BRIGHT police are not looking to take a sledgehammer attitude to enforcing an alcohol ban during the town's Rod Run in November.
Senior Sergeant Doug Incoll said police won't be too harsh in issuing $200 fines for boozing in the street.
"The last thing we want to do is be punitive, it will certainly be an educational process," Senior Sergeant Incoll said.
His comments follow an outcry from some businesses upset at Alpine Council for introducing the ban following a risk assessment by a community committee.
Hotel, motel, cafe and taxi workers expressed their displeasure at this week's council meeting, the first held since the ban was flagged at the start of the month.
"There's a level of vicarious liability on the organisers and Alpine Shire and it's falling into line with a lot of other LGAs (councils) in Victoria," Senior Sergeant Incoll said.
He rejected claims there was not a problem with excess alcohol, saying police were prudent previously.
"If that event had been held in Melbourne and we didn't use discretion we would lock up a minimum of 10 a day for drunkenness," Senior Sergeant Incoll said.
But Bright taxi driver Vicki McCrohan told councillors her stints were problem-free.
"The last hot rod run was a fantastic event, it was so well done, so well organised and we were out til five, six o'clock in the morning, we went all night and not one bit of trouble," she said.
Riverdeck Cafe owner Greg Schultz called for documentation on the risk assessment to be published and criticised the lack of consultation with businesses.
Alpine mayor Ron Janas hit out at visitors who parked their utes and "consumed alcohol, which they probably bought from Dan Murphy's in Dandenong".
"(They're not) ones that are willing to pay the money to go through the gate, support the event, pay their few dollars and go and have a look at the cars there," he said.
"They're more than happy to sit in the street, drink alcohol and watch the cars go round...they're not necessarily contributing."