The River Crossing is a little farther out (in Riverside, IA -- about 15min south of Coralville) but it's well worth it to us.  This guy's awesome!  He's extremely friendly and personable and he takes great care in getting the best possible contact lens prescription for my hard-to-fit eyes (I have a lot of astigmatism).  We've also found that it's much quicker to get an appointment with Dr. Kirschling than it is to go to the eye clinic at UIHC.

I have never had an optometrist spend so much time making sure that I had the exact Rx I needed (mine was complicated with astigmatism) and the appropriate contacts... I felt very cared for!  Everyone from the front-end staff to the optometrist was extremely helpful and friendly too.  Would definitely recommend.