When Joni Bryan, the executive director and founder of the 917 Society, was invited to hold her nonprofit’s annual gala at Donald Trump’s Mar-a-Lago in 2021, she saw it as an opportunity to raise awareness about her organization and gain support. While the exact amount paid to Trump for hosting the event remains undisclosed, the gala was successful, leading to two more events at the club in the past three years. In 2024, the nonprofit sold around 225 tickets at $1,250 each, bringing in approximately $280,000, covering costs and adding to their funds. Bryan noted that while it may be expensive at Mar-a-Lago, the value and prestige associated with the club make it worth it for many attendees.
Donald Trump’s purchase of Mar-a-Lago for $10 million in 1985 turned out to be a lucrative investment, with the property now estimated to be worth $325 million. The club has seen a significant increase in business, especially after Trump’s presidency, with revenues reaching around $40 million in 2023. Most of this growth has come in the years following Trump’s departure from the White House, with business totaling $105 million, driven by initiation fees, annual dues, and event catering. Despite the rise in revenue, the cost to run Mar-a-Lago has remained stable, resulting in increased profit margins for Trump.
The club’s success can be attributed to a boost in political activity and media attention following Trump’s entry into the presidential race in 2015. Revenue at Mar-a-Lago saw a 17% increase that year and continued to rise as Trump’s political stature grew. After winning the presidency, Mar-a-Lago became a focal point for Trump’s administration, with revenue hitting a high of $26 million in 2017. However, revenue dipped in the following years, likely due to the Covid-19 pandemic, but still remained higher than pre-Trump levels.
Mar-a-Lago’s popularity continued to grow in 2021, with record-breaking revenue of around $27 million, followed by another significant increase in 2022, reaching roughly $38 million. With Trump spending more time at the club and a steady stream of visitors seeking endorsements, business remains strong. Plans to increase initiation fees to $1 million in October 2024 indicate Trump’s intent to capitalize on the club’s success. Event business at Mar-a-Lago is also thriving, with a full capacity of 500 members and a waitlist, further contributing to the club’s financial success.
As Mar-a-Lago continues to be a lucrative venture for Trump, the club’s association with political figures and high-profile events has solidified its status as a premier social destination. While some organizations may opt to hold events closer to home in the future, the allure of Mar-a-Lago remains strong for attendees willing to pay a premium for the experience. With increasing revenue and strong business prospects, Mar-a-Lago is likely to maintain its status as a top destination for events and gatherings in Palm Beach.
