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Trump Exchange Atlantic City and New Taj Mahal Tower

Donald Trump was in Atlantic City last month to celebrate two milestones in the rejuvenation of Trump Entertainment Resorts, and more specifically, of Trump Taj Mahal.

First, the Donald cut the ribbon on Trump Exchange, the new upscale gift shop that marks the first entry in the complete re-design of the second-floor, an effort being coordinated mainly by Trump’s “Apprentice” at the Taj, Dr. Randal Pinkett.

Second, Trump went to the vacant spot between Taj and Showboat to put the first shovel in the ground for the Taj Mahal’s new 45-story, 786-room hotel tower.

Trump Exchange is a 4,000-square-foot branded Trump retail store at the top of the main escalator from the lobby—the first thing guests see when they come upstairs.

According to David Hogrefe, senior group director of interior design firm Fitch Inc., the Trump team gave his firm the task of creating a space that communicated the Trump culture without looking like any other retail outlet at the casino. The kicker? They had two weeks to design it.

What they created is a space that is certainly opulent, but with a much more modern feel than most of the original Taj, with plenty of hardwood and a central merchandise table made of solid marble. “You don’t see many marble tables eight feet wide,” comments Hogrefe.

The merchandise includes all of the T-shirts, leather logo jackets and mugs one would expect at a casino gift shop but it is combined with high-end watches and other jewelry to create the same kind of elegant-but-casual look as the store’s design.

“The design is consistent with what the whole corridor project will look like,” says Pinkett, who notes that the store is the beginning of a new look not only for the second floor, but for the entire casino. “We’re taking the Taj Mahal into the 21st century.”

It’s all part of a massive renovation of all three Trump Atlantic City casinos.

Trump and James Perry, CEO of Trump Entertainment, both participated in the groundbreaking for the new $250 million tower, which will include 70 luxury suites. Completion is expected in summer of 2008.

Trump Set to Officially Open New Trump Exchange, Survey New Tower Construction

Donald J. Trump will be in Atlantic City on Thursday to officially open the Trump Exchange retail store and to survey the construction site of the Trump Taj Mahal’s new, nearly 800-room, $250 million hotel tower. The events will begin with a ribbon cutting at the Trump Exchange, immediately followed by the tower construction site survey. Mr. Trump is the Chairman of the Board and largest stockholder of Trump Entertainment Resorts, Inc.

WHO: Mr. Donald J. Trump

WHAT: Official Grand Opening of Trump Exchange
             Survey of the Construction Site of the New Taj Mahal Hotel Tower

WHERE: Trump Exchange
2nd Floor Promenade (top of the main hotel escalators)
Trump Taj Mahal Casino & Resort
1000 Boardwalk
Atlantic City, New Jersey

As a branded Trump retail store, Trump Exchange features a wide array of Donald J. Trump apparel and goods, in addition to other inventory. Included in the 4,000 square foot facility are Donald J. Trump dress shirts, ties, golf shirts, cologne, wallets, belts and watches.

The new, 40 story, 450-feet tall hotel tower is planned to add 786 rooms to the Taj Mahal’s current 1,250 rooms. The rooms, expected to be completed during the summer of 2008, include 716 generously apportioned standard guest rooms and 70 ocean view suites.

Trump Entertainment Resorts, Inc owns and operates three properties in Atlantic City, New Jersey: the Trump Taj Mahal Casino Resort, Trump Plaza Hotel and Casino  and Trump Marina Hotel Casino. Together, the properties comprise approximately 371,300 square feet of gaming space and 3,180 hotel rooms and suites.

In the summer of 2006 the construction officially commenced on the new, $250 million hotel tower at the Trump Taj Mahal Casino Resort (the “Taj Mahal”).

“As we constantly strive to create a more entertaining and exciting atmosphere at each of our properties, the construction of our new hotel tower is planned to greatly increase our guest capacity at the Taj Mahal,” said Mark Juliano, the Company’s Chief Operating Officer. “As we renovate the casino floor and develop more dining and retail options at the Taj Mahal, these rooms will serve as a critical component of our plan to expand our business and attract more valuable customers.”

Completion of the tower construction is expected during the summer of 2008. The new tower is planned to add 786 rooms to the Taj Mahal, which currently has 1,250 rooms in the existing hotel tower. Standing 40 stories high and 450-feet tall, the tower’s rooms include 716 generously apportioned standard guest rooms and 70 suites with ocean views. The primary architect on the project is the Friedmutter Group.

Construction of the new tower is in addition to the Company’s previously announced $110 million renovation and expansion plan. Projects already completed include the renovation of nearly every hotel guest room at all three Trump properties; the entire casino floor renovation and the opening of 24 Central Cafe at Trump Plaza Casino and Hotel; the Ego Bar and Lounge, Trump Exchange retail store, The Asian Gaming Pit and the new noodle bar, The Rim, at the Taj Mahal. Construction of the new retail and dining entrance corridor to the Taj Mahal is underway, as is the renovation of the casino floor. The master plan for the Trump Marina Hotel Casino is also currently being developed.

Atlantic City 

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