The high-end condos failed to sell. Owner Donald Trump had to shift strategy. The Great Recession dashed his hope for a second tower, and hundreds of investors sued him.
高端公寓出售失敗。擁有者唐納-川普必須調整他的策略。經濟大蕭條擊碎了他第二棟高樓的希望，數百名投資者對他提起訴訟。
Five years later, things have improved at the gold-plated tower. The investor lawsuits were dismissed, the condos once again are selling and the hotel rooms are full.
五年後，這棟鍍金的高樓情況已有所改善。投資者訴訟被駁回，公寓再次銷售，酒店的房間都客滿。
"We've managed to run the building very well through some tough years," said Eric Trump, who oversees tower operations and serves as executive vice president of development and acquisitions for the Trump Organization.
“經過了這幾年艱難的困境，我們已經成功地將這棟高樓順利的營運。艾瑞克川普說(執行副總裁－負責大樓的運作，並擔任川普組織的發展及收購。)
The $1.3 billion Trump opened in March 2008. Even before construction on the 1,282-suite building finished, Las Vegas’ luxury condo market began to crash. People who made deposits on the units during the boom no longer could finance them. Investors who had planned to flip them backed out of the deals. Trump’s plan to sell the suites didn't pan out.
這項耗資13億美金的川普大樓於2008年3月開業。即使投資者在景氣繁榮時在大樓1,282套房施工完成前完成預訂並繳付定金，然而卻因拉斯維加斯的豪華公寓市場開始崩跌而得不到融資，紛紛決定退出了交易。川普的套房銷售計劃沒有成功。
So Trump changed course and began to market the tower as a hotel, with a particular aim at families and people with pets. It’s the same way Trump markets his properties in New York and Chicago. It worked.
所以川普改變了他的方向，開始向市場轉型為酒店高樓，結合了家庭與寵物的特殊目的。川普採取他在紐約和芝加哥銷售他物業同樣的模式。它成功了。
"We have no rooms," Jason Demuth, the hotel's marketing manager, said. "We've been sold out almost every weekend and are sold out the next couple of weeks. It's a good problem to have."
“我們已經沒有任何空房間了”，酒店的行銷經理傑森·繆斯說。 “我們幾乎每個週末的房間都被訂光了，甚至在接下來的幾個星期都訂不到了。這是一個很棒的問題。”
Part of the Trump’s appeal is its gaming-free operation.
川普最大的的吸引力之一來自於它的無賭場營運模式。
"We have no problem getting a gaming license, but we wanted to do something different here," said Eric Trump, 29, Donald and Ivana Trump’s third child. "We wanted a true luxury resort experience. It's hard to have a high-quality product when you walk into ‘ding, ding, ding’ and there are people walking around in Hawaiian shirts with big plastic drink mugs."
“我們沒有取得博奕執照的問題，但我們想在拉斯維加斯做出不同的東西，２９歲的”艾瑞克·川普說（唐納和伊芃娜-川普的第三個孩子）。 “我們需要一個真正的豪華度假體驗。當你走進”叮、叮、叮“，還有人穿著夏威夷襯衫拿著大的塑料飲料杯到處走來走去，很難有一個高品質的享受。”
The Trumps also decided against building a large convention center, opting instead for smaller meeting rooms of 1,000 square feet or less. Rather than compete for the city’s biggest events, Trump hosts smaller, private meetings.
川普還決定不再蓋大型會議中心，不與拉斯維加斯既有的大型會議相互競爭，取而代之的是選擇1,000平方呎或更小的小型會議室來舉辦小型私人會議。
Even the tower’s condos are starting to sell again. The company has sold about 700 units, including 300 in September as part of a deal with Hilton Grand Vacations, which turned them into timeshares.
即使是高樓公寓再度開始銷售。川普公司已經售出約700個單位，其中希爾頓度假在去年9月一口氣買了300個單位，並將他們變成了分時度假使用。
Prices also are back to their original levels: $300,000 for a studio, $3.5 million for a penthouse.
房價也回到原來的水平：單間套房為300,000美金，頂級閣樓為350萬美金。
"We're back up to over $1,000 per square foot, and we just sold a couple of penthouses," Eric Trump said. "We've now hit the five-year mark, and we're still very passionate about this property and its future."
“我們回來了高達每平方英尺1000美金以上，我們剛賣掉了幾戶頂級閣樓”，艾瑞克-川普說。 “我們現在已經打了5年的商標，我們仍然非常熱愛這個物業和它的未來。”
Customer service is a big focus for the company. A concierge, for instance, keeps track of visitors’ preferences and provides guests with the amenities they enjoy — from private jets to curling irons.
