This page provides information about three digital billboards that are under review for variances by the City of Rochester's Zoning Board of Appeals.
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The ZBA map of all cases for the entire City of Rochester is <>. The map includes links to detailed information that may be downloaded. Much of the information regarding the three variance hearings for the three new illuminated digital billboard signs is also available below.
Variance applications for all three new illuminated digital billboards were withdrawn by the applicant just days before the Rochester Zoning Board of Appeals was scheduled to decide their fate.
In the weeks leading up to the ZBA hearing residents from all over our area and beyond sent in numerous comments. All but very few of the comments were in opposition to the variances.
It’s unclear if the applicants will try again. If so, UMNA will notify residents.
You can read UMNA’s letter in opposition to the variances at the bottom of this page.
The ZBA Public Hearing for all three of these variances will take place on Thursday, February 27, 2025 starting at 6:00 pm at City Hall, City Council Chambers 30 Church St. Room 302-A
Accumulated observations & comments from nearby residents are listed at the bottom of this page.
Case #10 - File Numbers: V-047-24-25
A proposed new monopole would be placed in an existing parking lot at 25 Canterbury Road. The proposed TWO SIDED sign would be illuminated 24 hours a day, 7 days a week.
From the variance application:
“To construct a 60’ tall stealth monopole with a 14’ x 48’ back to back digital billboard, not meeting certain requirements applying to all districts.”
Highlights of the issues under review:
A variance is sought by the applicant because the proposed new monopole and the proposed two new illuminated digital billboard sign faces would be substantially higher than the current code allows.
The current code allows two sign faces but only if the signs are "back-to-back". The proposed new monopole would hold two new illuminated digital billboard sign faces that are not back-to-back.
Each of the proposed two illuminated digital billboard sign faces is substantially larger than allowed under the current code.
The current code allows only one static (unchanging) message on a billboard. The proposed two new illuminated digital billboard sign faces would change/cycle/flash messages every few seconds.
The application would allow the proposed two new digital billboard sign faces to be illuminated all day and all night every day of the year forever.
Digital renderings were provided to the City of Rochester by the applicant.
Case #11 - File Numbers: V-048-24-25
The pole would be placed in an existing parking lot at 161 Norris Drive. This sign would be illuminated 24 hours a day, 7 days a week.
From the variance application:
“To remove a rooftop billboard and construct a new 65’ tall stealth monopole with a 14’ x 48’ back to back digital billboard, not meeting certain requirements applying to all districts.”
Highlights of the issues under review:
A variance is sought by the applicant because the proposed new monopole and the proposed two new illuminated digital billboard sign faces would be substantially higher than the current code allows.
Each of the proposed two illuminated digital billboard sign faces is substantially larger than allowed under the current code.
The current code allows only one static (unchanging) message on a billboard. The proposed two new illuminated digital billboard sign faces would change/cycleflash messages every few seconds.
The application would allow the proposed two new digital billboard sign faces to be illuminated all day and all night every day of the year forever.
Digital renderings were provided to the City of Rochester by the applicant.
Case #9 - File Numbers: V-046-24-25
An existing non-digital billboard will be replaced with a digital billboard of the same size on top of an existing stealth monopole.
From the variance application:
“To change an existing, 378sf advertising sign face from a static advertising sign to a 378sf digital advertising sign, exceeding certain requirements applying to all districts.”
The current code allows only one static message on a billboard. The proposed new illuminated digital billboard sign face at this location would change/cycle messages every few seconds.
The application would allow the proposed two new digital billboard sign faces to be illuminated all day and all night every day of the year forever.
UMNA offered a poll to residents when this information first became available. The results are below.
Some specific concerns that have been expressed to UMNA by residents:
Light intrusion associated with the placement near densely populated residential neighborhoods
Potential negative impacts on property values near homes and neighborhoods
The transformation of residential areas into "commercial advertising zones"
Aesthetic impacts relative to nearby neighborhoods noted for their late 19th century and early 20th century character including some buildings & districts recognized as historically significant.
Driver distraction associated digital signs and particularly with changing/cycling of sign messages every few seconds
The cumulative impacts of artificial light during nighttime hours on human health and wellbeing
The way artificial light obscures night skies
The prioritization of commercial interests over residential interests
The application does not align with goals set out in the City of Rochester's 2034 plan
The applicant made no effort at outreach to area residents prior to submission
Information relevant to the application is not up-to-date
Please place your cursor on the document below to scroll down and read all four pages.
UMNA recently became aware of several (variance) applications pending before the City of Rochester that, if approved, would allow construction of three new illuminated digital billboard signs along Rt. 490 near the Upper Monroe & Cobbs Hill Park areas. These billboards would be illuminated day and night all year-round.
Instructions on how to submit comments to the ZBA are <>.
Please copy in UMNA at .
