Midwest Born and Bred
See the Difference
Experience Heartland Optical
The Heartland Family
At Heartland, family isn’t a term we throw around loosely. Every member of our team plays a very specific role within the Heartland ecosystem and while roles vary, the common denominator among all team members is passion. We pride ourselves on our shared passion for eyecare, our years of extensive experience, and our reputation for the team that gladly welcomes challenges.
Join the Team
Casey Conrad
Tom Conrad
Dr. Jennifer Wemhoff
Dr. Jennifer Yager
Dr. Cassity West
Dr. Paul Lackore
Nora A.
Erica A.
Morgan B.
Jana B.
Brad B.
LaRhonda C.
Abi C.
Cara D.
Stacia D.
Ana F.
Mary F.
Joel F.
Kelli H.
Pati H.
Lori J.
Jennifer K.
Maranda K.
Jenn M.
BJ M.
Karen P.
Brooke R.
Brian S.
Jan “Squirrel” W.
Misty W.
CEO | Owner
Casey Conrad
Casey has been in the optical business ever since he could walk and talk. He is a master at adjusting glasses and can pick up a conversation with anyone. Casey loves movies; some day he will direct one! Casey has a passion for the continued growth of North 27th Street. He is the President of the North 27th Street Business and Civic Association.
President | Owner
Tom Conrad
Tom earned his law degree from the University of Nebraska College of Law. During college, he spent a semester abroad at Oxford College in England. Shortly after college, the family business beckoned him back and it’s been his home ever since. Tom is our go-to-guy, problem solver, and master negotiator. Don’t let his tough exterior fool you, in addition to being a CenterPointe board member, he has a generous heart.
Optometrist - Lincoln East
Dr. Jennifer Wemhoff
Dr. Wemhoff was born and raised in Columbus, Nebraska. She received her Doctorate in Optometry from Indiana University School of Optometry. She is a member of the American Optometric Association and Nebraska Optometric Association. She likes being active with soccer being her favorite sport to play. She enjoys spending her free time with friends and family, as well as traveling.
Optometrist - Lincoln
Dr. Jennifer Yager
Dr. Yager was raised in Thedford, Nebraska and received her Doctorate in Optometry from Indiana University School of Optometry. She started practicing optometry in 2001 and loves the excitement her patients experience when they can see better. In her free time, Dr. Yager loves attending her kids’ sporting events (there are six girls in her family!), going for walks, reading and an occasional Big Mac from McDonald’s.
Optometrist - Lincoln (both locations)
Dr. Cassity West
Dr. West was born in Massachusetts and moved around until they landed in Crete, Nebraska at the age of 6. She discovered optometry as a career in high school and knew she wanted to pursue it after having to wear glasses/contact lenses since the age of 12. She received her Doctorate in Optometry from Southern College of Optometry in Memphis, TN. The reactions from patients when they can see better or their ailments improve is why she loves being an optometrist. You’ll always find her nails freshly manicured. She does them herself and loves finding and trying new designs. In her free-time, Dr. West and her husband like trying new and different restaurants. They also like to go on walks with their dog, spend time with friends and family and travel.
Optometrist - Grand Island
Dr. Paul Lackore
Dr. Lackore has lived in Aurora, Nebraska since 1992. He received his Doctorate in Optometry from Indiana University School of Optometry. Prior to attending Indiana University, he earned his Bachelor’s degree in biology from Nebraska Wesleyan University. Dr. Lackore has been a member of the Nebraska Optometric Association and the American Optometric Association for nearly 30 years. He serves on the city council, is active within his church and enjoys being with family and staying active.
Bilingual Optician - Lincoln
Nora A.
Nora fills multiple roles at Heartland Optical. You’ll find her both translating and helping patients through an eye exam and working in the optical picking out the perfect frame. She is bilingual; fluently speaking both English and Arabic. In her free time, she enjoys relaxing with a good show or book and trying new, cute coffee shops. Nora’s favorite part of being an optician is watching a patient’s face light up when they put on their new glasses.
