EMMA received its name from the popular streets that border this cozy neighborhood: East Main Street, Mustard Street and Atlantic Avenue. While EMMA is a relatively small neighborhood, the area is filled with Rochester history. 

In the 19th-century, EMMA’s streets smelled of mustard-- the popular condiment was created at French’s Mustard Company on 1 Mustard Street. At this time, the neighborhood was sparsely populated, with only a few houses lining the streets and a small cemetery located on the North side of the New York Central Railroad Tracks. However, as East Main Street began to act as a hub for transportation, the area started to expand throughout the 20th-century.

Fans of secondhand and vintage goods will find joy in searching through the treasure trove of selections at Rochester Greenovation and Utter Clutter. Patrons of the arts will find a space to shine at the Hungerford Building on East Main Street. The repurposed warehouse lights up on First Fridays to showcase work from dozens of up and coming artists.

Today, EMMA’s residents work hard to revitalize the neighborhood and attract newcomers while continuing to support this historic section of Rochester.