ROCHESTER, N.Y. (WROC) — The Rochester Broadway Theatre League announced the start of a $65 million endeavor to transform and revitalize its historic West Herr Performing Arts Center in the city Thursday. It’s called “Project RestOURation.” The work, officials said, includes improvements to accessibility, and is expected to bring entertainment to life in the Rochester area, pointing to similar efforts done in Syracuse and Buffalo. "This venue is going to work for years to come,” Began Arnie Rothschild, the RBTL CEO. “We want the community to realize that this is an asset being developed for them that will be without debt, that will be used for all the arts organizations for both rehearsals and performances.” According to officials, the project will turn the venue into a “beautifully restored 1920s-era complex, showcasing exceptional quality and craftsmanship.” RBTL has worked for about a year on different phases of the project. Thursday, leaders paused in celebration to unveil a brand new LED sign in front of the East Main Street entrance. Watch: Hope for Heroes 2024 and support the Veterans Outreach Center Of the improvements they’re working through, officials said enhancements are underway at the rear/West side entrance, which will eventually serve as the venue’s entry point. They are also improving the parking lot, including work to add a drop-off spot. Additionally, earlier this year, officials unveiled they would be adding an elevator to improve access to the second floor theatre lobby, which has seen an expansion. That elevator is now in-use, according to officials. Officials said the goal is to complete renovations by 2030, just in time for the building’s 100th anniversary.