Charming idea that's struggling over whether it's for tourists or for locals, and tourism seems to be winning.
Pluses are that the crowded little corridor is lively and it's filled with quirky little shops. If you're visiting Arizona, it's great because you don't have to leave the resort-tourism belt for the hipster shops.
The major minus is that there's not much tenant stability. The newsstand shrank, then vanished. Smeeks vanished. Frances closed its outpost. The flower shop appears to come and go seasonally. The end where the newsstand used to be is now a makeover place and something juice-related. If you're a local trying to stop here for a specific shop you've grown fond of, you may be SOL.
The rotating shops are probably part of the concept, to keep it vibrant; but in that case, there needs to be signage to tell us where the shops went when they leave!