and busy executives, including right here in Omaha. And for that, the industry has an unlikely ally to thank the pandemic.

“COVID pushed a lot of people into this place of understanding there is a lot of talent in other areas, outside of directly having someone working next to you right here in your office,” said John Walker, business development manager at Omahabased Anequim Remote Professional Services. The company is one of the largest remote professional employers in Mexico, providing talent to business clients in the US and Canada.

“For those companies that were afraid of it or skeptical, it kind of pushed them off the edge in order to conserve the business. That took away a lot of the stigma of remote work, [thought] only for remedial tasks or mundane, easy tasks. It was an eye-opener,” Walker said.

Virtual assistants are individuals who perform a variety of tasks from afar, and quite often from halfway around the world. According to timedoctor. com, the Philippines and India top the roster of preferred countries for providing such services, ranked by language, workforce education, and cost.

“With unemployment being so low in the United States and companies struggling to find the help they need, our services have really grown,” added Anequim CEO Gwenn Aspen. “Once people realize that they can expand their talent pool to Mexico where there is no time difference, and the culture is remarkably similar, they get really excited because they see what is possible with their business.

“For us as a business, we retooled last year and got even better at attracting and retaining top-tier talent in Mexico. We find amazing teammates who can not only help with administrative functions, but can work at an extremely high level, including leading big projects and even collaborating with strategic planning initiatives.”

Author and entrepreneur Angela Schroeder, founder of Unique Genius Virtual Assistant, is both a purveyor and a consumer of virtual assistant services.

“I think a lot gets lost when you’re sitting at a desk,” she said. “There’s lots of little distractions, and we’re a little less intentional about things that could be systemized. Very often with a live assistant you’re like, ‘Go get me some coffee,’ or off-boarding little

tasks that aren’t necessarily as efficient, and it’s a lot of running things back and forth.

“When you have someone virtually, and you can’t see what they’re doing, you set up processes that the virtual assistant owns. You don’t micromanage them; they really own the results that they produce. Whether they’re using AI or whether documenting processes in Google Sheets, results are more than ‘How can you just make my life feel good today?’”

As a business trend, the numbers speak for themselves. Globally, the outsourced labor industry generated $92.5 billion in 2019. That year, 3.6 million people worked as virtual assistants in the US, per the Bureau of Labor Statistics. And the industry is showing little sign of slowing down. Financial software titan Intuit reports 80% of large corporations say they plan to increase their usage of virtual help.

Schroeder said to make the virtual assistant relationship work, clients have to be trained how to leverage the resource like any other personnel.

“A business executive or professional needs coaching,” she said. “I work with the business owner on time evaluation, partnership onboarding, and training for their virtual assistant and how they have to continue to do that […] and not just give them petty tasks and not fully utilizing their time.

CONT. PAGE 34

FROM PAGE 33

“The second piece is, no matter what they’re doing, assistants must stay part of the team; part of daily huddles, weekly huddles, professional development. Having them with a team of other people is important so that they don’t feel isolated.”

Not all virtual assistants are employed through companies; many take on such roles as independent contractors in the growing gig economy. The benefits of these arrangements include plentiful help Statistica estimates the number of freelance workers in the US alone will hit 87 million by 2027, or 51% of overall employees as well as allowing workers to configure their own schedules.

Kellee Mikuls, founder of Swishboom, which connects verified babysitters with parents seeking services, said the cost savings of using virtual help up to 78% of labor expenses, reports Outsource Access makes such options very attractive to employers, especially when utilizing international workers.

“We learned to build trust with [virtual help] by giving them incremental tasks to test out their skill set and make sure we could rely on their capabilities,” she said. “It’s a fine balance between caring about people but also making sure you’re making the right business decisions.”

Even with due diligence, some situations are hard to anticipate. Mikuls said one aspect companies frequently overlook when working with international virtual employees is the political stability of their home country.

“Some of our engineers are in Kharkiv, Ukraine, which is one of the big cities that was attacked,” she said, referencing Russia’s invasion of Ukraine in February 2022. “We had our meeting that morning at 6 am our time, and they said, ‘Don’t worry about it. The news is being dramatic. It’s not going to happen.’ I think the first bomb fell at 1 pm, and then we got a Slack message from them and they said, ‘We will not be online tomorrow.’

