In the vibrant city of Rochester, New York, there is a community-driven movement making waves and warming hearts—We Are Rochester. This inspiring initiative symbolizes Rochester's dedication to fostering unity and support among its
residents. It emphasizes the unique qualities that make this city a wonderful place to live, showcasing the diverse and resilient spirit that defines Rochester.
We Are Rochester captures the very essence of community collaboration, highlighting stories of local residents and small businesses who contribute tirelessly to the city's growth and well-being. It fosters a sense of shared purpose and belonging, whether through uplifting
Community Spirit
Hello Rochester, New York • Spring Issue |5
local artist showcases, engaging community projects, or spotlighting the passionate individuals passionately working to make Rochester a better place.
The initiative also plays a vital role in promoting Rochester's rich cultural tapestry. From its world-class museums and galleries to its bustling food scene and innovative tech industry, We Are Rochester celebrates the energy that surges through this city. More than just a
campaign, it’s a heartfelt reminder of the city’s solidarity, resilience, and commitment to progress.
In Rochester, New York, We Are Rochester is more than a slogan—it's a testament to a thriving community, always ready to uplift each other and shine brightly
Community Spirit
Community Spirit: We Are Rochester's Heartfelt Impact
In the vibrant city of Rochester, New York, there is a community-driven movement making waves and warming hearts—We Are Rochester. This inspiring initiative symbolizes Rochester's dedication to fostering unity and support among its residents. It emphasizes the unique qualities that make this city a wonderful place to live, showcasing the diverse and resilient spirit that defines Rochester.
We Are Rochester captures the very essence of community collaboration, highlighting stories of local residents and small businesses who contribute tirelessly to the city's growth and well-being. It fosters a sense of shared purpose and belonging, whether through uplifting local artist showcases, engaging community projects, or spotlighting the passionate individuals passionately working to make Rochester a better place.
The initiative also plays a vital role in promoting Rochester's rich cultural tapestry. From its world-class museums and galleries to its bustling food scene and innovative tech industry, We Are Rochester celebrates the energy that surges through this city. More than just a campaign, it’s a heartfelt reminder of the city’s solidarity, resilience, and commitment to progress.
In Rochester, New York, We Are Rochester is more than a slogan—it's a testament to a thriving community, always ready to uplift each other and shine brightly together.
FEATURED STORY
What’s the Difference Between Highlights, Balayage, and Glossing?
by Rachel Swartz McCooey
Choosing the right hair color can feel confusing, especially when you hear terms like highlights, balayage, and glossing used interchangeably. Each technique works differently and creates a unique effect on your hair. Highlights and balayage brighten the hair and add dimension, while glossing improves tone, shine, and overall hair health. Knowing these differences helps you select a style that fits your lifestyle, hair type, and long-term goals. Understanding how each method works also allows you to make an informed decision before scheduling your salon appointment.
6 | HelloRochester, New York • Spring Issue
Rachel Swartz McCooey
ABOUT THE AUTHOR Rachel Swartz McCooey is the owner and a stylist at Tru On Park in Rochester, New York. She has loved doing hair since 2001, and has served Park Avenue guests since 2012. She takes pride in her workspace, thrives on mentoring, and helps a skilled, diverse team grow with confidence.
Highlights are a traditional hair coloring method that involves lifting small sections of hair from root to tip. The sections can be thin for a subtle effect or wider for a bold contrast. Highlights add depth and dimension, making hair look brighter, fuller, and more textured. They can frame the face, accentuate layers, or highlight certain angles in the haircut.Highlights are typically applied using foils or caps to separate the strands and ensure precision. They require regular maintenance to stay visible and vibrant, as roots grow out and color fades. People often choose highlights when they want a
Hello Rochester, New York • Spring Issue |7
What’s the Difference Between Highlights, Balayage, and Glossing?
Choosing the right hair color can feel confusing, especially when you hear terms like highlights, balayage, and glossing used interchangeably. Each technique works differently and creates a unique effect on your hair. Highlights and balayage brighten the hair and add dimension, while glossing improves tone, shine, and overall hair health. Knowing these differences helps you select a style that fits your lifestyle, hair type, and long-term goals. Understanding how each method works also allows you to make an informed decision before scheduling your salon appointment.
