Attendance at Taylor Swift performances in Kansas City consistently results in increased donut consumption.
Two Donutology locations in the city produced 20,000 donuts in a single weekend in July of that year to satisfy the 74,000 Swifties who attended two Arrowhead Stadium concerts. This was accomplished through the marketing of “Tayl-gating” 30-packs, which included Lavender Glazes and Caramel Is a Cat Bismarck. The retail establishments hurriedly recruited former staff members to assist with 24-hour frying and delegated Abby Meyer, their director of marketing, to assist in the packaging division. Meyer states, “It hasn’t truly died since that time.”
In contrast to other U.S. cities during Swiftie’s Eras tour last summer, the city’s Swiftie frenzy continues this autumn due to the singer’s high-profile presence with her NFL Chiefs beau, Travis Kelce. In the past few months, local businesses including clothing retailers Westside Storey and Made In KC, as well as restaurants Piropos and Prime Social, have all experienced substantial growth in sales, social media engagement, and website traffic, mirroring the enthusiasm at Donutology.
“We are unable to quantify it,” states Tim Cowden, chief executive officer and president of the Kansas City Area Development Council. “What an extraordinary opportunity she is bestowing upon our region.”
The Economic Development Council of the city reports that Eras tickets sold for an average of $1,200 throughout the United States; therefore, the Kansas City performances generated $88.8 million in revenue. In addition, Swifties spent between $1,300 and $1,500 on meals, merchandise, and other products during the course of the tour; this resulted in an aggregate economic impact of $185 million to $200 million for Kansas City. Subsequently, Westside Storey, the vendor of Swift’s vintage Chiefs sweatshirt during the team’s match against the Green Bay Packers last Sunday, received an unprecedented 100 online orders in the two to three days following the game, as reported by the store’s proprietor, Chris Harrington.
“It is completely insаne,” Harrington exclaims. “Passage has been pushed in a way that has never occurred before.” We are patiently awaiting its conclusion.”
The Argentine eatery Piropos, where Swift and Kelce dined in late October in Kansas City, has also received an equivalent degree of overwhelming word-of-mouth support. “We did not еrеct any signage. “People have just called us,” says the restaurant’s proprietor, Cristina Worden. “We have received additional reservations and commentary.” It has been an excellent time for all businesses.”
The surge in sales associated with the Eras in Kansas City caught Keith Bradley, co-owner of the eleven-store gift and apparel chain Made In KC, off guard. Ticketholders flocked to the city in search of merchandise, jewelry, candles, and headwear, prompting retailers to rush to produce friendship bracelets and beverages with a Swift motif. When Swift attended her first Chiefs game nearly three months later, “it felt like that was a new wave,” Bradley says, adding that “anything Taylor and Travis,” including T-shirts and candles, is the most popular holiday-season merchandise in his stores.
Katie Essing, an assistant teaching professor of marketing at the University of Missouri, characterizes the Swift-Kelce affair as a “buzzworthy partnership” that enables brands to associate themselves with the narrative for exposure, devoid of apprehension regarding negаtive reviews or repercussions. Swift ate chicken fingers with ketchup and what appeared to be ranch dressing in public at a Chiefs game in late September. In response, Swift was dubbed the “Ranch Queen” by KFC on social media, and Heinz introduced a new flavor called Ketchup and Seemingly Ranch. “Brands associated with ranches could immediately adopt social media,” says Essing. “And this is precisely what we observe occurring with this partnership and the brands in the Kansas City area.”
According to Billboard estimates, the Eras Tour grossed over $900 million, with 63,000 tickets sold per show for a total of 3.3 million; therefore, businesses and authorities in host cities had to be sleeping to miss out on the marketing opportunities. Swift was bestowed the title of “honorary mayor” in Tampa, the Gateway Arches in Las Vegas were illuminated in hues symbolic of each of her albums, and Japonessa Sushi Cocini in Seattle generated $10,000 in revenue from the sale of “Reputation” sushi rolls and glitter-filled cocktails. However, only Kansas City has transcended the eras with its Swiftie effect.
The April NFL Draft, which generated $164.3 million and reportedly attracted 312,000 attendees, resulted in “flack” from some local businesses, according to Kansas City mayor Quinton Lucas. (Customers avoided the establishment due to street closures, heavy traffic, and exоrbitant parking fees, as owners lamented.) He tells Billboard, “Taylor Swift was the exact opposite; for almost no municipal investment, we’re receiving a tremendous investment.” “Every mayor would love for Taylor Swift to begin visiting their city at random.” This positively impacts our economy. It positively impacts our culture. It is excellent for informing individuals that our city is so dynamic. “Life stinks at times, so it’s nice to see two cheerful individuals enjoying themselves.”