Rochester Public Works has launched a virtual open house on a $3,500 project designed to reduce traffic volume and speeds on East River Road, between 24th Street Northeast and Broadway Avenue.

Information on the project, as well as options for providing feedback, is posted at

Residents of the impacted area petitioned for the section of East River Road to be considered for the city's Neighborhood Traffic Management Program. The petition included concerns about frequent cut-through traffic, vehicle speeds, poor sight lines, and safety of pedestrians and cyclists due to the lack of sidewalks in the area.

Public Works officials said a 2019 traffic study confirmed high levels of traffic use this route as a shortcut between Broadway Avenue and 37th Street Northwest. The study also confirmed that many of the vehicles are exceeding the posted speed limit.

A neighborhood meeting was held in February to discuss the concerns and to brainstorm potential solutions. The resulting proposal will reduce the traffic volume in the project area by eliminating the “shortcut” between Broadway Avenue and 37th Street Northwest.

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The project will place four 10-foot, precast concrete barriers diagonally across the intersection of East River Road and 24th Street Northeast. The barriers will direct southbound traffic on East River Road onto eastbound 24th Street, and northbound traffic onto Riverside Lane.

The project is being funded through the Neighborhood Traffic Management Program, which seeks to work with neighborhood residents in order to identify and address various traffic concerns.