Now, as skating season begins, the president’s name is gone from the boards around each rink where large red “TRUMP” signs once surrounded skaters. It is mostly gone from the desk where visitors rent skates: There, the white tarp used to hide the Trump name wasn’t quite big enough for the job, so a “T” still sticks out.
And where the president’s name remains, it is largely relegated to the fine print. The welcome sign out front of one rink used to say “Trump” at the top; now the name is at the very bottom, under the phone number. “Operated by the Trump Organization,” the sign says.
Trump’s company still runs these two ice rinks. For them, then, the changes in branding mark a milestone: For the first time since Trump took office, two of Trump’s own businesses seem to be trying to downplay their connection to his name.
“It’s a complete rebranding,” said Geoffrey Croft, of the watchdog group NYC Park Advocates. These rinks, which once shouted the president’s name, now barely mention it. “They’ve taken [the name] off everything. Off the uniforms, everything.”