The Riviera Theatre – then named the Rivera Theatre – was envisioned as a showplace of the Tonawandas when it opened Dec. 30, 1926.
It lost some of its luster during almost a century, which is why the nonprofit group that controls the national historic landmark wanted to show off continuing renovations Thursday that will greet patrons in coming months, under another new name.
West Herr Riviera Theatre.
The new naming sponsorship, “with one of the most well-respected businesses in Western New York,” will allow the Niagara Frontier Theatre Organ Society, which bought the theater in 1989 to save the structure and its Mighty Wurlitzer Organ, to build on the dream of original developer Henry Henschel and owner Maxie Yellen, said Lawrence Denef, chairman of the Riviera Theatre board and its expansion committee.
West Herr donated a “significant amount” for naming rights that will help continue an expansion project that includes additional lobby space, a new outdoor patio, more restrooms and other amenities now taking shape, said West Herr Marketing Manager Mary Wright, a new theater board member who will participate in related outreach, education and planning.
Theater Executive Director David Fillenwarth said the Riviera, at 67 Webster St. in North Tonawanda, has experienced tremendous growth in recent decades by bringing in popular acts of yesteryear and some of the best tribute acts from across the United States. It has hosted 125 shows in the last year.
“The additional name recognition of West Herr with the Riviera Theatre just guarantees that it’s going to stabilize our programming for the future years,” Fillenwarth said. “It’s going to secure our impact on the Western New York community so future generations can experience the live arts.”
Scott Bieler, president and CEO of the West Herr Automotive Group, said the new partnership reflects the business’ commitment to the local community.
“This is a real honor for West…
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