5 places to visit in the new Neighborhood of Play
Attractions include beer company, museum, fountain, bar, Nerdvana
The construction project dragged on for roughly three years, its timeline extended by the complications of a global pandemic. But now that it’s done, a common reaction is, “whoa, look at that! That went up fast!”
Welcome to the Neighborhood of Play, a brandspanking-new neighborhood erected on what used to be the sunken Inner Loop downtown.
The main attraction is the now-sprawling Strong National Museum of Play, which unveiled its 90,000square-foot expansion in June. Across the street is a bright, contemporary new Hampton Inn with its own bar and restaurant.
A new street called Adventure Place starts at Woodbury Boulevard and curves around to Union Street. New apartments and town homes in a development called Vida line the street; all are rented, with a waiting list. The street-level space is home to two food-anddrink establishments, with more on the way.
The neighborhood was conceived and developed by a partnership of The Strong, Indus Hospitality Group and Konar Properties, and also involved the city, state and federal governments; design and construction firms; financial institutions; and community organizations.
If you’re looking for a new place to go, or are entertaining visitors over the holidays, the neighborhood could be worth a visit. You might consider tacking it onto an outing to Roc Holiday Village, which runs through Dec. 23 at Dr. Martin Luther King Jr., Memorial Park, right across the street.
Here’s what to see, do and eat in Rochester’s Neighborhood of Play and what’s coming in the future.
The Strong National Museum of Play
Inside the Strong National Museum of Play, you’ll still find many of the permanent exhibits that Rochesterians remember fondly: the Toy Halls of Fame, Sesame Place, One History Place, Wegmans Super Kids Market, Elaine Wilson Carousel and the butterfly garden. But now there’s much more.
Over the summer, the museum unveiled a 90,000square-foot expansion that involved five years of construction and cost $75 million. The additions include an exhibit that allows guests to become the main character in a life-size video game; a 20-foot-high Donkey Kong arcade game; and a ropes course. The World Video Game Hall of Fame has a soaring new space, complete with a Pong game played on a giant replica of a vintage TV set. Outside is a colorful 17,000-squarefoot play area called Hasbro Game Park.
The museum is open from 10 a.m. to 5 p.m. daily and stays open until 8 p.m. Thursday, Friday and Saturday.
The kugel fountain
In front of the main entrance of The Strong National Museum of Play, you’ll encounter a striking new interactive installation called a kugel fountain. A 20-ton granite ball seemingly magically floats on a shallow pool of water (it’s actually science; it uses hydrostatic pressure). Visitors — even children — can spin it. You can visit the kugel fountain without museum admission.
Lila’s Lobby Bar at the Hampton Inn
A bright new Hampton Inn & Suites opened at 101 S. Union St. over the summer. The design is colorful and modern, the artwork either paying homage to Rochester or having been designed by local artists. Among its niceties are private events spaces, a workout room and zero-entry pool, making ideal for kids and disabled folks.
Lila — Sanskrit for play — is the cocktail bar off of its lobby. It serves an upscale menu, much of it well suited for sharing. Notable dishes include oysters on the half shell, a lobster roll and an addictive homemade onion dip. A martini hour, from 3 to 6 p.m. Monday to Friday, has its own menu, including dollar oysters. A kids’ menu is available as well.
On temperate days, the space is idyllic. Its floor-toceiling window/doors open the space to Adventure Place; fire pits and overhead heating lighting are available to mitigate the chill. In addition to high tops, it has comfy lounge seating, inside and out.
Lila’s is open noon to 10 p.m. daily.
Nerdvana
Nerdvana, at 50 Adventure Place, is a place where guests can play video and board games while they dine and drink.
But “you don’t have to be a gamer to come,” said Kristy Pitchford, owner of the restaurant. Nerdvana serves craft cocktails and has a scratch kitchen. Among the customer favorites: its customizable burgers and its braised short ribs, served with mashed potatoes, honey glazed carrots and Cabernet jus.
The Dallas-based restaurant chose the Neighborhood of Play because it was a good fit for its concept. “We’re really excited to be in Rochester,” Pitchford said. “It’s been a fun year. We know that whole area is going to pick up and become amazing.” Nerdvana is open 4 to 10 p.m. Monday through Thursday, 4 to 11 p.m. Friday, noon to 11 p.m. Saturday and noon to 10 p.m. Sunday.
Fattey Beer Company
Fattey Beer Company opened its first Rochester location at 60 Adventure Place last summer; the chain now has nine locations across the Buffalo area and in Ohio.
It is known for its huge selection of bottled and canned beers, but it also offers beers on tap, as well as wines, hard ciders, seltzers, sodas and other non-alcoholic drinks. Its food menu is limited — snacks, chicken sandwiches and soft pretzels — but customers are welcome to bring in takeout from other places. You can even order from Nerdvana next door, and they’ll deliver the order to you.
Amusements include a vintage arcade game, board games and toys. It is dog- and kid-friendly; the din is just loud enough that they blend right in. During the summer, it has outdoor seating with heaters.
It is open from noon to 10:30 p.m. daily.
What’s next for the Neighborhood of Play
The next food-and-drink establishment coming to the neighborhood is two concepts under one roof: JAM, which makes cereal-based treats and drinks, and Medorahouse, a coffee shop. It will be in the 2,000-square-foot space at 62 Adventure Place, across from the hotel.
JAM — an acronym for Just Add Milk — has been tested and tweaked in pop-ups in Canada over the past five years, said Tolu Makinde, its Ottawa-based CEO and co-founder. Its products include cereal-infused gelato and milkshakes.
After scouting for locations for a brick-and-mortar store, Makinde thought a neighborhood devoted to play would be a seamless fit. The space is being designed by Jeremy Barbour of Tacklebox Architecture in Brooklyn; it is slated to open in the summer.
Roughly 7,000 of retail space in the neighborhood remains to be rented. Because the space is new, it’s more expensive for a tenant to build out than it would be for taking over an existing business.
“We’re looking for the right mix,” said Michael Trojian, director of commercial properties for Konar Properties. “We’re not rushing to fill it.”
“We’re very confident about the future,” he said. “I still get excitement when I drive downtown, to see how it’s all come together.”