New York Magazine: How the Trump Campaign Actually Works

By Gabriel Sherman:

Six months later, Lewandowski and Hicks worked into the early hours of the morning prepping for Trump’s campaign announcement in the lobby of Trump Tower. “It had to be perfect,” Lewandowski said. “We had to build the stage, make sure the flags hung perfectly; the eagles faced out; the carpet was red, and he would wear a red tie.” And hire plants. The campaign paid actors $50 each to wear Trump T-shirts and wave placards.

Later that morning, they watched from the wings as Ivanka introduced her father in front of reporters and photographers and the manufactured crowd. “It looked like the Academy Awards!” Trump recalled. “You saw the cameras, forget it. You couldn’t get another person in.”

Trump didn’t read a prepared speech, but he knew what he wanted to say, which hardly mattered anyway because hardly anyone took his candidacy seriously at the time. “Nobody said anything,” Trump said about the fact that he had accused Mexico of sending “rapists” over the border into the U.S. “Then two weeks later, they started saying, ‘Wait a minute! Did he really say that?’ ”

He hadn’t tested the line, but Nunberg’s deep dive into talk radio had shown him that this was the sort of thing that would resonate with a certain segment of the Republican base. He also knew that this kind of outrageous statement would earn him the free media attention ($1.9 billion worth and counting, according to the New York Times) that would propel his campaign.

This strategy did not go over well in all corners of the Trump empire. Ivanka, Trump’s 34-year-old daughter, had carefully tended her public image as the softer, more refined face of the Trump empire. Now her father’s hard-edged nativist rhetoric risked damaging not only her brand but her business. A few days after the announcement speech, Ivanka received a terse email from Kimberly Grant, the CEO of ThinkFood Group, the holding company behind celebrity chef José Andrés, whose restaurant was supposed to be the anchor tenant in one of Ivanka’s biggest projects: the $200 million redevelopment of the Old Post Office in Washington, D.C., into a luxury hotel.

“We need to talk. Getting crushed over DJT comments about Latinos and Mexicans,” Grant wrote her, according to legal filings.

Ivanka forwarded Grant’s email to her executives.

“Ugh,” one responded. “This is not surprising and would expect that this will not be the last that we hear of it. At least for formal, prepared speeches, can someone vet going forward? Hopefully the Latino community does not organize against us more broadly in DC / across Trump properties.”

Ivanka’s older brother, Donald Jr., also weighed in. “Yea I was waiting for that one. Let’s discuss in the am.”

Ivanka did her best to salvage the partnership. She asked her father to issue an apology, even submitting several drafts for him to release to the press. But he refused. “Rapists are coming into the country! You know I was right,” Trump later told me.

The Full Article (April 3, 2016)