“You have these people who are part of your team who are experiencing something that you can’t even imagine. At times like that, it’s very hard to make decisions based on your head, not based on your heart; but it’s important to remember they are still providing a service. So, we had to have these really hard conversations with backup companies in case they didn’t come back online to keep our business moving.”

McGill Restoration in Omaha has used Anequim’s services since 2021. Dakota Schriner, the company’s vice president of finance, said country of origin was a leading factor for choosing the vendor for remote services.

“The time zone is only an hour or two different, so most of our [virtual] employees are on the same time zone as we are in Omaha, Nebraska,” Schriner said. “The time zone ended up being the biggest deal for us. Other companies we looked at outsourced from the Philippines, and it’s pretty much a 12- or 13-hour time difference.

“We were a little uncomfortable requiring [virtual] people to work 9 pm to 4 am. We’d rather partner with a company where they can work for us during normal working hours and also be with their families and other commitments outside of work.”

Schriner said the company turned to virtual employees after experiencing some turnover on the finance and accounting side.

“We were struggling finding candidates locally, and we had heard of the trend of outsourcing departments or going virtual,” he said. “We decided to give it a try, but in full transparency, we were skeptical and a little hesitant.”

“If you compare the cost of domestic software engineers in the US and Canada versus engineers globally, it’s a huge cost [difference]…that’s really not ideal for startup companies,” Mikuls said.

But there are downsides too, including accountability issues when dealing with freelancers, and gig workers missing out on company health and retirement benefits. Mikuls said modern technology and communication tools make distance practically irrelevant; but that doesn’t mean companies looking to enter the virtual employee market don’t have to approach such relationships cautiously.

Cultural alignment and proximity are other considerations when dealing with international virtual assistants. In Anequim’s case, Mexico has proven to be an ideal option for its clients seeking virtual assistant, call center, and afterhours support services.

“Mexico, being just south of the border from us, shares time zones and is very similar in customs and culture to the US,” Walker said. “Many workers there have visited the US or lived in the US, so they have very similar work patterns and ways of doing business.”

After making some early adjustments, the relationship has worked “really well,” Shriner said, even if it still feels slightly odd not having all their employees under one roof like they used to.

“I am very high on it, based on where I started. We’ve been able to offload a bunch of tasks to them,” he said. “There is still part of it where it’s not as easy as walking down the hall and talking to your coworker; everything is via email, or we hop onto a laptop and meet virtually. There’s a little more of a barrier there, but overall, a very positive experience. They’ve helped our company, for sure.”

“IF YOU COMPARE THE COST OF DOMESTIC SOFTWARE ENGINEERS IN THE US AND CANADA VERSUS ENGINEERS GLOBALLY, IT’S A HUGE COST [DIFFERENCE]…THAT’S REALLY NOT IDEAL FOR STARTUP COMPANIES.”

-KELLEE MIKULS

Gwenn Aspen

FEATURE | STORY BY KARA SCHWEISS

PHOTO BY BILL SITZMANN

IMPLEMENTING AI

OMAHA BUSINESSES FIND WAYS TO PUT EVOLVED CHATBOT AND IMAGE GENERATOR PROGRAMS TO WORK, BUT WITH CAUTION.

The term “generative AI” is getting a lot of buzz lately, especially following the launch of ChatGPT in late 2022 and DALL-E in 2021 by research company OpenAI. In simpler terms, ChatGPT (GPT stands for generative pretrained transformer) is a newer generation of ChatBot that can create not only responses to questions, but also more complex writing such as poems and essays. Similarly, DALL-E is among the newest generative image creators.

Artificial intelligence (AI) itself is far from new. The term’s first use is widely attributed to a proposal presented by computer scientists at a 1956 academic conference. ChatBots programs that simulate human conversation have also been around for years, as anyone who’s used a company’s pop-up customer service chat can attest, and voice recognition software is part of everything from satellite navigation devices to cellphones to virtual assistants.

“Most of us have probably seen by now apps that can take a photo of you and make you look 40 years older or painted like the Mona Lisa. Those are generative-AI art apps,” said Raj Lulla, principal brand strategist for Fruitful Design. “ChatGPT does the same kind of thing, but with writing. You can ask it to summarize a book in 500 words or write an ad selling cars in the style of William Shakespeare. However, it’s best to think of ChatGPT as a search engine that you can chat with. Instead of giving you a list of links, it compiles information for you in writing.”

