North Tonawanda, N.Y. (WBEN) - The Riviera Theatre announced their official partnership with West Herr Automotive Group and as a result have rebranded the theatre to the West Herr Riviera Theatre.
The announcement came Thursday morning from West Herr Automotive President Scott Beiler and Riviera Theatre Chairman Larry Denef.
"This new name recognition in partnership with one of the most well-respected businesses in Western New York will help us continue to enhance the dream of Henry Henschel and Max Yellen as the 'Showplace of the Tonawandas' and now, Western New York and Southern Ontario."
Yellen and Henschel being the original developers of the theatre.
"To have our name associated with a name as iconic as a Riviera Theatre is truly something I never thought would happen. And I feel blessed, our company feels blessed, to have this association with this iconic theatre that will hopefully go on for many, many, many years."
Not only is the Riviera Theatre hosting 125 shows this year alone, the theatre is currently undergoing a massive expansion project that includes a new lobby space complete with an outdoor patio, new concessions, new restrooms and a box office.
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Riviera Theatre's Executive Director David Fillenwarth also mentions that they will be update the dressing rooms for the artists, complete with bathroom and showers which should attract more artists to the historical venue.
"We're very excited about what the future has in store for us," said Fillenwarth.