ROC the Falls adds two summer events

May 14, 2019

Left to Right: City of Rochester's Norman Jones, Genesee Brewery's Mary Beth Popp, Empire State Development's Vincent Esposito, and Rochester Mayor Lovely A. Warren
Credit James Brown WXXI

A summer event series is coming to the Genesee Brewery, representatives from the state, the city and the brewery said Tuesday.

Genesee Brewery’s Mary Beth Popp said the events are an expansion of last year’s popular ROC the Falls event, which featured live music and drew more than 3,000 people. She also said it’s a sign of the brewery’s investment in northeast Rochester and its commitment to the Genesee River.

“What started off as small projects to pick up trash and plant flowers has blossomed into partnerships from the city of Rochester and New York state through Roc the Riverway to improve High Falls Terrace Park and make this a regional destination,” said Popp. “I’m here to tell you that ROC the Riverway is alive. It’s alive not just in the big construction project to come but it’s alive in our greatest asset: the Genesee River.” 

ROC the Riverway is a series of public projects along the river. The state made a $50 million commitment last summer in hopes of spurring private investment.

Popp said the events will start on May 24. The first event will be a celebration of the Genesee Brewery’s 141st birthday with food trucks, mini-golf and a limited small batch release of 100% Smash Pale Ale. The 100% signifies that all the ingredients for the ale come from New York state.

Popp said the goal is to draw more people to High Falls Terrace Park, which is on St. Paul Street, next to the Genesee Brew House. Two other events are planned for July 19 and Sept. 6.