Construction continues along North Fourth Avenue in Tucson for the Modern Street Car, pushing merchants along the avenue to find creative ways of attracting patrons amid the flying dust and blocked streets.

Offering discounts to construction workers, punch cards to patrons and giveaways to customers making purchases at participating locations, the Fourth Avenue Merchants Association has continued to see businesses thrive, even for the summer months.

"This is an unprecedented construction project, and we're hoping to bring more and more people down to Fourth Avenue because history is being made right now, and now's a good time to take a look at it," says Kurt Tallis, events and marketing director for the Fourth Avenue Merchants Association.