Plan to repaint arena in “Hertz Yellow” rankles residents of Estero

Hertz has a naming-rights agreement allowing the rental car company to rename and repaint an arena in the SW Florida town

Sep.September 30, 2018 03:15 PM

Hertz Arena rendering in proposed color scheme (Credit: Naples Daily News)

Rankled residents of Estero want to slam the brakes on a proposal by rental car giant Hertz Corp. to paint an arena in the southwest Florida town “Hertz Yellow.”

Hertz plans to rename the Germain Arena in Estero as Hertz Arena and repaint it bright yellow as part of a naming-rights agreement with the arena’s owner. Hertz moved its world headquarters to Estero after announcing the relocation of its home office from Park Ridge, New Jersey, in 2013.

At its meeting on Wednesday, however, the municipal Design Review Board in Estero heard plenty of complaints about the plan to repaint the arena in the bright yellow that is part of the Hertz brand.

Many of the Estero residents who spoke publicly at the meeting called the proposed bright yellow color garish.

Michael Sheeley, a member of the Design Review Board, said Hertz should consider a different color scheme that would be “a little more harmonious with our community.”

A pending application for a painting permit from Estero shows that Hertz wants the Germain Arena repainted in “Hertz Yellow” as the base color and “Extra White” and “Tricorn Black” as the trim colors.

Estero resident and former Hertz employee Richard Simon told the Design Review Board that the proposed color scheme has “way too much yellow.”

But Jayesh Patel, senior vice president of branding at Hertz, told the board that “matching the logo with our color … is incredibly important.”

The Gemain Arena’s exterior color is now a mix of blue, gray and white.

According to Estero’s code on the color of commercial buildings, they must be “neutral, warm earth tones or subdued pastels” and can have “brightly colored trims.” [Naples Daily News] – Mike Seemuth

Related Articles

The Vue at Brickell building and Gaston Tomaghelli

Feds freeze Miami condos tied to Argentinian drug trafficking and money laundering scheme

Joe Carollo and a Coconut Grove House

Busted: City doles out code violations to Miami commissioner’s Coconut Grove home

Dean Trantalis, Ken Valach, and a Alexan Tarpon River rendering

Condo association sues Fort Lauderdale after city rejects plans for downtown site

David Beckham, Jorge Mas and a rendering of the Overtown stadium

David Beckham, partners to close on county site in Overtown after all

President Trump and Mar-a-Lago (Credit: Getty Images)

Revenue fell at Trump’s Palm Beach properties in 2018

Govorner Ron DeSantis (Credit: Getty Images)

Florida governor signs business rent tax rollback, the third in recent years

Donald Trump and Trump Doral (Credit: Getty Images)

Trump Doral’s financial results falter due to Trump name: report

A Florida bill may allow for remote notarizations

Florida Legislature passes bill that could boost foreign investment in real estate