Mr. Trump Jr.

Luxury Travel

Style and Substance: Establishing a Luxury Hotel for the Long Term in an Of-the-moment Location

By Donald Trump Jr., Executive Vice President Development & Acquisition, The Trump Organization

Co-authored by David Chase, General Manager, Trump SoHo New York

STYLE

When we opened Trump SoHo New York just over a year ago, we were a lot of “firsts”: first luxury, high-rise hotel in the neighborhood; first American hotel with Fendi Casa furniture in the guestrooms; second Trump Hotel Collection property in Manhattan but the first Downtown. All of these and more combined to create very high expectations, not the least of which we felt coming from our potential guests before we opened our doors on April 9, 2010.

Given my father and our company’s reputation for super luxury, uptown properties, many people wondered if we really knew how to brand a hip, downtown project. The answer was a resounding yes especially with Eric, Ivanka and I involved in the process. The Next Generation took the lead on interior design – collaborating with Rockwell Group on the public spaces and guestrooms, and working side by side with Anthony DiGuiseppe on the spa. In planning the property as a whole with the developers, we wanted to insure that the amenities topped all of those in the surrounding downtown neighborhoods – from the Pool Deck to SoHi to the Library - Trump SoHo had to be unique, but still illustrate the iconic luxuries associated with our brand.

From our experience in running award-winning hotels such as Trump International Hotel & Tower in both New York and Chicago, we knew that cool would probably get guests in the door when the hotel was brand new, but it certainly wouldn’t sustain our business. Our goal was not to be a flash in the pan like most new “chic” hotels, but rather the solid fifth pillar of our growing luxury hospitality group, Trump Hotel Collection.

While all are dramatic and skyline-changing, each Trump hotel is specifically designed to be apropos to its environment. We don’t want guests to have to look out the window to figure out what city they’re in (although there’s no doubt they will be the best views of that city). For example, Trump International Hotel Las Vegas’ 24-karat-gold exterior is perfect for Vegas and still signature Trump – and the soon-to-open Trump Ocean Club International Hotel & Tower Panama, situated on the water at “the bridge of the world” - clearly the most design-focused property in Panama City, bears the striking image of a full sail.

For SoHo, the challenge was interpreting the flavor of the neighborhood in a Five-Star way, and we decided to take luxury in another direction. Working with the design team, the marriage of “rich and raw” became the essence of the project. For example, matte Jalo Sahara paving stones that echo the neighborhood’s cobblestone streets were used in the lobby, poured concrete and split-face wood in the cocktail lounge, plenty of oxidized bronze, and aniline leather walls in the elevators were contrasted with double-height, polished Venetian plaster columns, articulated walnut screens, and a dramatic fiber-optic-and-blown-glass suspended sculpture. The result is a very modern space that still feels comfortable.

As the hotel operator, we knew Trump SoHo’s singular amenities would draw both guests and visitors. The library, overlooking the lobby, features a contemporary fireplace and is outfitted with the complete catalog of lush art and design volumes by TASCHEN. The mosaic-tiled lap pool and surrounding pool deck, with its lounge chairs, cabanas and bocce court, draw guests throughout the day. And our modern, sexy bar/lounge, Kastel, showcases very current DJs, but the bartenders are well-schooled in classic mixology.

The Spa at Trump SoHo made a big entrance, being the only authentic luxury hammam in New York and only the second in the U.S. – a concept that Ivanka brought back from her travels to Istanbul, where we have branded a spectacular mixed-use property. It’s refreshingly new to many of our guests, and delightfully familiar to those who have travel experiences in Eastern Europe, North Africa and the Middle East. In addition to the hammam services, The Spa at Trump offers classic treatments and results-driven Kate Somerville facials, personalizing each individual’s spa experience.

