“Once upon a time there was an ice skating rink in Central Park that could no longer make ice. No one could figure out how to fix the skating rink. Years went by and millions of dollars were spent and still no ice. One day a white knight wearing a bright red tie showed up and said: ‘ Let there be ice!’ Four months later there was ice. When asked by the press why the people had been unable to fix the rink themselves the knight said ‘they’re very nice people and I like them very much but they’re all idiots!’ And everyone lived happily ever after.”
Pretty much the whole story of the Wollman Skating Rink fiasco. You can even check the New York Times. On May 31, 1986 Donald Trump said in an interview with the Times, “I don’t want my name attached to losers. So far the Wollman Rink has been one of the great losers. I’ll make it a winner.” Shortly after Trump decided to slap his name on Wollman Rink, if you read the fine print. Now, 30 years later, Wollman Rink is a winner and the Trump name is still associated with it. Just check the Wollman Skating Rink website. There it is! The famous, or, according to some, infamous TRUMP red logo.
The Wollman Rink incident undescores the fascinating impact that Donald Trump is making on the political landscape and the American psyche irrespective of the outcome of the presidential campaign. Wollman Skating Rink today is one of the most iconic amenities for New Yorkers and tourists located in Central Park just a stone’s throw north of the Plaza Hotel (which was once owned by Donald Trump).
Having fallen into utter disrepair during the New York City fiscal crisis, unable to make ice, the city’s Parks Department embarked on a total refurbishment of the facility in 1980, estimating it would take two years to complete. After six years and having flushed $13 million down the drain, the city announced they would have to start all over again and it would another two years to complete. Wollman Rink had quite visibly failed. The Wollman Rink fiasco amplified the public perception of the general incompetence of government and their inability to complete even the simplest projects.
Enter the Donald. In late May of 1986 the 39 year-old Trump made an offer to Mayor Ed Koch. Trump would step in and take over the construction and operation of the project for no profit and have it up and running in time for the holiday season. Koch tried mightily and quite snakily tried to reject Trump’s offer. A very public Trump-Koch feud ensued; Donald ultimately prevailed taking on the responsibility to finish the rink in less than six months for no more than $3 million. The city politicos could only hope that when Donald failed it would divert attention from their own incompetence.
Instead of failing, Trump finished the job in just four months at a final cost 25% below the budget. It wasn’t rocket science according Trump. It was common sense and “management.” But the incident also demonstrated Trump’s mastery andcommand of public relations and how to attract massive amounts of free press.
Trump learned that the press likes drama and extremes–positive or negative–and was hungry for every morsel about this otherwise insignificant project. Any milestone of the project’s progress resulted in press conferences often ceremony, pomp and circumstance and was frequently celebrity-filled. When concrete was laid: press conference. Construction complete: press conference. The first ice: press conference. The Grand Opening included Dick Button, Peggy Fleming and Scott Hamilton to name a few. Everything became an event and free promotion. City officials stopped attending press conference because it was actually becoming an embarrassment. The rink which had been a perpetual money loser started making money immediately which Trump donated to charity.