"Taylor Swift Takes Over Cities: How 'Swift-mania' Is Boosting Local Economies Across America"

What are the benefits for cities when they celebrate "Taylor Swift Day"?
"Taylor Swift Takes Over Cities: How 'Swift-mania' Is Boosting Local Economies Across America"

Cities across the United States, from Arizona to Florida, have recently been enthusiastically welcoming Taylor Swift for her Eras Tour. While the singer has not yet responded to any of the symbolic offers made by these host cities, such as being declared an "honorary mayor" or having a street named after her, the impact of such gestures is undeniable. By connecting themselves to Swift and her massive fan base, cities receive a boost in marketing and revenue, as well as increased attention from traveling concertgoers and social media users. For example, Glendale, Arizona temporarily changed its name to Swift City, while Las Vegas illuminated its Gateway Arches in colors representing each of Swift's albums. Even if Swift herself does not accept these offers, the cities still benefit from their association with her.

According to Castor, these symbolic gestures toward Taylor Swift are a positive way for cities to connect with their residents and people across the country. In addition to the feel-good factor, there are also clear economic benefits to hosting a Taylor Swift concert. For example, during Swift's Eras Tour, each host city that welcomed her saw an uptick in hotel room rentals, restaurant customers, and merchandise sales. This translates into a boost in revenue for the city and the local businesses that benefit from concert-related spending. These benefits are amplified by positive media coverage, as each city's feel-good news conference generates valuable press mentions. According to a 2021 Oxford Economics study commissioned by Live Nation, for every $100 spent on concert tickets by out-of-towners, an additional $435 is spent on local restaurants, transportation, and retail. In 2019, this amounted to $32.6 billion in regional, non-concert spending.

What are others reading:

Tampa city officials, including some who consider themselves Swifties, were well aware of the economic impact of hosting a Taylor Swift concert. As the only Florida stop on the Eras Tour, the city was keen to capitalize on the influx of visitors from across the state. According to Angela Ramirez, Tampa's communications strategist, it was important for the city to seize the opportunity to showcase its cultural offerings and promote tourism.

Taylor Swift is not the only musician to receive symbolic honors from cities. In recent years, Albuquerque's mayor gave a key to metal band Soulfly, Cincinnati's mayor gave one to rapper Common before a performance with the local symphony, and Ed Sheeran received a key to the city of Albany after selling out a local arena in 2015. Ramirez notes that these keys are highly coveted and serve as a special honor for the recipients. Even Mariah Carey received a key from Tampa's mayor during a concert in 2003.

Sue Breding, the communications director of Glendale, was inspired to come up with the idea of renaming the city "Swift City" after reading about similar moves made by Las Vegas and Arlington. Breding sent the plan to her boss, who suggested she run it by officials at State Farm Stadium, where the Super Bowl had just been hosted. Swift's tour representatives responded positively, and Glendale's Mayor Jerry Weiers delivered a proclamation at a news conference on March 13, flanked by city council members wearing colorful Swift City T-shirts.

Despite criticism from some quarters that the move was pandering to younger voters, Weiers' proclamation went viral on Instagram, with one Indonesian publication's report garnering over 3,100 likes. Breding acknowledges that the move does not have a direct economic impact, but notes that it generates positive attention for Glendale and its surrounding businesses. "It’s that bigger benefit of hearing the word ‘Glendale’ — maybe you’ll smile and remember some of that. And visit the surrounding restaurants," she says.

 

"Taylor Swift Takes Over Cities: How 'Swift-mania' Is Boosting Local Economies Across America"

Web browsing news

Was this news helpful?