Rochester’s biggest performing arts home is getting a new name. 

The Rochester Broadway Theatre League announced a new partnership with the West Herr Automotive Group.

The auto dealer chain’s name will now go on the marquee at the auditorium theatre on East Main Street.

“West Herr is thrilled to partner with RBTL to create a new Performing Arts Center for Rochester,” West Herr president and CEO Scott Bieler said in a statement. “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.”

RBTL is renovating the historic space, which will include six floors of stages, venues, meeting rooms and classrooms.  

“Different kinds of events need different kinds of capacities,” RBTL CEO Arnie Rothschild said. “So you're going to see this building used on an ongoing basis.”

Renovations to the auditorium theatre will be completed in stages and are expected to be finished by 2030, the venue’s 100th anniversary.