In the simplest example, a shopping district has a geographic footprint. That footprint defines not only where you are, but it locates your customer base pretty well, too. Why not consider getting together with some of your neighboring businesses and sharing the costs, sharing tips, and supporting each other in your marketing efforts? If there were a flood, would you help each other sandbag?
Some very ordinary cooperation can benefit all parties-- including your customers. Your location is part of your brand and cooperative advertising strengthens that brand. Maybe some positive steps could help you get ready for a flood of customers!