Historic Riviera Theatre Announces New Partnership with West Herr

March 14th, 2024 by Brad Gelber

The West Herr Automotive Group is thrilled to announce a new partnership with the Historic Riviera Theatre.

The Theatre, located at 67 Webster Street in North Tonawanda, will now be renamed the West Herr Riviera Theatre.

A National Historic Landmark and an anchor of the economic and cultural community, the Riviera Theatre is dedicated to restoring, maintaining and utilizing the facility as a working historic theatre by offering a wide array of live musical performances, performing arts presentations and educational opportunities to the region at large.

The Riviera Theatre has a long-standing reputation as a premiere regional destination for entertainment. It is the home of the Mighty Wurlitzer theatre organ, one of the few remaining such instruments in the United States which is in the care of and under the supervision of the Riviera Theatre Organ Preservation Society (RTOPS).

The Theatre’s rich history has its roots in Vaudeville and the Silent Films era but, with the exception of several brief “intermissions” across the decades, it has operated continuously for almost 100 years. Once billed as “The Showplace of the Tonawandas,” the Riviera Theatre will celebrate its 100th Anniversary on New Year’s Eve 2026.

The major gift from West Herr will allow the Riviera Theatre to continue to provide the best in regional programming while continuing an extensive expansion which will include additional lobby space, an outdoor patio, additional restrooms and more. The Riviera Theatre will also continue its robust community outreach.

“West Herr is very pleased to partner with The Riviera Theatre to create an expanded and enhanced performing arts experience for the Northtowns,” said West Herr President and CEO, Scott Bieler. “We at West Herr remain dedicated to the communities we serve and are honored to be part of the Riviera Theatre family for many years to come,” he concluded.

Larry Denef, Chair of the Board and Expansion Committee Chair commented, “The Riviera Theatre has experienced tremendous growth over the past several years, so upgrades to both programming and facilities are necessary to keep pace with the demands of modern audiences,” he continued. “We are most grateful for the support of West Herr as we look to the future and begin planning for our 100th Anniversary Celebration,” he concluded.