Beginning in March 2023, 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 tours. The Eras Tour has been a spectacle for both the audience and surrounding cities.
The preparation put into the show shines through during Swift and co.’s 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 a suspended platform that moves across the stage, creating a mesmerizing visual spectacle. It’s Taylor’s world and we’re just living in it.
Swift’s impact is not limited to her music, large economic boost follow her city to city. 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. 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. From ticket sales to purchasing merchandise, Swift’s loyal fans contribute to the staggering revenue generated by her shows.
While Swift herself has a positive impact on local economies, the part fans played is lost on outsiders. 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 last-minute supplies for their tailgate parties.
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 especially ingrained into 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 dollars for tickets that were originally 200 dollars. It seems Swift is trying to ratify this by producing a documentary to bring the magic of The Eras Tour to theaters around the US, with tickets being 13 to 19 dollars.
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 they also have a positive impact on the local economy. From the vibrant atmosphere created by fans’ homemade merchandise to the boost in 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.