客戶服務是公司最注重的要素。提供禮賓服務，例如，持續追蹤訪客的喜好，為客人提供的更舒適的設施與服務-從私人飛機到捲髮器。
"We try to anticipate their needs," Trump said. "If you have a certain drink you like, we remember that. If we have someone who likes Dr. Pepper, every time he visits us, there's Dr. Pepper in the fridge. We go out to a grocery store and shop for his particular needs. If a guest has got a favorite kind of wine, next time she checks into the hotel, there's a bottle of that wine sitting there waiting. The little personal touches mean everything."
“我們試圖預見他們的需求，”川普說。 “如果有客人喜歡的飲料，我們會記住，如果我們的客人喜歡辣椒博士，那麼辣椒博士會在他來的每一次都會放在冰箱裡，我們會特地去雜貨店和商店為他的特別的需求採購。如果有客人最鍾愛的酒，下一次在她入住酒店時，當她入門的那一刻就會發現一瓶她鍾愛的酒就在房內靜候她，任何一點小細節都意味著一切。“
That attention to detail is ingrained in the Trump family, whose members are personally involved in the look and feel of each hotel they own.
所有對細節的關注緣自於川普家庭每位成員根深蒂固的親自參與他們所擁有的每個酒店在外觀和感覺。
"We check out every mattress, every pillow and every sheet,” Trump said. “We make decisions down to the curtains and literally down to the shape, size and color of the shampoo bottles in the room. When it's your name on the building, you care more than the typical hotel operations."
“我們檢查了每一個床墊，每一個枕頭和每件床單，”川普說，“我們作的決定小到在房間內的窗簾和洗髮精瓶的形狀，大小和顏色。當你把大樓用自己的名字來命名時，你更關心的事不只是典型的酒店業務。“
While the hard work appears to have paid off in Las Vegas, the company hasn't been so lucky in Atlantic City. Trump Entertainment Resorts recently sold Trump Plaza there for $20 million — the lowest price ever paid for an Atlantic City casino.
雖然在拉斯維加斯的辛勤工作似乎已見成效，川普已不再是大西洋城那麼幸運的公司。川普娛樂渡假村最近以2,000萬美金出售川普廣場- 以前所未有的低價支付大西洋城賭場。
高端公寓出售失敗。擁有者唐納-川普必須調整他的策略。經濟大蕭條擊碎了他第二棟高樓的希望，數百名投資者對他提起訴訟。
Five years later, things have improved at the gold-plated tower. The investor lawsuits were dismissed, the condos once again are selling and the hotel rooms are full.
五年後，這棟鍍金的高樓情況已有所改善。投資者訴訟被駁回，公寓再次銷售，酒店的房間都客滿。
"We've managed to run the building very well through some tough years," said Eric Trump, who oversees tower operations and serves as executive vice president of development and acquisitions for the Trump Organization.
“經過了這幾年艱難的困境，我們已經成功地將這棟高樓順利的營運。艾瑞克川普說(執行副總裁－負責大樓的運作，並擔任川普組織的發展及收購。)
The $1.3 billion Trump opened in March 2008. Even before construction on the 1,282-suite building finished, Las Vegas’ luxury condo market began to crash. People who made deposits on the units during the boom no longer could finance them. Investors who had planned to flip them backed out of the deals. Trump’s plan to sell the suites didn't pan out.
這項耗資13億美金的川普大樓於2008年3月開業。即使投資者在景氣繁榮時在大樓1,282套房施工完成前完成預訂並繳付定金，然而卻因拉斯維加斯的豪華公寓市場開始崩跌而得不到融資，紛紛決定退出了交易。川普的套房銷售計劃沒有成功。
So Trump changed course and began to market the tower as a hotel, with a particular aim at families and people with pets. It’s the same way Trump markets his properties in New York and Chicago. It worked.
所以川普改變了他的方向，開始向市場轉型為酒店高樓，結合了家庭與寵物的特殊目的。川普採取他在紐約和芝加哥銷售他物業同樣的模式。它成功了。
"We have no rooms," Jason Demuth, the hotel's marketing manager, said. "We've been sold out almost every weekend and are sold out the next couple of weeks. It's a good problem to have."
“我們已經沒有任何空房間了”，酒店的行銷經理傑森·繆斯說。 “我們幾乎每個週末的房間都被訂光了，甚至在接下來的幾個星期都訂不到了。這是一個很棒的問題。”
Part of the Trump’s appeal is its gaming-free operation.
