Trump’s name to be removed from New York buildings to appeal to renters
Owner of Upper West Side Trump Place buildings, developed by the businessman, aims for more neutral building identity
Donald Trumps name will be permanently removed from a series of New York City buildings on Wednesday, in an apparent repudiation of his divisive presidential campaign.
The name Trump has been displayed prominently on 140, 160 and 180 Trump Place, in Manhattans Upper West Side, for more than a decade. Trump developed the apartment buildings in the 1990s.
But Equity Residential, which owns the building, told the Guardian that the Trump signage would be removed and the actual street names changed because it would make the apartments more appealing to renters.
We are in the process of rebranding the buildings using their street addresses as the property names, said Marty McKenna, a spokesman for Equity Residential.
The goal is to assume a more neutral building identity that will appeal to all current and future renters.
An employee at the leasing office at 140 Trump Place said the work would begin on Wednesday just eight days after Trump won the presidential election.
The move comes after hundreds of residents signed a Dump the Trump name petition calling for Trump to be removed from the buildings.
The petition, which was launched in October, cited Trumps appalling treatment of women, his history of racism, his attacks on immigrants, his mockery of the disabled, his tax avoidance [and] his outright lying.
Juliet Herman, 52, has lived in one of the Trump Place buildings for nine years. She said she was thrilled at the news.
I couldnt be happier, Herman said. Because honestly I believe in treating people equally, so to me Id say to feel that my building is no longer a part of the political atmosphere makes me feel good.
Herman said in the past month there had been incidents in which people had thrown eggs at the outside of the buildings. She said she had experienced negative reactions when she told people her address.
Im looking forward to people not bringing politics into it any more when they come visit or see where I live.
Erin Kelly, who has lived in Trump Place for eight years, was among those who campaigned for the name to be removed.
It demonstrates more respect for the diverse community of residents and employees who live and work here than anything the buildings now-former namesake has ever said or done, Kelly said of the decision.
Im personally grateful to Equity for truly hearing the many voices who spoke out in support of ridding our homes and workplaces of a name that is permanently synonymous with bigotry, misogyny, xenophobia and dishonesty.
The apartment buildings will no longer use the address Trump Place, Equity Residential said, instead adopting the formal street address of Riverside Boulevard. Trump-branded doormats were removed from the buildings in the days before the presidential election.
Signs saying Trump Place in large gold letters will be removed from the three buildings on Wednesday.
Trump developed the apartments, between 59th Street and 71st Street on the west side of Manhattan, in partnership with investors from Hong Kong in the 1990s, according to the New York Times.
Seven buildings bear the Trump name. While some are managed by the Trump Organization, the three apartment buildings at 140, 160 and 180 Riverside Boulevard are now controlled by Equity Residential.
Trumps home, Trump Tower, is located just a mile and a half east of Trump Place.
Since Trump won the election, thousands of people have taken part in anti-Trump rallies outside his tower. It has been a jarring contrast, with Trump hunkered down inside planning his presidency and tens of thousands of people outside protesting against his rhetoric.
Hope Hicks, a spokeswoman for the Trump campaign, did not respond to a request for comment.
Read more: https://www.theguardian.com/us-news/2016/nov/15/new-york-trump-buildings-trump-place-name-removed