Trump Seeks to Rebrand Kennedy Center as 'Trump Kennedy Center'

President's plan to rename iconic cultural institution draws backlash from artists, Democrats, and the Kennedy family

Published on Feb. 5, 2026

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According to author Michael Wolff, President Donald Trump has devoted much of his presidency to remaking the Kennedy Center in his own image, hijacking its board, renaming it 'The Donald J. Trump and John F. Kennedy Center for the Performing Arts' without congressional approval, and moving to shutter it for destructive 'renovations.' Trump's advisers had to talk him down from an even more egregious rebranding, with the president's first idea being to simply call it 'The Trump Center.' The renaming drew immediate backlash, with JFK's niece Maria Shriver writing that 'Adding your name to a memorial already named in honor of a great man doesn't make you a great man.'

Why it matters

The Kennedy Center has long stood as a bipartisan cultural institution and an iconic fixture of Washington life, but Trump's efforts to rebrand it as his own personal legacy threatens to turn it into a 'political football.' This move is seen as the latest example of Trump's narcissistic and megalomaniacal tendencies, as he seeks to cement his name and brand on national landmarks and institutions.

The details

According to Wolff, Trump asked 'Why does this have to be Kennedy? That was such a long time ago,' and justified his plan by claiming 'I was almost assassinated. Therefore, it should be me.' Despite the absurdity of his demands, Trump's advisers were unable to outright reject the idea due to his delicate ego. They instead suggested the compromise of calling it the 'Donald J. Trump and John F. Kennedy Center for the Performing Arts.' Trump's handpicked board later voted to rename the center, and the new branding was added to the signage and website the very next day.

  • On Dec. 18, Trump's handpicked board voted to rename the center.
  • The center slapped Trump's name on its signage one day later and updated its website to read 'The Trump Kennedy Center.'

The players

Donald Trump

The 79-year-old President of the United States who has sought to rebrand the Kennedy Center in his own image.

Michael Wolff

The author and biographer who regularly speaks to people in the White House and shared details about Trump's efforts to rename the Kennedy Center.

Maria Shriver

The niece of President John F. Kennedy, who criticized Trump's plan to add his name to the Kennedy Center, writing that 'Adding your name to a memorial already named in honor of a great man doesn't make you a great man.'

Jackie Kennedy

The former First Lady, who in a 1964 letter expressed fear that the Kennedy Center would 'fall into the realm of political patronage,' a fear that has now come to pass under Trump's efforts.

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What they’re saying

“Adding your name to a memorial already named in honor of a great man doesn't make you a great man. Quite the contrary.”

— Maria Shriver (X)

“I'm not ripping it down. We'll be using the steel, so we're using the structure.”

— Donald Trump, President (The Daily Beast)

What’s next

Any formal change to the center's name would require congressional approval, which is unlikely to be granted given the backlash from artists, Democrats, and the Kennedy family.

The takeaway

Trump's efforts to rebrand the Kennedy Center as his own personal legacy highlight his narcissistic and megalomaniacal tendencies, as he seeks to cement his name and brand on national landmarks and institutions. This move threatens to turn the once-bipartisan cultural institution into a 'political football,' undermining its legacy and purpose.