Turnkey opportunity: New tenant sought for former Roc Brewing space

Wanna open a brewery near downtown Rochester? Looking to open a second taproom? The South Union Street property is perfect for that.

Note: This article is made possible through a partnership with CJS Architects.

Picture this: A distinct window-fronted 7,500-square-foot property with impeccable views of downtown Rochester and all the elements needed to quickly open a brewpub sits empty, just waiting for a new partner, a new lease on life.

When Roc Brewing, one of Rochester’s craft beer pioneers, closed its recently updated and expanded taproom/production brewery at 54-56 S. Union St. in October 2023, it left a sizable void in the local beer scene. Roc was a foundational spot for many. (I know it led to some lifelong friendships for many, including myself.)

The property, owned by Rochester-based CJS Architects since 2008, has sat empty for the last year. It is completely turnkey. Some potential tenants have explored the property (one brewery even signed a lease but that ultimately fell through). But it’s still waiting for the right partner.

(If my wife would finally let me open my metal-themed lager and farmhouse brewery, I would immediately sign a lease to operate at the former Roc space. But she’d politely remind me that I’ve never run my own business and have no business pursuing something like this. Thankfully, there’s where you, esteemed brewer, come in. You have the expertise and CJS has the perfect spot for you.)

“The location (right at the intersection of the burgeoning Neighborhood of Play and the buzzing East End) is very attractive,” said Craig Jensen, a principal at CJS. “It has a lot of curb appeal with the outdoor patio, a lot of glass.”

Here’s a quick rundown of everything the property offers:

1. A little more than 7,500 square feet is already laid out for a brewery, kitchen, and taproom.

2. A 7-barrel brewing system is in place. It comes with an assortment of fermenters, Brite tanks, and even some horizontal lagering vessels. (Outside of Genesee, Roc was one of the few breweries in the region equipped to properly age lagers.) All of the plumbing, drainage, and electrical is done. (CJS acquired the brewing equipment when Roc closed, so it will make the transition for a new brewery even more seamless.)

3. Since Roc was open there for nearly 13 years, a thirsty and willing client base is ready for something new in this highly walkable and desirable neighborhood.

4. Tons of cold storage.

5. A fully equipped commercial kitchen.

6. A taproom, with a newly installed bar and draft system, that can comfortably accommodate 100 patrons.

7. A downtown-facing patio.

8. A potential partnership with Buckingham Properties to utilize the empty adjacent lot for a beer garden, event space, bocce courtyard, cornhole complex, or whatever you want. Endless possibilities with the potential to draw people to your business. (Jensen is optimistic something could be worked out here.)

9. Cooperage. When CJS acquired the brewing system, it also took possession of all Roc’s empty kegs.

10. A private parking lot with 25 spaces. That’s exclusive to the lease.

11. I could keep going. But it’s really up to you to phone up Craig, schedule a tour, and see all the possibilities for yourself. It is a beautiful blank canvas.

Jensen said upcoming updates to the city of Rochester’s zoning codes will significantly ease opening, too. Not to get too technical or nerdy, but Jensen said the location will soon be annexed into the city’s center city district. That means the brewery won’t have to operate under special use permit anymore.

The building was constructed in the 1950s and was originally home to a typewriter showroom, Jensen said. Soon after, it became a Veterans of Foreign Wars of the United States (VFW) hall. CJS then purchased the property from the VFW.

When it opened, Roc occupied the smaller portion of the building. CJS occupied the larger portion before it ultimately moved to a new location. All of this was before the Inner Loop’s eastern portion was filled in and the land was repurposed for new construction. It was pretty wild to see the area completely transformed during the massive construction project. A sunken highway gave way to mountainous dirt piles and eventually became multiple apartment buildings, businesses, and new roads.

When CJS moved out, Roc expanded its footprint to the entire building. It partnered with the FLX Wienery to open a restaurant. The concept was announced in early 2020 and opened in August of that year. It coincided with Roc growing from 2,800 square feet to more than 7,000 square feet. But with the weight of the pandemic, that partnership lasted less than two years. Roc eventually rebranded and reopened its own kitchen.

Roc Brewing was a pioneer of what I’ve termed Rochester’s second wave of craft beer. Between 1991 and 2010, Rochester had only two constants in craft beer — Rohrbach and Custom Brewcrafters (CB Craft Brewers). Other establishments came and went (Flour City, Bru, Empire, etc.) but none lasted more than a year or two.

When Roc opened, it was joined by Three Heads (through its original contract brewing agreement with CB’s before opening its own facility in 2016) and Naked Dove (the first craft brewery in Ontario County). Those three breweries even predated state law changes in 2012 and 2014 that loosened restrictions for producers. They provided a spark and a road map for future breweries. And as the local scene has grown and evolved, the South Union Street location is poised to be an important cog in the scene moving forward. A new tenant can honor the history and legacy of Roc Brewing, while also adding a new chapter.

(An aside: Just spitballin’ here, but the former Roc space would be perfect for a brewery looking to open a second taproom. Could you imagine a spot from downstate establishing a presence in the Flower City? What about a Buffalo brewery traveling down the Thruway and opening a satellite taproom here? It would also allow that brewery to shift production up here, if real estate was too expensive in New York City or any number of more expensive locales down there.)

Roc grew up with the changing neighborhood near downtown. When it opened, the brewery sat on an access road that overlooked the cavernous Inner Loop, the highway that cut off and cut through entire neighborhoods in Rochester. And then that section of the Inner Loop was filled in and numerous housing developments and businesses sprouted up as some barriers to connectivity were removed. It became the Strong Museum-driven Neighborhood of Play, while still remaining a part of the bustling East End entertainment district. And now the facility is perfectly positioned to embrace the next era of the neighborhood.

I miss the old Roc Brewing, but I remain hopeful that a new brewery can come in and foster the same sense of community. All of the pieces are there.

For more information on the South Union Street property, please contact Craig Jensen of CJS Architects at (917) 721-2942 or email him at cjensen@cjsarchitects.com.