With a multi-story waterfall as a backdrop, a smiling Donald Trump with wife Melania in tow, glided down the Trump Tower's atrium escalator into a lower level filled with press, guests and everyday people.
Dozens of others hung over the railings of the pink marble atrium's rafters with signs cheeing Trump for President.
It was an auspicious start for a presidential campaign announcement that had been keyed up for weeks if not years, after Trump flirted as the Tea Party's darling back in 2012. While he bowed out then, talk show's appetite for his opnions never foundered, leaving him with a television audience week after week.
Trump's children, Don Jr, Ivanka and Eric with wife No. 1 Ivana; along with Tiffany who's mom, Marla Maples was wife No. 2 and even Trump and Melania's 9-year old Barron took to the stage to cheer as he dropped his Make America Great Again hat into the ring. There was no offcial hat that day but it was the start of something huuuge.
Other members of the family there included Don's wife Vanessa and two of their five childre, Kai and Don III or D3 as he is known, Eric's wife, Lara; and Ivanka's husband, Jared Kushner.
Ivanka quietly introduced him with words that would later define his campaign, noting he could "outwork anyone in any room." She noted that when it comes to building bridges, "He can do so literally, on time and on budget."
"My father is the opposite of politically correct," Ivanka said to a country sick of being politially correct. "He says what he means and he means what he says."
To Neil Young's Rockn in the Free World, Trump and Melania decended the esclator to cheers and he took the stage.
Trump began by dissing other candidates wondering how they would beat Isis, and explaining he beat China all the time but that Japan was sending all its cars to the US. "When was the last time you saw a Chevrolet in Japan?" he asked. "When will we beat Mexico? They are not our friends."
He railed again Ford which had just announced it would put a plant in Mexico.
Within minutes of menioning Mexican immigrants "some of whom" were rapists and murderers, the anti-press frenzy began, conveniently leaving out his qualifiying phrase, "and I assume, some of them are good people."
Trump also ranted against the US leaving 2,300 Humvees behind in Iraq for the enemy, ranted again the US gross domestic product being below zero --Who ever heard of this?-- and ranted against the "horrible" labor participation rate.
"Our enemies are getting stronger by the day and we are getting weaker," he added, stressing "Boy, does that send a signal to Putin."
He turned to what he called "The Big Lie: Obamacare," saying you practially have to be hit by a tractor to use it. Plus he recalled, the website cost $5 billion dollars. "I do a website all over the place and it costs me three dollars," he said, in a typical Trump exageration.
By then the audience was shouting "We Need Trump."
Saying he would take the right guy for the military - Nobody will be pushing us around! --he would renegotiate the foreign trade deals, won't let Iran get nuclear weapons, and reduce the $18 trillion in debt.
Later he said, "We need a leader that can bring back our jobs, and bring back our military and can take care of our vets."
"We need a cheerleader,"he noted, dissing President Obama as being a "negative force."
Trump declared,"We need someone who can take the brand of America and make it great again."