Bilingual Optician - Lincoln
Erica A.
Erica loves staying busy at Heartland; there’s always something to do or someone to help. Erica fluently speaks both Spanish and English. She enjoys styling, coloring and cutting hair. She is very close with her family and spends as much time together as possible.
Optician & Contact Lens Expert - Lincoln
Morgan B.
Morgan’s favorite part of working at Heartland, are the laughs; the jokes are pretty okay too. She feels comfortable with the team and can be her true self. Interestingly, Morgan hates wearing shoes. Even in the winter, you’ll see her wearing sandals inside. She also drinks more milk than any adult human. Morgan loves her pup and other animals and knows that a room full of puppies would be heaven.
Safety Account Manager
Jana B.
Team camaraderie amongst the team is Jana’s favorite part of working at Heartland. She never encounters a dull moment and she laughs the most at work. Interestingly, Jana dislikes both horses and hugs, but also loves Metallica. Jana is addicted to skydiving and enjoys spending her free time playing with her little (BIG) pups.
Optician- Lincoln South
Brad B.
Brad started working in the optical industry in his 20’s. From fitting, selling and repairing glasses to manufacturing lenses, he’s done it all. In his free time, Brad loves camping and coaching youth sports. A few years ago, the middle school track team he coached won conference!
Optician - Lincoln
LaRhonda C.
LaRhonda has spent most of her adult life perfecting her skills as an optician. She was born and raised in Lincoln but spent many years in Omaha; she’s excited to be back! Besides helping others, she loves learning new things about lenses and the optical industry. In her free time, LaRhonda loves to travel, quilt and sew. She hopes to return to Martha’s Vineyard some day.
Bilingual Patient Care Coordinator - Grand Island
Abi C.
Abi loves being part of a team that is focused on patient care. If you call or visit our Grand Island location, chances are you’ll talk to or see Abi. In her free time, Abi loves participating in and going to car shows all around Nebraska. Abi has a growing business offering custom engraving on just about anything including vehicle accessories.
Practice Administrator
Cara D.
Cara’s favorite aspect of the Heartland team is the amount of experience, knowledge and teamwork found throughout the office. She’s also a fan of the jokes. Cara’s sister is her best friend – their families are very close and so, Cara’s family moved to Waverly in 2018 to live a few houses away. In her spare time, Cara loves being on the move and staying busy – you can often find her trying new restaurants, wineries and breweries.
Optician - Grand Island
Stacia D.
Stacia started her optical journey about 40 years ago. She ventured away from the industry to help run the family business but hoped she’d be back some day. Stacia loves helping people whether it be with their exam, contact lenses or finding the perfect pair of glasses. Because she can relate, she loves helping patients learn about and adjust to their first pair of bifocal or no-line progressive lenses. In her free time, you’ll find Stacia camping or entertaining family and friends. In one year, she was able to visit 11 states and 4 provinces.
Bilingual Optician - Grand Island
Ana F.
Ana is happy to be back in the eyecare industry after a few years away. She speaks both English and Spanish. When she is not preparing patients for our doctor, you’ll find her helping our patients find the perfect pair of glasses. She loves the friendly and welcoming atmosphere at Heartland Optical. She is excited to put her experience to the test and help grow other coworkers and help patients at the same time.
Optician - Lincoln South
Mary F.
Mary recently moved to Lincoln, NE from Kansas and we’re so happy we found her. She has a contagious laugh and is excited to be back in the optical industry. She loves styling our patients and making sure they look and feel great in whatever frame they choose. In her free time, Mary loves to entertain friends and family. A glass of wine and a good laugh are two of her favorite things!
Lab Manager
Joel F.
If Joel had to pick his favorite part of working at Heartland, he would choose the variety within the team. Similarly, he also loves the variety of burritos found at gas stations and has found great success with the potato diet. In his spare time, Joel enjoys caring for his lawn and being handy in general – this guy can fix just about anything.
