City of Toronto Unveils Temporary ‘Taylor Swift Way’ Street Signs Ahead of Eras Tour Shows

"1 Taylor Swift Way" temporary street sign outside Rogers Centre in Toronto on Nov. 4, 2024. City of Toronto

The City of Toronto has unveiled 22 “Taylor Swift Way” road signs in anticipation of the pop star’s six Eras Tour shows at Rogers Centre this month.

The signs, created by the city in partnership with Rogers, were placed along a path connecting Nathan Phillips Square and Rogers Centre. They will remain in place throughout November, and then be donated to the Daily Bread Food Bank to raise funds through auctions, said the city in a Nov. 4 press release.

Rogers will match funds raised up to $113,000, an allusion to Swift’s lucky number, 13, the city said.

“It’s our honour to welcome Taylor Swift to Toronto for nearly a fortnight of music and magic,” said Toronto Mayor Olivia Chow. “We hope fans are enchanted by their walk down ‘Taylor Swift Way’ and will generously support the auction of these signs–each a keepsake for evermore that will help a great cause.”

The idea of the temporary street signs was proposed by councillor and deputy mayor Jennifer McKelvie, and approved by Toronto city council in July. The motion received 21 votes in favour and one against.

Seven signs are now available for online auction, including the “1 Taylor Swift Way” sign–placed outside Rogers Centre–and six others, until Nov. 10. After that, five more signs will be released each Monday in November.

The bidding for the “1 Taylor Swift Way” sign stood at $4,100 as of press time.

Neil Hetherington, CEO of the Daily Bread Food Bank, said the initiative will help combat food insecurity in the city.

“At a time when one in 10 Torontonians is making use of food banks, the funds raised through this auction will go towards ensuring that neighbours in need of emergency food support always have a place to turn,” he said in the press release.

Swift’s shows in Toronto will take place from Nov. 14 to 16, and from Nov. 21 to 23. The concerts are expected to have more than $282 million in economic impact, from over $152 million in direct spending, according to Destination Toronto.

The city anticipates that most concertgoers will be visitors to Toronto, with more than 500,000 people expected to arrive during the nearly two-week period, including concertgoer companions, such as parents or travel partners who won’t attend a show.

The tour began in Glendale, Ariz., on March 17, 2023, and ends in Vancouver on Dec. 8.