“Using this basic platform, I can tell you that the legal profession has long used databases with search features within LexisNexis and Westlaw,” said attorney Thomas Locher, who is associated with Locher, Pavelka, Dostal, Braddy & Hammes LLC. “All of the filing that we do now in terms of litigation is done electronically; so, in that sense, much of the searching that is done is by natural language. Some of these features have been around for a long time.”

The newest incarnation of generative AI can be useful in many professions, said Katie LeDoux, founder and executive director for Sunflower Grant Writers.

“It could be a great way to get some really good general information about an organization and what they’re doing,” she said. “Think of it as…a great start.”

Lulla agreed. “For now, ChatGPT should be used behind the scenes,” he said. “ChatGPT can get you to a solid rough draft of emails, job descriptions, blog posts, and more.”

“FOR NOW, CHATGPT SHOULD BE USED BEHIND THE SCENES. CHATGPT CAN GET YOU TO A SOLID ROUGH DRAFT OF EMAILS, JOB DESCRIPTIONS, BLOG POSTS, AND MORE.”

-RAJ LULLA

Raj Lulla

Katie LeDoux

FROM PAGE 37

Locher pointed out that generative AI can’t build from a vacuum of information.

“IT RELIES ON THE DATA THAT IS ACCUMULATED PREDOMINANTLY FROM VARIOUS SOURCES, INCLUDING THE INTERNET. THERE ARE HUMANS INVOLVED… I THINK IT CAN BE HELPFUL IN AUTOMATING OR SHORTENING CERTAIN TASKS, PARTICULARLY REPETITIVE TASKS, SUCH THINGS AS ROUTINE CORRESPONDENCE.”

-TOM LOCHER

“It relies on the data that is accumulated predominantly from various sources, including the internet,” Locher said. “There are humans involved… I think it can be helpful in automating or shortening certain tasks, particularly repetitive tasks, such things as routine correspondence.”

However, he added, “I think it’s a long ways from being efficacious in those areas.”

AI-generated content has clear shortcomings. For instance, it doesn’t consider a person or organization’s unique “voice,” typically making its use transparent to teachers and professors grading papers or to supervisors and stakeholders reviewing business reports.

“I would say it’s a sort of generic kind of writing,” said LeDoux, adding that its application is limited in her field. “We try to approach things in a really personal way for everyone; each client has a unique way of wanting to tell their story and how they want things presented.”

Lulla said AI-generated content tends to be errorprone and unable to finely discriminate.

“Tech reviewer Marques Brownlee asked Chat GPT to write a review of the iPhone 14 for him, and it included information about the iPhone 12 instead,” he said. “Asking ChatGPT to analyze the symptoms of an infection might either leave you convinced you have cancer or it could completely miss that you have COVID… Think of ChatGPT like a search engine; don’t trust it any more than you would trust a random link on Google.”

“My own anecdotal personal experimentation is such that, although it can be helpful in some areas, it is certainly not reliable,” Locher said. “It does have propensity to give you dated or inappropriate information on legal topics. It even has given me a case law citation to a case that does not exist…In that respect, it’s very concerning.”

The ethical and legal ramifications of content created by AI are still ambiguous, he added, such as inability to guarantee the most current information; questionable confidentiality; and a lack of accountability compared to human content producers.

“I asked Google’s AI, Bard, if I had to attribute its content. Bard replied, ‘If you share my content, you should attribute it to me by including my name and the source of the content... By attributing my content, you are helping to ensure that I am properly recognized for my work,’” Lulla said. “Bard’s response raises a number of questions Do I legally have to credit my source, or is that just the preference of Google’s marketing team? Does it depend on the type of content I’m writing, i.e., an email versus a scientific paper? Is Google using Bard to argue that AI has similar rights as human creators?”

“Will it replace writers? Well, I don’t think so,” Locher said. “I don’t think it’s going to replace lawyers, either.”

“WILL IT REPLACE WRITERS? WELL, I DON’T THINK SO. I DON’T THINK IT’S GOING TO REPLACE LAWYERS, EITHER.”

