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Another Property Ditches The Trump Name

Another Property Ditches The Trump Name

Not only will inciting an insurrection and riot get you impeached it also will get your name removed from buildings. In the wake of the Jan. 6 domestic terrorist siege of the U.S. Capitol the board of the Trump Plaza condominium in West Palm Beach, Fla., has voted to legally strip the former president’s name from the complex.

The two 32-story towers are a dominant feature of the city’s skyline and sit just across the Intracoastal Waterway from Mar-a-Lago in Palm Beach. The condo board voted Jan. 19 to sever its final link to the Trump name and set up a vote for residents to choose a new legal and brand name.

Units in the complex sell for $1 million to more than $4 million. Having the Trump name on the gleaming white buildings had been a marketing plus, particularly among potential international buyers. But Donald Trump’s presidency and his policies scrubbed much of the luster off his brand. Last week’s vote is the third time in the past year that West Palm Beach luxury community moved to distance itself from him. He hasn’t owned the complex since 1991, when money problems forced him to relinquish the property to lenders.

In February 2020 residents decided not to replace Trump Plaza signs atop the towers that had been removed for building repairs. In June of last year management took away Trump Plaza signs at street level because the building became a lightning rod for social justice protests in the wake of George Floyd’s murder. An email to residents at the time said the building was going incognito “for your safety.”

One Trump Plaza condo owner told the Palm Beach Post, “It’s been a long time in coming. Most of us are relieved that the name will finally be off the buildings.”

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“The Trump brand is damaged, so rebranding the complex is a wise move,” said Burt Minkoff, a real estate agent with Douglas Elliman on Palm Beach.

Some real estate agents already had taken pains to note that Trump isn’t affiliated with the waterfront condo complex. Livewpb.com, a real estate website run by Logan Realty, includes Trump Plaza units for sale on its website with this disclaimer: “Not currently owned by Donald Trump.”

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