Only three things matter for developers and city officials agree when it comes to a new arena --Location, location, location.

In part three of our series, 10/11's Keller Russell tells us why picking the right location could make all the difference, when it comes to attracting investors.

It will take a train of events to put the new arena in motion - starting with moving two companies' railroad tracks. And, at $49 million, it's not a cheap move.

But that is offset by having a street network, having sewer water, by being able to do district energy corporation ..all of those are ongoing costs," said Dick Campbell, chair of Citizens for Jobs and the Lincoln Haymarket Arena.

There are easier locations for building but arena supporters say the Haymarket location will pay off.
A large private investor based out of Salt Lake City is already investing $100 million to develop a hotel, new condos and stores in the area. Another $15 million of charitable contributions will help build an ice center.

"This is not just an arena. This is a catalyst for $500 million worth of development in this area," said Campbell.

Developers say there wouldn't be much interest in the project if it were on the outskirts of town.
Cities like Augusta, Georgia and Colorado Springs learned that lesson the hard way.

"They did build facilities out in the suburbs because it was less expensive. That was the smart thing to do. Well, you only see these facilities migrating back downtown because what they lack is private investment," said Stan Meradith, with DLR Group, a design firm in Lincoln.

By building where business already exists, Lincoln city officials expect to make more money from both parking and sales tax from people dining out and that money, they estimate, will pay for 44 percent of the arena.

"If you build this structure out on the edge and the only activity you have is arena related you have a sea of concrete that has no activity," said Dan Marvin, the city arena coordinator.

"We've got a destination point here that's more than just arena. I mean you have a lot of other potential activities down in the Haymarket area that you can tap into, and that's i think, the key to this project here," added Tom Leikam, a transportation leader for Olsson Associates, the Lincoln firm that's been handling traffic planning.

In other words, the big idea is to use the downtown area as a magnet to draw more people to arena events.