> For the complete documentation index, see [llms.txt](https://www.uppermonroe.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.uppermonroe.com/hot-topics/matters-related-to-planning-and-zoning/digital-billboards-proposed-21-25-canterbury.md).

# Digital billboards proposed 21-25 Canterbury

<figure><img src="/files/BnDqknpoHjsLu87RI19b" alt=""><figcaption></figcaption></figure>

The ZBA map of all cases for the entire City of Rochester is <[HERE](https://maps.cityofrochester.gov/portal/apps/webappviewer/index.html?id=ba2fed2440314b7d921c282b04ee6d4b\&forceDesktop)>. The map includes links to detailed information that may be downloaded. UMNA strongly recommends you review the information provided by the City of Rochester. Much of the information regarding this application is available below.&#x20;

### This page has been updated with new information about the application as of May 27, 2026. Please see update information below.

## Background

UMNA recently became aware of a new variance application pending before the City of Rochester [Zoning Board of Appeals (ZBA)](https://www.cityofrochester.gov/departments/neighborhood-and-business-development/zoning-board-appeals-zba) that, if approved, would allow construction of a52' foot high metal monopole with a two-sided configuration that would include two illuminated digital billboard signs along Rt. 490; one facing east, the other west. The two *digital* billboards would be illuminated all day, every day and all night, every night all year-round. Each digital billboard would change it's message every few seconds resulting in thousand upon thousands of changing messages each and every day.

This new application follows a prior application at the same site that was submitted by Lamar Outdoor Advertising at the end of 2024 and then withdrawn early in 2025 before the case was heard by the ZBA. Background information about the 2024-2025 application may be found <[**HERE**](/hot-topics/matters-related-to-planning-and-zoning/completed-or-digital-billboards-proposed-near-upper-monroe-and-cobbs-hill-on-rt-490.md)>.

***

* *NOTE: 21-25 Canterbury Road is also under review by the City of Rochester for extensive upgrades and renovations to the building itself. The proposed billboards, while sited at that building, are neither essential nor integral to the overall renovation plans. Failure to obtain a variance for the billboards would have no impact on the physical renovation and should be considered a separate matter. UMNA supports the renovation plan apart from the variance described on this page.*

***

## <mark style="background-color:yellow;">UPDATE: May 25, 2026</mark>

It was a nailbiter but, in the end, the Rochester City Council unanimously passed a citywide moratorium on May 19, 2026 that effectively halts all new applications and all applications in process that would require city approval for outdoor advertisements until the new zoning codes passes or one year (whichever is sooner). The moratorium will allow residents and members of City Council to look more closely at outdoor advertisements as part of a comprehensive review of the upcoming proposed new zoning code scheduled for later this summer.

While the application to approve the massive blinking digital billboards proposed for the corner of Monroe Avenue and Canterbury Road has been stopped (at least for the time being), the newly passed legislation will not impede the ongoing development of the properties at that location; a development project local neighborhoods have supported since first becoming aware of it.

Many neighborhood organizations from all over Rochester joined with the Upper Monroe Neighborhood Association; the Park Meigs Neighborhood Association, the Lock 66 Neighborhood Association; the Pearl Meigs Monroe Neighborhood Association; the ABC Streets Neighborhood Association and the Highland Park Neighborhood Association to support the moratorium.

It wasn’t a slam dunk. Lamar Advertising Company, Inc., Lamar’s paid lobbyist-attorney, the developer of 25 Canterbury Road and a number of the company’s other customers argued passionately against the moratorium before the Rochester City Planning Commission (CPC) and Rochester City Council. Neighborhood leaders involved in the effort presented a united front and spoke with one voice at both forums. The CPC responded by voting to “recommend” the moratorium legislation but allow all applications currently in process (including the digital billboards on Monroe & Canterbury) to proceed. An effort to do the same at City Council failed by a razor thin margin (4 to 5) before final passage without registering any “no” votes by Rochester City Council members. The City Council vote was the final determining factor.

Read the moratorium legislation below on this page.

**UMNA encourages all supporters of the moratorium to send a note of thanks to all members of Rochester City Council. Contact info <**[**HERE**](https://www.cityofrochester.gov/departments/city-council)**>**

<br>

## UPDATE: May 6, 2026

In a dramatic turn of events all nine members of the Rochester City Council signed a joint letter calling for a brief moratorium on any new variances for outdoor advertisements - including digital billboards - for up to one year while that body reviews the proposed new zoning code. If the moratorium is approved at the next City Council meeting, it will go into effect immediately and, at least temporarily, prevent the Zoning Board of Appeals from voting on the variance application that seeks special permissions to build digital billboards on Monroe Avenue at Canterbury Road.

