The Theater At Innovation Square
Formerly known as Xerox Auditorium
The Theater at Innovation Square, previously known as Xerox Auditorium, is Rochester’s premier venue for performing arts and entertainment. Situated near prominent attractions such as the Strong National Museum of Play, GEVA Theatre, and The Eastman School of Music, this 700-seat center hosts local arts organizations, community events, and esports competitions. It is part of the larger Innovation Square complex, which used to house an outdoor skating rink and an English pub-style restaurant called The Shakespeare. These were later transformed into a private outdoor lounge for Xerox employees. Recently, Gallina Development acquired the square in Downtown Rochester and rebranded it as "Innovation Square." The complex underwent renovations to introduce new residential, commercial, and student living spaces. The auditorium, which was preserved, reopened as a performing arts center in September 2021.
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