A pivotal night for development in Victor unfolded Monday, as town officials weighed a major redevelopment proposal at Eastview Mall just hours after the village secured a $4.5 million state grant aimed at accelerating downtown growth.
The Victor Zoning Board of Appeals on April 20 approved a smaller commercial request before turning to an extensive presentation tied to Bass Pro Shops’ plan to transform the long-vacant Lord & Taylor building — a project local leaders say is critical to the region’s economic future.
The timing highlighted a broader moment for Victor, where new state funding is targeting revitalization along East and West Main streets in the village, while town officials simultaneously consider how to stabilize and modernize one of the Finger Lakes’ most prominent retail centers.
The meeting opened with a relatively straightforward request tied to Phoenix Mills Plaza, where the property owner is seeking to install a 12-by-20-foot storage shed behind an existing restaurant building. The structure will support three restaurants in the plaza and be used strictly for dry storage.
Kyle Twombly, representing the applicant, told the board the shed would hold typical restaurant supplies, including packaged goods and disposable items, and would remain unoccupied. “It would only be for dry storage. It would be unoccupied,” he said.
Because of its proximity to the main building, the shed would normally require a sprinkler system under code. However, Twombly said extending fire suppression infrastructure would impose costs disproportionate to the size and function of the structure.
Board members raised questions about fire risk, storage practices and site logistics, but ultimately leaned on the fire marshal’s review and the limited use of the building. The board unanimously approved the waiver, determining the requirement would create an undue economic hardship and that overall risk was minimal.
Bass Pro proposal takes center stage
The meeting’s focus shifted sharply as the board reviewed a sweeping proposal to redevelop the former Lord & Taylor space into a Bass Pro Shops destination.
The plan calls for repurposing approximately 92,000 square feet of vacant retail space — a move stakeholders described as essential to maintaining Eastview Mall’s long-term viability.
Charlie Gottlieb, land use counsel for Bass Pro Shops, emphasized the importance of filling the long-vacant anchor space. “Having an anchor tenant spot within the Eastview Mall is vital to the success of the property,” he said.
That urgency was echoed by mall ownership. John Dower, senior vice president of leasing for Wilmorite, warned that prolonged vacancies can have cascading effects across a retail center.
“When those are empty, it has a real impact on the whole common area and those small shop tenants,” Dower said, noting that nearby businesses often see declining sales and may relocate or leave entirely.
Signage, visibility drive debate
While the redevelopment itself drew support, the board’s review centered heavily on a series of requested signage variances tied to size, placement and branding.
Bass Pro representatives argued the signage is essential given the building’s location deep within the mall property — more than 1,800 feet from Route 96 and largely hidden from that corridor.
Gottlieb said visibility challenges make signage critical for both customer navigation and safety. “A lot of the signage is needed for internal traffic circulation,” he said.
The proposal includes large façade signs, multiple branded elements tied to Bass Pro-owned product lines, wayfinding signage throughout the property, and a potential pylon sign near Interstate 490.
Officials pressed on whether approving such signage could set a precedent for future requests from other tenants, raising concerns about long-term consistency and visual impact.
There were also questions about whether signage should be approached more holistically for the entire mall rather than on a tenant-by-tenant basis.
Regional draw and economic impact
Bass Pro representatives stressed the store’s broader economic role, positioning it as a regional destination that would draw visitors from well beyond the immediate area.
Mike Dunham, who oversees real estate development for the company, said the location was selected in part because of its proximity to major travel routes and the Finger Lakes region.
“We have to be seen,” Dunham said, pointing to the importance of highway visibility and clear wayfinding for customers traveling from outside the area.
Town officials and consultants reinforced that the project aligns with broader efforts to adapt the mall to changing retail trends.
Wes Petty, the town’s engineer, outlined recent zoning changes designed to provide greater flexibility for large-scale commercial sites like Eastview, including updated rules for building height and development patterns.
“The mall of today might not be the mall of tomorrow,” Petty said, noting the need for long-term planning as retail evolves.
No decision yet on major variances
The zoning board did not take action on the Bass Pro signage request, opting instead to continue reviewing the proposal and gather additional input.
Further analysis is expected on visibility, traffic impacts and the broader implications of approving the requested variances.
The discussion is expected to continue at a future meeting.
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