Robin L. Flanigan

Property owners and commercial tenants can tap into the funds for a variety of improvements.

Some buildings along Monroe Avenue between Meigs and Dartmouth streets are about to get an aesthetic boost with nearly $300,000 in facade improvements.

"Monroe Avenue is great, but some of these buildings haven't been modernized as much as they should've been and could truly use a little fluff," said Moira Lemperle, president of the Monroe Avenue Merchants Association. "We're constantly trying to overcome this gritty image."

The investment will be funded through the U.S. Department of Housing and Urban Development's Community Development Block Grant Program, and the Monroe Avenue Targeted Commercial Exterior Improvement Program, both administered by the city of Rochester. Property owners or commercial tenants can receive between $5,000 and $40,000 for such things as awnings, doors, windows, lighting, signs, paint, landscaping, fences, and security enhancements, but must match 15 percent of the cost. Their share goes to PLAN Architectural Studio on South Avenue, which is assisting applicants with renovations.

Lemperle said she has tried to help parts of Monroe Avenue get a facelift for years. Three times applications to get funding through the New York Main Street grant program have been denied.

Applicants for the most recent grant money, expected to be awarded by the end of the year and used in early 2015, are looking forward to sprucing up buildings that have seen better days.

"We have a beautiful old building, but beautiful old buildings cost a lot to maintain," said Bill Pyrczak, co-owner of 439 Monroe Ave., which houses the Park Bench Pub, Voula's Greek Sweets and other commercial space. The building got a new roof last year. "We've put a lot of money into it over the past few years, and this would help us a lot in moving forward."

Potential additions would be energy-efficient windows and an awning, Pyrczak said.

Voula's owner Voula Katsetos-Stratton hopes the upgrades preserve the avenue's character. "I want it to be different and nicer, because there are a lot of things that definitely need to be replaced, but I'd want to make sure we keep that old-school, almost carnival feel of the neighborhood," she said.

"It would be cool to see how much more business we could get," she added.

Christopher Lopez, principal at PLAN Architectural Studio, has had conversations with some applicants, including the owners of 510 Monroe Ave., the site of Rehab Lounge, and 727 Monroe Ave., which houses the Berkshire Apartments. He said that renovations are often "more simple and less subjective than people," given that upgrades must comply with the city's zoning code, as well as the design guidelines and strategic plan developed for the area in 2007.

Lemperle visualizes more retail — and not just franchises — in the future once the exterior improvements are in place. He said it would help people from all across the Rochester feel more comfortable on the strip.

"We're trying to build a positive image for the whole community," said Lemperle. "I'm just looking forward to the shot in the arm this gives us."

Robin L. Flanigan is a freelance writer covering the Rochester area.