It’s the end of the Eras era as the world’s biggest pop star lands in Canada.
Are you ready for it?
Driving the news: Taylor Swift begins the Canadian stretch of the Eras Tour tonight at the Rogers Centre in Toronto. She will play six shows in the Six in November, followed by three shows at Vancouver’s BC Place in December — the final stop of her record-shattering tour.
Why it matters: Swift has brought an economic bump to every city she’s graced. While there aren’t exact numbers for Vancouver, Destination Toronto expects the shows and their 240,000 attendees will generate $282 million for Toronto, with $152 million from direct spending.
- And the gains are sure to outweigh any costs — like the $1.2 million spent to bolster transit services and the TBD costs for police security and emergency planning.
Big picture: Money won’t just be spent on merch and $10,000 last-minute tix. Be it full hotels, bars serving Swift’s fave cocktail, themed events at museums and aquariums, or countless venues hosting parties, no area of commerce will remain untouched.
Bottom line: With tourism in Toronto and Vancity struggling post-pandemic, the cities hope concert-goers from out of town will become repeat visitors. Experts are doubtful.—QH