RBTL renamed West Herr Performing Arts Center, new partnership announced with auto group

The Rochester Broadway Theatre League has been renamed the West Herr Performing Arts Center, and the theatre portion will be renamed the West Herr Auditorium Theatre, as part of a new partnership with West Herr Automotive Group.  

RBTL will continue to own and operate the entirety of the auditorium complex, offering a variety of arts and entertainment to the Rochester community at both the West Herr Performing Arts Center and the West Herr Auditorium Theatre.  

RBTL has owned the theatre portion of the complex since 2004. In March of this year, the balance of the complex was purchased with the intent of turning it into a performing arts center and enhancing the theatre-going experience for both patrons and performers. 

“West Herr is thrilled to partner with RBTL to create a new Performing Arts Center for Rochester,” said West Herr President and CEO Scott Bieler. “We at West Herr are dedicated to the communities in which we live and work, and so this partnership solidifies our long-term commitment to the Rochester community. We are proud to support and help restore this historic building, so that all of Rochester can gather as a community and enjoy the arts for years to come.” 

In addition to the new name, restoration and renovation efforts have already begun at the West Herr Performing Arts Center.  

Design and architectural teams are also working on potential renderings, which include improvements to community accessibility, adaptability and amenities.  

RBTL is partnering with Pike Construction Services, LaBella Associates, LeChase Construction and other community advisors to augment the existing auditorium spaces in the most optimal way. 

The historic building, completed in 1930, was originally the Masonic Temple of Rochester, serving Masons across the Northeast.  

In addition to the West Herr Auditorium Theatre, among other spaces, the West Herr Performing Arts Center also contains four former ceremonial meeting rooms. These rooms will be renovated and made available to community entities and will allow for the expansion of RBTL’s education programs. 

Renovations will be funded in part by capital campaigns, sponsorships, operating surplus, state and local grants and foundations and other aid. This includes the recently announced $2 million investment from the New York State Assembly.  

RBTL’s goal is to complete renovations by 2030, the building’s 100th anniversary. 

“Since 1930, the auditorium complex has been a landmark in Rochester and, in recent years, one that has deserved to be brought back to its original glory,” said RBTL CEO Arnie Rothschild, who said talks began with West Herr in March. “This is a huge undertaking for us both, but this partnership shares the goal of creating a premier destination for Rochester entertainment.” 

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