Shameless self-promoters love this kick-ass rack, because Modified's smack in the middle of Roosevelt Row, and the Row is the hub of Phoenix's arts scene. What better place to get the word out about your band's next gig or that new experimental-art performance? And the grassroots advertising technique seems to work, as you always see First Friday/Third Friday street crawlers pawing through the fliers in search of artistic adventure. In fact, the rack at Modified is the only one we've ever seen that has a queue of impatient, toe-tapping Phoenicians waiting for their chance to find cultural enlightenment ? or at least a good party.