Chandeliers, money.
Welcome to the world of Donald Trump.
He sells sex and dreams and excitement.
Hello, everybody.'That's what everybody wants on some level.'
Donald Trump has made himself a multi-billionaire,
and he never stops flaunting what he's got.
I'd just like to say, and I really mean it, that I have the best.
But behind the image is the toughness of a New York builder.
Watch this!
CAMERA SHUTTERS CLICK
'He's challenging.'
He's very professional. He's very hands-on,
and he might be the world's greatest developer.
Nice to see you.
Trump's American dream takes him from luxury buildings and hotels...
..to starring in the original Apprentice series.
Bradford, you're fired.
You're fired. You're fired.
Now Trump is bringing his brand of showmanship
over here to Scotland.
There will be nothing like this. This will be the greatest golf course in the world.
But some of the locals aren't that impressed.
If he was coming here, I'd buy a shotgun.
He'd get a lot of buckshot in his arse.
With exclusive access to Donald Trump and his family,
I want to discover how a young man who survived near-bankruptcy
went on to make billions,
with the help of three glamorous wives...
What you see, that's what you get.
He is the real... He's the real deal!
..and his very own beauty pageant.
Tonight you're going to find out
why this is the most talked-about event of the week.
It's going to be amazing.
Is my hair OK? Nice and fixed?
To find out about Donald Trump, you have to start in New York.
It's the centre of his world -
in fact, you can't escape him here.
Trump Place.
Trump World Tower.
Trump Soho.
Trump Plaza...
Trump International.
Trump Park Avenue.
Trump, Trump, Trump.
Trump, Trump.
Everywhere.
There are 21 Trump buildings in the city.
My destination is the most famous, Trump Tower,
where Trump lives and works.
Hi. Morning. I'm looking for Donald Trump.
Yes. He's on the 26th floor. The elevator's there.All right.
'I'm nervous about our first meeting for one small reason.
'Trump is a cleanliness freak,
'and says he hates shaking hands.'
Ocean-front property! How are you? Hey!Nice to see you.
So you do shake hands! I shake hands with you.
What am I going to catch from you? So what was all that stuff
about "avoid the handshake"? I don't like it, but with you I don't mind.
'Trump travels down to work in the lift from his penthouse.'
So, how was the commute this morning?
What was it - about 20 floors? The commute was fine. Please.
No traffic?
It was about 40 floors.
Don't you need fresh air? Well, I get it.
We pump it into the building. I get up very early.
I don't sleep much - three or four hours, which is good.
I read the papers, statements - But what does your wife do?
Three hours sleep, and then you're out?
Well, she's not complaining. I don't want to mention it.
If she sees this, she may start. "You know, she's right!"
This is Trump's apartment.
It's probably the world's only Louis XIV-style triplex.
And it's home to his third wife, Melania.
He wakes up early, and, er...
he go ahead and think about... you know, the project,
the business, the deals, and I think every successful man -
I don't think they need a lot of sleep.
First impression, then -
your classic Type-A-personality American tycoon.
What are you worth?
Well, I don't know. It's hard to say what you're worth,
but I would say well over $6 billion. At least $6 billion,
and probably substantially higher. What is in the Trump empire now?
Well, we have a lot of things. I mean, lots and lots of land,
lots of good buildings. We have a brand that's very, very valuable.
It was a crisis in American property
that triggered the financial meltdown of the past couple of years.
Trump's business hasn't been immune from the effects,
but he says that, overall, falling property prices
are an opportunity for him.
I'm now buying a lot of things because of the fact
that we're in a very strong cash position,
and that gives me a certain power. This is a fantastic time.
From my standpoint, it's the best I ever had,
because I'm buying things that, two years ago,
you could have never bought. It would have never been sold.
PHONE RINGS
Good morning. Trump Organization.
You don't have to be a Trump to work here, but it helps.
'On the floor below, Trump assistant Amanda Miller showed me some more.'
So who have we got here, Amanda? We have Donald Trump Junior here.
Is he called Donald? Donald Trump Junior or Don Junior.
And, er, here we have Eric Trump as well.
Eric is there, deep in a meeting. Yes.
'Eric Trump, at 26,
'is the youngest of the three Trumps working for their dad.
'Next door, his sister.'
This is Ivanka's, with the beautiful orchids, her favourite.
'Ivanka Trump, businesswoman and model.
'Nepotism? Well, it's a charge they've always had to deal with.'
When you get into the corporate world, family businesses go from something that's aspired to
to something that's viewed sceptically.
I've always found that interesting. I don't think it's any different
than being a baker's son. Why is that upheld as a great thing,
to follow in the footsteps of your family, whereas in big business it's not?
Is it because it's seen as a birthright to a six-billion fortune,
or whatever it is? Sure! But if we're incompetent,
we're losing that which our father has worked so hard to be able to give to us.
Listen, they can say whatever they want.
