Visitors driving along Eastern Boulevard may soon have an easier time spotting some of the attractions tucked behind Roseland Waterpark after the City of Canandaigua Zoning Board of Appeals approved a request to expand the property’s roadside sign.
The board voted unanimously Wednesday to grant an area variance allowing Roseland Waterpark to add 48 square feet of signage to its existing 75-square-foot pole sign at 250 Eastern Blvd. The additional space will be used to promote several businesses operating on the property, including Gem Creek Brewing, Roseland Mini Golf, Roseland Wake Park and Seneca Farms ice cream.
Representatives for Roseland told the board that many motorists are unaware of the businesses located behind the property because of its unusual layout and significant setback from Route 5 and 20. Board members agreed, noting that several attractions are not visible from the roadway and that even some local residents may not realize what is located on the site.
During discussion, board members highlighted the property’s unique configuration, which places attractions hundreds of feet from the highway and behind a private access road. Members said the additional signage would help visitors identify businesses that otherwise receive little visibility from passing traffic.
The board reviewed the required variance criteria and found the proposal would not create an undesirable change in the character of the area, would not negatively affect nearby properties and would have no environmental impacts. Members also concluded the request was reasonable given the location of the businesses and the existing sign structure.
Before approving the application, board members discussed limiting the variance to the sign as presented. The final approval requires Roseland to use the existing pole sign structure rather than replacing it with a substantially different configuration in the future.
The vote was unanimous, with all members present supporting the variance. Following the vote, Roseland representatives clarified that the sign will feature fixed internally illuminated panels and not animated or changing digital displays.
The meeting lasted less than 20 minutes and included no other applications or business. Board members also briefly discussed attendance policies, emphasizing that members who are unable to attend meetings may participate remotely by Zoom when permitted, but should not attempt to influence decisions outside of public meetings.
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