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Hertz Pitching Hertz Arena Exterior Makeover

Hertz Arena rendering

An elaborate paint job to the exterior of Estero, FL’s Hertz Arena is being pitched to reflect its new naming-rights deal, but the design is generating some push back.

Last week, Estero-based Hertz and hockey’s Florida Everblades (ECHL) announced a new naming-rights agreement for Hertz Arena. To bolster its brand’s presence on the facility, the car rental company is proposing an elaborate paint job to the arena’s exterior that would incorporate the black and yellow color scheme used in its branding (a rendering is shown above).

That concept will require the approval of the Estero Design Review Board, which will hear a presentation on the proposal Wednesday and potentially make a decision next month. Since the naming-rights announcement, however, some residents and elected officials have been outspoken in their criticism of the proposed makeover. Estero mayor Jim Boesch is among those that are not happy with the current proposal’s aesthetics, but Hertz is moving forward with its effort to have the plan approved. More from the Naples Daily News:

Estero Mayor Jim Boesch didn’t hold back on his personal feelings either. In a phone interview, he said the yellow definitely doesn’t fit with the town’s preferred warmer Mediterranean or softer Old Florida styles.

“The bottom line is that color doesn’t belong in Estero. That would be my position. It’s too bold,” he said.

Despite the criticism, Hertz is driving ahead with its plans.

In a company statement, Hertz said: “We’re proud of the proposed exterior building design because it reflects our iconic Hertz brand and complements our world headquarters in Estero and Southwest Florida. We want to share that pride with the community, those who travel to the area and everyone who attends events at Hertz Arena.”

A presentation to the Estero Design Review Board will take place on Wednesday evening. Prior to last week’s announcement of the new naming-rights agreement, the venue was known as Germain Arena.

Rendering courtesy Hertz. The proposed design rendering for the exterior of Hertz Arena is subject to approval from the Village of Estero.

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