By BUILDER Magazine Staff. New Yorkers crave apartments with views, but few homes that offer this option are available in the market. To satisfy the demand, the self-promoted king of Manhattan real estate, Donald Trump, launched Trump Place at 200 Riverside Boulevard on the Upper West Side. The 48-story, six-tower complex is just footsteps from Columbia University and Riverside Park. Buzz began when it was announced that the venerable Philip Johnson, considered the dean of American architects, would design the residential towers.
To sell the site, the Trump Marketing Group promoted the units by highlighting the views in a retro-style impressionist drawing of the buildings. The logo, used in ads and the cover of a four-color sales brochure, echoes the hey-day of Manhattan's pre-WWII co-ops. Inside the brochure, marketers eschewed plans and dimensions in favor of photos of the views to the river, East Side, and Riverside Park.
New York's new Trump Place at 200 Riverside Boulevard features urban necessities such as 24-hour doorman and concierge service, security, on-site valet parking, year-round indoor lap pool, a private fitness/spa center, and a children's club. The entire six-building complex sold out in less than two years. "The building marries Old World elegance with the most breathtaking views imaginable," says sales representative Suzanne Ayote. "Morning and evening views are difficult to find in Manhattan; here buyers get both." Trump launched sales in the spring of 2000 and sold all the units in less than 24 months.
Campaign Details
Program: Logo and brochure; Project: 200 Riverside Boulevard, New York; Builder/Developer: Trump, New York; Price: $775,000 to $2.9 million-plus; Size: 891 to 1,875 square feet-plus; Units released: 375; Units sold as of August 2001: 370 (several units were combined); Sales division: Trump Marketing Group, New York
