In order to lure in business, the new Omni Dallas Hotel is displaying various company logos on the outside of its building.
Nearly four miles of LED lights line the outside of the hotel. At night, drivers see dancing neon colorful displays for miles around.
Recently, logos for major companies such as Hyundai and Lennox have scrolled across the side of the building.
Nils Stolzlechner, Omni general manager, said it's all about attracting business to Dallas.
"It's for two purposes," Stolzlechner said. "Groups that are in house -- Lennox was in house ... and sometimes we also try to charm new companies to come in and book business with us because pretty much no other building in the United States can do what we can."
Stolzlechner said neither Hyundai nor Lennox paid the hotel to put up the logos.
"For the hotel to be successful and for this city to come back on the convention city map, we have to do certain things, and one of them is putting nice logos on the building," Stolzlechner said.
"If you don't like it, don't look! I mean it's not for everyone, but I love it. I like it," Dallas resident Betty Taylor said.
Others, however, said they are skeptical.
"I understand, but that's why you have other forms of media -- you know, the print or other types of advertising," Dallas resident Edward Simmons said. "When you have a building that's that big and you have a logo kind of floating out there, it's not like a walking billboard -- it's like a stamp in the sky. In my opinion, I don't like it."
A spokesman for the city of Dallas said the Omni has every right to do what it is doing and isn't breaking any city ordinances.