MADISON, Wis. -- It's a rough road for University Avenue businesses dealing with summer construction in Madison.

From slashing prices to adding extra signs, some local business owners said that they're finding orange barrels can be an occupational hazard

Amid all the construction, one business reports revenue down as much as 15 percent. And in an already tight economy, many owners are now thinking outside of the orange to keep business -- unlike the traffic -- flowing, WISC-TV reported.

Summer construction season is in full swing, but the door at Steve's Liquor on University Avenue isn't swinging open as often as it used to, employees said.

"For us, it's customers who are avoiding the entire area. Folks who just don't want to deal with it, who are taking an alternate route to or from work," said Wayne Crokus, of Steve's Liquor.

Even for those who live in the area, the popular shop is a tough spot to stop because of the construction.

"One is limited access. (It) makes it a little more difficult for the folks who are coming here, to get here," he said.

The Greater Madison Chamber of Commerce designed a road construction survival guide to help businesses weather the worst.

To that end, Kevin Little, of the Chamber of Commerce, said that one restaurant owner suggested that those who are struggling to get creative.

"They found one of the things they could do was maybe cater, bring the food to their customers," said Little.

Meanwhile, stores like Morgan's Shoes in Hilldale Mall have been through it all before.

"You essentially blocked the entire street. Nobody could come in from that side," said Irv Hirschfeld, of Morgan's Shoes.

For them, surviving is just about being at their best, he said.

"We try and do all the right things and make people get through the construction to get to us," Hirschfeld said.

Back over at Steve's, extra signage has gone up to keep customers coming in. Part of the plan is deep discounts when the road gets rough.

"When construction is going to be the worst, that's when we're going to be throwing everything we can at the wall to see what helps out," Crokus said.

Chamber officials said that businesses that lose business sometimes only get 70 to 80 percent of what they lost back. They said that owners that keep their customers well-informed and keep the rapport with them do better, WISC-TV reported.

Stay tuned to WISC-TV and Channel 3000 for continuing coverage.