San Diego’s Rental Car Center Unveils Digital Art Installation
San Diego International Airport’s Rental Car Center has revealed a 1,600-foot long digital art installation called Dazzle. The panels collectively display more than 15 designed animations.

San Diego International Airport's Rental Car Center. Photo by Amy Winter-Hercher.

San Diego International Airport's Rental Car Center. Photo by Amy Winter-Hercher.
San Diego International Airport’s Rental Car Center has revealed a 1,600-foot long digital art installation, according to a report by Times of San Diego.
Entitled Dazzle, the installation consists of 2,100 e-paper panels attached to the rental car center’s facade, says the report. Each panel is solar powered and computer-controlled.
The panels collectively display more than 15 designed animations, including water ripples and snowflakes, according to the report. The artwork is named for dazzle camouflage, a type of camouflage for ships used in World War I. The outlines of ships could be camouflaged through the use of stripes and patterns.
“There is nothing like this — in terms of scale and artistic use of this sustainable technology in art — anywhere in the world,” Kimberly J. Becker, president and CEO of the San Diego County Regional Airport Authority, told Times of San Diego. “We’ve taken a functional building and turned it into a vibrant artwork.”
The $875,000 project was funded under the airport’s public art program by a 2% distribution of the rental center’s construction costs, according to the report.
Click here for the full Times of San Diego report.
More Rental Operations

Sixt Revenue Tops $2.4 Billion in First Half of 2026
Sixt’s first-half revenue surpassed $2.4 billion for the first time as demand outpaced fleet growth, lifting utilization and earnings despite weaker consumer sentiment in North America.
Read More →
In Memoriam: Bobby Klyce, Avis Licensee Legend
The longtime Birmingham Avis operator and 2018 Auto Rental News Impact Award recipient was remembered as an advocate for independent licensees and the broader car rental industry.
Read More →How to Build Custom Fleet Tools With AI and Vibe Coding [Webinar]
A new Automotive Fleet webinar explores how fleet managers are using AI and vibe coding to automate routine work and create simple operational tools without traditional programming skills.
Read More →
Car Rental Rates Forecast to Rise 3.6% in 2026 Before Easing in 2027
Car rental rates are projected to rise less than airfares and hotel rates in 2026, then become the only major travel category forecast to decline in 2027, according to projections from GBTA and ALTOUR.
Read More →
Avis Cuts Fleet as Summer Demand Trails Expectations
Avis Budget Group increased second-quarter earnings despite lower Americas revenue and softer-than-expected summer demand. The company also expanded Avis First and advanced its autonomous fleet operations with Waymo.
Read More →
Why Bookings Are Only the Start of the Rental Day
A reservation captures demand. The operating test is whether the business can keep the customer, vehicle, commercial terms, and next action aligned until the rental is closed.
Read More →
This Is the Oldest Car Rental Advertisement You’ll Ever See
This ad for Saunders Drive it Yourself, believed to be the first car rental company in the U.S., was found in an Omaha phone book from 1926.
Read More →
The Desk Upsell Is Costing Operators More Than it Earns
Counter upsells generate revenue, but they can also slow transactions, erode trust, and cost repeat business. Fully inclusive pricing may offer operators a better path to long-term value.
Read More →
U-Save Expands Indian Ocean Presence with New Master Franchise for Mauritius
The franchise has been acquired by Mauritian travel entrepreneur Umarfarooq Omarjee, an established figure in the island's tourism and mobility sector.
Read More →
Global Carsharing Fleet Projected to Reach 768,000 Vehicles By 2030
A new Berg Insight forecast outlines several business models driving the projected growth in public carsharing worldwide through 2029.
Read More →
