Local businesses on Sturt Street are worried speed limit changes may push customers away from stores.
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The change from 50km/h to 40km/h along the central hub was approved by the Ballarat City Council for a 12-month pilot, and works will be officially starting week.
La Kitchen 2 U's owner, Sophie Marteau, described the changes as ridiculous.
"It's going to annoy people, and they're going to go somewhere else – they're going to avoid Sturt Street completely,” she said.
Mrs Marteau said the lower limits would likely push traffic towards the adjacent thoroughfares of Dana and Mair streets.
Boronia Exclusive Florists owner Julie Collins agreed changes to the limit would make other suburbs more attractive. "They might tend to go up to Wendouree area more, where it's not changing.”
Accent Framing Gallery on Sturt owner, Leigh Tweedie said the effects won't likely hurt businesses, but many were worried about how much was being spent on the project.
"Like everybody, we're all concerned about the price and the cost of all of this," she said.
"It's just totally unrealistic, the fees that are being charged to the council to implement this.”
Mrs Tweedie said the biggest changes should be more parking in the area and a shift in the mentality of customers, who often park directly outside the shops they're going to.
“Go and visit Melbourne, see what you pay for a park, see how far you have to park,” she said.
Leisha Wachter, owner of 4 Seasons Juice Bars, was comfortable with the changes and is interested to see what effects they’ll have in the area.
“I think it's good for a trial, we'll see how it goes,” she said.
"We work more with a lot of foot traffic rather than people driving past so I'm not too fazed about it."
The changes will take effect on the street from Tuesday, November 10.
