This is the first of three images showing what NAB wants to do with the Cataract Street property. This image shows the brewery, visitors' center, museum, and restaurant on the left. The remains of 13 Cataract are on the right. Part of the foundation of the building has been reincorporated as part of an outdoor festival site. PROVIDED IMAGE
The wrought-iron outline mimics the facade of the old brew house at 13 Cataract, which will be torn down. PROVIDED IMAGE
Another view of the transformed 13 Cataract Street. PROVIDED IMAGE
The city's Zoning Board has voted 5 to 1 to allow North American Breweries to tear down the old brew house at 13 Cataract Street. The vote came at the end of a marathon meeting in which more than 20 people had signed up to speak.
NAB wants to transform the 110-year-old, two-story warehouse at 25 Cataract into a brewery visitors' center, museum, and restaurant with outdoor seating. There would be a microbrewery on the first floor, and an ale house with a bar on the second. The second story would also have a deck overlooking Upper Falls, and there would be a rooftop garden.
But the project prompted controversy because NAB wanted to tear down a four story, abandoned brew house at 13 Cataract to create parking for the project. The building is on the city's list of "Designated Buildings of Historic Value," and the Landmark Society, Rochester Regional Design Center, and others urged the city to save the building.
Critics seemed to score a victory last week when the city's Environmental Commission said tearing down the building would have an environmental impact. The nonbinding decision could have triggered a full environmental review - which would have delayed and, according to NAB representatives, possibly killed the project. But late Thursday night, Marcia Barry, the city's director of planning and zoning, determined, officially, that no review is necessary.
"The project's impacts to historic resources have been adequately mitigated," her decision reads. It also says that the project site does not contain sensitive natural features, and there would be no significant impact on water or air quality, noise levels, traffic patterns, or other factors.
Zoning Board member Roseanne Khaleel lashed out early in the meeting, saying the dilapidated state of 13 Cataract represented a lack of accountability toward the building. NAB bought the building aware that it had historical significance, she said, and never made any effort to maintain it. Now they're complaining, she said, that fixing up the building would be cost-prohibitive.
"This is a self-created problem," Khaleel said. "I see a building that has never had a day of maintenance in 30 years."
NAB CEO Rich Lozyniak admitted that the building has been neglected, but said it's unfair to blame his company, which only bought the property in 2009.
It would take approximately $8 million to fully rehabilitate the building, Lozyniak said.
Comments for "NAB gets permission to tear down 13 Cataract Street " (8)
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Adrian said on Jan. 19, 2012 at 10:35pm
I'm excited to see the new center. It's a shame the old building is going, but stopping this project would be the classic example of letting the perfect be the enemy of the good.
J said on Jan. 20, 2012 at 9:18am
It will be a shame to see the old building go - no doubt about that. On the positive side however, we'll be able to more adequately enjoy the NATURAL beauty that is High Falls (over a few libations no less!). What a great place to bring out of town guests (sorry Pittsford Wegmans)... looking forward to it!
Douglas Fisher said on Jan. 20, 2012 at 3:00pm
Kodak moments, indeed! In both cases, corporate management failed to appreciate where the public mentality was heading. Management dug in with the product with which they were familiar, and squelched that which they did not understand.
Decades ago, a shareholder queried the Kodak president at a shareholder meeting about how Kodak would deal with the digital future. The response was: "We are not working on it. And if we were, we would not tell you." Head in the sand, as the future arrived. They stuck with what they knew, and put down their shareholders. Creative bankruptcy led to financial bankruptcy.
Similarly, brewery management fought the very people who advocated preservation that would benefit the brewery. Management perceives this historic architecture as an "eyesore" that site visitors would avoid, notwithstanding the fact that the hearing room was packed with citizens expressing warm emotional feelings towards the unique landmark that the brewery wants to convert to -- what else? -- a parking lot. Imagination working overtime!
The historic building is actually separate from the brew house plan, although it was intentionally conflated in the public mind. Of all the nondescript buildings in the brewery complex, management chooses to demolish what is by far the most outstanding one architecturally.
This reinforces the unfortunate stereotype that the world of Genesee-drinking Joe Sixpack is a narrow cultural wasteland. What fun H. L. Mencken would have with this!
Management would save bland buildings while simultaneously destroying a unique structure which could be worth millions to the brewery as a marketing icon of distinctiveness. Icons reinforce desired marketing images, thereby enhancing sales. Management chose the imagery of Bland Beer vs. Beer of Distinction.
When will they ever learn? When will they ever learn?
Douglas A. Fisher said on Jan. 20, 2012 at 8:36pm
The brewery folks now say that they did not really need the parking that they previously insisted was necessary. Instead, they would construct a stage atop the present site of the brewery, and use some of the existing three-foot-thick walls as foundation for the stage. This mere ghost of the landmark would front a stage playing to listeners in the present parking area.
Yet we have an under-utilized Upper Falls Terrace Park abutting brewery property to the south, hosting questionable activities that the brewery criticizes. It would remain as it is today.
Now is the moment to initiate a re-design of that park. Elevate the land, so that it provides views of the High Falls. Have the stage area at the south end, backing up to the railroad embankment there. With proper design, performance visitors will then see the High Falls while enjoying the show. Festivals, parties and other events can be held there, much as in the 19th century when the site was called Falls Field.
This would be totally on City property, and is a reasonable public use of a public park. This can be offered by the City as incentive for preservation of 13 Cataract Street, an important and unique landmark that the brewery wants to demolish.
If the brewery would thus not need either the parking or the performance space on its own land, then those two demolition rationales are gone.
Implementation of this concept would enhance the brewery's present plans for its visitor center and brewpub, while simultaneously improving the setting for a rehabbed 13 Cataract Street. This community enrichment would much improve the City of Rochester, for residents and tourists alike.
Bart said on Jan. 23, 2012 at 10:56am
What's the point of not mentioning the brewery name that everyone is most familiar with? It's our own GENESEE BREWERY. Every other media outlet uses 'Genesee brewery'. Go ahead, you can say it....
J said on Jan. 23, 2012 at 11:38am
Douglas A. Fisher - Great posts. I'm actually surprised by the city's decision here and can't help but go back-and-forth on this issue.
A visitor's center with food and drink offerings overlooking the falls would be a wonderful, much needed addition to the area. ***HOWEVER***, 13 Cataract Street really is a BEAUTIFUL, HISTORICALLY SIGNIFICANT BUILDING. And to used a cliched term: They just don't make 'em like that anymore.
Is merely stabilizing and preserving the building until more funding is secured completely out of the question?
In the long run, I do believe it would be better (for the city and NAB alike) to preserve 13 Cataract. Admittedly, this current plan is very short-sighted (as much as I'd like to visit the proposed center).
ST said on Jan. 24, 2012 at 12:32am
These proposed images are embarrassing. It's hard to believe that these could be used to present a vision for future development to anyone outside the 2nd grade. NAB can't afford to restore a historic building or even spend a few dollars to pay professionals to help develop something a bit more relevant to High Falls? Looking at these images makes me wonder how decisions are made by the City of Rochester. Another East End fest location is all this city needs.
adam said on Feb. 05, 2012 at 9:03am
Why is there no discussion of the , not one, but two offers the Genesee Brewing Co received to buy 13 Cataract St in 2011? Couldn't we have our cake and eat it too if they sold the historic building to private developers and they went ahead with their visitor center plans? That would be a much stronger development effort and would cost the brewery less... The emails for the Letters of Intent to buy are available in the rochestersubway website if you are interested.
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