Governor Kathy Hochul was in Rochester on Friday to celebrate the completion of a $75 million expansion project at The Strong National Museum of Play.
More than a city blocklong, The Strong features hands-on, dynamic, interactive exhibit spaces. The final piece of the project — a 90,000-square-foot addition to the Finger Lakes region’s top tourist attraction features many other amenities including a new welcome atrium with interactive displays, colorful wayfinding, state-of-the-art, efficient check-in, security, and first aid service areas. The atrium also includes a high expansive ceiling and glass walls allowing the space to be bright and open during the day and letting the light illuminate the plaza at night. The first floor also features an expanded gift shop and a connection to a new parking garage, built during phase one of the project. These upgrades are expected to have a major impact on annual facility attendance, which museum officials estimate will grow to nearly one million by 2026, up from a previous high of 600,000 pre-pandemic.
Originally founded in 1968, The Strong features interactive and playful experiences surrounding the history of play, toys, dolls, and video games. The expansion includes 24,000 square feet of ESL Digital Worlds, the world’s largest playable Donkey Kong arcade game, and the Hasbro Game Park. Visitors are also able to take off in a rescue helicopter, take a cross-country journey on a kid-sized train, and stroll through a tropical garden featuring hundreds of free-flying butterflies. Because of this transformative expansion project, The Strong is now one of the largest history museums in the United States.
The Strong’s continued transformation is just one part of a massive, three-phase, multi-million development project in the so-called Neighborhood of Play that includes the addition of a hotel adjacent to the museum, the construction of residential housing and other mixed-use space, and the creation of a new, dedicated road — Adventure Place — connecting Woodbury Boulevard to Union Street which allowed for that development.
Empire State Development supported the project with up to $20 million made available through the Finger Lakes Forward Upstate Revitalization Initiative and through an additional $2 million capital grant for the construction of the Welcome Atrium and Portal of Play gateway building.
The Strong President & CEO Steve Dubnik said “The Strong’s expansion project — which includes a 90,000-square-foot wing, parking garage, and outdoor plazas — is truly transformational for Rochester and forms the heart of the new Neighborhood of Play. The opening of the new wing, which is the final piece, provides an exciting time for the museum, city, region, and state. The project would not have been possible without the early support of New York State and Empire State Development and an initial investment of $20 million through the Upstate Revitalization Initiative.”
“This ribbon-cutting marks the start of a new chapter at The Strong National Museum of Play, one of the region’s biggest tourist attractions and the engine behind our continued efforts to further revitalize downtown Rochester,” Governor Hochul said. “For more than half a century, The Strong Museum has drawn visitors from around the globe with its fascinating exhibits and dazzling displays, and thanks to state support, it will continue to do so for many years to come. Smart, strategic investments in New York’s cultural anchors are key to driving tourism, creating jobs, and boosting the economy, and I remain committed to supporting institutions like The Strong Museum to unlock our state’s economic potential.”
Greater Rochester Chamber of Commerce President and CEO and Finger Lakes Regional Economic Development Council Co-Chair, Bob Duffy said, “The completion of The Strong National Museum of Play’s $75 million expansion project is a significant milestone for Rochester’s economy and tourism industry. This transformative development will undoubtedly enhance the region’s appeal as a top tourist destination and contribute to the revitalization of our community. Greater Rochester Chamber of Commerce applauds Governor Hochul’s commitment to fostering economic growth and supporting strategic investments that drive our region forward.”
