 Once in Rochester, West Ridge Road enters areas more residential and industrial in nature, including the sprawling Eastman Business Park near the Genesee River.At the Genesee River, NY 104 and West Ridge Road cross the Veterans Memorial Bridge and become an expressway on the east bank of the river.Ridge Road, however, continues to the north of NY 104 as East Ridge Road, which parallels the Keeler Street Expressway as both travel through the area.