I know what it's like to be here. He always said,
"I'll fire you like a dog if you don't love what you do,
if you're not doing a good job, because I'm not going to ruin
what I've built up over 30 years at your expense, to benefit you."
It's a tough reality, but it is very much reality.
And if they want to ask Dad for a pay rise, what happens?
They just jump in a lift and come and see you?If they deserve it,
I give it, and if they don't, I wouldn't, but they really work hard,
Eric, who you met, and Don and Ivanka.
They really work hard and do a good job.
You didn't know Trump could hit a ball like that.
He's 64,
but Donald Trump still has one driving ambition.
210 on the green! Not bad, right?
To him, golf is much more than just a game.
Well, I've had a lot of success at golf.
I like playing golf. I have fun with it.
That's a pretty long drive, right?
All man. All man!
'I think I like building courses more than I like playing.'
I find building golf courses a very beautiful thing to do.
Trump already owns nine golf courses in the US.
Now he wants to expand his collection to Scotland.
Aberdeen is experiencing what looks like a state visit.
Nobody had associated Trump with Scotland until recently,
but now he takes every opportunity to remind us that,
on his mother's side, he's a MacLeod.
My mother was born in Scotland, in the Hebrides and Stornoway,
so that's serious Scotland. And she was a great woman.
I'll never forget, whenever anything was on about ceremonial, the Queen,
she could sit at the TV and just watch. She had great respect for everything it represents.
Four years ago, Trump bought this 1,400-acre estate near Aberdeen.
He wants to build a £750-million golf resort,
with a luxury hotel and hundreds of houses.
He applied for planning permission.
Could you just wave to us?
While waiting for the council's verdict,
he paid a visit to his mother's home in the outer Hebrides,
accompanied by his sister Maryanne.
I took his hand and I said,
"Welcome home."
That's how I felt about it.
THEY CHATTER
A roomful of long-lost cousins had been lined up.
I haven't met you! And this is Katie?
Hi, there. Nice to see you.
No-one doubts Trump's enthusiasm for Scotland,
but in planning terms, it's also a convenient time
to recall his mother's nationality.
I think he wanted to do something
in memory of his mother,
and...I think this is it.
HE FIRES GUN
I got both of them.
Trump has put his oldest son, Don Junior,
in charge of his Aberdeenshire development.
Well shot, sir. Thank you.Some nice sporting.
Don and his brother Eric have also thrown themselves into their Scottish identity.
It's kind of scary. I like wearing a skirt. I'm a little worried!
But it's actually very comfortable. I'm going to have to get one
and wear it to formal occasions. It's better than the typical tuxedo worn in America.
I think this is going to be a very, very important thing for Scotland.
If we have the clubhouse here, the parking should be here.
It shouldn't be over to the side. It should be right behind it.
'And hopefully I'll be known in Scotland
'as having really made a major contribution.'
I only hope I'm given the chance to do something really terrific for Scotland.
Those were the dunes I stood on last time.
There's no question about Trump's passion for the project.
Every time when he comes back home, and he just said,
"That's the most gorgeous place on Earth. It's beautiful."
So the road would come down, make a right and then a left in.
He said, "I would make the most amazing golf course on the world,"
so we cross the fingers and I know it will happen.
Not everyone shares Trump's enthusiasm.
There's concern about the impact of building
on this beautiful coastline, and its rare wildlife.
If there's a chance that he can be stopped, we will stop.
It's become a bitterly disputed development.
'He's so stubborn in the way that he's doing things,
'and so bullying in his techniques.'
He's generally just an odious man.
Trump's mother left Scotland and sailed for New York in the 1930s.
There she met and married an ambitious builder, Fred Trump.
My father was a very tough, strong businessman.
He was a great negotiator, and he taught me a lot.
He came from a family of self-made men,
and his father was notorious
for, er, being extremely pennywise.
Every single weekend visiting construction sites with the kids,
picking up bent nails... Dad worked seven days a week.
Young Donald went to military school before joining the family firm.
'Fred Trump had done well in the outer boroughs,
'and never tried to find work in the centre of the city across the river.'
Where the father was cautious, his son Donald was fearless.
Donald's first move was to take the Trump Organization
across Brooklyn Bridge to the biggest, toughest,
most expensive market in the world - Manhattan.
# Start spreadin' the news
# I'm leaving today
# I want to be a part of it
# New York, New York #
Trump moved to a Manhattan apartment,
determined to drag his father's business into the big league.
When you came to Manhattan, you were like this pipsqueak.
You said, "I'm a developer. Give me your money. Give me your trust."
You had nothing to show for it, right?Very little,
other than I did a good job with my father in Brooklyn,
and we did... I did a lot of good jobs out there,
and so when I came into Manhattan, I felt confident.
However good it looked from a distance,
the Manhattan that Trump found in the early '70s was falling apart.
Many of its businesses had declared bankruptcy...
..among them the Penn Central Railroad Company.
Ned Eichler was hired to raise money for its creditors
by selling off its New York property portfolio.
