The verdant expanse of the Bronx’s premier golf destination has undergone a transformation, shedding its former association to embrace a new identity as “Bally Links.” The name change took place on Thursday, marking a significant departure from its past when it adorned the Trump moniker. The rechristening event severed the last visual connections to its previous namesake, as the conspicuous “Trump Links” sign was ceremoniously removed.
The transition was realized after Bally’s, a prominent casino operator in the region, offered $60 million for the lease rights formerly held by the Trump Organization. This move was made public during a New York testimony delivered in November by Donald Trump Jr.
This deliberate erasure of the Trump brand from the golf property was part of Bally’s strategic rebranding initiative. The sign’s removal represented a final, symbolic gesture in this process. The decision received political backing indicative of New York’s disposition, with Mayor Eric Adams, a Democrat, gracing the event and signaling the local disfavor towards the 45th president. Previous efforts to dissociate the golf course from Trump’s business empire had proven futile until now.
In 2015, New York City had solidified its relationship with the Trump Organization, granting a 20-year lease extension for Trump Golf Links at Ferry Point. However, Mayor Bill de Blasio had sought to terminate the contract after the events of January 6, 2021, at the US Capitol, only for a judge to later deem that action inappropriate.
Bally’s vision extends beyond merely operating a golf course. The company is looking to bolster its presence with a potential casino within New York’s borders. Already managing 17 casinos across nine states, Bally’s is on a quest to acquire one of three coveted gaming licenses to be allocated by New York authorities.
While MGM Resorts International and Genting seem to have an advantage for two of the licenses, Bally’s find itself among other hopefuls – a diverse mix including heavyweights Caesars Entertainment and the Las Vegas Sands. Despite being considered a less likely candidate, Bally’s has yet to reveal its intentions for the golf course, should their bid for a casino license fall short.
The disappearance of the Trump label from the Bronx golf terrain is part of a broader narrative illustrating New York’s shifting allegiances. Despite his success and fame originating from the city, Donald Trump has faced an increasingly cold shoulder. A host of properties have stripped his name, aligning with the political leanings taking root in the city.
Nevertheless, the Trump name persists on ten significant commercial and residential landmarks, including Trump Tower. Moreover, the Trump Organization maintains ownership of 16 New York City properties, standing as a reminder of the former president’s enduring influence.
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