Economic boost expected when Taylor Swift visits Vancouver

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Pop sensation Taylor Swift’s highly anticipated Eras Tour is expected to bring a significant economic boost to Vancouver this December, with industry experts predicting that the three sold-out concerts will inject millions into the local economy.

An estimated 163,000 Swifties are expected to flock to B.C. Place for the Dec. 6, 7 and 8 shows, driving spending at local businesses, including short-term accommodations, restaurants, shops and various entertainment venues.

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“Every city on Swift’s tour has seen economic benefits and Vancouver will be no exception,” said Walt Judas, CEO of the Tourism Association of B.C. “For the tourism sector, hotel occupancy will be high, bars and restaurants will be busy, transportation companies will be operating at full capacity, and retailers are expected to see increased sales.

“Attractions are also likely to experience more traffic, as well as other areas of the visitor economy.”

The Eras Tour is positioned to be the highest-grossing tour in music history, and city stops worldwide have seen the economic benefit.

A study by online research company QuestionPro found that Swift fans who attended U.S. tour dates spent an average of $1,781 on show-related expenses, including travel, food, shopping and accommodations, providing a boost to local economies.

In the U.S., craft chain Michaels reported a 300 per cent increase in jewelry and bead sales at local stores just before Swift concerts, attributing the surge to the fan trend of trading friendship bracelets.

Vancouver’s concert dates are one of only two Canadian stops on the record-breaking tour, which kicks off in Toronto in mid-November.

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Adam Laker, chairman of the Hotel Association of Vancouver, said Swift’s visit comes at a perfect time, helping revive local hotels that typically face a slow season in early December.

“Hotels in the city would be facing a slump at this time, unlike the summer season,” said Laker, who also works as general manager of the Fairmont Hotel Vancouver.

Laker noted that most hotels are already at 75 to 80 per cent occupancy for the concert week, with a last-minute surge expected to push them near full capacity.

“The prices hotels are charging reflect the high demand,” he added.

Single-bed rooms at downtown hotels like Best Western, which typically cost $150 to $200 per night, have surged from $1,000 to $2,000 during the concert week.

Laker also expects a ripple effect, with increased revenue at nearby tourist destinations like Whistler’s ski resorts, as some concertgoers explore regional attractions during their Vancouver visit.

Ian Tostenson, president of the B.C. Restaurant and Food Services Association, predicts bars and restaurants within two kilometres of B.C. Place will see up to a 200 per cent increase in business.

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“It’ll be like a tsunami when Swift rolls into town,” said Tostenson. “Restaurants in Vancouver need to be thinking now about how to best deal with and manage the rush.”

Local businesses are also capitalizing on the Swiftie craze.

As anticipation for the Vancouver shows grows, local business owners are crafting Swiftie-themed experiences for fans.

Among them is Michelle Furbacher, owner of Catfe in the International Village Mall. Her café, which allows visitors to interact with adoptable cats, has been hosting a monthly event called the “Meowras Tour Disco Pawty,” themed around Swift’s albums.

“The lights go out, the music’s loud, and the disco ball is spinning — the cats love to chase the lights,” Furbacher said, noting that attendees often come dressed in Swift-inspired outfits, eager to immerse themselves in the experience.

“For the next event in November, we’re playing the Reputation album,” added Furbacher. “We joke that it’s our resident cat Junior — our meow-nager — who is behind making the Swiftie bracelets.”

Tickets for the themed event are priced higher than typical bookings at the Catfe, with a portion of the proceeds going to the Heart & Soul Dog and Cat Rescue Society.

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Meanwhile, the Great Canadian Trolley Company recently launched a three-hour Swift karaoke tour, taking riders through Vancouver’s scenic spots while they sing along to her hits.

At Stanley Park, Swift’s songs Love Story and You Belong With Me play, and when the trolley passes English Bay, passengers can belt out Cruel Summer in karaoke.

Tickets are $65 per person, higher than the usual fare for the company’s guided sightseeing tours, which typically don’t include music.

“Our Swiftie tour operators are fans themselves and have created a special script centred around the Eras Tour experience,” said the company’s manager. “We’re hoping this tour appeals not just to tourists but to locals as well.”

sgrochowski@postmedia.com

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