RBTL LAUNCHES “PROJECT RESTOURATION” AND UNVEILS NEW MONUMENT SIGN
Rochester, NY – The Rochester Broadway Theatre League (RBTL) is excited to announce the official launch of PROJECT RESTOURATION, a five-year, $65 million initiative dedicated to restoring and revitalizing the historic West Herr Performing Arts Center (WHPAC). This project aims to secure a dynamic future for the arts in the Rochester region, creating a cultural legacy and inspiring generations to come.
PROJECT RESTOURATION will transform the venue, also home to the West Herr Auditorium Theatre, into a multistage, beautifully restored 1920s-era complex, showcasing exceptional quality and craftsmanship. Through this effort, RBTL promises to deliver a renowned entertainment venue for the entire Rochester community and beyond.
“Years ago in Syracuse, community leaders gathered and decided to replace an old football stadium with the Carrier Dome, which redefined the city. In Buffalo, leaders saved an old movie theater, now called Shea’s, changing the future of entertainment there,” said RBTL CEO and Board Chairman, Arnie Rothschild. “Now in Rochester, by restoring and upgrading the West Herr Performing Arts Center, we’re creating a premier venue that will serve our community for years to come.”
“The West Herr Performing Arts Center is an important cornerstone of Rochester’s arts and cultural landscape,” said Rochester Mayor Malik D. Evans. “This beautiful and historic structure is worthy of restoring its original brilliance, and I encourage everyone in the community to contribute to its transformation so that it can continue its dynamic cultural legacy for generations to come.”
Phase One of PROJECT RESTOURATION, which focuses on expanding accessibility, adaptability and amenities, is already underway. Key improvements include enhancing the rear/West side entrance (which will serve as the building’s accessible entry point), reconfiguring the parking lot, adding a patron drop-off area, widening the hallway leading to the WHPAC lobby and opening the Floreano Room as an additional gathering space. Completed updates include elevator access to the newly expanded second floor Theatre lobby and a new bar/lounge area, with refurbishment of a second elevator nearing completion.
In celebration of the official launch of this ambitious project, RBTL revealed a brand-new LED sign in front of the East Main Street entrance, symbolizing the first step in this transformative journey. The complex now has a distinct identity, labeling it the West Herr Performing Arts Center & Auditorium Theatre, as it embarks on a new chapter of community-driven arts and entertainment.
“I am truly excited and moved by the progress in the West Herr Performing Arts Center renovation project,” said President & CEO of West Herr Automotive Group, Scott Bieler. “All of us at West Herr are extremely proud to be a part of this restoration. Our partnership with this historic theatre has exceeded all our expectations. Our commitment to the West Herr Performing Arts Center and Auditorium Theatre would not have been possible without the support of the people of the Rochester community who have so graciously supported West Herr for over a decade.”
Looking ahead, the summer of 2025 will bring the restoration of the East Main Street exterior steps and redesign of artist dressing rooms. RBTL also plans to restore multiple historic spaces within the building, including Cathedral Hall, to provide versatile performance opportunities. Once completed, the West Herr Performing Arts Center will fill a critical need for a multi-stage entertainment venue in the Greater Rochester area and Finger Lakes region.
RBTL has launched social media pages and a website, dedicated to the West Herr Performing Arts Center, designed to keep the community up to date on PROJECT RESTOURATION’s progress and provide information on tax-deductible contributions. The website will also highlight resident organizations, which currently includes RBTL/West Herr Auditorium Theatre, A Magical Journey Thru Stages and the Rochester Theater Organ Society.
$12.5 million in funding from both private and public sources has been committed towards PROJECT RESTOURATION’s estimated $65 million cost. RBTL’s Fundraising Committee, consisting of prominent and influential community leaders, is dedicated to ensuring a vibrant and sustainable future for the arts in Rochester. It is co-chaired by Dan Burns (M&T Bank) and Trish Nilsen (NYSEG/RG&E).
“The future of the arts in Rochester is energizing,” said Trish Nilsen, President and CEO of NYSEG and RG&E. “The restoration of the historic West Herr Performing Arts Center will enhance the rich arts culture the city already has. We look forward to supporting this project, giving the community a front-row seat and the opportunity to access the arts at the highest level.”
In partnering with Pike Construction Services, LaBella Associates and other community advisors, RBTL is committed to restoring WHPAC in an optimal way, while prioritizing the experience of both patrons and performers. Originally the Masonic Temple of Rochester, RBTL has owned the Auditorium Theatre portion of the building since 2004 and purchased the remainder of the Performing Arts Center in March of 2023. The completed restoration, slated for the building’s 100th anniversary in 2030, will preserve its historical grandeur, while allowing for the expansion of RBTL’s nationally-recognized and award-winning education programs, as well as additional live entertainment opportunities.
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