The search for a killer in Seminole Heights continued as the reward for information leading to an arrest again increased Monday.

The David A. Straz, Jr. Foundation said it would commit $10,000 to bump up the reward total to $110,000.

Four people have been shot and killed since early October.

Last week, Tampa Police released new surveillance photo after the fourth slaying.

Ronnie Felton, 60, was killed Nov. 14. His body was found at North Nebraska Avenue and East McBerry Street.

Police think the same person is responsible for at least two of the four slayings.

The search for the gunman has put a strain on businesses in the area.

"There’s definitely been an impact, people are afraid to come to the neighborhood," said shop owner David Hansen

While some are scared to shop in the area, others are buying items to show "Seminole Heights Strong."

Business owners are letting residents know about the increased police presence and that everyone is watching out for one another.

"We'll walk you to your car if you purchase something and it's in the evening or it's dusk," Hansen said. "We're more than happy to walk out with you. And I think every business owner is doing that right now."

If you have any information that could help investigators, call Crimestoppers at 1-800-873-TIPS.