Trump Place Residents Protest The Large Gold Name On The Front Of The Building

The man and the brand seem to be falling out of favor with residents.

By Annette Barlow October 27, 2016

Unless you’ve been living under a rock (or you’re Newt Gingrich), you’ll have probably noticed that Donald Trump’s cred has taken a bit of a knock recently. It might have something to do with the evident lack of political experience he revealed over the course of three presidential debates. It might have something to do with the vastly superior sums of money that Hillary Clinton’s campaign has spent on media advertising. Or it might have something to do with  his xenophobia and general negative judgment of all kinds of people. Whatever the reason, he’s fast becoming a national humiliation.

Related: Trump Names His Economic Advisory Board and Some Real Estate High Rollers Make The Cut

So it’s not at all surprising to learn that the Trump brand name is causing others significant embarrassment by proxy. Washington DC’s newly opened Trump International Hotel has begun discounting hoards of empty rooms, in spite of the prime season and the opulent hotel’s premium location. Trump’s newest construction project, a hotel in Vancouver, has been hit with waves of disapproval, with local residents and even the mayor demanding that association with Trump’s name be downplayed.


And now tenants of New York’s Trump Place, a high-rise residential property on Riverside Boulevard on the Upper West Side are also railing against the billionaire’s reputation as a hard-line sleaze. In a synchronized blow to Trump’s standing, residents told BuzzFeed that they were ashamed to live in a building emblazoned with his name, while an online petition demanding that Trump’s gold-plated name be “dumped” from the property has already garnered over 200 signatures.

“Trump’s appalling treatment of women, his history of racism, his attacks on immigrants, his mockery of the disabled, his tax avoidance, his outright lying—all are antithetical to the values we and our families believe in,” the petition states. All stellar points, of course, but given that the complex was named after the real estate mogul, surely these residents are in fact paying their rent directly into Trump’s own pockets? He owns the properties, right?

Well, that part isn’t so clear: the project—including six buildings in total—was originally developed by Trump and a group of Hong Kong investors in the mid ’90s, but in 2005, three of the buildings were sold to the Carlyle Group and Extell Development Corporation. The buildings would go on to change hands again, with numbers 140, 160 and 180 Riverside currently being owned and managed by Equity Residential. It’s not entirely clear what the situation is regarding numbers 200, 220 and 240, but it would seem that The Trump Organization is still directly connected to the complex.

Speaking to Brick Underground, one discontented Trump Place tenant, ‘Karen’, said: “It’s embarrassing to live in the building. My kids are so disgusted with Donald Trump that they find it viscerally uncomfortable to live in a building that has his name on it.” A letter, which has circulated among the tenants of 220 Riverside, calls for the complex’s board to change the building’s name, and has amassed signatures from 57 homeowners and 24 renters.

But, isn’t it rather hypocritical to lash out at Trump’s name while still providing the septuagenarian with plenty of cold, hard cash through monthly rent and management fees? ‘Karen’ explains, “It’s a great building … and the people who work in the building are wonderful.”

So while his name is well on its way to becoming mud, it seems that Trump’s bank balance will continue to prosper.


Annette Barlow



Annette is freelance editor, sub-editor, journalist and proofreader with a fierce love of all things feminist, food and music. She is a regular fixture on the arts, culture and feature desks at The Guardian, and her words have appeared on NME, Great British Chefs, The Fly, The Line of Best Fit and Australian Times.

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