Is Hertz car rental office in Florence in the ZTL?

I believe the office is, so YES
However my understanding is the drop off garage area is not where the office is and think there is a way to drive in and drop off without entering the ZTL.
I have only picked up never dropped off so not sure but you definitely want a detailed address for DROP OFF and hopefully directions to avoid the ZTL which the office should be able to provide you.

When picking up you are inside a ZTL and then drive out, since the ZTL cameras are only looking for cars driving in, it does not matter if you start inside and then proceed to drive out.
I imagine dropping off is a little more tricky then picking up.

Normally, there is a ZTL map available on this webpage:
http://en.comune.fi.it/administration/mobility/florence_by_car.html
However, the link seems to be broken. There are other websites that offer a map.

Yes, the Hertz office is located in a ZTL, but you most likely will be returning your car to Garage Europa, which is also in a ZTL. Since you are picking up in Rome, it is imperative that you contact the Borgo Ognissanti office (+39 055 2398205) and ask for specific directions for your return. All routes to rental garages are restricted, and customers are granted a specific window of time to enter a restricted area. You must offer an approximate arrival time to their garage and follow their specific directions. The rental office in Rome most likely will be no help with this issue.

The rectangle via Curtatone - lungarno Vespucci (up to bridge Vespucci) - via Melegnano (one way, direction Borgo Ognissanti) - Borgo Ognissanti (only the section between via Melegnano and via Curtatone, one way direction via Curtatone) is in the ZTL but driving along this rectangle is free at all times. Also via il Prato and via Rucellai are free to ride at any time.

There are two ZTL check points: lungarno Amerigo Vespucci, just past the bridge direction piazza Goldoni; via S. Lucia, just past the corner with Borgo Ognissanti (this checkpoint is new and will be active from Oct. 2nd). These points are monitored full time; also other alleys in the zone are restricted, but do not have full time monitoring.

As the Hertz office (as well as the Garage Europa that works as a deposit to many rental agencies) is in the free section of Borgo Ognissanti, it can be reached at any time - provided that you understand exactly your allowed itinerary and you do not improvise any deviation.

On the contrary, addresses in the eastern section of Borgo Ognissanti can be accessed only by transiting over a ZTL electronic checkpoint so be sure you understand rules: your license plate number has to be entered by the office in a white list or a fine will be issued automatically.

Using google maps search for GARAGE EUROPA on Via Borgo Ognissanti. That is where you must return the car.
To see the "safe" route to it enter in the Directions:
From: Via del Ponte Sospeso, 1, Florence
To: Garage Europa
I presume that you will be coming from that direction, therefore from Piazza Taddeo Gaddi.
The ZTL cameras are on Lungarno Amerigo Vespucci just east of Via vittorio veneto and on the same Lungarno Vespucci just east of the Ponte Amerigo Vespucci. Overhead cameras are very visible so don't drive under them, turn left at the street before (Via vittorio veneto and Via di Melegnano).

Yes, there is a ZTL camera at the beginning of Lungarno Vespucci, corner with Vittorio Veneto. There is no point in trying to enter from there, as the US consulate has requested all nearby streets to be closed with heavy concrete blocks that would topple a tank, so consider Lungarno Vespucci and Corso Italia as no more accessible to cars between via Magenta and via Curtatone.

Thanks to everyone who chimed in here with helpful information. I decided to rebook the rental car reservation with a return at the Florence Airport instead. Just seemed simpler and less hazard-prone. But thanks!!!!

"I decided to rebook the rental car reservation with a return at the Florence Airport instead."

It is a safer choice, especially if you've never done a train station drop-off before.

For those who aren't intimidated by Florence's streets and want to tackle the return at the train station, I recommend you not trust most direction information offered by fellow tourists on the internet. Instead, contact your agency's office on or near Via Borgo Ognissanti and ask them for the most recent directions. Things can change from year to year, so you really need the most up-to-date information, and your car rental office will supply it.

I was just in Florence this past April and returned my car to Via Borgo Ognissanti. I've been doing some version of this route for many years. My directions do not match with some of the details provided in this thread. From my experience, you can't enter the car rental agency recommended route without going through a ZTL camera. That is why you must contact the train station agency office every time someone wants to drop a rental car at Florence's train station and get their recommended directions for drop-off. They are very specific. You must provide the office with the approximate time of return. You must make sure your car's license number has been submitted by the office to the traffic authority's white list, as stated by lachera above.