Billing Specialist - Lincoln
Kelli H.
Kelli loves working at Heartland and shared that the people are the best she’s ever worked with. Interestingly, she refuses to wear a coat, even in the winter. In her spare time, Kelli enjoys neighborhood bars and spending time with her family.
Ophthalmic Technician- Lincoln
Pati H.
Pati has been in the optical industry nearly all of her adult life and loves the challenges the industry brings. Pati helps prepare our patients for our doctors and has helped with contact lens ordering and training for nearly 15 years. In her free time, she enjoys walking, traveling and spending time with friends and family. Pati loves Mexican food!
Optician - Lincoln
Lori J.
Lori was destined to be an Optician. She loves catching up with patients that she’s helped for many years. She has an insanely great memory. From the patient’s name to what they like; she remembers it all! She loves working out and spending time with her grandkids…. her kids are okay too 🙂
Patient Care Coordinator - Lincoln
Jennifer K.
Jennifer loves working with her teammates; especially Karen. Not everyone knows that Jennifer sang opera in college. In her spare time, she likes doing laundry. Lots of laundry. And, spending time with her family.
Optician - Grand Island
Maranda K.
Maranda loves working with kids and learning about each unique personality. She enjoys seeing patient’s excitement when putting on their glasses for the first time.
Optician - Lincoln
Jenn M.
Jenn grew up in Florida but moved back to Nebraska for the winters… just kidding! She joined the optical industry in 2017 and can’t imagine doing anything else. She is an experienced optician and loves helping people shop, fix, or adjust their glasses. In her free time, she enjoys spending time with family and playing Nintendo Switch.
Optician/Technician - Lincoln East
BJ M.
BJ loves helping our patients to see better. Whether it be caring for patients alongside our doctors or fixing, adjusting or picking out frames; he simply loves helping. Because of BJ’s extensive experience in our industry, you’ll find him in several areas of our office. In his free time, he likes to sing with a Barbershop Quartet, help at the Lincoln Community Playhouse, and go camping with his wife.
Patient Care Coordinator - Lincoln East
Karen P.
Karen loves being around people and noise which we have plenty of! Fun fact – Karen won a scholarship to college for winning a couple of typing contests. At her best, she could type 131 words per minute. When she’s not at Heartland HQ or typing rigorously, Karen enjoys quiet evenings with her husband, Bill, and playing the card game, canasta, with her sisters.
Patient Care Coordinator - Lincoln
Brooke R.
If you call or text our office, chances are you are chatting with Brooke! It’s hard to put into words the feeling when a patient’s vision is corrected and they can finally see. This is why she loves the optical industry. In her free time, she helps those in need through home health care assistance. From an early age, Brooke has loved caring for and helping animals. From squirrels to dogs, she loves them all.
Lab Technician
Brian S.
Brian’s favorite part of working at Heartland is his continuous growth opportunities – he loves the challenge. Even though he’s been in the industry for over 20 years, there’s always something new. A true people person, he can make friends with anyone. Be cautious if you find yourself needing to out-jump Brian. For the last 27 years, he has held the high jump record at Lincoln Pius X. In his spare time, Brian fantasizes about spare time. Brian has six kids, chickens, two great danes, and two cats #sleepWhenYourDead
Lab Technician
Jan “Squirrel” W.
Squirrel loves getting daily hugs from Brian, Mike and Casey. Her nickname is the best and she’s fully embraced it. In her free time, she likes gardening, bird watching and, of course, squirrels.
Optician - Lincoln
Misty W.
Misty joined our team with over 10 years of optical experience. She loves making patients smile while shopping for new eyewear. In her free time, Misty loves to read, camp, and bake. Her favorite thing to bake are homemade cinnamon rolls. She enjoys spending time with her family but her grandkids are the absolute best!
