The Brooks Landing Project, a plan to redevelop the neighborhood across the pedestrian bridge, received final approval to break ground from the National Park Service after 20 years of discussion. The project aims to restructure Genesee Valley Park and build a riverfront business area that includes a hotel, shops, restaurants, a public boardwalk, commercial space and UR offices.
UR has informally committed to aiding the project and should continue to gather support for its successful completion. Brooks Landing will bridge the UR campus to the Rochester community while retaining UR’s residential qualities.
This project will benefit the city by creating permanent and temporary jobs. Providing jobs will invigorate the region’s economy, which serves as incentive to invest in the project.
UR has a massive resource in its undergraduate residential population. The 18-to 22-year-old demographic is one of the richest, with a large disposable income. However, students often complain of “isolation” from commercial areas, leaving the immediate community to find businesses and entertainment. This student concern can be resolved through providing easily accessible businesses and services a short walk across the pedestrian bridge. Campus services and offices should work with new businesses to offer discounts, the Rochester Every Day program and the use of Flex dollars or declining balance in order to provide incentive.
Ultimately, UR will be able to attract more prospective students through fostering off-campus life. A new business district across the pedestrian bridge integrates UR with an existing community, creating a “college town” mentality that will vastly improve UR’s image and the well-being of the community.
