Reimagined West Entrance And Corridor of West Herr Performing Arts Center Opens

The Rochester Broadway Theatre League (RBTL) is proud to unveil the
reimagined west entrance and corridor of the West Herr Performing Arts Center (WHPAC), after
more than a year of construction. This bold step in transforming the WHPAC into an arts,
entertainment and cultural hub, is part of RBTL’s multi-phase PROJECT RESTOURATION, which
boasts enhanced accessibility, meets the evolving needs of patrons and dramatically improves
guest experiences.

“This is the first act of a show 31 years in the making. A show that was written for the people of
Rochester and the entire region,” said RBTL CEO and Board Chair, Arnie Rothschild. “While today
we debut this turning point in the production, there are still more improvements to roll out with one
intent – making this amazing historic venue the source of pride for everyone in the community for
decades to come!”

This exciting renovation also includes a revamped Floreano Room as a vibrant pre-show
entertainment space, an added drop-off area and a newly redesigned, sleek corridor, complete
with digital screens for guest information. This corridor, which incorporates historic images on
display, leads to the Performing Arts Center lobby and eliminates the narrow, winding hallway that
was previously there. These enhancements make navigating the venue easier, while setting the
stage to be more immersive and inclusive for all who visit.

“On behalf of our over 1,000 West Herr employees in the Rochester area, we are proud to have our
name included on this historic entertainment complex,” said West Herr Automotive Group
President and CEO, Scott Bieler. “The restoration has surpassed all expectations, and we are
extremely excited to be part of this transformation that provides greater accessibility for future
generations to enjoy the performing arts.”

PROJECT RESTOURATION marks the largest renovation effort undertaken by an arts organization in
Rochester and continues to gain momentum. Work replacing the building’s front steps and
reconstructing the sidewalks, creating a fresh look from East Main Street, is actively ongoing. The
upcoming stages include expanding the main floor President’s Club to the room’s original size and
once again featuring its grand stone fireplace, reconfiguring backstage dressing areas for cast and
crew and preparing smaller-scale performances spaces for use.

Future work will also 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
venue for the region and establishing Rochester as a true arts destination.

“By defining Rochester as a city for the arts, and creating a multi-stage, mixed use Performing Arts
Center, RBTL is ensuring the longevity of the entertainment industry, for not only Monroe County,
but surrounding areas,” said RBTL’s longtime presenting partner, Albert Nocciolino. “The
completion of this project will bring a versatility that will only broaden local arts offerings.”

To date, more than $18 million has been committed for the first phase of PROJECT RESTOURATION,
with the total cost estimated to be $65 million. Moving forward, community involvement is critical
for progress and realizing the vision of a beautifully restored cultural landmark. Upon completion, it
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].

RBTL aims to complete PROJECT RESTOURATION by 2030, the building’s 100th anniversary.