Beginning on March 23, Taylor Swift embarked on the U.S. leg of The Eras Tour, finishing in August 2023. Consisting of performances representing different “eras” of her career. The Eras Tour brought fans something that’s been a long time coming, with a six-year gap between the previous tour. The Eras Tour has been quite a spectacle for both the audience and surrounding cities.
The preparation put into the show shines through during Swift and her dancers’ performance. While concerts are nothing new, The Eras Tour reinvents the idea of showmanship. Swift has shown time and time again the level of dazzle she brings to the stage. Throughout the three-hour show, Swift makes use of light, pyrotechnics and sound to fully immerse the audience in her vision. For example, during her performance of the song “Delicate,” Swift uses a combination of intricate lighting effects, synchronized choreography, and crowd interaction via chants, creating mesmerizing visuals. It’s Taylor’s world and we’re just living in it.
Swift’s impact is not limited to her music. The success of Swift’s tour not only lies in her captivating performances, but also in the massive economic boost it provides to the cities she visits. Getting to each show requires flights, hotels, Ubers, and more. In Los Angeles alone, The Eras Tour supplied an estimated $320 million in gross revenue. From ticket sales to purchasing merchandise, Swift’s loyal fans contribute to the staggering revenue generated by her shows.
While it may seem like Swift alone creates this impact, fans also play a huge part. The fan culture of “Swifties” has made the demand for tickets skyrocket, adding additional shows to the U.S. leg. The additional shows mean more ticket sales, increased merchandise purchases, and a higher influx of tourists spending money on hotels, restaurants and local attractions. Additionally, fans unable to attend The Eras Tour gather around and tailgate around the stadium. The surrounding businesses benefit from the increased foot traffic as fans grab a quick bite to eat or buy Taylor Swift related merchandise.
However, a large factor into why such a large number of fans were unable to get tickets is ticket scalpers. Ticket scalping is when a large number of people purchase tickets at low prices to then resell them for outrageous prices. This phenomenon was evident in The Eras Tour tickets as, after waiting in almost 24-hour-long queues, fans found most tickets had already been scalped. This created an unfair advantage where seemingly, fans could only attend if they could shell out $1,000 for tickets that were originally $200. It seems Swift is trying to ratify this by producing a documentary to bring the magic of The Eras Tour to theaters around the U.S., with tickets being $13 to $19.
Taylor Swift’s The Eras Tour, not only provides a platform for her fans to come together and celebrate their love for her music, but it also has a positive impact on the local economy. From the vibrant atmosphere created by fans’ homemade costumes to the increased sales for nearby businesses, Swift’s concerts bring both economic and social benefits to the cities she performs in. It is clear that Swift not only leaves a lasting impression on her fans but also leaves a positive mark on the communities she visits.
