Digital billboards proposed 21-25 Canterbury
This page provides information about a variance application by Lamar Outdoor Advertising to allow three billboards (two digital, one conventional) at 25 Canterbury Road.
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-colps" configuration, that would include two illuminated digital billboard signs along Rt. 490 and one conventional billboard without illumination facing northwest down Monroe Avenue and the Park Avenue neighborhood near Upper Monroe & Cobbs Hill Park. The two digital billboards would be illuminated all day, every day and all night, every night all year-round.
This new application expands on a prior application at the same site that was submitted by Lamar Outdoor Advertising at the end of 2024 and then withdrawn early in 2025 before the case was heard by the ZBA.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>.
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.
Residents are STRONGLY advised to learn more about this application and submit comments immediately.
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>.
Please copy in UMNA at [email protected].
Current
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 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.
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
Residents are STRONGLY advised to learn more about this application and submit comments immediately.
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>.
Please copy in UMNA at [email protected].
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