![]() ![]() Swift has another nine shows at NFL stadiums scheduled next fall before the tour wraps.Īdd to that spending inside the stadium, which is excluded from Rascher’s Levi’s analysis, and Swift probably helps teams even more. That suggests that her fans generated about $887 million direct spending going to the shows, money that generates some tax benefits for municipalities that are home to the venues. ![]() leg of her “Eras” tour, all of them at NFL stadiums. The star played 53 shows this year in the U.S. It’s a little speculative to project out Swift’s Levi’s numbers across the league, but absent other indicators, Rascher’s figures suggest she has been a financial boon for stadiums. “The numbers I found for Levi’s were not that different from other stadiums in terms of percentage of visitors who come from out of town specifically for the football game or concert,” said Dan Rascher, author of many facility impact reports, including the one for the 49ers, and a professor of economics at the University of San Francisco. But for the teams themselves that have to justify the increasingly expensive costs of new stadiums, superstar concert events like Swift’s seem to boost their own economics significantly. Team-sponsored economic impact studies are open to a lot of reasonable criticism about how good stadiums are for municipalities, such as the argument that much of the spending may ultimately leave town since it goes to non-local enterprises or that similar amounts of spending may have happened locally anyway, whether there was an event or not. Overall, the $16.75 million per Taylor Swift show injected into the local economy by fans outpaces all seven of the NFL games analyzed at Levi’s in the study, including the $15.1 million created around 2020’s NFC Championship game. The average of $332 spending per attendee is one-third greater than what the typical football fan spent while attending last December’s Dolphins-Niners game at Levi’s, the most recent NFL game covered in the analysis. That includes $23.2 million in direct spending by concert-goers on things like hotels, meals and other entertainment options besides the concert itself, and excludes spending on the concert by fans and by the artist and her retinue. It’s when she’s on stage at one of the league’s massive bowls that her impact is most felt.Īccording to an economic impact report on Levi’s Stadium commissioned and released by the San Francisco 49ers last week, Taylor Swift’s two concerts held there in July generated $33.5 million in financial impact. Taylor Swift may boost the occasional game’s television ratings and entertainment value when she appears in a luxury box, but the pop icon is much more valuable to the NFL than the world’s most famous member of the WAGs club. ![]()
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