Midtown Plaza Reconstruction: The Transformation of Rochester's Urban Core
The landscape of downtown Rochester has undergone a significant metamorphosis as the remnants of the former Midtown Plaza were reimagined for a new era. What was once a centralized shopping hub has been dismantled and replaced by a strategic mix of residential, commercial, and green spaces, reflecting a modern approach to urban redevelopment.
Key Facts
- Tower 280 was converted from a skeletal high-rise into a mixed-use residential and commercial building.
- The Seneca Building was downsized and repurposed as an office hub for Windstream and the Democrat and Chronicle.
- Parcel 5, after several failed large-scale development attempts, now serves as a public green space.
- The Butler/Till Building introduced Class A office space and residential units to the former Wegmans site.
The Evolution of Tower 280
In 2011, the high-rise section of Midtown Plaza was stripped down to its skeletal frame to prepare for a complete conversion. The city sold the structure to Buckingham Properties, a local construction and re-development firm, which rebranded the site as Tower 280 At Midtown.
Redevelopment began in 2014, focusing on a blend of commercial and residential utility. By January 2016, the first occupants began moving in. The tower also attracted culinary interest, with Branca, an Italian restaurant previously located in Bushnell's Basin, opening its second location within the building.
The Seneca Building and Media Hub
The Seneca Building, the only other surviving structure from the original mall, underwent a significant remodel to become a standalone office unit. After Windstream acquired PAETEC in 2011, the building was reduced from seven floors to three and officially opened in 2013.
Shortly after, Gannett announced that the Democrat and Chronicle would downsize from the Gannett Building on Exchange Street. A new 42,000-square-foot, three-story addition was constructed at the corner of Main Street and Clinton Avenue, starting in 2015. This new facility houses the Democrat and Chronicle Media Group on the first two floors, while the third floor includes a restaurant and a television studio.
The two structures are physically linked on the third floor, allowing access via the Seneca Building's Windstream elevator lobby. The media facility officially opened on May 2, 2016.
The Complex History of Parcel 5
Parcel 5 remained a point of contention and ambition for the city following the cancellation of a proposed PAETEC building. The city government explored various options, including casinos, performing arts centers, and retail-residential hybrids.
On April 7, 2017, the city selected a proposal from the Rochester Broadway Theatre League and Morgan Development. This plan envisioned the Golisano Center for the Performing Arts—named after donor Tom Golisano—alongside a residential tower with approximately 150 rental units. Despite later additions to the plan, such as an IMAX theater and a rooftop stage under the name Golisano Arts and Entertainment Complex at Midtown Commons, the project faced funding difficulties and public skepticism.
Ultimately, the proposed complex was moved to the site of the Riverside Hotel on Main Street. In 2021, the city pivoted to a smaller entertainment and gathering concept inspired by Buffalo's Canalside and the Kansas City Power & Light District. Today, the lot has been converted into green space.
The Butler/Till Building
Adding to the area's density, Buckingham Properties developed a five-story building on the site previously occupied by Wegmans at the corner of Broad Street and Clinton Avenue. This mixed-use development features first-floor retail, Class A office space (high-quality professional office environments) on the second and third floors, and residential housing on the upper levels.
The media services firm Butler/Till co-owns the building and relocated its headquarters from Henrietta to occupy the first three floors. Construction on this project spanned from 2020 to 2021 and includes dedicated outdoor space.
Development Summary
| Project Name | Primary Use | Key Occupants/Owners | Completion/Opening |
|---|---|---|---|
| Tower 280 | Mixed-use Residential/Commercial | Buckingham Properties, Branca | January 2016 |
| Seneca Building | Office | Windstream | 2013 |
| Democrat & Chronicle Bldg | Media/Office | Democrat and Chronicle Media Group | May 2, 2016 |
| Parcel 5 | Green Space | City of Rochester | 2021 (Current state) |
| Butler/Till Building | Mixed-use Office/Residential | Butler/Till, Buckingham Properties | 2021 |
Frequently Asked Questions
What is Tower 280?
Tower 280 is the repurposed high-rise section of the former Midtown Plaza, converted by Buckingham Properties into a mixed-use building featuring residential units and commercial spaces, including Branca restaurant.
How is the Seneca Building connected to the Democrat and Chronicle?
The two buildings are connected on their third floors, with access provided through the Seneca Building's Windstream elevator lobby.
What happened to the proposed Golisano Center for the Performing Arts on Parcel 5?
Due to funding issues and viability concerns, the project was moved to the site of the Riverside Hotel on Main Street, and Parcel 5 was eventually converted into green space.
What features are included in the Butler/Till Building?
The five-story building includes first-floor retail, Class A office space on the second and third floors, residential housing on the top floors, and outdoor space.
When did the Democrat and Chronicle begin operating from their new location?
The Democrat and Chronicle officially began operations at their new building on May 2, 2016.