The Real Deal Chicago

Trump name returns to marketing efforts for namesake riverfront skyscraper

The president’s name was conspicuously absent from an earlier effort to market Trump Tower’s retail space
December 08, 2018 08:00AM

From left: Trump International Hotel & Tower, Donald Trump (Credit: iStock, Getty)

Months after broker RKF released a marketing brochure for 401 North Wabash Avenue — known to most Chicagoans as Trump Tower — that did not include the president’s name, a new brokerage launched an advertising push that returns the Trump brand front and center.

This spring, RKF released a flyer in search of tenants for the building’s 64,000 square feet of unleased retail space facing the Chicago River. Not only did the brochure leave out the tower’s official name — referring to it only by its address — it also included a picture of the building’s front facade from before the Trump name was added in big letters in 2014, according to Crain’s.

But a more recent brochure, published by A-R-C Real Estate, prominently features the Trump International Hotel & Tower name on its front page, imposed over a rendering of the building featuring a fully-occupied terrace space.

Trump personally reported making more than $8 million last year off the building, the city’s second-tallest tower.

His son Donald Jr. met with Downtown Alderman Brendan Reilly (42nd) over the summer to discuss potential retail tenants for the Riverwalk level of the tower, which has sat vacant since the 92-story building was completed in 2008. [Crain’s] — Alex Nitkin