Throughout our Trump Hotel Collection properties, technology has to be at the forefront, and SoHo is no different. Our guest rooms, for example, have remote-controlled drapes, charging sanctuaries for any type of smartphone or electronic device, and the ability to stream videos to your TV. We once had a guest ask us to set the TV to say “Will you marry me?” and we had a letter signed by Donald Trump that said, “If you don’t say yes, you’re fired!” It was quite a moment! The rapidity of social media and its popularity among our guests has also had a substantial, beneficial impact on our business, whether they’re posting photos of the view from their guest room to Twitpic or reviewing their experiences on TripAdvisor. Their endorsements have been invaluable in drawing business.

While I don’t expect that all of our contemporary touches will prove to be eternal and I anticipate that they will be updated as in every hotel, the most critical elements will never change – our commitment to the highest standards in luxury, service, and quality.

SUBSTANCE

There are several major factors that set Trump SoHo apart from the other hotels in the neighborhood. The first is our physical product. In an area characterized by boutique hotels, “hip” connotes select services and “cozy” guestrooms. Let me tell you: it’s luxurious to have space, and luxury never goes out of style. That was a critical Trump element that we wanted to make sure was demonstrated throughout the building.

Our standards are beyond that of other hotel brands, be they chic boutique or traditional luxury and as a residential real estate company, we think of all the details, creating an experience that feels more like a “five-star home” than a hotel. Primarily, we’ve made sure that the guests have expansive space in the bedroom and bathroom. Other hotels have a combination bathtub and shower, or just a shower, while we have compartmentalized bathrooms with deep soaking tubs, shower stalls and a separate water closet. And while we have the most two-bedroom suites in New York (plus 10 penthouses), we have only 12 rooms per floor, which lends an intimate, residential feel. In addition, we pay very specific attention to design elements throughout – for example, we included easy to access power outlets built into the bases of our table lamps, the desk itself, and along the walls so that guests do not have to get down on the floor to plug in. As a company, we have always found that attention to the smallest details make a huge difference in our business.

Additionally, Trump SoHo also has the only real meeting space in the neighborhood. With 12,000 total square feet of flexible meeting space – most notably our 46th-floor event space, SoHi – we can accommodate everything from intimate gatherings to wedding receptions and product launches, all with the city’s best views.

Which brings me to our second differentiator: the views. Trump SoHo is a 46-story building with unobstructed views in perpetuity. From almost all of our guest rooms and event spaces, you can see the backyards, magnolia trees, cafes and cobblestone streets of the SoHo neighborhood, and beyond that, iconic landmarks like the Empire State Building, the Statue of Liberty, the Hudson and East Rivers, and several bridges.

The most important differentiator, however – the main essence of the Trump Hotel Collection brand – is the set service standards set by my father with the opening of the Central Park flagship property 14 years ago. Today, Trump International Hotel & Tower New York is the city’s only Forbes Five-Star, AAA Five-Diamond hotel with a Five-Star, Five-Diamond restaurant, Jean Georges. The exemplary service is what distinguishes us from all hotels – be it hip or traditional luxury.

In conclusion, if you strive for hip – if that’s your focus and intent – it’s likely that your standards start to slip away – service, amenities, quality design. These are the foundations of our brand. The standards need to be Five Star and the guest experience must always be paramount. For us, this idea is unwavering.

This article was co-authored by David Chase. Mr. Chase is general manager of Trump SoHo New York, the first ultra-luxury high-rise hotel in SoHo. Chase has spent his 18-year career working with global luxury brands, bringing a strong background in high-end hotel catering and conference services, financial management, and team building. He holds a bachelor's degree in marketing from Quinnipiac University in Connecticut and lectures regularly on hospitality management at New York University's School of Continuing and Professional Studies. He can be contacted at dchase@trumphotels.com

Donald J. Trump Jr. is an innovator and leader in today's young business world. As an Executive Vice President at The Trump Organization, he works in tandem with his siblings Ivanka and Eric to expand the company's real estate, retail, commercial, hotel and golf interests nationally and internationally. His extensive real estate development experience, rigorous education and inherent business sense add a level of detail and depth to the management of all current and future Trump projects. Mr. Trump Jr. can be contacted at 212-832-2000. or donjr@trumphotels.com Extended Bio...

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