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Announcing the Locations for our new Downtown SmART Streets Project

Announcing the Locations for our new Downtown SmART Streets Project

In November 2024, Reconnect Rochester organized a street walk through downtown Rochester with our Community Advisory Committee (CAC) to select locations for the inaugural year of our Downtown SmART Streets program. There were eight possible locations scheduled which met the criteria of high pedestrian volume, safety concerns, and proximity to busy areas.

From these eight locations, our CAC team looked for the two spots that were good candidates for design improvement potential via curb extension murals. The curb extensions are meant to slow down vehicle turns and shorten crosswalks, ensuring pedestrians spend less time in the road—making every step across the street safer. The murals, inspired by Washington DC’s Arts in the Right of Way program, add a splash of creativity while drawing further focus to pedestrian zones.

Without Further Ado, Our Selections!

East Main Street and Gibbs Street
West Broad Street and Fitzhugh Street

Why East Main & Gibbs?

Due to its immediate proximity to the Eastman School of Music with all its associated student housing, as well as its adjacency to Rochester’s East End neighborhood, not to mention the half mile walk to the RTS Transit Center or Jazz & Fringe festivals, East Main & Gibbs St would certainly qualify as a pedestrian heavy zone. Car speeds and the width of the road itself show strong potential for design improvement for the numerous daily pedestrians. Plus this intersection is no stranger to on-street art installations.

Why West Broad & Fitzhugh?

Just down the road from Blue Cross Arena, the Rochester Riverside Convention Center, the Genesee River, and local government buildings, West Broad and Fitzhugh is a vibrant area of downtown Rochester with heavy pedestrian traffic which would benefit strongly from safer pedestrian infrastructure. This is a large intersection with ample asphalt, offering an opportunity to optimize space for all road users.

Next Steps…

The design team at GPI is creating renderings for E. Main & Gibbs and W. Broad & Fitzhugh featuring curb extensions. Once the plans are ready, Rochester’s Traffic Control Board will conduct a site review to determine if these proposals get the green light.

We’re now accepting local artist submissions in response to our RFQ to design vibrant murals that will breathe life into the curb extensions. Partnering with local artist Shawn Dunwoody, we’ll select mural design concepts and plan for their seamless implementation. After final approvals from both the CAC and the Traffic Control Board, we’ll gather data on vehicle speeds and pedestrian activity to measure the real impact of these changes.

This temporary on-street project will debut this summer. Keep an eye out for updates!

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Downtown SmART Streets

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.