el camino – Reconnect Rochester

Our fifth Complete Streets Makeover project at Avenue D & Hollenbeck Street is now complete! Since 2018, we’ve partnered with Rochester neighbors to transform neighborhood intersections in every quadrant of the city. By listening closely to community voices and focusing on safety over speed, we’ve transformed these intersections into spaces where pedestrians, cyclists, and drivers can all move with greater confidence.

The Selection Process

Located smack dab in the middle of the El Camino neighborhood, Avenue D is often treated as a thruway for traffic connecting larger roads such as St Paul St and N Clinton Ave where driver speeds tend to be higher. From Conkey Ave to N Clinton Ave, a one block distance from either side of the intersection, we saw a total of 16 crashes with pedestrians and cyclists between 2014-2023 with a noticeable cluster occurring right at the intersection of Avenue D & Hollenbeck St.

These safety concerns raised red flags for vulnerable road users passing through this intersection. The nomination for this location came from an R-Center staff member who had helped move the needle with traffic safety improvements in this area through organizing R-Center youth to lobby for temporary speed humps as a traffic calming measure along Avenue D.

With the Avenue D R-Center, an attractive third space for neighborhood youth, at one end of the block and senior housing nearby, the Steering Committee saw a need and opportunity to protect vulnerable road users in the area.

Getting Community Input

At a community workshop in February 2025, we sat down with residents of the El Camino neighborhood to hear firsthand what it’s really like to navigate this intersection every day. After walking everyone through the idea of complete streets and how they can make roads safer and friendlier for everyone, we opened the floor. People shared stories, frustrations, and creative ideas, and we listened closely. A visit to School No. 8 added youth voices and ideas to the mix. Then we got to work turning those hopes and concerns into concrete design features—practical changes that reflect the community’s vision for a safer, smarter intersection.

A unique element to Avenue D & Hollenbeck St is that it is an “offset” intersection as opposed to a conventional t-intersection meaning that Hollenbeck St ends at Avenue D and continues again a few feet down on Avenue D. A recurring comment from the community was that drivers cutting diagonally across the intersection when traveling along Hollenbeck St posed a high risk for pedestrians.

Based on community input from this session, the Stantec team drafted a conceptual drawing of street design improvements. Their rendering focused on elements that could be brought to life in the temporary, on-street installation and then translated into permanent improvements. For this project, they proposed flex posts in the center of Avenue D to direct vehicles to turn right, then left, giving drivers more time to watch for pedestrians and making their movements easier for pedestrians to anticipate. Flex posts in the middle of the roadway is the first installation of its kind in Rochester. This project will serve as a pilot of this intervention to improve pedestrian safety at offset intersections.

Making the Magic Happen at Avenue D & Hollenbeck

On Saturday, June 7, the street came alive as neighbors, the school community, and community partners* rolled up their sleeves together—painting a vibrant mural (designed by Artist TaQiyya Burrs), setting flex posts in place, and brightening the block with fence art and flower planters in the adjacent empty lot.

We are continually grateful to Floating Home Films, for documenting the transformation and producing a video of the process.

The Impact

The flex posts have helped to guide drivers on how to safely navigate through the intersection. The butterfly mural helps to reinforce the El Camino neighborhood’s identity while serving as a visible reminder that streets are shared spaces. Pre and post-installation data collection showed that the roadway has seen up to 16% reduction in the average speed off vehicles traveling westbound.

Most importantly, testimonials from neighborhood residents indicated a marked improvement in safe vehicle movement, feelings of safety, and added vibrancy in and around the intersection.

The Complete Streets Makeover of Avenue D & Hollenbeck inspired wide local news coverage:

How a makeover turned a Rochester intersection into something safer and prettier (Democrat & Chronicle)
Community-led upgrades bring safety and art to Rochester intersection (WXXI)
Rochester intersection transformed for safety and community engagement (13 WHAM)
Rochester intersection to receive makeover to beautify El Camino neighborhood (Rochester First)
Rochester’s Avenue D and Hollenbeck Street intersection gets safety upgrade with traffic-calming measures (WHEC)

Looking Ahead

In collaboration with the amazing neighborhood team, we will continue taking action on long-term advocacy opportunities, working with community partners for as long as it takes to achieve permanent changes to further improve pedestrian safety on Avenue D.

If you have a spot where you don’t feel safe, keep an eye out for our next project when we ask for nominations from the community. In the meantime, make sure to let the county know by filling out their Traffic Safety Concern Form.