My “SOHOstrut Articles Of The Week” posts are normally filled with all the articles I can find that mention “Soho” during the previous week. In order to do this, I normally google search, “Soho NYC News” and combinations using “Soho”, “News” “Month, Day, Year”. In October, there was one major theme: there were 20+ articles of several celebrities staying at the Trump Soho. It made me wonder, why are so many celebrities staying at the Trump Soho?
First, here is a re-cap of the news in October 2013 associated with the Trump Soho. The three most common celebrities in the news were Katie Holmes, Jessica Alba, and Hayden Panettiere:
- Katie Holmes was the most recent celebrity rumored to be staying in Trump Soho with rumored boyfriend Jamie Foxx. Just for reference, Katie lives about 20 blocks north in Chelsea. Why she would stay overnight at a hotel nearby? Seems like a publicity stunt to me. The article stated, “a hotel employee confirmed that Katie had stayed at the hotel with Jamie.”
- Second, Jessica Alba (married to Cash Warren), was spotted touring the $50 Million Trump Soho penthouse. No offense, but I don’t think Jessica’s success in the movies can translate into affording a $50 Million apartment. Looking up the net worth of both Alba and Warren, is $20 Million and $10 Million, respectively. While they are not poor, they certainly do not seem fit for a $50 Million apartment. This also seems like a publicity stunt.
- Finally, Hayden Panettiere is an actress who is most recently known for getting engaged with a $500,000 ring. Where did she show off her new engagement ring? The Trump Soho!
It seems like a PR company was hired to strategically place celebrities at the Trump Soho. Celebrities normally stay at pretty much every other hotel in Soho such as the Soho Grand, Thompson, and the Mondrian. After digging deeper, I learned that the Trump Soho hired famous power broker Dolly Lenz in September 2013 as the exclusive agent for handling the Trump Soho condo sales listings.
The Trump Soho, as well as being a 5 star 46 story hotel, is also a luxury condominium aimed at the foreign investor who only stays in NYC for 120 or less days a year. These listings are not cheap…the cheapest unit, #2904 is listed for $944,000 and a whole 420 square feet.
|246 Spring Street #2904||1 bath||420 ft²||$944,000Common Charges: $2,429
Monthly Taxes: $590
Owners of condos at the Trump Soho can only live in their units less than 120 days per year because the site of the building used to be a parking garage, which was zoned for commercial property and not residential. There was a lot of drama when this was built such as rumors of Donald Trump building the hotel without final approvals from the city. For the building description on Streeteasy, click here.
In conclusion, it seems that the reason so many celebrities are “staying” at the Trump Soho seems to be a marketing campaign spearheaded by Dolly Lenz and her marketing team to attract new foreign investors for the recent condo listings. Any additional thoughts or insight is welcomed!