The street was part of Wellington's red-light district, particularly in its western half around the junction of Cuba Street, during most of the 20th century. It contained strip joints, peep shows and illegal brothels. During WW1 the area was known as Gallipoli due to the number of soldiers visiting the area. With the decriminalisation of prostitution in the early 21st century, Vivian Street's 'reputation' is undergoing a revival, with the recent opening of Il Bordello Gentlemen's Club,Il Bordello Gentlemen's Club, New Zealand. and the reopening of the Liks Bar. Between these two establishments is a live music venue for underground musicians and other emerging artists of New Zealand, Valve Bar.
