Despite moves designed to prevent them, near misses are still happening when people cross Maunganui Rd in downtown Mount Maunganui.
Mount Mainstreet manager Leanne Brown says several retailers have commented recently that they are seeing close encounters.
Just over a year ago the speed limit through the shopping area was reduced to 30km/h, signs have been put up and railings near to pedestrian crossing have been removed to improve visibility.
"We are at a bit of a loss as to what we can do other than remind pedestrians to be vigilant and encourage them to try to make eye contact (with drivers) before stepping out," says Leanne.
"Similarly I'd like to remind drivers to be aware of pedestrians - particularly as we are coming into summer.
"They should be observing what's around - shadows, trees, large vehicles can be an obstruction and sunlight might all be issues. There are probably other areas (in Tauranga) with similar issues, but there's a real concern that people might get hurt to we want to make sure we have done all we can."
Leanne says the possibility of speed humps has been discounted as the road is used by buses.