Where in the world is Estero?

Hertz is moving its global headquarters to Estero. But does anyone really know where that is?

Estero is an unincorporated area in south Lee County that's just north of Bonita Springs and south of Fort Myers. That might explain why many people only have a vague idea of where that is.

A group of local citizens recently commissioned a study to evaluate land uses, including the creation of a new downtown that would create a focal point for the area. The effort dovetails with a push to incorporate Estero as a new city in Lee County.

The study by California-based Peloton Research Partners identifies several parcels that could serve as Estero's city center. It also suggests that there's too much land zoned for commercial and retail purposes, saying that land could be converted to residential use.

Peloton says Estero has land zoned for 6.5 million square feet of commercial and retail use. About 3.5 million square feet currently exists and a portion of the remaining 3 million square feet could be converted to residential use.

If population continues to grow, watch for pressures to convert commercial land to residential use. Count on Hertz to make a big impact.