As the civil fraud trial of former President Donald J. Trump neared its conclusion in Manhattan, a significant change took place at the Trump Golf Links at Ferry Point in the Bronx. The golf course, now under new management by Bally’s Corporation, underwent a rebranding event attended by Mayor Eric Adams, revealing an updated sign that reads “BALLY LINKS.”
The Democratic mayor refrained from making direct comments about the former President but emphasized the change as an opportunity to enhance tourism in the Bronx. Many New York Democrats welcomed this management transition, hoping to diminish Trump’s influence in the city.
“This is an opportunity to enhance tourism in the Bronx,” Mayor Adams said during the event. “Let’s make sure this is a turning of a corner of the greatness of the great borough with great people that have great expectations.”
The move signifies 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 attempted to reclaim from Trump’s company. The agreement stipulated the property would no longer hold the former President’s name.
Bally’s Corporation is eyeing a casino bid at the Bronx site, hoping to secure one of up to three casino licenses in the New York City area. As the race for New York City casino permits intensifies, potential operators face a high-stakes gamble, leveraging 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, avoiding the negative implications associated with its former owner. The rebranded property joins other projects in the city that have shed 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, marking a shift in the city’s landscape and business associations. Companies and organizations are recalibrating their associations to align with changing public sentiments, seeking to avoid damage to their reputation as Trump’s popularity wanes in certain circles.