Pima County gifts Fourth Avenue a last-minute “Back to Business Grant”

When it’s the season of giving, it’s never really too late to give.

Pima County has just gifted the Fourth Avenue Foundation a Christmas miracle, which is in the form of a $455,000 “Back to Business Grant.”

The year didn’t start out too great for Fourth Avenue, being that the Spring Street Fair was canceled right off the bat, and then the rain continued to pour, so to speak, when the Winter Street Fair got nipped in the bud.

The cancellations led to less foot traffic around the many retail stores, restaurants, and bars — forcing a lot of businesses, on and off of Fourth Avenue, to get creative with marketing and community outreach.

However, this new grant was meant to provide support for the recovery efforts happening in the Historic Fourth Avenue Business District.

“It took a herculean effort to complete all the grant goals and CARES Act requirements in what was a very short six-week time period,” said Daniel Matlick, President of the Fourth Avenue Foundation.

A good chunk of the small businesses in the area have been hanging on by a thread, so the first step in the planned “recovery process” will help provide rent, electricity, and internet expense reimbursements.

In addition, other programs will be used to “offer updated Coronavirus department of health communications and enhance the outdoor environment to support a safe and healthy return back to business.”

To learn more about all of the local businesses found along Fourth Avenue, visit fourthavenue.org.