The moratorium must proceed through several steps before it can be addressed by City Council on May 19th. Rochester City Council committees must review the matter. The Rochester City Planning Commission (CPC) must also weigh in with a vote to "recommend" or “not recommend” at their next meeting on May 18th. (The CPC vote is only advisory.) Rochester City Council will then vote “up or down” on the matter after public deliberation during a regularly scheduled meeting on the 19th.

{% embed url="<https://docs.google.com/document/d/1hCRP5C9VRVgtVdTs-KbRvrw43nmi1dlw/edit?ouid=110519966697179432844&rtpof=true&sd=true&usp=sharing>" %}

The convergence of significant public opposition to the variance application asking permission to construct new, otherwise impermissible, digital billboards at the corner of Monroe Avenue at Canterbury Road combined with the pending adoption of the city’s proposed new zoning code caused members of Council to seek time for reflection on the impacts of these signs before risking another variance. In their letter Rochester City Council members are…

“...concerned about the content and standards under the current Zoning Code as it relates to advertising signs and recent actions by the Zoning Board of Appeals granting variances of the Code, despite significant community concern and opposition.”

In the face of more than 150 letters and numerous speakers in opposition to the variance, the Zoning Board of Appeals decided to hold the Monroe Ave/Canterbury Rd application at its meeting in March. The CPC sent the owner a letter requiring them to meet with neighborhood groups. The meeting took place on April 9th. UMNA and numerous other groups were present. The owner described a series of modifications to their application that reduced both the height as the size of the signs at that meeting. In addition, a third, non-digital, sign was removed from the application. Subsequent to the meeting Lamar Advertising offered to remove more than ten non-digital signs in other areas of the city in exchange for a variance at Monroe and Canterbury. Neighborhood leaders conferred after the meeting to discuss the proposed revisions and concluded the modifications and the perceived dangers to drivers would still not bring the billboards into compliance with zoning code. All the groups present support, as they had before the meeting.

#### Moratorium language as proposed by Rochester City Council

{% embed url="<https://docs.google.com/document/d/1bbEkWesbpbHadkg3XBhEH1KUaO5T0Hy5/edit?ouid=110519966697179432844&rtpof=true&sd=true&usp=sharing>" %}

Residents are strongly encouraged to send comments directly to members of Rochester City Council. Contact information for all members of City Council may be found <[HERE](https://www.cityofrochester.gov/departments/city-council)>.

<figure><img src="/files/PqBlXY0xkLvY26ObRrEi" alt="" width="563"><figcaption></figcaption></figure>

***

## <mark style="background-color:yellow;">UPDATE: April 9, 2026</mark>

*<mark style="background-color:yellow;">(This revision is incomplete and very much a work in progress. Please check back after April 12, 2026 for the more complete version.)</mark>*

As requested by the Zoning Board of Appeals (ZBA), the applicant for this digital billboard variance (aka, the building developer in cooperation with Lamar Advertising) met with representatives from the seven neighborhood groups in proximity to 25 Canterbury Road along with other interested community groups. No one from Lamar Advertising was present in the room for the discussion. The applicant described potential revisions to the display size of each of the two proposed digital faces (from 674 sqft to 378 sqft) and to the monopole height (from 60' to 52') that would hold the digital display signs up. There were stark differences of opinion the over cummulative impacts from light pollution and human safety from digital signs rapidly accumulating along our busiest roadways. Studies one direction are easily matched by studies with opposite conclusions.

Community representatives at the meeting noted even the potential new dimensions remain well above what is permitted at that location. In a response demonstrating the applicant's close collaborative relationship with Lamar Advertising, the applicant suggested potential removal of Lamar signs in other areas of the city if neighbors would support his digital billboards at 25 Canterbury Road. Despite community group insistence that digital billboards were not welcomed at 25 Canterbury Road as demonstrated by the hundreds of letters in opposition to the application sent into the ZBA, the applicant repeatedly refused to withdraw the application.

Assurances were given that the lease agreement between Lamar and the developer would not include third-party "piggybacking", a colloquialism describing certain commercial add-ons sometimes seen on billboards. A minor consideration by comparison to the scale of this proposal, according to neighborhood reps in later discussions.

