More than 16,000 people have illegally driven through the Links Ave bus lane, according to the Tauranga City Council.
Four weeks into the trial, 8000 infringement notices have been issued, the council said in a statement.
The council's director of transport Brendan Bisley said the council needed "to see behaviour change".
"The main purpose of the trial is to look at ways of getting the current levels of traffic down to a safer, more reasonable level for a residential street.
"Parents need to be able to send their children off to school knowing they have a street to use that is safe to ride or walk on. Safety remains the key issue."