-TOM LOCHER

“I don’t think it’s ever going to replace that human connection,” LeDoux said. “We’ll just have to see how it goes in the next few years.”

Visit fruitful.design, sunflowergw.com and lpdbhlaw. com for more information.

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OMAHA CVB BY DEBORAH WARD

THE WHO, WHAT, AND WHY OF OMAHA TOURISM PROMOTION

P eak travel season is in full swing, and travelers around the country are planning where they want to spend their vacation time… and their money. Naturally, we want these out-of-towners to come to Omaha to stay in our hotels, go to events, visit our attractions, and dine in our restaurants. One way we entice and inspire travelers to choose Omaha is through strategic advertising.

Developing these promotional campaigns starts with the “who.” Who is the audience that will be the most receptive to our message? Research shows that people in Kansas City, Des Moines, Sioux Falls, Minneapolis, and Chicago are intrigued with our city and most likely to visit Omaha when given a compelling reason making these prime target markets for our advertising.

Next is the “what.” What are we promoting and what will incentivize visitation? Studies show Omaha often surprises people, and that travelers, more than ever, value discovering new places. Visit Omaha advertising focuses on tapping into

that emotion and promoting Omaha as “a lucky find” destination where lasting memories are created. Unique Omaha experiences are captured with video, audio, and photography and featured on television, radio, social media, billboards, and grocery store video monitors in our target markets.

Lastly, the “why.” Why do we do this, and is it making a difference? Our mission is to stimulate economic growth for our community by increasing visitation. According to Datafy, an independent research firm that uses mobile data to track visitation, 3.6 million people from the cities we target with advertising visited Omaha in 2022 a 19.4% increase over 2021, and a 63% increase over 2019’s pre-pandemic numbers. Better yet, they spent approximately $356 million while spending time in our city.

Ask your friends and family in these cities if they’ve seen Omaha advertising and be sure to extend a personal invitation. At the end of the day, we’re all our city’s best promoters.

PRODUCTIVITY BY DELL NARED

INVEST IN YOURSELF

harpening your skills is a great way to continue to grow and advance in your career. Whether it’s industry-specific certifications or focusing on general skills, you can’t go wrong investing in yourself.

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The Greater Omaha Chamber offers many professional development opportunities throughout the year. Whether you’re looking to network, explore business-best practices, or sharpen your leadership skills, you’ll find a perfect program on our event calendar. Even better, if your company is a Chamber member, many of these opportunities are available at a reduced price.

The Chamber offers single educational sessions each month along with several multi-session series and day-long topical conferences. Join us on Oct. 20 for The Conference on Opportunity, Diversity, and Equity. We will empower you to transform your workplace for the better and create an inclusive place for all. This full-day event is the place where you can learn from each other’s passions, experiences, and expertise while discussing how we will transform our workplaces, classrooms, and communities. This year’s theme is “Disrupt, Dismantle, and Discover,” and we’re excited to welcome over 800 DEI advocates and professionals to discuss how we create a more inclusive Omaha. This event will feature nationally recognized keynote speakers and regional breakout speakers with varying tracks for personal and professional develop ment. Come ready. Engage openly. Leave empowered.

One of our longest-running professional development programs is Leadership Omaha. This 10-month educational experience helps leaders, both established and emerging, learn more about Omaha and each other. Topics range from education to economic development, and help class members gain a deeper understanding of how Omaha works. Graduates join a dynamic alumni group that’s had a major impact on our region, shaping the city through civic, personal, and professional works.

An example of an ongoing learning opportunity is the CODE Education Series. These workshops explore important diversity and inclusion topics, featuring a wide range of presenters and points of view. These sessions are a great way to supplement an ongoing DEI journey for business and employee resource group leaders.

From a quick hour-long session to a more comprehensive and ongoing program, there are opportunities throughout the year. Dates and topics are updated regularly, so check our events calendar for upcoming sessions. We want our members and that means their entire workforce to take advantage of our programming. The best way to get involved is to jump right in. Choose an event that looks interesting and sign up. You can’t go wrong giving yourself the gift of connections and information. Get started at omahachamber.org/events.

Dell Nared is Senior Director of DEI & CODE for the Greater Omaha Chamber.

Deborah Ward is the executive director of Omaha Convention and Visitors Bureau.

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