***

## <mark style="background-color:yellow;">UPDATE: FEBRUARY 26, 2026</mark>

On February 25th the Zoning Board of Appeals heard oral presentations on a proposed massive new three sided “tri-clops” billboard planned for the corner of Monroe Avenue and Canterbury Road that does not comply with current zoning code.

In the weeks leading up to the ZBA hearing nearby residents and community groups, including UMNA, submitted comments. More than 100 of the submissions expressed their opposition to the variance.

[Click here to read the full staff report and the first batch of comments from residents](https://maps.cityofrochester.gov/server/rest/services/NBD/Zoning_Boards_and_Commissions/MapServer/1/76011/attachments/218801). There were so many letters the ZBA staff was forced to post a second link. [Click here to read the second batch of comments from residents on this matter](https://maps.cityofrochester.gov/server/rest/services/NBD/Zoning_Boards_and_Commissions/MapServer/1/76011/attachments/220001).

<figure><img src="/files/t28pKF5OH8IMdP8J9Kbq" alt=""><figcaption></figcaption></figure>

The decision to hold the application was accompanied by this letter

{% embed url="<https://drive.google.com/file/d/1I2NVd-Fi4h6a3tz57QDUcymq2AGa4qMW/view?usp=sharing>" %}

It is unclear what will happen next. However, until the ZBA decides construction on the billboards may not be started. Interested community groups, including representatives from UMNA, are meeting next week to discuss the situation and determine next steps.

**You can read UMNA’s letter in opposition to the variance below:**

{% embed url="<https://drive.google.com/file/d/19NnfdGt72VqC8VAdr4bS1y1EB97zWz_n/view?usp=sharing>" %}

***

### Residents are STRONGLY advised to learn more about this application and submit comments immediately.&#x20;

The ZBA Public Hearing for this variance will take place on Thursday, February 25, 2026 starting at 6:00 pm at City Hall, City Council Chambers 30 Church St. Room 302-A.

Instructions on how to submit comments to the ZBA are <[HERE](https://www.cityofrochester.gov/departments/neighborhood-and-business-development/how-comment-current-zba-case)>.&#x20;

Please copy in UMNA at <umna@uppermonroe.org>.

***

#### Current

<figure><img src="/files/9p92CpLbSX16gvAjOb0v" alt=""><figcaption><p>photos taken from google map</p></figcaption></figure>

<figure><img src="/files/d4ClAgl12hJJVzCdKoCY" alt=""><figcaption></figcaption></figure>

## 25 Canterbury Road <[Map Link](https://maps.app.goo.gl/hjVNL7xcTodcNoiW7)>

**Case #3 - File Numbers: V-062-25-26**

A summary of variance application provided by the City of Rochester:&#x20;

“To construct a 60ft tall monopole within the parking lot of an office-building, which includes a double-sided, 672sf, digital advertising sign facing east and west bound traffic on I-490, and a 210sf, static community board facing north, where the signs do not meet certain requirements applying to all districts."

***Highlights of the issues under review (layperson's description)***

* *A variance is sought by the applicant because a combination of three signs are not permitted at this location;*
* *A variance is sought by the applicant because the proposed new monopole; the proposed two new illuminated digital billboard sign faces; and the propose new conventional billboard would all be substantially higher than the current code allows.*
* *A variance is sought because the current zoning 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.*
* *A variance is sought because each of the proposed two illuminated digital billboard sign faces and the conventional sign are substantially larger than allowed under the current code.*&#x20;
* *A variance is sought because two of the proposed new illuminated digital billboard sign faces would change/cycle/flash messages every few seconds. The current code allows only one static (unchanging) message on a billboard.*
* *A variance is sought because the proposed two new digital billboard sign faces would be illuminated all day and all night every day of the year **forever***

***

<figure><img src="/files/3K9RXkiAbMuuRnTdMhhm" alt=""><figcaption></figcaption></figure>

{% file src="/files/qXegEI5Uvr0XIEEnCgLH" %}

### Residents are STRONGLY advised to learn more about this application and submit comments immediately.&#x20;

The ZBA Public Hearing for this variance will take place on Thursday, February 25, 2026 starting at 6:00 pm at City Hall, City Council Chambers 30 Church St. Room 302-A.

Instructions on how to submit comments to the ZBA are <[HERE](https://www.cityofrochester.gov/departments/neighborhood-and-business-development/how-comment-current-zba-case)>.&#x20;

Please copy in UMNA at <umna@uppermonroe.org>.

<figure><img src="/files/21IcwzxNgzAUyc2VMh5x" alt="" width="188"><figcaption></figcaption></figure>


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