Donald Trump may have won the presidency, but it came at the cost of something even more dear to him: his brand. The New York Post reports that three apartment buildings in Manhattan – located at 140, 160, and 180 Riverside Blvd – that were called Trump Place will be tearing down their Trump-branded signs and changing their names.
It all started in October, when over 80 residents at 220 Riverside Blvd – another Trump Place – signed a petition demanding that their building’s signage be removed.
220 Riverside Blvd resident Robert Stern explained that he was embarrassed by the name:
“He’s a jerk. I don’t respect him. I don’t want to be in a building that’s blaring his name. His name used to be gold — but now its [sic] fools [sic] gold.”
That petition inspired residents at 160 Trump place to start an online petition of their own, which has collected over 700 signatures.
An anonymous resident at 160 Trump Place also expressed embarrassment:
“It’s embarrassing to live in the building. I’ve had lots of friends make comments about it. 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.”
Equity Residential, the Chicago-based real estate investment trust that owns the properties, was under contact with The Trump Organization to name the apartment buildings after Trump. Even though it will cost hundreds of thousands of dollars to take down the signs and rename the buildings, Equity spokesman Marty McKenna has announced that they will do so:
“We are removing the [Trump] name on those buildings. The decision was to brand the buildings with a more neutral building identity that will appeal to all current and future residents.”
For now, 140, 160, and 180 Riverside Blvd will be officially referred to as their street addresses. Unfortunately, it looks like 220 Riverside Blvd will still be named Trump Place for the time being.
Featured Image via screenshot from YouTube video
