Resident Petition Removes Trump Name From UWS Apartments
Plenty of buildings have been named after presidents, but more than 600 Trump Place residents think it’s an honor they’d rather not have.
140, 160 and 180 Riverside Blvd will now be known by their street addresses, and the president-elect’s name (written in gold, naturally) will be removed, Bloomberg reports.
The residents signed a petition asking the buildings’ landlord, Equity Residential, to “Dump the Trump Name.” Petition author and Trump Place resident Linda Gottlieb described the protest as “empowering” and “specific,” as opposed to the other protests around the city.
In addition to wanting the properties to have a “more neutral building identity,” Equity Residential spokesperson Marty McKenna told Bloomberg the contractual obligation for the name use is no longer in effect.
Earlier this year, analysts believed that Trump’s brand would be able to sustain any damage from his controversial comments, as they were “on brand.”
Residents say they're embarrassed about living in the properties, despite their quality, and have already been using the street name instead. Trump has licensed his name to commercial properties all over the globe, but this is the first—or at least first public—instance of one of those properties removing it. [Bloomberg]
