The definition of hospitality has exploded from a company name scrawled on a welcome chalkboard to logos emblazoned in mile-long lights on the skyline. Omni Dallas Hotel announced May 4 that it will be featuring the names of companies visiting the hotel on its signature outdoor skin as part of its “Book a Meeting, Brand the Dallas Skyline” promotion.

The hotel, which opened in 2011, includes an exterior LED lighting system with 6,660, 3-foot light fixtures that cover nearly 20,000 linear feet or 3.8 miles of lights. Like animated images on the supersigns in Times Square in New York, Omni Dallas has used the technology to promote causes and events and celebrate the city with messages that seem to scroll through the night. From Ace Hardware to Nike, the hotel has helped corporations shine. The hotel’s landmark status on the skyline has led to the messages being broadcast nationally as part of news and sports broadcasts.

“From the day we opened this hotel, one of the most frequently asked questions from our meeting planners was how they could get their individual company’s logo or message on our exterior facade,” says Ed Netzhammer, managing director for the Omni Dallas Hotel.

Now all businesses that book meetings at the hotel can sign up to have their name on the Dallas night sky. No other Omni hotels have this feature and there is no limit on the size of the group to be included in the light show according to Omni staff.