ROCHESTER, N.Y. (WROC) — Friday, ESL Federal Credit Union announced it will begin construction on its new Bull's Head branch. ESL says it will break ground on its branch later this year, and plans to be open by the fall of next year. Site remediation and demolition is underway. The neighborhood in Rochester — roughly between the corners of West Main, West, Chili, and Brown — has seen significant divestment over the decades. It was once a popular shopping area. New plans have called for new residential, commercial, and other services to be added there. The project has been decades in the making, and developer Dawson Co. – and its subsidiary for the work, DevelopROC – presented plans in a public meeting in St. Mary’s in the neighborhood in mid-January. Inside look: Plans for Bull’s Head revitalization project in Rochester “We are really encouraged by all of the excitement and enthusiasm as well as the amount of potential collaborators that came forward from their interest in the project,” said Melissa James-Geska, president of U.S. Ceiling Corp, one of the partners in the development in a Zoom interview. Dennis Pemberton of Dawson Co., laid out some of the plans for the redevelopment: Market-rate housing Affordable housing Commercial development Urban farming Grocery store Green space Pemberton said it’s targeting 800 units total. An ESL branch is also slated to come to the neighborhood as its first tenant. “Rochester Regional Health and tying into St. Mary’s Hospital, and then some of the other partners in the area… We think this is gonna be a tremendous boost for this for this neighborhood,” Pemberton said. James-Geska company, U.S. Ceiling Corp, is a construction company, that she says is slated to move their headquarters from Brighton to Bull’s Head, and therefore move 100 jobs to Rochester. James-Geska and Pemberton said that much of the feedback they received was making sure that the area is open and walkable. Safety and “quality of life” updates are planned for biking and walking routes. The team also said that any builds are designed to look like they fit in the neighborhood, and area historical buildings will be kept. “We don’t want this to look like something that just dropped in from out of space,” Pemberton said with a laugh.