“The Eras tour made my shop skyrocket!” Small Glendale Business Owners in Entrepreneurial Bliss
Taylor Swift's Eras Tour catalyzed Glendale, Arizona's economy by millions, fueling demand for local businesses.
In a dazzling collision of music and magic, the sleepy streets of Glendale, Arizona, were transformed into an epicenter of fandom frenzy.
As Taylor Swift’s Eras Tour hit the city, an electrifying energy swept through the streets, drawing over 140,000 dedicated Swifties to Glendale. This was no ordinary concert weekend – it was an extravaganza that propelled local businesses to unimaginable heights, leaving them basking in entrepreneurial success. From viral merch reels to a symbolic renaming of the city as ‘Swift City,’ the tour unleashed an economic force so potent that it overshadowed even Super Bowl LVII, which was held in Glendale earlier this year. Shops abounded with Taylor Swift-themed products, and concert-goers patronizing local businesses like moths to a flame.
“I never anticipated the surprising expenses on food and drinks,” said Liz Beutler, a Utah resident who came to Glendale to attend the Opening Night of the Eras Tour. “Pleasantly surprised at Sweet Dee’s bakery, my sister and I savored Taylor Swift themed treats, like the Reputation iced dark chocolate mocha and Taylor’s favorite Debut caramel latte with a pistachio twist, making our pre-concert adventure unforgettable.”
During the tour, fans embraced the small-business spirit as they sought out unique concert merchandise to commemorate the experience. Across the city, fans of all ages donned apparel and accessories from local shops like Shop Finer Finds and Pop Girl Co, which specializes in Taylor Swift-themed products. These small businesses, known for their distinctive and one-of-a-kind products, helped fans stand out in the crowd. Fans like Liz adorned themselves with unique local items, adding extra flair to their concert ensembles.
Glendale’s symbolic renaming as ‘Swift City’ during Taylor Swift’s concert weekend showcased its commitment to welcoming fans and honoring the impact of music. The gesture fostered camaraderie among Swifties and solidified Glendale’s reputation as an inclusive arts destination that values the profound connection between artists and their devoted fanbase. ‘Swift City’ became a vibrant tribute to the power of music in bringing people together, exemplifying Glendale’s understanding of the significance of fandom in the cultural landscape.
Michelle Percival, the owner of Pop Girl Co, was thrilled to share the incredible impact the Taylor Swift Eras Tour concert weekend had on her merchandise website.
“The Eras tour made my shop skyrocket!” Percival told the News. “I have people constantly still finding my shop for the first time wanting overnight shipments for their concert that following weekend. It’s been so wonderful and amazing to see my products at the concerts and being tagged in hundreds of Instagram posts.”
The tour generated a significant surge in sales and revenue at Pop Girl Co. In particular, a special Taylor Swift-themed merchandise reel featuring Eras dad caps went viral, accumulating a remarkable 1.3 million views and driving 718 orders in May alone. Fans flooded social media with positive reviews.
Inspired by the tour, Michelle decided to focus more on Taylor Swift items in her shop, offering cards, stickers, buttons and mashups with Swift lyrics and references. Even without the boost from holiday sales, Pop Girl Co’s revenue this year has reached $45,000 from 1908 sales, coming close to last year’s performance of $47,600 from 2152 sales.
“Glendale, Arizona was ready to embrace the tidal wave of 140,000 devoted Swifties, witnessing ticket sales shatter all previous records,” said Derek Diesner, Media Relations and Communications Director for the City of Glendale. “With the Eras Tour commencing in Glendale on March 17 and 18, the city took a bold step, symbolically renaming itself as ‘Swift City,’ extending a warm welcome to all Taylor Swift fans.”
Glendale’s bold move to rename itself ‘Swift City’ for the weekend resonated with Swifties nationwide, setting a new trend among tour stops and highlighting the city’s commitment to celebrating music’s power and the bond between artists and fans. Working with Taylor Swift’s tour publicist to get permission to use her picture on the new symbolic city sign was proof of the two parties’ close relationship. Additionally, the way Taylor Swift supported and welcomed the weekend-long special attention bestowed upon her underlined her close relationship with her fans.
Taylor Swift’s Era’s tour is set to continue internationally through August 17th, 2024.