So the phone rang one day, and my secretary said to me,
"There's a man named Donald Trump on the phone," and I had never heard of him.
And this brash voice comes over the phone,
and he said, "When are you coming to New York so I can talk to you?"
Trump had big ideas.
He said he wanted to develop one of the huge properties
Eichler was disposing of.
We took a walk in Central Park,
and he pointed to all the buildings,
and he said,
"I'm 29 years old."
"I'm going to be bigger than anybody in New York in five years."
Trump's target was a dilapidated hotel
next to Grand Central Station.
Der Scutt, a young architect, found himself caught up
in Trump's ambitions.
The Commodore Hotel was a run-down,
really derelict building
at one of the prime locations in New York City.
It was absolutely the worst building possible.
Donald saw an opportunity.
Here was a young man who nobody had heard of
telling people he was a developer. He didn't have a building to his name.
And yet by sheer force of will, he managed to persuade the bankers
to lend him millions, and a major hotel chain to sign up to his promises.
Trump gutted the inside of the building
and clad the outside in a layer of reflective glass.
He borrowed $120 million to transform the old Commodore
into a new and defiantly modern Grand Hyatt Hotel.
It was the birth of the Trump style.
No limestone, no faded Persian carpets,
no walnut panelling, none of that -
and no understatement.
Absolutely no understatement ever.
'So where did this young man find his confidence?
'Well, strange to say,
'it may have been in church.
'The Trumps worshipped here,
'where the minister was Norman Vincent Peale.'
Norman Vincent Peale believed in the power of positive thinking,
and he wrote a book called The Power Of Positive Thinking.
I would listen to him speak even in his 70s,
and he was just a fantastic guy. He was a minister,
and that was the church I went to.
Peale's message allowed his congregation
to feel good about their worldly ambitions.
What is a successful life?
To make a lot of money,
or to get your name in the paper?
Well, conceivably it could be.
We were brought up with that as very much a tenet of faith.
The gospels say, "In the end, all will be well."
"Out of bad comes good."
The power of positive thinking.
And I think that's very much in Donald's makeup.
# You've got to accentuate the positive
# And eliminate the negative
# And latch on to the affirmative
# But don't mess with Mr In-Between #
For Trump, positive thinking means success,
and success is everything.
I think success brings great enjoyment, and certainly it has for me.
Trump National Golf Club is a tremendous success,
and it's also been a very successful course.
So I had a lot of success...
Success... Success... Success...
But now it's a really great success.
APPLAUSE
'I want to find out how Trump runs his businesses.
'I'm on my way to his golf course in Westchester,
'just outside New York.
'This is how he hopes the Aberdeen project will turn out a few years from now.'
So, Emily, this is the ballroom at Trump National Westchester.
Holds about 700 people. I was telling you...
'Showing me round is Eric Trump.'
This is what we're going to do in Scotland. This is really the final product.
'You might want to check the prices before signing up.'
We have 300 members, and their initiation fee is over $300,000
to get in, so...Wow! It's a steep price ticket, but...
Are there queues for that, or do you join immediately?
There's a waiting list. And how much would they pay
per year, or... How does that work? It differs club to club,
but here it's about $20,000 a year. Shall we go look at the rest?
And Eric says they'd be charging those sort of fees in Scotland too.
So anyway, I'll take you up to the men's locker room.
Yeah, well, that's a first for me.
'It's the kind of club where you don't need to remember your locker number.'
Wow!
Clint Eastwood,
Mayor Rudolph Giuliani,
Jack Nicholson...
Oh! Yeah.
President William J Clinton.
That's, um... A very good friend of ours.
Very nice man. That's quite a locker room!
But it's not till you get to the bathroom
that you really experience the full-on Trump style.
People want the dark woods. They want the beautiful marbles,
and this is the finest quality breccia marble.
Where does that come from, then? It comes from Italy.
That's what people expect from Trump,
and that's why they pay the membership that they do.
They want to be part of the best, and be able to bring their friends
and colleagues here and show them this beauty.
What would this be? Gold plate? It is gold-plated.
It's very fancy, Eric. Mm-hm.Would you call it showy?
Certainly. I would hope it's showy.
So, welcome back, everybody. Mr Trump.Hi!
As Eric gave a pre-season pep talk to the staff,
I'd seen he could walk the walk and talk the talk.
Team ready?We're ready to go, Mr Trump. Yes, sir.
But had he really earned his job?
People don't realise how, when we're building a new hotel...
A couple of days ago, Ivanka and myself and Don
were in a room with 40 mattresses, choosing the new mattress
for the hotel collection. We choose every sheet, every paint colour,
every mirror, every TV. We negotiate those deals.
So what if I asked you to name the grass that you use
out on the golf course, or if I ask you who commissioned the art,
or where the chairs come from, or who made this sofa -
are you that hands-on?Absolutely.
We've negotiated every single one of those deals.
In most places we've picked out the furniture.
