In Manhattan, as the civil fraud trial of former President Donald J. Trump came to a close, a significant change took place at Trump Golf Links at Ferry Point in the Bronx. The golf course, now under new management by Bally’s Corporation, unveiled a new sign reading “BALLY LINKS” at a rebranding event attended by Mayor Eric Adams.
Mayor Adams, a Democrat critical of Trump, refrained from making direct comments about the former President but highlighted the change as an opportunity to enhance tourism in the Bronx. Many New York Democrats welcomed the management transition, hoping to reduce Trump’s influence in the city.
“This is a turning of a corner of the greatness of the great borough with great people that have great expectations,” said Mayor Adams.
The move signals another step in Trump’s withdrawal from New York City, where he once had a prominent presence as a businessman and celebrity. Bally’s Corporation acquired the license to operate the 180-acre golf course, a property the city had unsuccessfully tried to reclaim from Trump’s company. The agreement specified that the property would no longer bear the former President’s name.
Although Bally’s announced the deal with the Trump Organization in September 2023, the lease transfer did not occur until November. The $60 million price was lower than what many industry experts had estimated. The 18-hole links-style golf course offers stunning views of the New York City skyline, providing unique experiences for its visitors.
Bally’s Corporation is considering a casino bid at the Bronx site, aiming to secure one of up to three casino licenses in the New York City area. As the competition for New York City casino permits heats up, potential operators are facing a high-stakes gamble, using all their resources to offer a better proposition than their competitors.
By distancing itself from the Trump name, Bally’s Corporation hopes to fully leverage the golf course’s unique advantages while avoiding the negative implications associated with its former owner. The rebranded property joins other projects in the city that have removed the Trump brand, including hotels and apartment buildings.
The rebranding of the golf course reflects a broader trend of Trump’s diminishing influence and visibility in various sectors, signaling a shift in the city’s landscape and business associations. As Trump’s popularity declines in certain circles, companies and organizations are readjusting their associations to align with changing public sentiments in order to safeguard their reputation.