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Trump’s name to be removed from three NYC high-rises following petition by ’embarrassed’ residents

Three apartment buildings in New York City dropped the name "Trump Place" after tenants had circulated a petition requesting the change to the landlord. (Video: Reuters)

President-elect Donald Trump’s name is written in the Manhattan skyline, emblazoned on condominiums, hotels and office towers throughout the city where he made his real estate riches.

But one group of tenants wants to strip Trump’s brand from their buildings. In October, residents from a trio of apartment complexes on the Upper West Side petitioned to have the name “Trump Place” removed from the towers’ facades, saying they were embarrassed to be associated with Trump.

On Tuesday, they got what they asked for. The company that owns the buildings said it would rename them after their street addresses — 140, 160 and 180 Riverside Blvd. — and take down the all-caps gold letters spelling out “Trump Place,” the Real Deal reported.

“The purpose of this change is to assume a neutral building identity that appeals to current and future tenants,” Equity Residential senior regional manager Mary Pawlisa told the publication. “Using the street address for the building name is popular practice in NYC, and our well-known Riverside address makes it easy for visitors to locate the building.”

More than 600 people had signed the online petition to “Dump the Trump name” and take down the “Trump Place” lettering, which is set to be removed this week, according to Bloomberg. Organizers said they were appalled by Trump’s “treatment of women, his history of racism, his attacks on immigrants, his mockery of the disabled,” and other issues that the president-elect has been criticized for in recent months.

“We’re very pleased, people felt really good that they could do something,” Linda Gottlieb, one of the petition’s organizers, told Bloomberg. “It was an empowering way to protest. It wasn’t a random protest, it was a very specific protest.”

Trump has not owned the buildings for more than a decade. A spokesperson for the Trump Organization, the family-owned conglomerate that manages Trump’s investments, said the decision to change the name was mutual.

“This recent change is simply the enforcement of a pre-existing agreement which has been in place for years,” the spokesperson told BuzzFeed News.

In October, there were signs that the managers of the 1,325-unit complex were acting on the petition. Doormen and concierges were being outfitted for new uniforms and rain mats were being replaced without Trump’s name, as reported by the New York Times.

“I haven’t had a single interaction with a neighbor or an employee who wasn’t interested in having the name removed,” one resident, Erin Kelly, told the newspaper. “It used to be that we were embarrassed because he was tacky. Now he’s shown himself to be despicable on every level.”

Located between 59th and 72nd Streets, the buildings were developed by Trump and a group of billionaire investors from Hong Kong in the 1990s, the Times reported.

Throughout his presidential run, reports showed that Trump’s personal brand had suffered as a result of his divisive and vulgar remarks, including comments he made in a 2005 Access Hollywood tape that showed him bragging about sexually assaulting women.

“Trump isn’t a typical businessman. For decades his personal brand has been built around superlatives,” The Washington Post’s Christopher Ingraham wrote in August. “It’s one thing to build a business around these types of ideas. But it’s a lot harder to do this in a political campaign.”

He continued: “For these reasons presidential campaigns can take a harsh toll on a candidate’s favorability or job approval ratings. It’s no surprise that the 2016 campaign would have a similarly negative effect on the perception of Trump’s business acumen.”

It may have cost him his name on three Manhattan luxury apartment towers, but it did not cost him the election.

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