The Trump SoHo, once a jewel of the Trump empire, is abandoning the Trump name and being rebranded as The Dominick.
Since Donald Trump has become President, the once-trendy Trump SoHo has struggled. Its corporate event business has slipped, and visiting National Basketball Association teams -- once a large source of revenue for the hotel -- have stopped patronizing the property.
The 46-story, 391-room Dominick Hotel, has a spa, outdoor pool, three dining venues, and banquet and event space. It becomes one of three New York City properties belonging to Preferred Hotels & Resorts' Legend Collection.
"The debut of The Dominick marks a new start for the continuation of the level of luxury service that has been set at this hotel," said Sharon Telesca-Feurer, acting director of sales and marketing of The
Dominick. "We look forward to introducing new and exciting offerings for our new and returning guests."
All existing room reservations will be honored by The Dominick with no action required.
The Dominick offers a wide range of meeting and event spaces, all featuring floor-to-ceiling windows, including The SoHo Ballroom, a reception space for up to 300 guests; The Hudson Square Ballroom, complete with a private outdoor terrace; and two smaller boardrooms. SoHi, the hotel's 46th floor event space, can accommodate 100-person events.
New signature restaurant Spring & Varick offers a twist on Modern American Cuisine. Mr. Jones, a bar located on the lobby level, celebrates classic 1960s Americana. Seasonal Bar d'Eau, located on the seventh floor, is an indoor/outdoor rooftop bar featuring cocktails and a menu of light bites served poolside.
This is the latest instance since President Trump's election of the Trump name being removed from a building. In July, Trump International Hotel in Toronto was rebranded as a St. Regis, and last year three Trump Place apartment buildings in New York also removed the name.