What's the grass out there? That's paspalum.
And what about that chandelier? Schonbek's makes these chandeliers.
Sounds like it's German. Austrian, actually.Austrian.
So...
Long before Eric was born, his father ran the Trump Organization
like a family business. First to be drawn in
was a Czech-born former ski champion and model,
Ivana Winklmayr, who was almost as ambitious as he was.
He wooed her very ardently.
She, as who wouldn't, was quite taken
with whipping round New York City in a limo,
and with the prospect of being part of this growing dynasty.
Donald and Ivana got married,
and Ivana quickly became part of Trump's business life,
with a desk in the office and a top management job.
She was by his side for his next project -
the one that made his name.
Well, Trump Tower was one of my earlier battles,
and, at the time, it was very, very controversial,
because it's a very tall building. It's 68 storeys.
And it's right next to Tiffany, which is a very iconic building that's been there a long time.
Trump wanted his new building to be massive.
He knew that each building in the city had so-called air rights,
permission to build up to a maximum height.
He also knew that air rights were a tradeable commodity.
When Donald Trump saw that the neighbouring building, Tiffany,
was pretty small, a few storeys high -
meaning it hadn't bothered to claim its air rights - he bought them.
That meant his building could be even taller.
It was incredibly difficult,
because the building kept growing taller and taller,
and he realised that the value he paid for the air rights
was a small token, maybe quadrupling the price he would get
for the real estate up in the sky.
In 1982, the apartments went on sale,
starting at half a million dollars.
They were such a success that they paid for the whole building
even before Trump sold the retail space at the bottom.
There he created a huge atrium,
taking the Trump style to a new level.
Shiny! Very shiny.
Everything's shiny, and it's more shiny than that.
And pink marble! Who would ever have pink marble?
And a whole lobby covered with that, and a waterfall?
Get out! That was very new.
Nearly 30 years on, it's still a tourist attraction.
Trump Tower has become a really iconic building in New York now,
and we have tremendous people living here, whether it's Steven Spielberg
or Andrew Lloyd Webber or so many others, they live here...
They're still here? And they're here.
MUSIC: "New York, New York" by Frank Sinatra
But the only name that really counts
is the one on the outside of the building -
the one its developer had given it.
And in turn, Trump Tower made Donald Trump a name to be reckoned with
in New York.
# If I can make it there
# I'll make it
# Anywhere... #
There was a story in the paper that the Queen of England
was going to leave Buckingham Palace and move into Trump Tower.
They asked me if it was true, and I said, "No comment."
So they assumed it was true.
Trump would like everybody in America to be talking about him all the time.
Money was just part of the fame.
But fame was the real goal.
Trump soon realised he could sell the fame he'd created.
He already had lots to say about his achievements.
The Art Of The Deal was part autobiography,
part self-help book - a kind of Power Of Positive Thinking
for the 1980s.
What do you think people will get out of it if they read it?
People don't deal in multi-billion-dollar buildings.
Well... What can someone on a $30,000 -
It's really a study of life, Kathleen - how to do it,
and how to really make life.
How to make life?How to make lives,
how to be with life and how to live with life.
The formula seemed to work. Trump's business went into overdrive,
with more buildings, a massive yacht,
even a Trump airline.
Life was very exciting. You really felt like you were in a movie.
You could go into his office and he was talking to Sinatra on the phone,
and Sinatra had called HIM.
# New York! #
The Aberdeen project is moving ahead.
Trump has won permission to build the golf course,
although the hotel and housing that goes with it
has yet to get final approval.
Pretty spectacular view, right?
Don Junior's visiting to inspect progress.
It finally feels like a construction site, after five years of effort
to get to this point. We're really underway.
It's a great feeling. It really is special to us,
and we're going to make something incredible here.
But this area is home to a handful of people,
some of whom are refusing to cooperate with Trump's plans.
Michael Forbes owns 23 acres.
He's been living here for over 40 years.
I love it here. I like the peace.
But I haven't had much of that since Trump came in ago.
One of Trump's managers approached Forbes
in the hope of buying him out.
He says, "We'll give you 350,000 for your place."
I said, "No, no."
Oh, and there was... They wanted to lift up my house,
jack it up and put it away over at the end of the beach there -
stupid things they were coming out with.
So I says, "Well, well, I've heard enough."
And then Trumpie started having his tantrums on the TV about me.
His property is a slum. In the United States, we'd call it a slum.
When you have tractors that are rotting and rusting into this beautiful sand,
when you have oil tanks that are leaking into the sand...
I think somebody should do something about it.
I'm quite happy with the way it is.
Why the hell should I change my property to suit them, you know?
Forbes' land isn't needed to build the golf course.
It won't even be needed for the hotel.
But to Trump, it's still a big problem.
We build a...
$300 or $400 million hotel.
I don't think anybody wants to build where your view is obliterated
by a slum. I think that he really wants to sell it.
He just wants much more money than the property is worth.
