Chicago's Lollapalooza draws fans from all over the world.
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Beatles fever spread across America when Paul, John, George and Ringo set foot on American soil in 1964. The continent is in the midst of a Taylor mania as Taylor Swift takes to the stage this summer for the European leg of her record-breaking Erasu Tour.
Not only will the “Shake It Off” singer be touring 15 cities with her chart-topping hits, but thousands of Swifties will be joining her on the journey, bringing with them passports, sequined skirts and fat wallets.
If the European portion of Swift's tour comes close to the epic tour that swept across the Americas in 2023 — from March to December last year, the Eras became the first tour in history to gross more than $1 billion — the economies of cities like Dublin and Warsaw could see major changes.
The Dolder Grand in Zurich is ready to welcome Swifties.
Finn Partners
Zurich, Switzerland, where the megastar will perform on July 9 and 10, is another destination where the “Taylor Swift effect” is sure to be felt. There's already excitement around The Dolder Grand, a Forbes Travel Guide five-star hotel just five miles from Letzigrund Stadium.
“We expect 100% occupancy during Taylor Swift's visit to Zurich,” said Joachim Schweier, the hotel's senior marketing communications manager. “Concerts have a direct impact on bookings, as fans travel all over the world to see their favorite artists. The Dolder Grand and the city of Zurich are preparing for an influx of tourists during these periods. These major events draw attention to the destination, which has a positive impact on the city's hotels, retailers and restaurants.”
Of course, fans following their favorite artists is hardly a new phenomenon. Janis Joplin and Jimi Hendrix diehards happily traveled to a farm in Bethel, New York, for Woodstock in 1969. People from all over Europe flock to Somerset, England, each year for the Glastonbury Festival. Still, the impact that Swift, Beyoncé and a few other celebrities are having on travel plans today is unprecedented. Rooms at the Dolder Grand start at $1,940 on July 8, the day before Swift takes the stage. If you leave for Milan, the rate drops to $840.
Jackson had complete control over the 2023 OMF.
Parallel Agency/Sean Llewellyn
Everyone knows that hotel rates fluctuate around big events. But what's less known is the balance festival organizers are striking between staying affordable and staying in business. “But if we want to give our fans the best experience, we can't just be the ones paying the fees,” says Jason “J” Carter, founder of Dallas' new TwoGether Land festival and Atlanta's wildly successful One Music Fest. The latter's two-day show will see Janet Jackson and Kendrick Lamar headline in 2023, bringing in about 100,000 music fans. The 2024 lineup won't be announced until July, but expectations are building. Rumors about ticket prices are building as well. “It's going to be a collaborative effort if we want to make this happen,” Carter says. “But price sensitivity is something we're considering and taking seriously.”
Still, he argues, “Janet and Kendrick aren't cheap! These artists make millions of dollars, don't they? It costs millions to produce them. It's all related. Everything is connected. The ticket price is a direct reflection of the talent you'll see onstage and the costs of putting it on.”
If you're thinking about attending One Music Fest (Oct. 26-27), Lollapalooza in Chicago with SZA (Aug. 1-4), or Festival de Quebec with Post Malone in Quebec City (July 4-14), know that there will be some significant expenses involved. Between concert tickets, flights, hotels, meals, and merchandise, the U.S. Travel Association estimates that the average Swiftie will splash out $1,300 on the local economy. But with more people craving experiential travel, many aren't hesitant to pull out their credit cards.
Summer is heating up with music tours and festivals.
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Leilani Brown is one of those fans. The strategic advisor and business coach has been “chasing the sound” for years, traveling from her Charleston-area home to hear Roy Ayers in Los Angeles and see The Roots play in Philadelphia. Along the way, she's gained a lot of experience on the road. From choosing the right travel companions (“Make sure they're true music lovers”) to getting a good seat (“VIP is essential for better seating, viewing, and bathroom access”) to packing a practical outfit (“Dress in layers and bring things you don't mind throwing away”), Brown knows that everything has to come together for a successful trip.
Another important tip for fans traveling by car or plane to a show is a simple but often overlooked one: enjoy the experience. Just because you paid a lot of money for a wristband doesn't mean you're obligated to see every show. Take breaks and pace yourself. “This is not a work trip, it's a pleasure trip,” Brown says. “Leave room for serendipity. Eat, drink, shop, sleep however you like.”
That's where luxury hotels like Rhode Island's Castle Hill Inn come in. Just an eight-minute drive from Fort Adams State Park, this four-star hotel is home to the popular Newport Folk Festival (July 26-28) and Newport Jazz Festival (August 2-4), and has been welcoming music fans to the hotel for decades. After listening to Hozier and Killer Mike, concertgoers stop by venues like the Terrace Bar and the Mansion Bar, where craft cocktails and local jazz trios keep the atmosphere lively late into the night.
“This city is [being welcoming]”We get a huge influx of people in the summer months, and people are here for a really great reason. A lot of people come by bike to the Folk Festival, they park on the outskirts of town and cycle all the way over and enjoy all that Newport has to offer,” says Brian Hill, managing director of Castle Hill Inn.
The Newport Folk Festival is always fun.
Discover Newport
Back in Zurich, the Dolder Grand Hotel's plans don't have anything specific to Swift, but the hotel is celebrating its 125th anniversary with a bang. It's also celebrating the seasonal reopening of vegan restaurant Blooms. “We expect high restaurant occupancy during this time of year, so travelers are encouraged to make reservations before arriving in Zurich,” Schweier says. “The Dolder Grand Hotel looks forward to welcoming these artists and visitors to the hotel and the city.”
Swift will wrap up the European portion of her Eras tour in London on August 20, followed by stops in Miami, New Orleans and other North American cities before wrapping up the tour in Vancouver in December. But the megastar's touring won't end when Swift hangs up the mic: Billie Eilish will be on the road this fall and winter. There's still a chance that Beyoncé will head out on tour for her Cowboy Carter. And with rumors that Rihanna is heading back into the studio, we can expect to see the pop sensation filling arenas again soon.
“A big star like Beyoncé lifts people's spirits,” Carter says. “It makes you want to go outside. If you've forgotten what live music can make you feel, Beyoncé reminds you. It heightens the desire and hunger to experience that connection with fellow music lovers and community. It keeps you coming back for more. It's definitely addictive.”
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