Blue Cross Arena at the War Memorial is an event center in Rochester, N.Y. The arena seats approximately 12,500 people and has a rolling concert stage. Five hospitality rooms are available, as well as 25 suites for VIP seating. Blue Cross Area operates more than 10 concession stands and has more than 90 restrooms. The war memorial shrine is a tribute to all those from the Rochester area who gave their lives for the United States. The shrine is open during all events in the building, during regular weekday business hours and for special observances. The Veteran s Memorial Plaza overlooks the Genesee River. Blue Cross Blue Shield insurance announced its sponsorship of the arena in 1998.