But Forbes says he's staying put.
The only thing that Trump understands is money and Trump.
That's all he cares about, is money and Trump.
He can take his money and shove it up his arse. I don't care about his money.
Hmm...
FANFARE OF THEME MUSIC
CHEERING
And the American Airlines used to say, "If you've got it, flaunt it."
This couple certainly have it. Let's meet them. Please welcome Donald and Diana Trump.
Even if everyone was not quite sure of their names,
by the late '80s, Donald and Ivana were A-list celebrities.
'1989, I was the hottest.'
One of the big magazines said, "Everything he touches turns to gold."
My father said the same. "Everything he touches turns to gold."
And I thought I was sort of invincible, and then in 1990,
you had the great real-estate depression,
and all of a sudden I didn't feel so invincible.
THUNDER BOOMS
Just as Donald Trump was emerging as a unique symbol of success,
away from the public eye, his vast empire was actually imploding.
LIGHTNING CRACKLES
The late-'80s recession had taken its toll
on a business that was growing too fast.
The expansion of Trump's businesses had come at a price -
huge sums borrowed from banks.
The storm clouds are gathering over the empire
of the flamboyant New York property developer, Donald Trump.
Trump has already missed the deadline for two out of three interest payments.
He now has ten days to raise enough cash or be forced to file for bankruptcy protection.
I didn't think I was necessarily over-levered, meaning lots of financing,
but suddenly when the values come down, you're over-levered.
The leverage stays the same but the value drops.
I was very, very tight, and we had a big problem.
Being hundreds of millions of pounds in the red became a Trump story
of what he said to a friend about a homeless man.
I was walking down Fifth Avenue,
and there was a man in front of Tiffany,
and he was holding a can.
And I said, "Do you know that man is wealthier than me?"
And she looked at me. She said, "What are you talking about?"
I said, "That man across the street is worth $900 million more than me
at this very moment."
Trump's story was a kind of boast.
You had to be big to get that much in debt.
Trump started to become as famous a failure as he'd been a success.
He dealt with it like a general at a war table,
figuring out how he was going to fix it.
It was a time of tremendous introspection for him,
but I don't think he lost any time thinking, "Oh, poor me,"
or, "Poor everybody, what's going to happen to us all?"
His way is to say, "OK, I'm going to fix this."
In the end it was Trump's name that saved him.
The banks decided not to pull the plug on his empire
because he'd made himself essential as the star of his own business.
He was one of the first to get that getting his name on things,
getting his name associated with luxury,
associated with all his extensive financial holdings,
and making himself the central character
would make him the irreplaceable piece.
And that makes you too big to fail. He discovered that early on.
Being too big to fail would ensure his continuation.
Trump has his own version of what happened.
I never went bankrupt, but I was certainly in trouble.
And it came out that the banks really did like me a lot,
and they respected me and they respected what I did.
He had to give up his yacht. He had to give up some of the frills,
but he maintained the core properties and went forward.
And did his lifestyle change at all?
Not that anyone ever noticed.
Alongside his business crisis, Trump had domestic problems.
Ivana sensed that, in her husband's eyes,
her most important job was done.
We have three children, and they age 11, seven and four.
And the first one was a boy, which was fantastic! The pressure was off.
The second one was a girl, which is just horrible,
and the third one was a boy again, so my job is done.
I said, "That's it! Shop is closed!"
The Donald and Ivana show was coming to a spectacular end.
The marriage ultimately got a little bit tired,
as it happens, and, you know, I don't even blame anything.
You know, it's very tough, in my opinion,
for a woman to compete with my business.
It wasn't just business that was distracting Trump from his wife.
He was having an affair with a young actress called Marla Maples,
which put Donald and Ivana on a collision course.
'The war of the Trumps has ignited a battle of the tabloids.'
'Sex, infidelity, power, lust...'
'A divorce worth millions under bitter dispute.'
Do you wish we'd all go away? Absolutely.
CHURCH BELLS RING
Trump divorced Ivana, and a year later,
he and Marla tied the knot.
It was a beautiful evening. It was really a beautiful evening, and people are very happy.
Trump's children saw their parent's split played out in the media.
Today, they put a positive spin on the trauma.
Well, the media always wants a sob story.
They want to depict the three kids who are going through it.
And certainly the story was there, but our parents did a great job of shielding us from that,
and we really... We felt it without feeling it.
There definitely is a downside to being in the public eye.
I think, with that said, for the most part,
we've been able to harness and use it as a great tool for our business.
I think that's just what one has to deal with
when they are in the public eye, and we've all grown to accept it.
Trump's split with Ivana was only his first divorce.
His marriage to Marla soon went the same way.
More than ten years later, Trump has climbed back.
He's with his third wife,
the Slovenian-born model Melania Knauss.
This is a real honour, being with so many people...
Two divorces and near-bankruptcy.
It's done nothing to dent his confidence.
The golf courses I have are the best in the world,
and they're acknowledged to be the best.
