In South Florida, Donald Trump offers luxury condos and hotels – but with his name on them? | national
MIAMI — New real estate venture Doral launched by former President Donald Trump includes the traditional trappings of its promotional book: luxury amenities, access to top-notch golf, and a swaggering statement from Trump himself touting it as “can- to be the most exciting development in the Country.”
But as described in an application to the city’s planning department, the proposed “Doral International Towers” complex lacks a mainstay of the celebrity mogul’s real estate businesses: the use of “Trump” in the name.
The four towers, which would rise 42 stories on the footprint of the existing Trump National Doral Miami complex, so far owe their name only to the city where they would be built and not to the 45th president who wants to build them.
“He gave us the name,” said Felix Lasarte, the Miami attorney and lobbyist hired by the Trump Organization to push the 2,000-plus-unit condominium project through the zoning and use process. lands of Doral. “He wants the focus to be on Doral.”
The proposed Doral project overlooking Northwest 87th Avenue and 36th Street could offer a case study in Trump’s branding after his first presidential term, which ended with the Republican falsely claiming he had winning an election, then overseeing an effort to nullify it.
Trump’s success as a famous real estate mogul and reality TV star has earned him one of the most famous names in real estate, with developers in Sunny Isles Beach, Fort Lauderdale and beyond. formerly paying licensing fees to place the Trump name on their towers.
In appealing its Miami-Dade County property taxes in 2018, an attorney for the Trump Doral said it was “seriously underperforming” compared to the Turnberry Golf Resort at Aventura and other competitors, partly blaming “a certain negative connotation with the brand”.
Doral was one of the closest towns to Miami-Dade County in the 2020 election, with Trump just leading Joe Biden 51% to 49%, according to an analysis by the Miami Herald.
Trump needs approval from Doral City Council to build the towers, with votes expected later this year. Construction could begin in late 2023, ahead of a 2024 presidential campaign. Trump hints he is ready to run for a second term in the White House.
The proposed towers would be about double the height of buildings at Doral’s new malls, Lasarte said, and are to be reviewed by the Miami-Dade County Department of Aviation.
With 2,222 proposed condos expected to sell in the $2 million range, the proposed project would also include approximately 82,000 square feet of retail and nearly 500,000 square feet of office space.
The complex itself would shrink from 643 hotel rooms to 470 after demolishing existing buildings. Two of the current 15 buildings would be demolished, Lasarte said.
The five-page letter of intent that Lasarte sent to the city on Jan. 14 outlining the project says “Trump National continues to be an internationally acclaimed and universally advertised golf destination,” but does not mention Donald Trump.
It describes the proposed project as “a mixed-use shopping center in the heart of the city’s downtown area which will be known as Doral International Towers”.
Trump bought the former Marriott out of bankruptcy in 2012. A disclosure document lists Trump as the beneficiary of the trust behind the entities that own the 54-acre property and its golf courses, including the famous ‘Blue Monster’ .
Will Trump keep his name out of the project?
News of the business came first from Trump. In a press release issued by his office on January 17, Trump celebrated the Blue Monster’s recent upgrades and announced an upcoming “Phase 1” expansion in Doral with luxury housing, commercial and commercial space. “This is perhaps the most exciting development in the country,” the statement said.
After inquiring with the Miami Herald about the absence of the Trump brand, Lasarte said the former president told him Monday night that the project would likely bear his name as well.
“He said, ‘These are work plans,'” Lasarte said. ”Trump Doral” is what he called it.
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