Since our first interview in January 2024, how has your role at Shadow Lake Towne Center developed?

My title is still Marketing Director, but my role has expanded significantly. I continue to oversee marketing, events, social media, advertising, and community partnerships, but I have also become more involved in tenant communication and the overall guest experience at the property. With the recent transition to DLC Management, I have had the opportunity to collaborate with a larger team and bring new ideas and resources to Shadow Lake.

What accomplishments from the past two years are you most proud of?

I am most proud of the relationships I have built with our tenants and the surrounding community. I make a genuine effort to personally connect with our store managers and regular guests. By listening to their needs, I have been able to create meaningful opportunities that support our businesses while bringing people together.

You have worked to make Shadow Lake more than a shopping destination. What does creating a community gathering place mean to you?

To me, it means creating a place where people feel connected. Shopping and dining are certainly part of the experience, but we also want Shadow Lake to be a place where families make memories and local organizations share their missions.

Which Shadow Lake events have grown the most since we last spoke?

Our Butterfly Release has grown tremendously. Families have the opportunity to raise their butterflies at home and then come together for the release. It is a fun, hands-on experience that teaches children about the butterfly life cycle while helping them feel connected to nature and the environment.

Our Back-to-School Foam Party and our pet-related events have also continued to attract larger audiences and stronger participation.

What work happens behind the scenes to plan and produce an event at Shadow Lake?

Planning usually begins 3 to 4 months in advance. It includes developing the concept, creating a budget, booking entertainment, creating promotional materials, recruiting vendors and sponsors, coordinating with tenants, securing permits and insurance, and so much more. But the end goal is for the experience to feel effortless to the public, even though a tremendous amount of coordination went into creating it.

How do you decide which events, performers, vendors, charities, and community organizations to include?

I begin by thinking about what might be enjoyable and valuable to the community. I look for a mix of experiences that appeal to different ages and interests.

When choosing performers and vendors, I consider quality, professionalism, audience appeal, and whether they offer something that complements the overall event. For charitable and community partnerships, I look for organizations that are doing meaningful work locally, especially those for whom Shadow Lake can help amplify their mission.

I also pay close attention to feedback. The community is very good at telling us what it loves and what it would like to see next.

What have you learned about the kinds of events Papillion and Sarpy County residents most enjoy?

People here appreciate events that are welcoming, affordable and easy for the whole family to enjoy. Live music is always popular, but residents also respond strongly to events that include interactive experiences for children, opportunities to bring their dogs, and ways to support local organizations.

I have also learned that people value originality. They enjoy experiences they cannot easily find elsewhere—whether that is releasing a butterfly, attending a glow foam party, or participating in a dog costume contest. The most successful events give people something memorable to experience together.

Is there an event or community program that has been especially meaningful to you personally?

Our animal rescue events are especially meaningful to me. I am a passionate animal rescue advocate, so helping animal rescue organizations raise funds, share their missions, and connect animals with potential adopters is very close to my heart.

The Wag-O-Ween Boo Bash benefiting Muddy Paws Second Chance Rescue is a wonderful example. It is a fun community event, but behind the costumes and activities is a very important purpose. Knowing that the event helps provide care and second chances for animals makes the work especially rewarding.

How have local businesses and Shadow Lake tenants participated in the events you organize?

Our tenants participate in many different ways. They sponsor events, donate prizes, provide food and beverages, host activities, contribute items to raffles and gift bags, and help promote events through their own channels. Some also create special offers or experiences tied to the event.

Their involvement makes the events feel connected to the entire property instead of existing separately from the businesses. Participation from businesses also gives guests more reasons to explore Shadow Lake and discover stores or restaurants they may not have visited before.

What opportunities do Shadow Lake events provide for locally owned businesses, artists, performers, vendors, and nonprofit organizations?

Our events give local participants direct access to thousands of community members in a welcoming environment. Vendors can introduce their products, musicians can perform for new audiences, and nonprofit organizations can share their work with people who may not otherwise encounter them.

We try to provide more than physical space. We promote participating organizations through our social media, advertising, and event materials whenever possible. That additional visibility can lead to new customers, supporters, volunteers, donors, and future partnerships.

How do you help individual tenants receive attention while also promoting Shadow Lake as a complete destination?

It is a balance. We market Shadow Lake as a complete destination, but the individual tenants are what create that destination.

We regularly spotlight businesses through social media, event promotions, giveaways, and special features. During larger campaigns, I look for ways to showcase a variety of retailers, restaurants, and service providers so that the attention is shared.

How do you measure whether an event has succeeded, beyond simply counting attendance?

Attendance is important, but it is only one measure of success. I also consider how long guests stay, how engaged they are, and whether they visit our businesses and help increase their revenue.  I also ask tenants, vendors, and community partners how they feel about their participation.

What do you believe makes the Papillion community especially supportive of local events and businesses?

Papillion has maintained a strong sense of community even as the area has grown. People here show up for one another and genuinely want to be involved. There is also a great deal of pride in Papillion and Sarpy County. Residents appreciate having quality events close to home, and when they find something they enjoy, they share it with friends and return year after year. That loyalty is a major reason our events continue to grow.

Are there people or organizations whose contributions to Shadow Lake’s community events deserve greater recognition?

Absolutely. Our events would not be possible without the support of our tenants, sponsors, performers, vendors, nonprofit partners, and especially our local Sarpy County Sheriff’s office.

Our maintenance team also deserves tremendous recognition. Dan, Chris, and Ron help with everything from preparing and cleaning the event space to managing equipment, power, traffic flow, and last-minute challenges. Much of their work happens before or after the public is present, but it is essential to every event’s success.  I couldn’t do my job without them.

Shadow Lake Towne Center
7775 Olson Dr.
Papillion, NE 68046
(402) 537-0046
https://www.shadowlaketownecenter.com