Genesee Brewery to Debut 100% NYS SMASH Pale Ale on 141st Anniversary

Destination: High Falls. Rochester Chamber Partner member Genesee Brewery and the City of Rochester will showcase one of the most beautiful destinations in Rochester by expanding the popular ROC the Falls event into a free summer event series. ROC the Falls, which was inspired by ROC the Riverway, drew thousands of people last year who enjoyed live local music, food trucks, local vendors, Genesee Beer and activities for all ages.

This year, Genesee and the City of Rochester, which is sponsoring ROC the Falls, will host three Friday events from 5 to 9 p.m. on May 24, July 19 and September 6 in High Falls Terrace Park. Each ROC the Falls event will again feature live local music, a food truck rodeo, Genesee Beer (including a special release), a fun summer theme and activities, and of course, spectacular views of the largest urban waterfall in the U.S.

“High Falls Terrace Park was a diamond in the rough, with the falls hidden by overgrown brush. Today, it has the potential to become one of the most valuable regional assets, showcasing some of the best views in the City,” said Mary Beth Popp, vice president of corporate relations for Genesee and its parent-company FIFCO USA. “Together with employees, residents and the City of Rochester we have revitalized the area and attracted investment from ROC the Riverway. Now, we’re expanding our ROC the Falls event to draw more people to this beautiful destination in Northeast Rochester.”

“The overwhelming success of last year’s ROC the Falls festival at High Falls Terrace Park shows us clearly that if you build it, they will come,” said Mayor Lovely A. Warren. “Bringing music, food, beer and fun to the High Falls is clearly a winning combination. The Genesee Brewery is a great partner as we work to create a more dynamic riverfront, and I’m excited to see last year’s one-time event expand to three evenings this year. I look forward to continuing our work with the brewery to ROC the Riverway and bring vibrancy to the Northeast section of our city.”

Empire State Development President, CEO & Commissioner Howard Zemsky said, "Improved access to the Genesee River and High Falls flows from ROC the Riverway's strategy for a revitalized downtown Rochester, with a ripple effect of more visitors that is boosting the local economy."

Taking Inspiration from ROC the Riverway

The ROC the Falls event series was inspired by New York State’s ROC the Riverway program. ROC the Riverway began in 2018 to improve access and activity around Rochester’s beloved Genesee River and High Falls. The ROC the Riverway plan designates New York State funding to improve the Brewery Line Trail in High Falls Terrace Park, Pont De Rennes bridge and High Falls area. With additional funding and support from the City of Rochester, and more than $100 million of private investment in the Genesee Brewery since 2013, High Falls will be transformed over the next few years.

Genesee created the ROC the Falls summer event series to bring awareness to this destination and encourage the community to enjoy the neighborhood and river in entirely new ways as it transforms.

“The overwhelming success of last year’s ROC the Falls festival demonstrates the excitement around our River,” said Popp. “Our partners from the City of Rochester and Empire State Development have provided visionary leadership to our community and this area. As we continue to invest in our brewery, environment and community, we have the opportunity to create better ‘views’ for everyone. And that is reason to celebrate.”

Friday, May 24 – ROC the Falls: Celebrate Genesee’s Birthday!

The first ROC the Falls event will celebrate Genesee’s 141st birthday with live music from Acoustic Brew and Springer. A food truck rodeo will include: Effortlessly Healthy; Robs Kabobs; Neno’s Gourmet Mexican and Roc City Sammich. Fans will also be able to play a round of miniature golf and win birthday prizes from local Rochester partners. Genesee will commemorate the evening with a limited small batch release of a 100% NYS SMASH Pale Ale! The event takes place from 5 to 9 p.m. at High Falls Terrace Park. The City of Rochester will light the falls to create a perfect series kick-off event.

“Last year’s ROC the Falls event was a giant party where thousands of people of all ages came together as a community to enjoy High Falls,” said Janine Schoos, brand director for Genesee. “It was really special to invite all our friends, neighbors and Genesee fans to celebrate this growing area. This year, we’re building on that. Our first ROC the Falls event is a huge birthday bash in May. I can’t think of a better reason to drink beer and have fun.”

Join the Genesee Brewery and City of Rochester this summer at all three ROC the Falls events and celebrate the magnificent High Falls and Genesee River. Attendees can park free in the High Falls parking garage and walk across the Pont de Rennes bridge to enter. For more information on each event, please visit: geneseebeer.com/ROCtheFalls

About Genesee Brewing Company Established in 1878, the Genesee Brewery—New York state’s oldest brewery—makes the classic Genesee line of beers, The Original Cream Ale, The Original Honey Brown Lager and Seagram’s Escapes. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies. For more information, visit www.geneseebeer.com