That chip was perfect.
Our hotel in New York is the highest-rated hotel in New York.
The neighbours love us, the environmentalists love us,
everybody. They think it's fantastic. I've had ten number-one bestsellers.
No matter where I go, people want me.
I'm on the cover of Golf Magazine. You should get it!
Self-promotion? Trump just calls it a day's work.
And today there are even more Trump buildings to be talked up -
like this one, the tallest residential building in New York.
I wanted to find out what life is like for the new generation
of super-rich Trump customers.
So this is the living room.
'Drew Aaron lives on the 77th floor.'
Is there anything you can't see from here?
A few things, but you have a pretty good view. You can see...
That's the UN.The UN is right here.
So we're looking down onto the top of the UN building.
'Great view, but is there anything really different
'about this property?'
Is there something that makes this building Trump,
or is it just the name? It's a lot more than the name.
Obviously with Donald having his name on the building, he cares a lot about it.
He stops here every couple months. He'll go through the elevators,
the lobby. If he doesn't like the flowers, he'll have them removed.
If he doesn't like a piece of furniture, soon it won't be there. He is very hands-on, which is great.
'Drew wouldn't say how much he paid for this place,
'but similar apartments in the building sell for $8 to $10 million.'
..and what's nice about being here is, you're so high up.
It's so quiet. You don't hear the noises of Manhattan.
'Drew's convinced that part of what he's paying for is Donald Trump.'
If this was just a skyscraper in Manhattan,
and not the Trump Tower - without Donald's backing and marketing
and branding behind it, the values wouldn't be near as high as they are.
So this is the master suite.
'Drew's made his fortune trading paper.'
Are you really that tidy, or does someone...
'After buying this place, any spare cash he has left over he spends on art.'
And that looks like Damien Hirst. It is.
We had a lot of fun with Hirst. It's peaceful. It's very tranquil,
and it also has a New York feel.
'Today Trump cashes in on the value attached to his name.'
The real owners of some of these new Trump buildings in New York
are low-profile investors.
But the properties are sold under his name.
The brand that you, if you like, lend out to other buildings...
I mean, is that a major part of what you do now?
Well, it's a part of what I do. I will use the name Trump
on somebody else's building, so we'll form partnerships,
and I call them branding deals, where they use the name Trump,
a Trump tower. And they get better pricing.
MUSIC: "Viva Las Vegas" by Elvis Presley
# Bright light city gonna set my soul
# Gonna set my soul on fire...
'Just as he was ahead of the trend when he put himself at the centre of his brand,
'Trump's business has also made what's become a classic journey
'from upmarket to mass-market.'
'Today, Trump's American dream is open to all.'
# Viva Las Vegas #
This is one of a handful of new Trump hotels.
You can stay here in Las Vegas for well under £100 a night.
For many of the guests, Trump was as much of a draw as the hotel.
What does Donald Trump say to you? Little glitzy, maybe.
Yeah. Little over the top.
THEY LAUGH
And you like that?Yeah.We do.
I really like Donald Trump, so it was just, like,
"I would like to stay in his hotel."
What does Donald Trump say to you? Success.
Yeah. Success.
And when it comes to style, Trump believes he knows what people really want.
Donald Trump manages to get people to like things
that other trends in culture tell them not to like -
gold and brass,
and over-the-top, posh, um...decor.
These are things where, if you follow the politically correct storyline
of recent years, no, no, no, no, no. That's not cool.
But Donald Trump lets me look at it and go, "Maybe that's not so bad."
"Maybe it's OK to like shiny things. Maybe it's OK to like money."
'It was probably inevitable that Trump would make the short journey from showman to show business.'
How are you? Nice to see you.
'Perhaps it was also unsurprising his first venture in showbiz
'would be a beauty pageant.'
"MacKenzie Green! She thinks that pollution
is the number-one problem facing America today."
"Katie Whittier! She enjoys drinking chocolate milkshakes
and dancing the tango."
"Julie Citro! She has three cats, two dogs
and a pet squirrel."
'Miss USA was invented to sell swimsuits in the 1950s.
'15 years ago, it was in trouble as a business,
'and Trump came to the rescue. He bought the contest, and has revived it.'
I think beautiful women will always attract people and eyeballs,
meaning it'll always attract people to watch, which ultimately is what it's all about.
What do you say to people who call it an anachronism? You look at it,
it's spangly girls in spangly dresses talking about their pets.
I think the old line beauty pageants, maybe you can look at them
as an anachronism, but you can't when you come to Miss USA.
These girls are incredible, and the ratings are incredible.
And NBC loves us, and really the world, in terms of Miss Universe, they embrace it.
The new show's as glitzy as any Trump hotel lobby -
but there are also some tough questions to answer.
I think we need to figure out better ways
of finding alternative-energy fuels
and reducing our dependency on oil in general, so I hope that happens.
Thank you! Thank you, Paula.
