The city-wide Taylor Swift excitement in Toronto is an inspiring case study in event-planning on a massive scale. Here are eight key Tay-ronto takeaways.
Throughout the month of November, Toronto became “Tay-ronto” as Taylor Swift brought six concerts from her Eras Tour to the city. Over 240,000 fans attended her shows at the Rogers Centre from November 14-16 and 21-23; and the “Taylor Swift effect” quickly transformed the city, sparking themed activities in hotels, event spaces, restaurants and even on city streets.
The City of Toronto temporarily named the path from Nathan Phillips Square to Rogers Centre “Taylor Swift Way.” The tour was expected to generate a significant $282 million boost for the local economy. And for meeting planners, Swift’s takeover provides valuable insights on how to create memorable, large-scale events. Here are eight lessons from this once-in-a-lifetime event.
“We transformed the Bisha Hotel into the ultimate destination for Taylor Swift fans.”
– Aaron Harrison, General Manager, Bisha Hotel
1. Create tailored accommodations
Hotels across the city elevated the guest experience by creating themed environments. The Bisha Hotel transformed seven floors to reflect Swift's different eras, including the “Lover Lounge" on the first floor and “The Taylor,” a suite adorned with album art, friendship bracelets and curated playlists.
“We transformed the Bisha Hotel into the ultimate destination for Taylor Swift fans,” says Aaron Harrison, General Manager of the Bisha Hotel. “A space where the excitement extended beyond the concert.” At 1 Hotel, the Flora Lounge was reimagined into the Folklore Lounge in honour of Swift’s Folklore era, complete with grand piano sessions featuring Swift-inspired songs, exclusive dance classes and a curated menu showcasing her favourite flavours. Meeting planners can take inspiration from these on-theme accommodations that keep the energy of the event alive well beyond the main attraction.
2. Design Instagram-worthy moments
The Taylgate event at the Metro Toronto Convention Centre (MTCC) offered fans social media-ready experiences with friendship bracelet stations, photo booths and pre-show makeup spots, driving organic social media promotion and engagement.
“The MTCC was excited to welcome Swifties for Taylgate ’24, the ultimate fan experience for those with or without tickets to the big shows,” said Ron Pellerine, Interim President and CEO at the Metro Toronto Convention Centre. “Our Centre is located in the heart of Toronto, with unbeatable proximity to great hotels, Rogers Centre, Union Station, and top restaurants making it the ideal venue for Taylgate ’24 and any event.”
Other Instagram-worthy moments included a Candlelight Concert: A Tribute to Taylor Swift and the Taylor Swift Fan Night at the Bata Shoe Museum, where visitors were encouraged to come dressed as their favourite era. Instagram-worthy moments enhance attendee experiences, extending an event’s reach and impact far beyond its physical audience.
3. Embrace the after-parties
Swift-inspired after-parties across Toronto kept the excitement alive long after the concerts. Highlights included the Eras After Parties with DJ Rog at the Loose Moose Antler Room, the Taylor Swift LGBTQ+ Dance Party (After Werk’s Version) at Rivoli, the Taylor Swift Dance Party at Bar Cathedral and the TayTay Dance Party at TD Music Hall. These events retained momentum and offered fans varied ways to celebrate, setting a model for meeting planners to extend the energy of an event with on-theme after-parties well into the night.
4. Plan city-wide scavenger hunts
The Distillery District’s Taylor-Made Christmas scavenger hunt transformed Toronto’s historic cobblestone streets into a winter wonderland fit for Swifties. Visitors followed QR code clues that led them through the Distillery District, ending with a friendship bracelet and the chance to uncover a hidden bonus surprise. The holiday spirit continued with Swift-themed sugar cookies, Swiftie socks from Floorplay Socks and a photo op on Trinity Street. To top it all off, familiar Swift tunes filled the air and twinkling lights adorned the streets—creating an atmosphere that felt straight out of a “Love Story.”
Beyond the Distillery, Destination Toronto’s scavenger hunt took fans to 13 iconic city spots, each linked to a Taylor Swift era song. With weekly prize draws for custom Swift gift boxes and a grand prize weekend stay in Toronto, this city-wide adventure showcased how themed scavenger hunts can create unforgettable experiences. Together, these events demonstrate the power of immersive, city-wide activities for attendees.
5. Get creative with custom cocktails
Taylor Swift-inspired cocktails took over Toronto’s bar scene, adding a playful, on-theme twist to fan experiences across the city. The Gladstone Hotel featured eight cocktails inspired by Swift’s music, with drinks like Guilty as Gin, Purple Pink Skies, “Out of the Woods” and Red Lips and Rosy Cheeks.
Ficoa joined the celebration with Mexican-inspired cocktails, including “You Belong With Me” a playful twist on the Paloma with grapefruit, pink bubbles and tequila, and “The Man” a smoky whiskey sour tribute to Swift’s feminist anthem. Flora Lounge at 1 Hotel served up “Bad Blood” cosmos and “Shake It Off” matcha lattes further rounding out the city’s Swift-themed offerings. These unique cocktails brought Swift’s lyrics and energy to life, showing how meeting planners can create memorable experiences by crafting on-theme libations.
6. Offer on-theme team-building activities
Many Toronto businesses gave fans memorable, Swift-inspired workshops that amplified the concert experience. Up and Armed released Taylor Swift-themed charms for personalized friendship bracelets, while Kind Karma Company allowed fans to craft their own keepsakes. Love of Cocktails hosted a Swift-themed cocktail class, where fans learned to mix drinks inspired by her music. For a sweet twist, Le Dolci’s cake decorating workshop let participants design cakes with Swift-inspired touches. For planners, these team-building activities engage attendees while creating lasting memories that resonate long after the event.
7. Curate specialized merchandise
Throughout November, Toronto retailers offered exclusive Swift-inspired merchandise. The Rec Room partnered with vendors to create Swift-themed items, like lyric prints and handmade jewelry. Destination Toronto curated Taylor-made gift boxes, filled with treasures like T-shirts from Sage and Sprout, “All Too Well” candles from Rikki Marcone, plus custom red lipstick from Lip Lab.
8. Have an event theme to engage attendees
For corporate events, encouraging themed attire or inviting attendees to participate in the event’s narrative can foster a sense of belonging and excitement. Taylor Swift-themed events across the city offered diverse ways for fans to express their enthusiasm—from trivia at Chef’s Hall, which let fans test their knowledge of Swift’s lyrics, to a writer- and journalist-led event at the Toronto Reference Library, which explored the depth of her lyrics and artistry.
These examples show how event planners can elevate engagement with tailored themes, adding layers of personalization and encouraging attendees to connect with the event’s story. Taylor Swift’s city-wide Toronto takeover demonstrated the power of a well-orchestrated experience and how meeting planners can enhance their events. Are you ready for it?
