A POWERFUL FORCE

What women could get this group to care

about football…..

and get this group to root for San Francisco?

THE TAYLOR SWIFT EFFECT

THE SWIFTIES ARE A POWERFUL ECONOMIC FORCE

STANDARDS AND CONCEPTS ADDRESSED

STANDARDS

• STANDARD 7: MARKETS AND PRICES

A market exists when buyers and sellers interact. This interaction determines market prices and thereby allocates scarce goods and services.

• STANDARD 8: ROLE OF PRICES

Prices send signals and provide incentives to buyers and sellers. When supply or demand changes, market prices adjust, affecting incentives.

CONCEPTS

• Demand
• Demand Determinants
• Complementary Goods
• Market Interaction
• Multiplier Effect
• Incentives

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THE POWER OF FANDOM

• Taylor Swift had an unprecedented 2023.
• Her “Eras” tour was an economic juggernaut caravaning across the country.
• It unleashed a wave of spending from her fiercely loyal fanbase that washed over some clearly complementary markets and beyond.

THE ERAS TOUR

• Includes more than 140 concerts across five continents in 2023 and 2024.
• On average, almost 54,000 fans attended each concert on the first American leg of the tour.
• The average ticket price fans paid on Ticketmaster was $254
• Predictions are that Swift’s worldwide gross ticket sales will surpass $1 billion.

DIRECT IMPACT

• Fans have been spending more than $1,300 on average on tickets, travel and new outfits for the concert night.
• Two performances in July boost Colorado’s GDP with $140 million in consumer spending.
• Chicago set a record for occupied hotel rooms in June nearly, 97 percent.

MULTIPLIER EFFECT

• The power of the Swift-o-nomics is such that her own economic gains also positively affect cities and livelihoods of other people.
• The inflow of visitors means that they will be spending on hotels, restaurants, taxis, Uber/Lyft rides, hotdog vendors and other businesses.

MULTIPLIER EFFECT

• An injection of money into a community from an outside source
• Those merchants and entrepreneurs receiving the money turn around and spend a portion of it to fulfill their own needs and wants.
• That sets off a chain reaction of spending that results in a far greater financial impact on the community than the purchasing power of the original dollars.

SWIFT INSPIRED MERCH

• Sparta Candle Co. manufactures 1,000 bars every day of Taylor Swift inspired soaps.
• One creator says she's made tens of thousands of dollars by selling colorful friendship bracelets to Taylor Swift fans from her Etsy shop.
• In the 'Taylor Swift Economy', retailers are witnessing a surge in sales for clothes with a distinct 'Swiftie' aesthetic—think sparkly sequined dresses, cowboy hats, and rhinestone boots.

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Soaps named after Taylor Swift song titles

SWIFT IMPACTS THE REAL ESTATE MARKET

• After Taylor Swift’s Eras Tour visits a city, home prices increase by an average of 2.1% compared to the national average of .52% during the same time period of March through August 2024.
• Atlanta experienced the biggest Eras Tour real estate bump at 8.8%.
• Nearly half of those surveyed who attended an Eras Tour show in Houston are now interested in moving there.

SWIFT-O-NOMICS

• The Swiftie fan base has a multi-generational army behind them, with 45% of avid fans identified as Millennials, followed by Baby Boomers (23%), Gen Xers (21%), and Gen Z (11%).
• Taylor Swift is tapping into the spending power of women who have experienced increased wages coming out of the COVID-19 pandemic and are eager to splurge on travel and seeing their idol live.

THE NETWORK EFFECT

• Taylor Swift has an unbelievable ability to boost sales and engagement just by showing up.
• Swift’s fans care about Swift and care about what she cares about.
• The objects of her affection will undoubtedly reap the benefits of attention paid by her compassionate community.

TAYLOR AND �THE NFL

• 70% of Americans, including 71% of football fans, think Taylor Swift is having a mostly positive impact on the NFL. Fewer than one in four (24%) say her impact on the League is negative.
• Regardless of demographic group, at least a majority say Swift is beneficial to the NFL. However, women (75%) are more likely than men (64%) to have this view.

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$300

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$900

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160

Ticket prices for Kansas City Chiefs football games

In 1000s

WOMEN ARE WATCHING FOOTBALL

• The NFL has tried unsuccessfully for years to increase the female fanbase.
• With Swift present at Chief games, viewership hits a new peak with a 53% increase in female viewers aged 12 to 17, a 34% increase in female viewers above 35, and a 24% increase in female viewers aged 18 to 24.

TRAVIS KELCE WAS A STAR �TAYLOR SWIFT PUT HIM IN ANOTHER ORBIT

• Kelce’s Instagram follower count has shot up by 1.3 million
• Kelce's jersey sales spiked 400% following the Chiefs game the first time Taylor Swift was spotted in the stands.
• He’s starred in seven national television commercial campaigns.
• His podcast, “New Heights”, which he co-hosts with his brother and fellow NFL player Jason Kelce, has also clinched the top spot on Apple and Spotify podcast charts.

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An increased demand for things

Taylor is associated with…

Leads to an increased demand

in complements or connected

goods and services.

A complementary good is a good whose use is

related to the use of an associated or paired good.

RIDING HER COATTAILS

• An Instagram post of Taylor eating a meal with both Ketchup and Ranch dressing on her plate inspired the brand Heinz to announce a limited-edition bottle of “Seemingly Ranch”.
• In her first TikTok post, she wore a $218 yellow sun dress that sold out instantly.

TAYLOR SWIFT IMPACT ON 550

• After Swift wore a red, white, and black pair to a recent Chiefs game, New Balance saw an increase in sales and traffic around the 550 model.
• Revenue for the 550 was up 25 percent in the week after Swift wore the shoe; units sold were up 22 percent.
• This pair, the New Balance x GANNI 1906R Sneaker, has almost sold out.

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ASSESSMENT QUESTIONS