川普最大的的吸引力之一來自於它的無賭場營運模式。
"We have no problem getting a gaming license, but we wanted to do something different here," said Eric Trump, 29, Donald and Ivana Trump’s third child. "We wanted a true luxury resort experience. It's hard to have a high-quality product when you walk into ‘ding, ding, ding’ and there are people walking around in Hawaiian shirts with big plastic drink mugs."
“我們沒有取得博奕執照的問題，但我們想在拉斯維加斯做出不同的東西，２９歲的”艾瑞克·川普說（唐納和伊芃娜-川普的第三個孩子）。 “我們需要一個真正的豪華度假體驗。當你走進”叮、叮、叮“，還有人穿著夏威夷襯衫拿著大的塑料飲料杯到處走來走去，很難有一個高品質的享受。”
The Trumps also decided against building a large convention center, opting instead for smaller meeting rooms of 1,000 square feet or less. Rather than compete for the city’s biggest events, Trump hosts smaller, private meetings.
川普還決定不再蓋大型會議中心，不與拉斯維加斯既有的大型會議相互競爭，取而代之的是選擇1,000平方呎或更小的小型會議室來舉辦小型私人會議。
Even the tower’s condos are starting to sell again. The company has sold about 700 units, including 300 in September as part of a deal with Hilton Grand Vacations, which turned them into timeshares.
即使是高樓公寓再度開始銷售。川普公司已經售出約700個單位，其中希爾頓度假在去年9月一口氣買了300個單位，並將他們變成了分時度假使用。
Prices also are back to their original levels: $300,000 for a studio, $3.5 million for a penthouse.
房價也回到原來的水平：單間套房為300,000美金，頂級閣樓為350萬美金。
"We're back up to over $1,000 per square foot, and we just sold a couple of penthouses," Eric Trump said. "We've now hit the five-year mark, and we're still very passionate about this property and its future."
“我們回來了高達每平方英尺1000美金以上，我們剛賣掉了幾戶頂級閣樓”，艾瑞克-川普說。 “我們現在已經打了5年的商標，我們仍然非常熱愛這個物業和它的未來。”
Customer service is a big focus for the company. A concierge, for instance, keeps track of visitors’ preferences and provides guests with the amenities they enjoy — from private jets to curling irons.
客戶服務是公司最注重的要素。提供禮賓服務，例如，持續追蹤訪客的喜好，為客人提供的更舒適的設施與服務-從私人飛機到捲髮器。
"We try to anticipate their needs," Trump said. "If you have a certain drink you like, we remember that. If we have someone who likes Dr. Pepper, every time he visits us, there's Dr. Pepper in the fridge. We go out to a grocery store and shop for his particular needs. If a guest has got a favorite kind of wine, next time she checks into the hotel, there's a bottle of that wine sitting there waiting. The little personal touches mean everything."
“我們試圖預見他們的需求，”川普說。 “如果有客人喜歡的飲料，我們會記住，如果我們的客人喜歡辣椒博士，那麼辣椒博士會在他來的每一次都會放在冰箱裡，我們會特地去雜貨店和商店為他的特別的需求採購。如果有客人最鍾愛的酒，下一次在她入住酒店時，當她入門的那一刻就會發現一瓶她鍾愛的酒就在房內靜候她，任何一點小細節都意味著一切。“
That attention to detail is ingrained in the Trump family, whose members are personally involved in the look and feel of each hotel they own.
所有對細節的關注緣自於川普家庭每位成員根深蒂固的親自參與他們所擁有的每個酒店在外觀和感覺。
"We check out every mattress, every pillow and every sheet,” Trump said. “We make decisions down to the curtains and literally down to the shape, size and color of the shampoo bottles in the room. When it's your name on the building, you care more than the typical hotel operations."
“我們檢查了每一個床墊，每一個枕頭和每件床單，”川普說，“我們作的決定小到在房間內的窗簾和洗髮精瓶的形狀，大小和顏色。當你把大樓用自己的名字來命名時，你更關心的事不只是典型的酒店業務。“
While the hard work appears to have paid off in Las Vegas, the company hasn't been so lucky in Atlantic City. Trump Entertainment Resorts recently sold Trump Plaza there for $20 million — the lowest price ever paid for an Atlantic City casino.
雖然在拉斯維加斯的辛勤工作似乎已見成效，川普已不再是大西洋城那麼幸運的公司。川普娛樂渡假村最近以2,000萬美金出售川普廣場- 以前所未有的低價支付大西洋城賭場。
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