Taylor Swift: A musical extravaganza or Christmas for business?
Taylor Swift’s Eras Tour made headlines even before it began — by overwhelming booking platform Ticketmaster and drawing attention even from the U.S. Senate.
The money and impact on travel was a big story too: Ticket sales alone were expected to generate $590 million within the U.S. In Chicago, hotels had a 97% occupancy with over 44,000 rooms occupied. Some studies found that demand for workers in the vicinity of a stadium can reach close to 10 times normal levels.
“High level, when the STR industry has revenue falling, Taylor is literally a windfall almost everywhere she goes. Entire cities see double-digit increases in occupancy and ADRs, with the mid-tier cities like Pittsburgh, PA, benefiting the most,” said Jeff Breece, director of revenue management at Beyond Pricing.
Beyond found that the top performing markets in terms of occupancy were: Kansas City, MO, Philadelphia, PA and Pittsburgh, PA. And the ones that did well in terms of daily rates were: Pittsburgh, PA, Chicago, IL and Tampa, FL.
|Market||Date||Occupancy YoY||ADR YoY|
|Philadelphia, PA||March 18||-3.1%||-17.3%|
|Philadelphia, PA||May 12||25.8%||17.0%|
|Las Vegas, NV||March 24||8.0%||-8.2%|
|Dallas, TX||March 31||19.0%||8.4%|
|Tampa, FL||April 13||12.8%||24.6%|
|Houston, TX||April 21||13.8%||3.8%|
|Atlanta, GA||April 28||7.8%||-1.2%|
|Nashville, TN||May 5||19.3%||12.3%|
|Worcester, MA||May 19||9.0%||12.2%|
|Newark, NJ||May 26||10.0%||-1.8%|
|Chicago, IL||June 2||6.4%||34.7%|
|Detroit, MI||June 9||17.6%||3.8%|
|Pittsburgh, PA||June 16||25.0%||51.5%|
|Minneapolis, MN||June 23||10.9%||9.9%|
|Cincinnati, OH||June 30||22.6%||14.7%|
|Kansas City, MO||July 7||28.0%||3.3%|
|Denver, CO||July 14||11.5%||4.8%|
|Seattle, WA||July 22||4.5%||-2.4%|
|South Bay, CA||July 28||8.5%||-4.6%|
|Los Angeles, CA||August 3||-5.9%||9.2%|
|Los Angeles, CA||August 8||0.6%||2.5%|
According to KeyData , RevPAR grew by 88% annually attributable Swift’s Eras Tour.
The 20 cities that hosted the Eras tour saw revenue per available room go up by 28% and occupancies by 12%.
According to data from AirDNA, the total revenue impact from Taylor Swift was $27.3 million in the United States. Los Angeles ($6.5 million), Nashville ($3.8 million), and Phoenix ($2.7 million) saw the most significant revenue lifts, driven in large part by greater demand for short-term rental stays but also by higher average daily rates (ADRs). The most subtle revenue impacts were seen in San Jose-Santa Clara ($160,000) and Jersey City-Newark ($189,000).
Swift’s fandom is large enough that hosts in most cities didn’t need to raise prices. There was enough demand to go around filling rooms.
Editor’s Note: This story has been updated to remove a KeyData estimate for the Eras Tour contribution to the short-term rental industry.
Have a confidential tip for Skift? Get in touch
Photo credit: Taylor Swift performed at Gillette Stadium in May as part of the US Era's Tour. Source: Stephen Mease/Unsplash Stephen Mease / Taylor Swift performed at Gillette Stadium in May as part of the US Era's Tour.