A few weeks before taking office, then-President-Elect Donald Trump held court at a press conference in Manhattan to address questions about his conflicts of interest. With a giant stack of papers stacked artfully to signal legal documents beside him onstage, he explained that he would step down from the day-to-day operations of the Trump Organization, hand over the keys to his adult sons, Donald Jr. and Eric, and pay the business no mind until he returns. “I hope at the end of eight years I’ll come back and say, ‘Oh, you did a good job,’” he said. “Otherwise, if they do a bad job, I’ll say, ‘You’re fired.’ ” Trump’s tax attorney, dispatched to detail the particulars, told reporters that the Trump Organization would appoint ethics advisers, avoid foreign deals while Trump is in office, and donate profits from foreign officials staying at his hotels to the U.S. Treasury.

These measures were meant to avoid the appearance of conflicting interests once Trump took office, though they did little to satisfy ethics experts, since the president continues to own a vast array of hotels, resorts, golf courses, real estate holdings, and licensing deals around the world. His children, to whom he is very close, stand to benefit from anyone looking to curry favor with the White House, too.

Trump has argued that he doesn’t care about the business anymore, now that he has the fate of the free world on his shoulders. He has opted to forgo his salary as president, too, since the billionaire (if you take him at his word, though he has not released his tax returns) can manage just fine without it.

But just five days since taking up residence in the White House, Trump is already managing to make money off his new gig. According to a report from CNBC, Mar-a-Lago, the sweeping Palm Beach resort owned by the Trump Organization, doubled its initiation fee on January 1, three weeks before Trump’s inauguration. The “Winter White House” now charges $200,000 to join, plus tax and $14,000 in annual dues, a massive increase that went into effect just hours after Trump spent the night there with his family, shaking hands and enjoying his last days there as a private citizen, for its New Year’s Eve party. Sources told the network that Mar-a-Lago, which last raised prices in 2012, had been considering a price hike for some time.

While the Trump Organization is profiting from its popularity in Palm Beach, it is formulating plans to cash in across the country, too. Trump Hotels C.E.O. Eric Danziger told a panel at the Americas Lodging Investment Summit in Los Angeles on Tuesday that he wants to expand all across the country, though the company will hold off on its international expansion for now. “There are 26 major metropolitan areas in the U.S., and we’re in five,” he said, according to Bloomberg. “I don’t see any reason that we couldn’t be in all of them eventually.”

All of this raises eyebrows as to how a sitting U.S. president is able to make money off his name, even if he is not directly controlling the decisions or making deals. As Trump told The New York Times in an on-the-record discussion last month, he knows that his name has a new cachet, and that there will likely be more people flocking to it now. “The brand is certainly a hotter brand than it was before. I can’t help that,” he said.

That could mean that more partners want to enter into deals with the Trump Organization. It could mean that more people want to buy apartments in Trump-owned buildings, or more travelers want to stay at Trump hotels. Some of those individuals might happen to be foreign leaders, which, according to a lawsuit filed by a liberal watchdog group on Monday, violates the Constitution. The Emoluments Clause, a provision of America’s founding document, prohibits a president from accepting gifts or money from foreign governments. Trump’s lawyers have argued that because hotel bills are a fair value service, such revenues do not violate the clause.

Trump told the Times that he didn’t care if his brand was hotter now or if he got more deals or makes more money because of his position “because it doesn’t matter. The only thing that matters to me is running our country.” At least for now, though, it seems he gets to have his cake and can eat it, too.