To encourage Taylor Swift fans and visitors to explore deeper throughout the city during the entertainer’s upcoming series of concerts in the city in November, Destination Toronto has created a website ‘Taylor Swift in Toronto’ web site designed to help fans make the most of their time in town – and leverage its moment in the singer’s spotlight.
“Taylor Swift is bringing six epic shows to Toronto’s Rogers Centre on her Eras Tour. There’s little room for a Blank Space in your itinerary while you’re in Toronto, before and after the concert,” the site declares. “Have the Best Day exploring Toronto’s top attractions, indulge your Wildest Dreams at Taylor-approved restaurants, or Shake It Off after the concert in Toronto’s nightlife scene. Long Story Short: this is everything you need to plan your time in Toronto during the Taylor Swift Eras Tour!”
The site hopes to inspire Swifties to become “enchanted with the city’s diverse food and arts scene, shop in style, and check out Taylor-themed events,” and will even include a fan scavenger hunt featuring 13 Toronto clues tied to a Taylor Swift song, leading to various Toronto locations.
Players will be eligible to win prizes, with a grand prize of a weekend stay in Toronto. QR codes placed in the vicinity of the Rogers Centre, along Taylor Swift Way and in other high-traffic areas throughout the city will link directly to the website.
Destination Toronto says that more than $282 million in economic impact and over $152 million in direct spending is expected during the Taylor Swift Eras Tour, which features concert dates on Nov. 14, 15, 16, 21, 22, and 23.
The estimated impact numbers, says Destination Toronto, highlight the significant benefit that comes from visitors travelling to the city for a concert, or for any major event or conference.
“The Eras Tour is a great example of the impact major events have on our destination,” says Andrew Weir, CEO & President at Destination Toronto. “Whether it’s concerts like Taylor Swift, international meetings and conventions, or signature annual festivals like Pride, TIFF or Caribbean Carnival, events that draw visitors to our city also bring visitor spending that positively impacts our local economy and a wide range of businesses and jobs.”
Of the $152 million in direct spending, $141 million – nearly 93% – is estimated to come from out-of-town visitors and $11 million is estimated to come from local Swifties. The direct and indirect tax impacts of the string of six concerts are expected to generate nearly$ 40 million in tax revenue across all levels of government.
As of Sept. 29, hotel bookings for Eras Tour dates in November are pacing ahead by nearly 83% vs the same time last year in downtown Toronto. The increased demand is not isolated to the downtown core with hotels in the city overall also seeing demand pacing ahead by nearly 36%.
Approximately 240,000 concertgoers are expected to attend the Eras Tour shows and over 60,000 are expected to attend ‘Toronto’s Version: Taylgate ‘24,’ the pre-concert event at the Metro Toronto Convention Centre.
In addition to Taylgate, several Taylor Swift events and activities are planned across the city contributing to a citywide effect, like Taylor Swift Fan Night at the Bata Shoe Museum; a Taylor Swift Brunch at Patois; fundraiser TDOT SWIFT 4 CATS at the El Mocambo; ERAS! ERAS! ERAS! Presented by Choir! Choir! Choir! at Longboat Hall; and more.
Check out the site HERE.
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