Brimbank City Council is taking strong action to address illegal trading in Alfrieda Street, St Albans.
Illegal street trading on Alfrieda Street is affecting the safety and appeal of one of our most loved community areas. It can create safety risks, disadvantage local businesses that follow the rules, and make people feel less confident using the street.
Council’s Action Plan on Illegal Trading aims to make Alfrieda Street safer, fairer and more welcoming for everyone who lives, works and visits the area.
Purpose of the action plan
The Action Plan aims to:
- Improve community safety
- Reduce illegal trading, including the sale of stolen goods and unlicensed street food
- Support local, licensed and lawful businesses
- Create a vibrant, inclusive and welcoming activity centre
The plan is designed with the local community in mind, recognising the mix of cultures and businesses on Alfrieda Street.
Key initiatives
Council’s Action Plan includes a mix of compliance, community education and engagement and advocacy.
Compliance and enforcement:
- Increased on-the-ground compliance activity by local laws officers in partnership with Victoria Police.
- Stronger monitoring and response to illegal trading activity, including fines and prosecutions
Targeted crackdown on the illegal trade of stolen goods
Community engagement and education:
- Council officers speaking directly with traders, shoppers and local businesses
- Working with community connectors to engage street vendors in their preferred languages
- Understanding barriers to licensing and compliant business practices for street food traders
- Educating potential customers about:
- Safety and criminal risks of buying stolen goods
- Health risks of purchasing food from unlicensed vendors
This education is delivered through:
- On-site signage
- Printed materials, including Brimbank News which is delivered to all residents
- Media coverage
- Online resources
- Social media campaign
- Advertising in English and Vietnamese
Advocacy
- Working closely with Victoria Police to seek increased police presence in Alfrieda Street
- Escalated advocacy calling on the Victorian Government for increase police resources
Investment
Council has invested an additional $360,000 on this program in officer time and resources to increase:
- On-the-ground compliance and education officers
- Community engagement in language
- Communications and advertising (including translations)
- Advocacy for police support
- Outreach to vulnerable member of the community
- Evaluation and monitoring of outcomes.
This investment supports both immediate action and longer-term improvements to Alfrieda Street.
Outcomes to date
Strong early results
Just 12 weeks after the Action Plan was introduced, a formal evaluation showed:
- 48.5% reduction in illegal trading in Alfrieda Street
What's working
These early results show the positive impact of:
- Increased on-the-ground compliance
- Culturally responsive community engagement
- Better education for traders and customers
- A strong, coordinated Council response
Looking ahead
Council will continue to:
- Actively enable community safety, fair trading and local economic development
- Educate and engage with the community
- Advocate for stronger public safety and law enforcement support
- Work to sustain a safe, vibrant and thriving Alfrieda Street
