PHASE TWO OF PROJECT RESTOURATION IS UNDERWAY AT THE WEST HERR PERFORMING ARTS CENTER AND AUDITORIUM THEATRE
(Rochester, NY – 6/25/26) – The Rochester Broadway Theatre League (RBTL) has begun the next phase of PROJECT RESTOURATION, as the organization continues its efforts to transform the historic West
Herr Performing Arts Center into an arts, entertainment and cultural hub. Like the first stage,
Phase Two will focus on enhancing the customer experience, while simultaneously boosting the
economy and further investing in the future of the arts locally.
“Over the past 100 years, the West Herr Performing Arts Center has played host to
thousands of incredible live events, some featuring mega stars like Katharine Hepburn,
Bette Davis and Tallulah Bankhead, while others included blockbuster tours like The
Phantom of the Opera, Disney’s The Lion King, Hamilton and Wicked,” said RBTL COO,
Linda Glosser. “These are all big names and big titles, but the most important of all to come
through our doors are those whose names you will not find in the program book. They are
our guests and audience members, and they are who we have in mind while doing these
restorations.”
Phase Two includes the expansion and transformation of the Rothschild Lounge back to its initial
footprint, once again featuring a grand late 1920’s fireplace and improving its amenities. This
requires removing the wall that was put up in the early 1960’s and bringing the room back to its
original size and grandeur. The original plasterwork, woodwork, light fixtures and windows will be
retained where able. Time period appropriate replacements will be selected if those details have
been removed or deteriorated over time. By expanding the lounge, this allows for additional
capacity and seating, multiple entrances/exits and use for a variety of events. Currently, the
Rothschild Lounge is only open during the engagements of touring Broadway productions. With this
restoration, it will allow for a more versatile and frequent use of the space beyond Broadway
performances.
Additionally, work will include the redesign and reconfiguration of the Auditorium Theatre’s
backstage artist and crew spaces throughout two floors. This effort will update the conditions and
facilities to meet the modern standards and requirements of touring productions. This will be the
first significant enhancement to these cast, crew and local union spaces, improving the touring
artist experience in Rochester.
Work on the Rothschild Lounge and the first floor of the dressing rooms are scheduled to be
completed by the start of RBTL’s 2026-2027 M&T Bank Broadway Season in October. The
refurbishment of the second-floor dressing areas will be completed in 2027.
To date, more than $20 million has been committed to PROJECT RESTOURATION. $6.2 million of
which will be used for Phase Two. These funds from both private and public sources have gone
towards sourcing materials and contributing to the local labor force. In excess of 65,000 total hours
have been dedicated by the teams at Pike Construction Services and LaBella Associates overseeing
the construction and design so far. The funding has not only helped enhance the future of the arts in
the Rochester area by developing this Performing Arts Center, but it has proven beneficial to the
economy, through job creation.
“Very often, we talk about this restoration in the context of entertainment events that will
come to the new and improved West Herr Performing Arts Center, but there is much more to
the story; the economic impact for the community,” said RBTL CEO and Board Chair, Arnie
Rothschild. “What we’ve already seen are restaurants flourishing on performance days,
high use of hotels and rental vehicles when touring companies are in town, and a
tremendous amount of food consumed in Auditorium Theatre concession spaces. That
alone has increased business for our food and beverage suppliers, deliverers and servers.
Additionally, construction jobs have been created on top of the hundreds of union laborers
who help bring each event into our venue. The West Herr Performing Arts Center is an
economic driver that is critical to our growth and prosperity as a community.”
The touring company of BOOP! The Musical will be the first to utilize the new dressing room space
when they arrive in town to launch both their national tour and RBTL’s next Broadway Season.
Producers, cast, crew and creatives will spend nearly a month at the West Herr Auditorium Theatre
for technical rehearsals, which allows the team to refine every element of staging, lighting, sound
and choreography before opening night.
During those weeks, upwards of 100 company members will utilize Rochester hotels, restaurants
and other businesses, resulting in an economic impact that could reach $4 million dollars. That
means approximately 3,000 room nights booked, more than 8,000 meals consumed, plus money
spent on venue and equipment rentals and tourism activities, including shops and museums. This
is in addition to the contributions RBTL patrons will make to the local economy during the
engagement October 3-10.
PROJECT RESTOURATION began in 2023, with Phase One focusing on enhanced accessibility,
adaptability and amenities. It included refurbishing two elevators and creating a crossover point for
access to the second-floor Theatre lobby, which now features a new lounge/concession space and
additional restroom facilities. On the ground floor, historic brass doors have been restored, along
with a new lounge/entertainment space and west entrance with drop-off area. Outside, the steps
and railings leading to the East Main Street entrances of the West Herr Performing Arts Center and
Auditorium Theatre and the retaining walls have been replaced, along with the widening of
sidewalks.
Future work will focus on the stunning and historic Cathedral Hall, a former lodge room from the
building’s time as a Masonic Temple, to accommodate a variety of performance and entertainment
opportunities. This will further RBTL’s goal of creating a renowned entertainment hub for the region
and establishing Rochester as a true arts and cultural destination. A timeline for this project has not
yet been established.
“Live theatre, concerts and events are a place where we can come together as a community
to share an experience with others,” added Glosser. “Strangers gathering in one place to do
that speaks to our need to be with other people. If by restoring the West Herr Performing
Arts Center we are contributing to satisfying that human need, then we consider our efforts
rewarding and successful. We look forward to these next stages and beyond to expand that
effort for the benefit of our very deserving guests.”
Overall, the total transformation cost is estimated to be $65 million. Community involvement is
critical for progress and realizing the vision of a beautifully restored cultural landmark. Upon
completion, the complex will shine as the anchor of the Neighborhood of the Arts for future
generations. Those interested in helping to support this innovative effort, can make a tax-deductible
donation at WestHerrPAC.org or by reaching out to RBTL CEO Arnie Rothschild at 585-277-3332 or
[email protected].
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