Swiftie or not, pop star Taylor Swift is undeniably a money-maker — and new financial figures show the artist’s two-day stint at Levi’s Stadium is a huge boost to Silicon Valley’s economy.
Dan Rascher, president of Sports Economics, LLC, which analyzes the sporting events and concerts business, told San Jose Spotlight that July 28-29, 60,000 Swifties filled the stadium for Swift’s Eras Tour.
Rascher said 70% of the visitors came from outside, more than the average 50-65% visitors typically seen at Levi’s Stadium. Traveling Swifties spent $19 million on lodging, food and entertainment in Santa Clara County through the pop star’s tour stop, who had already spent thousands of dollars on tickets at times.
“This results in an overall economic impact of approximately $33.5 million,” Rascher told San Jose Spotlight. “The money is spent in the city over time, and that usually takes a couple of months.”
Swifties spend money 20% to 25% more per day and 20% longer stays in the area where concerts are held than other fans across the country, Rascher said. But even the 11-time Grammy winner doesn’t have the economic appeal that a Super Bowl — about $240 million when it was played at Levi’s Stadium in 2016 — would have if it were to return to the 49ers’ homeland in 2026.
“The multi-day events tend to be the ones that have the greatest economic impact,” said Rascher, who regularly works with Levi’s Stadium to determine the economic impact of its events. “(Taylor Swift) would be the highest of any concert I’ve ever seen.”
The City of Santa Clara, led by Mayor Lisa Gillmor, had a contentious relationship with the 49ers and Levi’s Stadium.
Gillmor and her allies have been at war with the 49ers for years, including legal battles over increases in the team’s rent and financial oversight, stripping them of the right to run stadium operations and imposing a curfew to stop noise complaints from neighbors. Due to the curfew, the stadium must be dark by 10pm on weekdays and 11pm on Fridays and Saturdays.
The 49ers said the lockdown cost millions of dollars in revenue and forced high-profile artists like Ed Sheeran to leave Santa Clara entirely. In a split vote, Santa Clara policymakers decided in late 2021 to allow five weekday extensions to 11 p.m. a year for non-NFL events.
Swift’s concert on both nights extended beyond the stadium’s curfew, as did the fireworks that followed.
Longtime Santa Clara political adviser Rich Robinson said the city should celebrate the commercial success of concerts like Swift’s, rather than complaining about a curfew.
“They appointed Taylor Swift mayor for a day. I think a lot of people would have preferred it if she stayed (longer),” said Robinson. “Ultimately, the City of Santa Clara is making an incredible amount of money from this venue and everyone should recognize that.”
Santa Clara will fine Pyrotek Special Effects, Inc., Swift’s pyrotechnics experts, $2,000 for permit violations, city officials confirmed.
“The woman gave the Second Harvest Food Bank enough money to feed 500,000 people for a year and they will fine her for pyrotechnics. Are you kidding me?” said Robinson. “That sounds rude… there’s fireworks every week in this stadium at the Niners. What’s the problem?”
Contact Ben Irwin at [email protected] or follow @B1rwin on Twitter.
Comments are closed.