Trump himself felt very strongly they would not. Would customers confuse “Trump’s Palace” for “Caesars Atlantic City? After two days of court hearings, Judge Debevoise was primed to issue a ruling. Photographer: Emile Wamsteker/Bloomberg News BLOOMBERG NEWSĬaesars World wasted no time filing suit for trademark infringement. The Trump Plaza casino in Atlantic City, New Jersey, which might have been Trump's Palace. Trump agreed not to call his new casino Trump’s Palace, he later claimed, not because he was convinced that Caesars was right, but “ so I didn’t have to sit in a courtroom all day.” Those marks included both “Caesars Palace” and “The Palace.” Caesars argued that “ The Palace” was commonly enough known to refer to Caesars Palace and, by extension, Caesars’ other properties, that Trump naming his casino “Trump’s Palace” would confuse customers and infringe on their brand’s goodwill. Upon hearing this news, executives from Caesars World, which owned Caesars Palace casino in Las Vegas as well as Caesars Tahoe and, more to the point, Caesars Atlantic City, wrote to Trump to inform him that, since 1971, they had owned trademarks and service marks used to promote their hotels. Donald Trump won a bidding war and, on June 17, 1985, opened the property-which was within sight of Harrah’s Marina, a sign of the deepening rift between the partners-as “ Trump’s Castle.” When Trump closed on the property in April, he announced that he intended to call it either “the Palace,” “the Atlantic City Palace,” or “Trump’s Palace.”

Hilton Hotels, on the brink of opening a Marina district casino, was denied a casino license.

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