"I actually stopped to let somebody cross the other day and a car passed me on the inside ... they just don't even see the crossing."
Mr Prentice wanted the council to consider moving the pedestrian crossing or putting up lights.
Omafiets owner operator Kerry Delaney said he almost gets hit walking across the road when he puts his business sign out.
Reflector lights were also missing and had not been replaced, he said.
"Now people are crossing further down the road which is even more dangerous ... for sure there is going to be a ... death here soon."
He had spoken to councillors previously who looked into it but said there was nothing wrong with the crossing.
Busy Bee Dairy owner Kamlesh Chetty said his customers had indicated they feared using the crossing because the cars were going too fast.
"They either cross here in front of my shop or wait for a little while and on that basis it is very, very dangerous."
Mount Plunket Preschool manager Sandie Jacobs agreed. Sometimes she took the children across the road to the beach and "you really have to stand there and wait and wait".
"I think there is a concern and it won't be long before something happens there."
More signage about the approaching pedestrian crossing was needed said Cottage Cafe owner Pat Jennings.
"People are just not noticing it and I think that is a problem."
Tauranga City Council communications advisor Marcel Currin said it was petitioned by residents in 2010 for a pedestrian crossing outside the library.
The pedestrian crossing was built in 2011.
"Aside from one complaint since its installation we have not been made aware of any issues with the formal crossing," he said.
" If people have concerns they should let us know."
Police were unavailable for comment.