Highlights are a traditional hair coloring method that involves lifting small sections of hair from root to tip. The sections can be thin for a subtle effect or wider for a bold contrast. Highlights add depth and dimension, making hair look brighter, fuller, and more textured. They can frame the face, accentuate layers, or highlight certain angles in the haircut.
Highlights are typically applied using foils or caps to separate the strands and ensure precision. They require regular maintenance to stay visible and vibrant, as roots grow out and color fades. People often choose highlights when they want a noticeable, dimensional change in their overall hair appearance. This technique works on many hair lengths and textures, giving the stylist flexibility to create a tailored look for each client.
Balayage offers a softer, more modern approach. The term comes from the French word “sweep,” which describes how the color is painted onto hair. Instead of starting at the roots, balayage typically begins at mid-lengths and extends to the ends, creating a gradual, sun-kissed transition.
The hand-painted technique ensures that the color blends naturally with the hair, making regrowth less noticeable and reducing the need for frequent salon visits. Balayage works well on all hair lengths and textures and can be customized for subtle or more dramatic effects. It is particularly appealing to people who want a natural look with low maintenance. The results are soft, lived-in color that adds dimension and highlights movement, giving hair a polished yet effortless appearance.
Glossing differs from both highlights and balayage because it is not primarily used to lighten hair. Instead, a gloss enhances the tone of your existing color, smooths the hair, and increases shine. Glossing can remove unwanted brassy tones, refresh faded color, or add warmth and depth to brunette hair.
Blondes often use gloss to maintain brightness and neutralize yellow undertones, while brunettes can enrich warmth and improve overall color depth. Gloss treatments are gentle, conditioning, and safe for all hair types. They can be applied alone or combined with highlights or balayage to enhance the overall color result. Glossing also helps improve hair texture, leaving strands soft, smooth, and reflective, even between color appointments.
Choosing between highlights, balayage, or glossing depends on your hair type, lifestyle, and maintenance preferences. Highlights are ideal for those who want bold contrast and are willing to visit the salon regularly to keep the color bright. Balayage is better for those seeking a low-maintenance style that grows out naturally while still looking polished. Glossing works for anyone who wants to maintain or refresh their hair color without chemical lightening. Hair health is another important factor.
Lightening used in highlights and balayage can dry hair if not properly conditioned. Gloss treatments, however, improve shine and smoothness while protecting hair from damage. Combining techniques, such as balayage with a gloss, can give hair both dimension and vibrant color, while keeping it healthy and soft.
Lifestyle considerations also play a role in choosing the right method. People who style their hair frequently may prefer highlights for contrast and flexibility. Those with a busy schedule or minimal styling routines may benefit more from balayage, which grows out naturally. Glossing fits almost any routine, offering refreshed shine with minimal effort. It is important to consider how often you visit a salon, your natural hair texture, and the look you want to achieve when choosing a technique.
Ultimately, selecting highlights, balayage, or glossing depends on your personal hair goals and willingness to maintain the style. A professional stylist can evaluate your hair’s history, texture, and natural color to recommend the best approach. Choosing the right technique can transform your hair, leaving it vibrant, healthy, and perfectly suited to your style and lifestyle.
noticeable, dimensional change in their overall hair appearance. This technique works on many hair lengths and textures, giving the stylist flexibility to create a tailored look for each client.Balayage offers a softer, more modern approach. The term comes from the French word “sweep,” which describes how the color is painted onto hair. Instead of starting at the roots, balayage typically begins at mid-lengths and extends to the ends, creating a gradual, sun-kissed transit...
FEATURED STORY
HelloNation at the USCM Meeting, and Why the Partnership Matters
by Nicole Rongo
The United States Conference of Mayors (USCM) convenes each year in Washington, D.C., bringing together mayors from across the country to discuss pressing urban challenges and national policy priorities. The Winter Meeting, scheduled this year for January 28 to January 30, 2026, is one of the organization’s key gatherings where civic leaders engage with federal decision makers, exchange best practices, and shape agendas that affect communities across the nation.The USCM was established during the Great Depression as a forum for mayors to confront
8 | HelloRochester, New York • Spring Issue
Nicole Rongo
ABOUT THE AUTHOR Nicole Rongo is Vice President of Government Relations & Strategic Partnerships at CGI Digital, Inc. Over her 20 year tenure, she has built hundreds of partnerships with municipal and county governments, chambers of commerce, and member-driven organizations nationwide, and serves as the primary point of contact for CGI Digital’s national partnerships with the U.S. Conference of Mayors, the National League of Cities, and the National Association of Counties, advancing trusted, mission-driven ...
