The population of Swift City is above 100,000, bringing the total to over 250,000. Glendale, Arizona, which is playing host to the first concert of Taylor Swift’s “Eras Tour,” is changing its name to Swift City for the weekend. “The role of city cheerleader is one of my responsibilities.
There will be no expense to the government for this symbolic rebranding of Glendale “Glendale’s mayor, Jerry P. Weiers, told Insider as much. “And it demonstrates the seriousness with which we approach our sports and entertainment district,” he added. It’ll be a blast, for sure, but you’ll have to put in a lot of effort: The anticipated influx of 150,000 Swifties has prompted area businesses to stock up on supplies, hire seasonal workers, and organize special events.
Already, Swift’s tour has broken all previous records, with more than 2 million tickets purchased on the first day of sale through Ticketmaster. Swifties are prepared to spend their money on the tour now that they have endured long lines, expensive resale prices, and other obstacles to seeing their favorite artist.
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Big events are nothing new for Glendale. Last month’s Super Bowl was held there, and you may recall that. Local businesses are gearing up for an invasion of “Taylor Swifties” as the singer, songwriter, and director embark on her first tour since 2018. It’s a miniature version of the enormous influence that the $570 million Swift company has on the economy.
A month after Super Bowl LVII, “the opening of The Eras Tour puts the City of Glendale back in the national limelight again,” Weiers added. Over 150,000 Swift fans are expected to stay overnight and eat at restaurants and attend concerts in our sports and entertainment zone.
Live music fans have a “massive” impact on local businesses, according to Morgan Milardo, managing director of the Berklee Popular Music Institute, which studies the touring industry. “It has a very optimistic effect on the regional economy,” Milardo explained.
Booked Out Hotels, Brand-new Bars, And Thousands Of Cookies
These massive tours “need local backing from local unions and production vendors” since “in addition to all the concertgoers, they are often spectacular spectacles and incredible productions.” Local businesses around the stadium are ready for the influx of Swifties, who may not want to venture far from the entertainment district to visit a dive bar on the east side.
As a result, Burger is throwing a pre-party and clearing away extra seating to make room for more guests despite being completely booked up. It’s like opening a second bar and placing an alcohol order. There will be Swift-themed drinks and music. A larger number of servers and hosts will be operational.
According to Insider, hostess Kayla Bybee of Then Burger expressed her eagerness for business and profit. Meanwhile, Glendale’s Crumbl Cookies has been stocking up on perishables to make sure customers don’t run out over the weekend. Its manager, Chyna Murphy, has stated that the company will be hiring more people than usual in preparation for the sale of thousands of cookies.
Murphy claims that Crumbl sold 1,500 cookies in a single day during a recent Carrie Underwood event. It expects to make between $3,000 and $5,000 selling cookies throughout Swift’s weekend. It takes a lot of work to get ready, but we can always handle it, Murphy added.
Glendale Convention and Tourism Bureau employee Danielle Dutsch described the crowd size as “a tonne of people.” A large influx of visitors is expected in Glendale since hotels are full and eateries are crowded. People come from all over to see Tay Tay, Dutsch added. Amazing as it may sound, the mere presence of this woman has already had a positive effect on our economy.
Even Dutsch is feeling the ripple effects of Swiftmania, as she has heard the singer-songwriter rehearsing in the stadium during her lunch breaks and late nights at the office.
A spokeswoman from the Holiday Inn Glendale said that the hotel was completely booked on the day the trip was announced in the fall. On the other hand, the representative assured Insider that everything was set up and supplied. Arizona’s long tourist season and the Super Bowl served as a useful rehearsal.
An employee at the Glendale TownePlace Suites claims that the hotel has been completely booked since the beginning of March. Those who try to make bookings today will be told they are too late.
In addition to Home2 Suites and Tru by Hilton, the Hampton Hotel & Suites in Glendale is completely booked during the weekend. There are still a few rooms available at the Renaissance Phoenix Glendale Hotel & Spa, but they will set you back a cool $1,500 per night.
Hotel employee Tony S estimates that a night at the Renaissance will cost $300 to $400. According to Tony, the hotel’s costs for the Super Bowl were around $1,600, so the Swift-adjusted rates are on pace with that. A worker at the Renaissance declared, “we welcome” Swifties.’Now, Glendale is Fast City, so we welcome them with open arms,’ he continued.
