Dear Reader…Let’s Talk About The Commercial Success of The Eras Tour
People around the world are making friendship bracelets, taking the moment, and tasting it at “Taylor Swift: The Eras Tour.” Though Taylor Alison Swift prompted herself, “Are you ready for it?”, shockingly enough, the world wasn’t ready for her worldwide commercially successful tour, “The Eras Tour.” After a four-year hiatus, her wisteria grew and Swift eagerly opened up the stadium doors, welcoming over 72,000 fans in just one night. Swift comments, “It’s not just the tour, I sort of feel like my life finally feels like it makes sense…” Fans would agree, and the general public is in veneration of the revenue she is bringing in.
Despite the world economically and socially being in fragments from the pandemic, Taylor Swift has managed to change touring in this age, gaining dominance in the commercial world. Each city that has hosted the Taylor Swift tour has reported that her visitation has increased commercial activity regarding local businesses, hospitality, industry, clothing sales, public transport, and tourism revenues. When Swift visited Santa Clara for two nights of singing, friendship bracelets, and excitement, businesses also thrived off the hustle and bustle. According to Jadyn Revola, the manager of Iguanas Burritozilla, a Mexican restaurant in Santa Clara, “Thursday, Friday, [and] Saturday we’ve seen lines out the door and people going crazy.” He even had to go as far as ordering extra food, and drinks, and calling in more staff. What is an amazing feat for Swift and her crew is also an amazing feat for local businesses.
Fortune accounts that the tour has the potential to generate $4.6 billion in consumer and commercial revenue in the United States alone. Despite how successful the tour is, Swift has remained humble, giving towards those involved. Swift may say she has a marvelous time ruining everything, but she has truly changed lives for the better. To express her gratitude for her workers, Swift gave a check for $100,000 to each truck driver that drove alongside all the magic made. She outdid herself in generosity, paying over $50 million out-of-pocket to all of the support staff working the tour. With every guitar string scar on her hand, she’s touched hearts and changed the way artists will use their money commercially.
Swift has truly changed the way the world will view touring saleswise. You now might understand why her self-titled fans, the Swifties, lost their minds and fought the wars in Ticketmaster because getting tickets was the only hoax they believed in. Taylor will continue to become a large influence and inspiration to many across the world.
P.C. Payton Mazzuco '27