About

History of the West Herr Performing Arts Center

The Masonic Temple

Built at a cost of $2,225,000, the Masonic Temple of Rochester, NY laid its cornerstone in 1928, and was dedicated on May 24th, 1930 with much fanfare, including a parade through the city. The complex consisted of several large ceremonial meeting rooms and offices for the Masons, a fraternal organization, as well as one large 3,000-seat auditorium (commonly known as the Auditorium Theatre). Sold to a privately owned entity in 1989, the building was converted into more office spaces as well as assorted meeting rooms and banquet halls, and renamed the Auditorium Center. The portion of the building containing the theatre was purchased by the Rochester Broadway Theatre League (RBTL) in 2004 and has since become a top live entertainment destination for the area. In 2023, RBTL acquired the Auditorium Center portion of the building, and partnered with West Herr Automotive Group, to rename the complex as a whole the West Herr Performing Arts Center (WHPAC) and the theatre portion likewise renamed the West Herr Auditorium Theatre.

Art Deco Fixtures & Ornamental Plaster

Art Deco was a popular design movement from 1920 until 1939. The influence of this style is apparent in the various light fixtures (all original to the building) throughout the West Herr Performing Arts Center. The excitement of the historic theaters and movie palaces of this architectural time period was expressed most eloquently in dramatically molded ornamental plaster walls and ceilings. The ceilings of the outer lobbies and the intricate dome ceiling within the West Herr Auditorium Theatre (featuring the iconic squirrels) are fine examples of the plaster work common to this type of building.

So, what’s up with the squirrels? One of the most puzzling secrets of the building centers on a fascination with squirrels. During the construction of the building, the ornamental plasterer apparently felt the need to add a bit of whimsy by including several images of squirrels and acorns throughout. Squirrels appear above the building’s front door, while bird, grapevine, and acorn motifs can be found in the plasterwork on the walls in some meeting rooms. But look closely as the most striking example is on the ceiling of the Auditorium. The plasterer has skillfully incorporated 64 squirrels into the symmetry of the massive dome.

Rochester Broadway Theatre League

From the beginning of its transition to an entertainment space, the Auditorium Theatre (located on the east half of the WHPAC) was the site of numerous touring productions, featuring some of the biggest names in the entertainment business. A number of notable productions took place over the earlier years, and in 1957, an all-volunteer, not-for-profit group calling itself Rochester Broadway Theatre League (RBTL), was formed to bring such productions to Rochester. In 2004, RBTL undertook a major renovation to the Theatre that included the replacement of all the seats (for a capacity of 2,464), new carpeting throughout, upgrades to existing restrooms, as well as the addition of new restroom facilities on the lower level. At the same time, RBTL relocated its business offices and box office from its original downtown location to on-site. Today, the West Herr Auditorium Theatre is home to a full season of touring Broadway (the M&T Bank Broadway Season), and also hosts live concerts and a number of comedy, drama, community and family events each year.

Rochester Theatre Organ Society (RTOS)

The Auditorium Theatre also houses a magnificent Wurlitzer 4/23 (opus 1951) theatre organ. The console rises from the orchestra pit, and the sound of 1,619 pipes, trumpets, clarinet, saxophone, drums, shimmering strings, or marimbas emanates from the filigreed proscenium arch surrounding the main stage. The Rochester Theater Organ Society (RTOS) was originally formed to rescue this organ from the luxurious downtown RKO Palace Theater, just before that 2916-seat, luxurious 1928 movie house fell to the wrecking ball of urban renewal in the mid-1960s. Theatre organs were traditionally used to provide musical accompaniment to silent movies. RTOS stages several concert performances of the mighty Wurlitzer each year by many of the world’s great organists. Although this Wurlitzer was not originally housed here, at one time there were as many as seven pipe organs in various locations within the Masonic Temple building.

A Magical Journey Thru STAGES – Youth Theater

Located on the 3rd floor of the West Herr Performing Arts Center, A Magical Journey Thru STAGES produces inclusive, high-quality theater programs for youth (and audiences) from the Greater Rochester Area. Programs include full theatre productions, summer camps, improv troupes, and specialized workshops and classes. Participating youth assist with the technical aspects of shows, including stage management, light and sound design, costume design and stage crew. Dedicated staff, artistic teams and volunteers work to cohesively support students, expanding their creative talents, building self-confidence and encouraging personal growth. Learn more at mtjstages.org.

Rochester Musicians’ Association

The American Federation of Musicians (AFM) of the United States and Canada, is the largest organization in the world dedicated to representing the interests of professional musicians. Local 66, serving Rochester area musicians since 1897 and based out of the WHPAC, represents many of the finest professional musicians in the greater Rochester metropolitan area. The Rochester Musicians’ Association continues to be an effective advocate for musicians’ rights in the workplace, provides benefit programs that help them to build successful careers, lobbies to promote legislation and public awareness that protects musicians’ interests, negotiates collective bargaining agreements, and provides excellent wages and working conditions for its members.

COMING SOON: Rochester Music Hall of Fame

The Rochester Music Hall of Fame recognizes those with ties to Rochester, NY whose talents, efforts, perseverance and creativity, have contributed to the creation of musical excellence. Their area of jurisdiction is the Greater Rochester Region, which encompasses the counties of Monroe, Orleans, Genesee, Wyoming, Livingston, Ontario, Yates, Seneca and Wayne. Each year new members are honored through ceremony and celebration, and their achievements memorialized to promote an appreciation for the greater Rochester area’s rich and diverse musical history and culture. The Rochester Music Hall of Fame will soon have a new home within the West Herr Performing Arts Center, including both office space and an area to display artist memorabilia for the public to view.

Future of the West Herr Performing Arts Center

RBTL’s vision is to create a space where all generations can gather and enjoy the arts. To bring that vision to life, the West Herr Performing Arts Center (WHPAC) is undergoing a multi-year restoration project (PROJECT RESTOURATION) to transform the historic structure into a beautifully restored 1920s-era complex. The project focuses on enhancing accessibility, adaptability, and amenities for both patrons and performers. The objective is to offer a variety of performance, event and rehearsal spaces, with various capacities, to meet the diverse and growing needs of Rochester’s arts community. Once completed, WHPAC will fill a critical need for a renowned, multi-stage entertainment venue in the Greater Rochester area and Finger Lakes region with a target completion date set for 2030, the centennial anniversary of the complex.