A Safer & Smarter Downtown Rochester
In the U.S., pedestrian fatalities have skyrocketed, increasing by 75% since 2010. According to our Monroe County Crash Map, on average, thirteen people die walking or biking on our local streets every year. In 2023, this number rose to 20 fatalities. We must do better.
So what are the solutions to change this trajectory and reduce the harm? On-street demonstration projects are one way to highlight the importance of improving safety by designing our streets for people (not just cars). That’s why in 2025, Reconnect Rochester launched a new on-street project centered in downtown Rochester, complementing our Complete Streets Makeover where we transform intersections in Rochester’s neighborhoods.
Downtown SmART Streets, inspired by Washington DC’s Arts in the Right of Way program, implements complete street design in the form of seasonal curb extension murals to improve pedestrian safety and beautify the streetscape.
What Are Curb Extensions?
Curb extensions, also known as bulb-outs, are sidewalk widenings that extend into the roadway at intersections. These features help:
- Slow down vehicle turns by narrowing the space available, encouraging safer and slower driving behavior.
- Shorten crosswalk distances so pedestrians spend less time in the road, reducing the risk of collisions.
The combination of physical and visual cues promote traffic calming measures and make streets safer for pedestrians, as well as for cyclists and drivers on the road.
Safety doesn’t have to come at the cost of beauty. We enhance curb extensions with vibrant murals designed by local artists to draw attention to pedestrian zones, further encouraging drivers to slow down and stay alert. The artistry beautifies the space with designs that reflect an area’s identity and sense of place.
How Do We Decide Project Locations?
The Downtown SmART Streets project is informed by a Community Advisory Committee (CAC) made up of a diverse set of downtown Rochester stakeholders and community partners.
We facilitate a “Street Walk” whereby CAC members document observations at each of the 8-10 viable locations that have been vetted by City of Rochester staff. An evaluation tool incorporates strategies and checklists informed by the Ground Mural Best Practices Guide.
Following the Street Walk, the CAC convenes for a selection review meeting. The group selects a location(s) based on the results of the Street Walk, as well as the secondary criteria data prepared by the Reconnect team such as crash safety data.
When selecting project locations, we focus on spots with safety concerns that have potential for design improvement. Proximity to busy areas and areas on major RTS lines or the Transit Center are other considerations due to high pedestrian density, and traffic volume.
A Safer Street Design
Once a location(s) is selected, our awesome design firm partner, GPI, gets to work drafting a design rendering to show where street murals could go to make it a safer, more comfortable place for pedestrians to travel. The design is reviewed by the City’s Traffic Control Board to make sure it allows for safe travel for all road users.
Meanwhile, an RFQ process facilitated by Dunwoode Design, is conducted to select a local artist for the project that will create mural artwork that reflects the character and history of the immediate area.
There’s much to coordinate for the installation regarding paint requirements and logistics, purchasing equipment and materials, and event permitting via the City of Rochester’s DES department. Our CAC members help out with outreach to area residents, businesses and stakeholders to get their input, address any concerns, and build excitement for the project.
Finally, speed and pedestrian count data is collected pre- and post-installation to measure project impact. We want to show our intervention is successful in slowing drivers down and encouraging pedestrian activity.
Over time, our vision is to build a whole network of curb extension murals throughout the downtown area that will improve pedestrian safety for those traveling to and through our center city by slowing down traffic, beautify public spaces and nurture a sense of place, and call attention to street design as one critical factor in creating streets that are safe for everyone.
We are happy to announce the two locations for the 2025 Downtown SmART Streets inaugural year will be East Main St & Gibbs St as well as Broad St & Fitzhugh St. Read about our selection process.