Travelsnob, you can trust me: I have to pass through Borgo Ognissanti at least once per week.

What is confusing about Borgo Ognissanti ("Borgo" is an ancient word for street) is that its ZTL status changes half way. All the street is one-way only; the section between Piazza Goldoni and via Melegnano is strictly ZTL-ed and there is not an access itinerary that does not cross a ZTL camera. The section between via Melegnano and Il Prato/via Curtatone is in the ZTL area but has been left free to drive as a crossing itinerary. So addresses less than a block away may have very different access rules. Ask your rental office: you may need to be written into the white list or not according to the exact spot where the car has to be returned.

I wonder if the rental office at via del Sansovino could be a better choice than the airport. While still distant from the airport, it is only few minutes by tram from the station area.

Frankly, if you really want to change return location to stay out of the ZTL you should return it at the Hertz on Via del Sansovino, which is closer to the city center and on the way from the freeway exit FIRENZE SCANDICCI.
The airport center is on a temporary location on Via Palagio degli Spini and if you are not familiar with the area, you might even accidentally get on the freeway to Prato by mistake.
Returning at the Garage Europa is not hard however. It's almost at the corner with Via Curtatone. The added benefit is that is in front of the Bar Curtatone, which has great pastries. God knows how many I ate there when I was in school at the Business school of the University of Florence was on Via Curtatone (now I think it's a fashion school).

Roberto- I am interested in your reply to this as I haven’t rented a car yet because I wasn’t sure the best place in Florence to pick it up and return. I would like to use Hertz, is this the location that makes the most sense from the city center? Thank you

Any car rental company outside the ZTL zone can be an option, especially for drop-offs. Florence has a few. You can always take a taxi from there to the city center or train station.

There are a few important issues that pertain to local offices:

1. You have to check and confirm the local office's "open" hours (do not trust the internet).
2. If you are dropping-off an automatic, confirm that an automatic can be dropped at that location, check to see if there is a special fee to do so.
3. For pick-up, if you require an automatic transmission, local offices may not guarantee this type of car even if you pay a guarantee fee. For vehicles with automatic transmissions, it's much safer to rely on airport and train station locations.

(Edit) I punched in a random date to check on Hertz's Sansovino location, and they did offer automatics for the dates I submitted, but that does not mean an automatic is guaranteed.

Lostinspace
Hertz has 3 locations in Florence:
- 137r, Borgo Ognissanti (just east of the intersection with Via Curtatone (city center)
- 53 via del Sansovino (south of the Arno river, not far past the Ponte Alla Vittoria, a bridge across from the Cascine Park)
- Via Palagio degli Spini (airport car rental center)
If you are staying in the city center, the Borgo Ognissanti location is the easiest. Via del Sansovino is also convenient especially if you are going to/coming from Siena or Chianti areas.
The airport location would be the last place I would rent a car, unless you plan to rent upon landing to Florence and driving out to your destination from there.
People who enter the Florence ZTL by mistake without realizing they are entering one of the ZTL entry points and going under the ZTL camera (which even a legally blind person could see) should have their license revoked permanently and banned from driving in any country. There is a very visible ZTL sign warning you are entering the ZTL, the signs are in Italian and English, and has a red light too

The airport car rental lot on Via Palagio degli Spini is a popular option for car rental pick-up and drop-off. The car rental lot is just around the corner from where the A11 ends. It's very convenient for many people, not just those people with flights at the airport.

The airport car rental lot is a simple 10-15 minute ride by taxi to Florence's train station (or city center). It's very close. Perhaps you'll save 5-7 minutes on the taxi ride by renting at one of the closer local offices. Europcar has one on Via Forlanini. The car rental lot at the airport has the most agencies represented, the most car choices, and the best hours.

If you rent from one of the Via Borgo Ognissanti agencies, you will be given permission, a two-hour window to enter and exit a specific ZTL camera zone, but you must use the route that the agency instructs you to use for both pick-up and drop-off.

Yes, a mistake can happen. Some folks panic and don't know what to do when something goes wrong. Mistakes are less likely to occur if you are further away from the ZTL zone when you pick-up and drop-off a car.

I have been using the agencies on Via Borgo Ognissanti for decades. It takes a little study, and it helps if you're good with directions. I don't think it's that difficult, but I'm the type who doesn't scare easily.