The Star-Making Machine That Created ‘Donald Trump’
The New York Times
The inside story of how the producers of “The Apprentice” crafted a TV version of Mr. Trump — measured, thoughtful and endlessly wealthy — that ultimately fueled his path to the White House.
Late in the summer of 2003, a team of television producers stepped off the elevator on the 26th floor of Trump Tower eager to survey the set of their next reality show. After years filming “Survivor” in jungles around the world, training cameras on exotic spiders and deadly snakes to evoke danger, they came looking for a different set of sensory clues, the tiny details that would convey wealth and power.
Right away, they knew they had a problem.
The first thing they noticed was the stench, a musty carpet odor that followed them like an invisible cloud. Then they spotted scores of chips in the finish of the wooden desks and credenzas. The décor felt long out of date, making the space seem like a time capsule from when Donald J. Trump opened the building early in his first rise to fame.
The place did not exactly buzz with energy either. Fewer than 50 people worked at Trump Organization headquarters in midtown Manhattan. At the office’s spiritual center, Mr. Trump’s own desk bore no evidence of work, no computer screens or piles of contracts and blueprints, just a blanket of news articles focused on one subject: himself.
“When you go into the office and you’re hearing ‘billionaire,’ even ‘recovering billionaire,’ you don’t expect to see chipped furniture, you don’t expect to smell carpet that needs to be refreshed in the worst, worst way,” recalled Bill Pruitt, one of the producers of the new NBC show.
That program, “The Apprentice,” would at its essence be a game show, with a job in this office as the ultimate prize. But that prize, in a literal sense, stunk. Making viewers believe the central conceit — that Ivy League grads would eagerly connive and humiliate themselves for a chance to learn at the side of this icon of success — would test the bounds of reality television magic.
