Historically, Rosemont has been known as a convention center.

But increasingly, the suburb is building another image as well: Suburban entertainment center.

The $20 million renovation of the village-owned Allstate Arena signals the beginning of this so-called entertainment district.

And all the players figure to gain: the new Allstate Arena, the Rosemont Theater, the Rosemont Convention Center, area hotels and restaurants, the new movie theater, and the proposed riverboat casino.

Rosemont is positioned as an entertainment leader with the Allstate Arena, Rosemont Theater and the Rosemont Convention Center inside its borders.

"The whole idea is that we're trying to make Rosemont more viable for people who don't want to go all the way downtown for entertainment options," says Pete Lombardi, director of the Rosemont Bureau of Convention & Tourism.

As this entertainment destination takes shape, the interest level builds both from Northwest Suburban tourism officials and from entertainment gurus.

Tim Orchard, president of The Entertainment Group/SFX, which books all the acts for the Allstate Arena and the Rosemont Theater, says the village's central location always has made it a prime place for entertainers to play.

And when you add more entertainment options, that only strengthens its appeal.

"It becomes more of an entertainment destination," Orchard says. "The more draws you have, the bigger the impact and the more you're able to keep people here."

He points to demographics that put Rosemont in the middle of 8 million people in Chicago's metropolitan area. That makes it a desirable location for all the top touring acts.

"We see this entertainment district as a marketable entity that everyone involved can contribute to its success," says Harry Pappas, executive director of the Allstate Arena. "As it develops, its members will be able to cross-promote one another. And the arena will play a pivotal role in this development, as we continue to attract solid acts."

For starters, the Allstate Arena expects to continue its full range of family entertainment offerings. Pappas points to the seven-year contract he has with the Ringling Bros. Barnum & Bailey Circus and the three-year contracts with Disney on Ice, DePaul University and the Chicago Wolves.

The arena already draws nearly 90 percent of the touring concert dates, Pappas says.

In fact, it is a concert that drove the completion of the renovation. The arena had to be ready for 'N Sync's scheduled performance Aug. 6.

"It will be one of the best concert halls in the country," Pappas says, pointing to the increase of 500 seats, improved sound system and sight lines.

But Pappas also manages the Rosemont Theater, which has an exclusive contract with the Radio City Rockettes. The theater, also owned by the village, has the presenting rights for the Rockettes within a 250 mile radius of the theater for the next 19 years.

"The village is taking a direction of control as this entertainment district develops," Pappas says.

Specifically, he figures members of the entertainment district will want to combine on weekend packages built around the upcoming 76 Rockette shows this winter - up from 50 shows last year - and holiday offerings at the new Allstate Arena.

Officials with the Greater Woodfield Convention of Business & Tourism are doing just that. For the past three years, they have stepped up their marketing to make the Northwest suburbs a weekend destination for leisure, rather than just for meetings and conventions.

To date, the Rosemont Theater and specifically the Rockettes have figured into those weekend packages. But Tom Rivera, president of the convention bureau, figures the renovated arena only will add to the area's attraction.

"This absolutely will impact us positively," Rivera says. "To have top-flight entertainment coming in to a brand new venue will help us bring people in on weekends."