But don't worry, guys. They haven't cut the swimsuit round.
ROCK MUSIC BLARES
For Trump, buying a TV beauty contest
was only the warm-up for his big break on television.
Venice Beach, California.
In the late '80s, a British ex-paratrooper had arrived in the States
to seek his fortune. He was selling T-shirts to scrape a living.
From Monday through Thursday afternoon,
not many people strolling by, and, um,
to fill the time, I would read The Art Of The Deal by Donald Trump,
which was totally inspiring.
It was that sort of stuff that really, really drew me
to Donald Trump.
Fast-forward 20 years and, having learnt the art of the deal,
Burnett is one of the world's top TV producers, with series like Survivor.
He has an idea for a new show,
so, driving into New York, he cold-calls the Trump Organization.
Donald Trump answered the phone himself.
It was a moment of, "Well, shall I hang up?"
Then just...had some courage. "Hey, Mr Trump. It's Mark Burnett."
He said, "Hey! Survivor guy! What do you want?"
"I have an idea. It's a great business-show idea,
and I want to come in and tell you about it."
"You know where Trump Tower is. Now's a great time. Come on over!"
Trump loved the idea,
and landed himself the role of the original star and the co-owner
of what became NBC's top show and a global TV franchise.
Who will succeed,
and who will fail?
And who will be...The Apprentice?
I think it's been really good for me, but it's made my life tougher.
I was well known before, but I could walk out on the street
and walk someplace. Now I can't do that.
If you were running a company and made that kind of a decision,
you'd destroy that company instantaneously.
Bradford, you're fired.
Oh, my God. Oh, my God. Oh, my God. Oh, my God.
We walk down the streets, people were screaming, "You fired",
and everybody was thinking that they were the first one to say it.
You're fired.
The Apprentice is powerful marketing for Trump.
Before The Apprentice hit,
Donald Trump was primarily an East Coast celebrity.
Now, with The Apprentice, suddenly he's in everybody's living room
all across the country. "Hey, that's that guy I heard about."
"He's that New York guy." Suddenly he's a national entertainment figure.
You're fired.
Never one to miss an opportunity, Trump has turned that fame
to his advantage. Cathy Glosser licenses the Trump name to other companies.
Consumers out there want a piece of the Trump lifestyle,
and many of them may not be able to afford to live
in one of Donald's very expensive apartment buildings.
But the affordable-luxury concept that we've created
would enable them to have a piece of the Trump lifestyle,
wearing his tie... So you'd sort of flash your tie?
No, no, no, no, no. It's really about the affordable luxury.
Today you can even sleep on a Trump.
Donald Trump builds hotels and builds homes and apartment buildings,
and it's a natural progression for the brand
to fill the homes that he builds.
But if none of this appeals and you'd like something more personal,
you can get your hands on your very own Trump doll,
complete with catchphrases.
"Try to avoid shaking hands whenever possible."
CAMERA SHUTTER CLICKS
There's one final and vital ingredient that completes the brand.
When I tell people I'm off to meet Donald Trump next week,
they're, "Oh! Skyscrapers and hair." Why do people always say hair?
They're killing me on the hair. It is actually my hair. It's real,
if you want to inspect it. But it is actually my hair.
I get accused of wearing a hairpiece or a wig or whatever they'd call it,
but it's not true, although a lot of people think I do.
When one of his developments needs a push -
for instance, to encourage local politicians -
Trump knows how to use his brand to build momentum.
The showman takes his show on the road.
Hello, everybody.
We're about to be treated to a classic Trump performance.
THEY PLAY STIRRING TUNE
The golf course near Aberdeen
has been under construction
for a few months.
There are still objectors to his plans for housing and a hotel,
but this event makes it look like a done deal.
Well, I'd like to thank everybody for being here,
but much more importantly for their tremendous support.
We have so many friends in the audience, and...
Trump's determination to build a golf course here
is all about the sand dunes, which he's fallen in love with.
The dunes are among the largest in the world,
and I decided that, in honour of my mother,
and in honour of Scotland, we name the dunes
the Great Dunes of Scotland.
What does that mean to you - the Great Dunes of Scotland?
I think it's an important name, much more important than Menie -
it was called Menie - and I think it's a much more important name.
It's dedicated to my mother and to the people of Scotland,
so I'm calling them henceforth the Great Dunes of Scotland.
Trump is also having a more practical impact on these dunes.
I wonder if Trump's favourite preacher, Norman Vincent Peale,
ever quoted Matthew 7, verse 24 at him -
"It is a foolish man who builds his house on sand."
Presumably the same could apply for hotels or holiday lets.
But I'm sure that foolish man, unlike Donald Trump,
never considered a dune-stabilisation programme.
Trump is having a special kind of grass planted on the dunes
to stop them changing shape and messing up the course
he's building through them.
We've saved the dunes, and a lot of these dunes would not be saved.
They can blow away with the wind. We've stabilised the dunes,
and, from an environmental standpoint,
it's a much better situation than it was before we bought the site.
