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The Trump Organization’s landmark building overlooking Central Park could be the next to ditch the Trump name, with plans reportedly in place to reduce the branding to appease residents.
Signs at the Trump International Hotel and Tower may be adapted so that the private residences are clearly branded with their address One Central Park West, The New York Times reports, setting it apart from the hotel.
The proposal was part of The Trump Organization’s bigger plans to renovate, but it represents a compromise on behalf of the president’s son and current Trump Organization leader, Donald Trump Jr.
Residents have argued the Trump name was damaging the value of their condominiums, the Times reports. Under the new proposal, which the building condo board is expected to approve, the Trump name would remain at the hotel but there would be a clear distinction between the hotel and the condos.
In practice, that could mean removing the “Trump International Hotel and Tower” sign from the building's awning and adapting street-level signs.
The Trump Organization told the Times in a statement that it was “proud of the building” and a source told the newspaper that it was a small number of people who didn't approve of Trump’s politics who pushed for the changes. Other sources said the changes have nothing to do with the residents' complaints.
The Central Park residents are far from alone in their action to change their Trump-branded New York buildings.
Earlier this year, all traces of the Trump name were removed from high-rises on Manhattan’s Upper West Side after the boards of 220 Riverside Blvd. and 120 Riverside Blvd. informed their residents they will remove the Trump branding from their buildings.
Those two condominiums were the last of the six buildings on Riverside Boulevard with the Trump lettering to remove the name.
Meanwhile, the Trump SoHo hotel in New York was rebranded to The Dominick, and in Toronto, JCF Capital paid around $6M to break its contract with The Trump Organization and change its hotel's name from Trump International Hotel & Tower to Adelaide Hotel Toronto.
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