In a surprising twist to a major cultural rebranding, a comedian has managed to outpace the prestigious Kennedy Center in Washington DC. The institution's plan to rename itself after former US President Donald Trump hit an unexpected digital roadblock, thanks to the foresight of a comedy writer.
The Board's Decision and the Rebranding Move
The board of the John F. Kennedy Center for the Performing Arts voted on December 18, 2025, to change the iconic venue's name. The new designation, "The Donald J Trump and The John F Kennedy Memorial Center for the Performing Arts," was confirmed by the center's leadership. Press Secretary Karoline Leavitt stated the board's vote was in recognition of Trump's "unbelievable work" in overhauling the famed venue, following his earlier purge of Democratic members from its board.
Work to update the physical signage on the building in Washington DC began in earnest on the very next day, December 19. However, in its swift physical rebranding drive, the organization overlooked a crucial digital asset: the corresponding website domain.
The Digital Prankster's Preemptive Strike
Unbeknownst to the board, the key web addresses for the new name were already off the market. Toby Morton, a 56-year-old comedy writer known for his work on "South Park" and "Mad TV," had purchased the domains months in advance. The domains in question, trumpkennedycenter.org and trumpkennedycenter.com, are now under his control.
Morton, who has a history of buying politically charged domains to create satirical websites, told The Washington Post he saw the move coming. "As soon as Trump began gutting the Kennedy Center board earlier this year, I thought, 'Yep, that name's going on the building,'" he was quoted as saying. He had been closely following news of Trump's increasing influence over the institution throughout the year.
Implications and a Satirical Hurdle
This development creates a unique and awkward situation for the Kennedy Center's administration. Their comprehensive rebranding effort, which includes changing the name of one of America's most prominent cultural landmarks, now faces a stumbling block in the online world. To align their digital presence with their new physical identity, they would need to either negotiate with Morton for the domains or choose a different, potentially less intuitive, web address.
The incident highlights the increasing importance of digital strategy in modern rebranding projects. It also underscores how political actions can inspire reactions in unexpected quarters, blending the worlds of high culture, politics, and internet satire. Morton's move ensures that the controversial renaming will have a lasting, and humorously critical, footprint on the internet.
