City heralds start of Bull’s Head streets project

After years of planning, work began today on the nearly $18 million Bull’s Head Street Improvements Project, aimed at reshaping a key stretch of the city.

One of the oldest neighborhoods in southwest Rochester, where West Main, Genesee and Brown streets and Chili and West avenues converge, the plans for Bull’s Head include safety, connection and vibrancy.

The 12-acre redevelopment area includes properties on both sides of West Main Street and has been the focus of more than a decade of planning, investment, and community engagement, the city says. The Bull’s Head revitalization effort began around 2021 when the Dawson Co., an Atlanta-based real estate service firm, was announced as the new developer. Since then, a team named DevelopROC has been formed combining construction, finance, and development knowledge.

“Today is a celebration of rebuilding opportunity,” says Mayor Malik Evans. “We are creating safer roads, better connections, and a foundation for new housing, businesses, and jobs in Bull’s Head. This work reflects years of partnership and community input, and it moves us one step closer to delivering on the promise of this neighborhood.”

The project will reconfigure intersections at West Main and Genesee/Brown streets; West Main and Chili Avenue; and West Avenue and York Street. The changes are designed to improve traffic flow and enhance pedestrian safety.

Sidewalks, lighting, and streetscape features will be upgraded to create a more welcoming and accessible environment—a “complete streets” approach, officials say. Roadways are expected to be used more efficiently by pedestrians, bicyclists, transit users, and drivers. The project also includes an off-street cycle track supported by state funding.

The focus on safety dovetails with the city’s ROC Vision Zero efforts. The project reflects Rochester’s commitment to eliminating traffic fatalities and serious injuries while also encouraging reinvestment and long-term growth in the Bull’s Head neighborhood, the city says.

“Monroe County is proud to invest in the Bull’s Head Street Improvement Project, a transformative effort that will turn this historic gateway into a safer, more accessible hub for residents and businesses alike,” says Monroe County Executive Adam Bello. “By modernizing these critical intersections and prioritizing a ‘complete streets’ design, we are laying the essential groundwork for sustained economic growth and neighborhood revitalization.”

The project is supported by a mix of federal, state, city, and county funds. Monies from the state Department of Environmental Conservation were received for bicycle infrastructure. The Clean Water, Clean Air and Green Jobs Environmental Bond Act, the Climate Smart Communities Grant Program, and Title 15 of the Environmental Protection Fund through the state DEC also provided support.

“It’s an honor for the state Department of Transportation to be involved in revitalizing Rochester’s historic Bull’s Head neighborhood,” says Marie Therese Dominguez, department commissioner. “This project is a shining example of what happens when residents and government work together to improve the place they call home.”

Smriti Jacob is Rochester Beacon managing editor. 

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