Donald Trump, billionaire real estate investor and star of reality TV, has filed a lawsuit in an effort to remove his personal brand from the two Atlantic City casinos that bear his name.
Trump Plaza and Trump Taj Mahal belong to Trump Entertainment, a company in which Donald Trump possesses only a 10% share. But his involvement allows the Trump name to be used for licensing purposes. The 68-year-old has asked a state judge to permit his name to be removed, citing the disrepair and lack of “high standards” attributed to the pair of casinos.
I want it off both of them,” Trump told the Press of Atlantic City. “I’ve been away from Atlantic City for many years. People think we operate (the company), and we don’t. It’s not us. It’s not me.”
Trump Plaza to Close Next Month
Trump Plaza is set to close on Sept. 16. Trump was apparently angered over that announcement and further infuriated that employees of the casino were duly notified of the shutdown as required by law, yet the same notification was never sent his way.
Not only does the issuance of these WARN notices further harm the Trump name and brand, but it also underscores the (company’s) inability to remedy the appalling conditions that gave rise to the defaults under the licensing agreement in the first place,” read the lawsuit.
The scheduled closing of Trump Plaza is in line to follow the same fate of the Showboat Casino on Aug. 31. The Revel Casino may soon turn away gamblers as well unless a buyer comes forward during a bankruptcy auction tomorrow, Aug. 7. The Atlantic Club closed Jan. 13.
Donald Trump Made for TV
Trump has been a well-recognized name for decades. The 68-year-old followed in his father’s footsteps in building a real estate empire, eventually establishing a worth said to be in the billions.
His success landed Trump several gigs on television, the star of “The Apprentice” and later “The Celebrity Apprentice.” Trump made the catchphrase “You’re fired” quite popular, as he eliminated contestants from the programs who were vying for a position within his companies.