Trump posts plans to close this ‘community jewel’ in Washington, D.C.

FastCompany: President Donald Trump on Sunday announced plans to close a historic public golf course in the nation’s capital for 15 months and redevelop it despite a court challenge to his long-sought renovation. Trump posted on social media about his intent to shutter the East Potomac Golf Course, not far from the White House, starting Nov. 15 to make it “one of the Best and Most Spectacular Golf Courses anywhere in the World.” A judge last week, however, ordered a halt to his redevelopment plans until at least Oct.

26 after scolding the government for starting a large-scale tree removal at the course over a holiday weekend while providing little notice to the court or the plaintiffs trying to stop the makeover. Trump did not acknowledge the legal fight in his post, which included an artist’s rendering for the course redesign. “When completed, it will be open to the Public while, at the same time, designed to the Highest Level of Golf and able to hold World Class Tournaments such as the U.S. Open, the PGA Championship, the Ryder Cup, and the Presidents Cup,” Trump wrote.

Democracy Forward, which is representing the plaintiffs challenging his renovation plans, responded by saying that the course is part of a national park and recreation facility that is meant for everyone to enjoy. “Our litigation is intended to protect this community jewel for the people and communities it serves and we will continue to work with our plaintiffs to defend it from unlawful and harmful intrusion,” Skye Perryman, the president and CEO of the group, said in a statement. The judge in the case took notice of Trump’s online message and ordered the government to notify her by 8 p.m.

EDT Sunday whether its position had changed from a court filing Friday that said “at most” Trump has given “preliminary thought” to the rebuilding plan and “there is no final agency action.” The government responded by repeating that “there is no final agency action” because the National Park Service has not completed its review and the plan is not final. The filing, signed by Associate Attorney General Stanley Woodward, also said the government, in stating this position, had not been representing “the actual position or mental impressions” of Trump but instead had relied on his public statements.

Capital makeover extends well beyond the fairways Trump, a golf aficionado who plays often, had already announced plans to makeover the links as part of his broader push to renovate and refurbish places around Washington, including the White House and the Kennedy Center for the Performing Arts. Many of his projects, including plans for a huge ballroom at the White House, the installation of his own name on the Kennedy Center and construction of a massive arch, have been challenged in courts. The 106-year-old park and course has been the subject of many emergency hearings as the president has sought to renovate it.

While it has been open to Washingtonians of all income levels, opponents of Trump’s plans to turn it into a high-end course have argued it will alter the character of the space and make it less affordable to people. Trump in his post echoed arguments he has made to justify his plans to remake the Kennedy Center, arguing it is in such dangerous condition that it needs to close. “The current Course is old, broken, dilapidated, and of no further use or effect. It is in very poor condition, with falling, dangerous, and disease infested trees and, importantly, a collapsing and hazardous seawall,” Trump wrote.

Article truncated for readability. Read the full piece →

The article discusses a significant public space redevelopment that reflects broader trends in branding and community response, making it relevant for brand strategists, though the concepts of luxury and exclusivity are not new.