But environmentalists say these are a rare example
of so-called mobile dunes, with a special ecology
which depends on their being blown into new shapes all the time.
You talk about the uniqueness of these dunes.
That uniqueness comes from their ability
to change and modify. That's what makes them an incredible piece of -
They'll still be changing, but to a lesser extent,
and now they're stabilised. And actually, for years
people have been stabilising dunes, and they consider it a good thing.
Trump hasn't persuaded everyone on that,
or on the merits of building here at all.
Part of the dunes are designated a Site of Special Scientific Interest.
When Scottish National Heritage for example, says,
"You'll create a lasting adverse impact on the environment"...
Well, I think that if you really read up on this,
which probably you haven't, you'll see that most environmental groups
have supported us. We've had tremendous support
from the environmental groups, so I'm very happy about that.
Er, who's next?
Trump's project was the subject of a public enquiry.
The seven environmental groups that gave evidence
were all against his plans.
How about this?
CAMERA SHUTTERS CLICK
Trump also has support from many local people,
who welcome the investment in jobs his project will bring.
Good?
To get deals done, Trump's written, he aims high
and just keeps pushing and pushing and pushing.
HE LAUGHS
Have a good time, fellas.
Thank you.
In The Art Of The Deal, he also explains
how he creates his own kind of hype...
..by accentuating the positive.
"I call it truthful hyperbole."
"It's an innocent form of exaggeration
and a very effective form of promotion."
It's hard to spot Trump's truthful hyperbole...
You're fired!
..but what about this?
93 percent of the people in Aberdeen were in favour of this job.
As you know, we have 93 percent approval rating in the polls.
93 percent. 93 percent. That's almost impossible.
I've never even heard of 93. If we took a poll today, we'd be even higher than that.
We've tried to find that. We couldn't find what poll it was.
It's one of the newspapers. I can get it for you.
A spokesman for Trump Organization couldn't come up with that poll,
but said 93 percent is typical
of the results of countless polls.
Well, that's showbiz.
To be successful in business, you have to put up a good front.
Life is not all sincerity.
Life is an act, to a large extent.
Trump has been playing Trump from this desk for 30 years.
On the floor below, there are three candidates
being trained as the next top Trump.
Which of the three kids is going to take over from you?
That's a tough question, but I will say that what I'd like to see
is that they're all equal. I've never been a big believer in that.
You always need a boss, somebody out there to hire and fire.
But it's very tough to do with your children.
Would it work if it divided? Well, that's one thing.
I'm starting to think about that. That's a very difficult question you're asking.
It's usually easier when you have one boss,
but they're very equal. They're very capable kids, and they're all doing a good job.
Who's going to take over? It's an interesting thing.
We don't talk about it that much. We've seen many families
in similar situations break up when they have that war over who will take over,
and we've realised we all have our strong points and weak points,
and working together is going to be a lot more effective
than fighting over nonsense, because who knows what my father decides to do anyway?
Trump's done it his way for decades.
But how much has he really achieved in business?
Very proud, yeah?
Part of his formula, alongside openness to the media,
is secrecy about his finances.
Trump's never floated his business on the stock market,
which might have made him a lot of money.
But he prefers not being answerable to shareholders,
and being able to keep his financial affairs to himself.
How rich is he?
No-one really knows, because everything he owns is private.
He has never gone public, so his books are not open to scrutiny,
and whenever his fortune is estimated,
he always complains that he's richer than that.
Trump told me he's worth... At least $6 billion,
and probably substantially higher than that.
But the authoritative Forbes Rich List has him down
at just 2.4 billion.
A lot of figures bandied around about what you're actually worth.
Forbes says something very different to the figures you give out.
They don't know my assets like I know my assets,
and I would say that I see people on the list
that are at a high level, and I sure as hell wouldn't switch my assets
for theirs. I know these people. I know exactly what they have,
and I wouldn't switch. But Forbes has me down at $2 and $3 billion.
But again, I'm a private company. People don't know my assets.
Donald Trump grew up in a wealthy family,
but in other ways his story fits straight into the American dream.
I think the American public sees him as the part of the American dream
where you take big chances and you risk big failure.
But because it's America, you're not doomed for all eternity after that.
Typically, Trump doesn't want to accept a role
in anyone else's story.
I don't think of myself as the American dream.
I think of myself as somebody that enjoys what he does.
I've created a lot of good things for a lot of people, including jobs,
but I'm not sure that's necessarily the American dream.
'Whatever he may think, Trump's is a story of our time,
'from bricks and mortar to brands and marketing.'
His father built homes for ordinary people.
Donald Trump built fantasies and sold those to rich people.
Today he markets to everyone, through television,
through the products he licenses, and through his children.
While his empire appears unwieldy, it's actually very simple -
because the only thing he's ever really sold is Donald Trump.
Well, I think that was a nice ending. It was.
I feel good about it.It was great.
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