The Donald Salvages Trump Name with Lawsuit
On Tuesday, August 5, Donald Trump filed an action in the New Jersey Superior Court against Trump Entertainment Resorts, Inc. to get his name off two of their Atlantic City Casinos. The Donald seems to think the poor state of conditions of these Casinos is causing harm to the prestigious reputation of the Donald Trump brand.
The lawsuit seeks to have the name “Trump” removed from the Trump Plaza and the Trump Taj Mahal as they are being operated in breach of a licensing agreement between Trump AC Casino Marks, LLC and the Trump Entertainment Resorts, Inc., which Trump does not own or manage. The entity and two casinos operate under the Trump name pursuant to a licensing agreement that requires they be managed according to the highest levels of quality and luxury.
The complaint alleges that the casinos have fallen into disrepair and they are confusing consumers into thinking they are owned and operated by Donald Trump. Trump further claims that the Trump name has been “synonymous with the highest levels of quality, luxury, prestige and success,” and the poor condition of these casinos is tarnishing that image.
The Trump Plaza failed a quality control test in 2012 and failed yet another only a few weeks ago. The Trump Plaza is allegedly set to close in September of this year.