Could a name like Trump harm a building's value?

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Donald Trump’s name – already a household word for decades – has gained even more currency as the Republican nominee for president. Indeed, many pundits felt – at least early in the race – that Trump’s presidential run was intended solely to bring in more revenue for his businesses. But that may not be the effect it’s having.

There are several indicators that Trump’s businesses – or businesses which bear his (oft-licensed) name – may be suffering for it.

According to a recent Washington Post report, “foot traffic to Trump-branded businesses appears to have fallen significantly during the presidential campaign.” And according to The Wrap, Toronto’s Trump International Hotel – which isn’t even actually owned by Trump – has been blackballed by the upcoming Toronto International Film Festival.

According to the Post report, social app Foursquare – which allows users to “check in” at various businesses – as shown a significant drop in foot traffic to Trump-branded hotels, golf courses and casinos since the presidential race got underway. In New York City, foot traffic around Trump hotels has plummeted 17% year over year.

And Foursquare’s numbers aren’t unimportant; the app analysed foot traffic to accurately predict a big drop in Chipotle’s business last year, and correctly projected the number of iPhones Apple would sell after it launched the 6S, the Post reported.

As for the Trump International Hotel, it’s even losing business it had already booked, according to The Wrap. Caterer and restaurant Oliver & Bonacini, which operates an eatery in the hotel, is even looking to dissolve its agreement over party cancellations, The Wrap reported. And film festival organizers are worried about booking events there for fear that celebrities repelled by Trump’s brand will stay away.  

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