Wonder

Research Outline

Prepared for Ali T. | Delivered March 4, 2021

Housing Residential Business Model

Goals

To have a better understanding of the business models of Trump Tower and other similar residential developments such as Bulgari Resort, Ritz Carlton Residences, Soho House Istanbul, among others. The information to be provided for each of the players includes the estimated size of the operation by location, the number of locations, business model for the housing residence i.e. owned and operated or license fee with estimate of structure, point of differentiation for the specific location and alignment with overall group of housing residences, and residences only vs part of hotel with residence department.

Early Findings

Trump Tower Business ModelAs of January 2019, there were several towers across the world with the official "Trump Tower" name either already completed or nearing completion.
The Trump Towers locations are as follows: 
Trump Tower in New York CityTrump Tower is a mixed-use tower in New York city that also serves as the headquarters for the Trump Foundation. 
Trump Tower stands at 664 feet (202 meters) high and has 58 stories. It was Donald Trump's primary residence at the time of his election to the White House in 2016.
Trump Tower has also housed some celebrity tenants including Johnny Carson, Liberace, Michael Jackson, and Bruce Willis.
This tower features "residential condominiums on the highest 38 floors of this 58-story tower and include nine duplex and triplex penthouses on the top nine floors."
Trump World Tower in New York CityTrump World Tower is a residential condominium in New York City.
It is 72 stories high and is currently the tallest residential building in New York City. 
Trump Towers in Istanbul, TurkeyTrump Towers Istanbul has two towers: a residential and an office tower. 
The owner of both structures is Aydın Doğan, a Turkish billionaire, who signed a licensing deal to use Trump's name on the Towers. It is reported that the Dogan family invested Dogans invested $400 million in Trump Towers.
Trump "made $1 million to $5 million in royalties in 2015 and 2016. And he made $100,001 to $1 million for 2017 and 2018, according to his financial disclosures."
Trump Towers in Sunny Isles, FloridaThe Trump Towers in Sunny Isles, Florida came to be as a result of another licensing deal.  
The Towers are a three-phase development i.e., Trump Tower I, II, and III. 
The towers are residential units both to rent and to sell, and they stand 45 stories high. 
According to Reuters Trump licensed the Towers in Sunny Isles and, "Trump stood to reap a total of $20 million to $80 million in Sunny Isles."
Other Trump Towers Other towers that bear the name Trump around the world include: 
Trump Tower in Westchester County, New York
Trump Towers in Pune, India
Trump Tower in Kolkata, India
Trump Tower Manila, Philipines
Trump Tower in Mumbai, India
Trump Tower in Punta del Este, Uruguay
Summary of Our Early FindingsDuring the first hour of research, we focused on Trump Towers by looking at all the Trump Tower locations across the world, the size and height of each tower, if they are only residential, or mixed-use, the business model, i.e., if the towers are fully-owned by Donald Trump or they are licensed out, and where publicly available, the value of the licensing deal.
Due to time constraints, we could not over all the Trump Towers or the other similar residential developments. We will propose next steps to cover the remaining parts below. Please check on or more boxes to continue with the research.