Digital billboards proposed 21-25 Canterbury
This page provides information about three digital billboards that are under review for variances by the City of Rochester's Zoning Board of Appeals.
The ZBA map of all cases for the entire City of Rochester is <HERE>. 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.
Background
UMNA recently became aware of a new variance application pending before the City of Rochester Zoning Board of Appeals (ZBA) that, if approved, would allow construction of a 60' foot high metal monopole with a three-sided billboard, sometimes referred to as a "TRI-colpse" configuration, that would include two illuminated digital billboard signs along Rt. 490 and one conventional billboard facing northwest down Monroe Avenue and the Park Avenue neighborhood near Upper Monroe & Cobbs Hill Park. The two digital billboards would be illuminated day and night all year-round. The third, conventional billboard would be lit all night, every night.
This new application expands on a prior application at the same site that was submitted at the end of 2024 and then withdrawn early in 2025 before the case was heard by the ZBA. Information about the 2024-2025 application may be found <HERE>.
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.
The ZBA Public Hearing for this variance will take place on Thursday, January 29, 2025 starting at 6:00 pm at City Hall, City Council Chambers 30 Church St. Room 302-A. Details and links at the bottom of this page.
Current
21-25 Canterbury Road <Map Link>
Case #3 - File Numbers: V-062-25-26
A summary of variance application provided by the City of Rochester:
“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 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. Additionally, the proposed variance asks permission to have three sign faces.
Each of the proposed two illuminated digital billboard sign faces and the conventional sign are 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.
Residents are strongly encouraged to learn more and submit comments before January 28, 2026.
Instructions on how to submit comments to the ZBA are <HERE>.
Please copy in UMNA at [email protected].
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