A photograph of a hallway with tall images, television screens, wood accents, and unique lighting.
A photograph of a large room with a central desk and a second floor mezzanine. There is ample lighting and a piano.
A photograph of a rounded circulation/main lobby desk.

RBTL West Herr Auditorium Theatre

Restoring, Modernizing, and Expanding a Historic Performing Arts Venue in Rochester

The West Herr Auditorium Theatre, a centerpiece of Rochester’s cultural landscape for nearly a century, is undergoing a comprehensive, multi-phase transformation as part of Project RestOURation—a visionary effort to restore, modernize, and expand the historic West Herr Performing Arts Center.

LaBella Associates is working alongside the Rochester Broadway Theatre League (RBTL), Pike Construction Services, and additional stakeholders to bring new life to this landmark facility while honoring its historic character.

Originally constructed in the 1920s as part of the Masonic Temple of Rochester, the Auditorium Theatre has long been a regional hub for Broadway performances, concerts, and civic events. The current renovation reinforces the facility’s role as a vibrant performing arts destination while preparing it for its 100th anniversary in 2030.

LaBella’s design focuses on enhancing the patron experience, improving accessibility, expanding public amenities, and revitalizing architecturally significant spaces.

The project balances sensitive historic preservation with modern upgrades, ensuring the theatre remains both functional today and preserved for generations to come.

Key improvements

  • New Accessible West Entrance – A fully redesigned rear entry and drop-off area establishes an ADA-compliant, visitor-friendly gateway to the theatre.
  • Improved Vertical Circulation – Modernized elevator access connects multiple levels, reducing congestion and greatly improving accessibility throughout the facility.
  • Expanded Patron Amenities – A new second-floor lounge and concession area, paired with upgraded restrooms, including family and all-gender options, enhances pre-show and intermission experiences.
  • Reimagined Interior Circulation – A widened, modern corridor improves flow from the new West entrance to the lobby, integrating updated finishes, lighting, and digital wayfinding.
  • Specialty Venue Enhancements – The newly created Floreano Room provides flexible pre-show, reception, and event space, supporting expanded programming and hospitality.
  • Exterior and Streetscape Upgrades – Improvements to the East Main Street façade, sidewalks, and entry stairs strengthen the theatre’s downtown presence and improve pedestrian access.
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A photograph from a second floor mezzanine of an open room. Another mezzanine is visible in the background beyond a glass railing.
A room with unique windows, modern lighting, and a large conference table at the center.

Future phases will include additional lobby expansions, continued restoration of historic spaces, including Cathedral Hall, upgrades to back-of-house functions, and further modernization of patron amenities. These enhancements will support RBTL’s vision for a revitalized, welcoming, and fully accessible performing arts center.

An Award-Winning Project

West Herr Auditorium Theatre Receives Design-Build Project Award from CSI Rochester New York Chapter

In May 2026, the CSI Rochester New York Chapter honored the West Herr Auditorium Theatre project with the Design-Build Award at the 2026 Annual Awards Dinner in Penfield, New York.

The CSI Rochester Awards highlight the role of exemplary communication in positively influencing the process, quality, and successful outcome of a project. The awards provide a platform for the architecture, engineering, and construction industry to showcase the work of our members in the construction process. The Design-Build Award promotes collaboration between design and construction teams.

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Featured Press

(585) magazine features Project RestOURation

In an article titled “Project Restouration gives new life to downtown theater,” (585) magazine features Architect and Project Manager Emily Steinbacher and Interior Designer Stephanie Steinman. Emily and Stephanie are among the talented project team working to preserve the character of the West Herr Performing Arts Center while enhancing accessibility, functionality, and the overall experience for performers and patrons alike.

The piece illustrates how thoughtful design, strategic phasing, close collaboration, and a deep respect for architectural heritage are driving the restoration of the Rochester landmark.

Read the full article from (585) magazine here
A photograph of Emily Steinbacher and Stephanie Steinman in front of the West Herr Performing Arts Center in Rochester, NY.
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