shared difficulties, advocate for municipal needs, and collaborate on effective solutions. Today it remains the leading nonpartisan voice for U.S. cities in the nation’s capital. Its foundational purpose is to promote strong federal-city relationships, develop forward-looking urban and suburban policy, and provide mayors with tools and connections to lead effectively at home.At its core, the Winter Meeting is designed to foster direct engagement between mayors and top-level officials from the White House, the current administration, and Congress. Participants use the conference
Hello Rochester, New York • Spring Issue |9
HelloNation at the USCM Meeting, and Why the Partnership Matters
The United States Conference of Mayors (USCM) convenes each year in Washington, D.C., bringing together mayors from across the country to discuss pressing urban challenges and national policy priorities. The Winter Meeting, scheduled this year for January 28 to January 30, 2026, is one of the organization’s key gatherings where civic leaders engage with federal decision makers, exchange best practices, and shape agendas that affect communities across the nation. The USCM was established during the Great Depression as a forum for mayors to confront shared difficulties, advocate for municipal needs, and collaborate on effective solutions. Today it remains the leading nonpartisan voice for U.S. cities in the nation’s capital. Its foundational purpose is to promote strong federal-city relationships, develop forward-looking urban and suburban policy, and provide mayors with tools and connections to lead effectively at home. At its core, the Winter Meeting is designed to foster direct engagement between mayors and top-level officials from the White House, the current administration, and Congress. Participants use the conference agenda to highlight local priorities, address emerging national issues, and work toward shared goals that can improve infrastructure, public safety, housing, and economic opportunity. The annual convening also provides a platform for mayors to share best practices with one another. In formal sessions and informal conversations, leaders from diverse regions and city sizes exchange insights on innovation, crisis response, and community building. This cross-city dialogue often leads to collaborative initiatives that extend far beyond the conference halls. HelloNation’s engagement with the United States Conference of Mayors is a continuation of the two decade tenure that began with CGI Digital. Our organization has supported the USCM mission by amplifying the voices of city leaders through cutting-edge video programs and continues now with reporting on the practical impact of policy discussions and resolutions that matter to their citizens. The partnership has always been rooted in a shared commitment to telling the stories of municipal leadership and the ways cities adapt to change and pursue sustainable growth. Through editorial coverage, interviews, and multimedia storytelling, HelloNation broadens public understanding of the complex issues that mayors address daily. Renowned actor, Christopher McDonald, HelloNation’s national spokesperson, will be present at this year’s Winter Meeting, representing our continued interest in municipal affairs and our partnership with the USCM. McDonald’s presence underscores the importance HelloNation places on engaging directly with the leaders shaping local government responses to economic, social, and environmental challenges. This year’s conference agenda includes discussions on urban innovation, federal policy engagement, and strategic partnerships that can help cities thrive. While the Winter Meeting’s principal focus remains advocacy and policy exchange, it also offers valuable networking opportunities for mayors and stakeholders from the public and private sectors. These connections often lead to new collaborations that benefit cities and their residents. HelloNation, CGI Digital in partnership with USCM and America 250 will be filming Mayors at the event for what the 250th anniversary means to them and their cities. For HelloNation, attending the USCM Winter Meeting is an opportunity to witness and document how mayors articulate their communities’ priorities at the national level and to share those insights with our audience. With mayors from across the country convening to set policy directions and exchange ideas, the conference is a vital forum for understanding how local leadership influences broader national conversations.
The Winter Meetingis one of theorganization’s keygatherings
agenda to highlight local priorities, address emerging national issues, and work toward shared goals that can improve infrastructure, public safety, housing, and economic opportunity.The annual convening also provides a platform for mayors to share best practices with one another. In formal sessions and informal conversations, leaders from diverse regions and city sizes exchange insights on innovation, crisis response, and community building. This cross-city dialogue often leads to...
