Manhattan apartment residents dump Trump branding

It had to happen, considering New York was a Clinton win in last week’s Presidential elections. Now, the residents of the three high-rises that make up Trump Place have revolted – they have voted to strip the Trump name off the buildings’ facades.

The high-rises, at 140, 160 and 180 Riverside Boulevard, on Manhattan’s Upper West Side, will now be known only by their address, reports Mansion Global.

The website quotes Marty McKenna, vice president of investor and public relations for Equity Residential (landlord and manager), saying “a more neutral building identity will be attractive to all current and future residents”.

The decision to dump the Trump branding comes after residents were urged to sign a petition to remove the name of the then Presidential candidate from the building.

The public petition on Change.org states, ” Trump’s appalling treatment of women, his history of racism, his attacks on immigrants, his mockery of the disabled, his tax avoidance, his outright lying – all are antithetical to the values we and our families believe in.

“Many of the staff members of our building are minorities or immigrants; working in a building bearing his name is insulting to them.

“Since Trump leases his name to buildings he does not own, part of our rent is being used to increase Trump’s net worth.

“Just as celebrities have their endorsements rescinded for bad behavior,  Equity Residential should rescind its leasing arrangement with Donald Trump, whose behavior has surely tarnished the Equity Residential brand.

“Our home is our most personal private space, a building we should feel proud and happy to walk into every day…  So…. THE TIME HAS COME TO DUMP THE TRUMP NAME!”

The Trump Place buildings were co-developed by Trump’s business in the 1990s, on a stretch of an old rail yard facing the Hudson River.

The Trump Organization, which oversees the president-elect’s business holdings, says the name change is due to a pre-existing agreement that was decided years ago. A spokesperson says it was mutually agreed upon.

This story originally appeared on Stuff.