Donald Trump’s decision to attach his name to The John F. Kennedy Center for the Performing Arts sparked widespread backlash.
The response included outrage, legal threats, and criticism from a wide range of voices, including the Kennedy family, who said that Trump was ‘opposed the values of justice, peace, and dignity that JFK stood for’.
Ouch.
Despite the fury, Trump pressed ahead with the rebrand as part of a $257m refurbishment plan.
The renovation is intended to tackle major water damage, outdated and failing HVAC, and deteriorating structural elements, while also shifting parts of the interior look toward a black-and-gold style.
The venue is scheduled to close on July 4, 2026, beginning a two-year renovation described as a complete overhaul.
Branding high-profile places with his own name has long been part of Trump’s approach, with his name appearing on everything from battleships and hotels to Palm Beach International Airport and even national park passes.
But fresh polling suggests many Americans are unimpressed.
According to a Pew Research Center survey, just nine per cent of respondents said it would be acceptable for a sitting president to name government buildings after himself.
Meanwhile, 70 per cent said it would be unacceptable, or only acceptable once he is no longer in office.
Back in May 2025, Trump drew anger — and plenty of confusion — after large banners featuring his face were displayed outside the Department of Agriculture alongside Abraham Lincoln. It was seen as the opening move in a broader push to rebrand government buildings with his image.
He later repeated the idea at the Department of Justice, where another banner was rolled out last February.
The banner read ‘Make America Safe Again’.
The Pew Research Centre findings are grim reading for President Trump.
His approval rating has slipped to a second-term low of roughly 34 per cent.
The poll also suggests doubts are growing around key parts of his agenda, with 41 per cent saying they have confidence in his immigration decisions and 42 per cent expressing faith in his handling of the economy.
One of the most notable drops relates to whether voters feel he follows through. Just 38 per cent say he is keeping his promises ‘fairly well’, down from 43 per cent last August and 51 per cent in the period shortly after his 2024 reelection.
The percentage of people describing Trump as ‘mentally sharp’ (44 per cent) has also declined since last August (from 48 per cent).
The national survey was carried out from 20-26 April and included 5,103 US adults.