Taylor Swift Concerts in Pittsburgh Generate $46 Million in Direct Spending
Visitors from outside Allegheny County comprised 83% of record-setting crowd, affirming Pittsburgh’s competitiveness as a top-tier event destination
PITTSBURGH – Record-setting crowds attending two recent Taylor Swift Eras Tour concerts at Acrisure Stadium generated $46 million in direct spending, with 83% of ticket buyers coming from outside Allegheny County and leaving few “blank spaces” at hotels across the region. Swifties packed hotel rooms for the June 16 and 17 concerts, with hotel occupancy in Allegheny County averaging 95%, a 31% increase from this same time last year (STLY) and pushing average daily room rates (ADR) to $309, a 106% increase. This marks the highest weekend occupancy Allegheny County has experienced post pandemic and is the second highest Allegheny County weekend occupancy on record (the highest weekend occupancy occurred in July 2019 - 95.5% occupancy - when Pittsburgh hosted Atlantic Coast Baseball; the Pittsburgh Vintage Grand Prix; a Pirates home series against the Phillies; and Third Eye Blind and Jimmy Eat World in concert).
In downtown Pittsburgh, occupancy averaged 96%, and ADR was $428, up 32% and 124% respectively from the STLY. Mid-market hotel properties – those located outside downtown Pittsburgh in areas such as Oakland, Lawrenceville, South Side, Shadyside, and Bakery Square – had a whopping 98% occupancy and an ADR of $363.
Of the total economic impact, out-of-town visitors “wrote their name” to an estimated $42.9 million in spending on hotels, restaurants, retail, transportation and attractions, with Allegheny County residents leaving behind an additional $3.07 million. Combined, visitors and residents generated $3.0 million in state and local sales tax revenue.
“Pittsburgh’s tourism industry is events-driven, and the success of the Taylor Swift concert demonstrates our region’s capacity to host top-tier concerts and other large-scale events with big attendance draws,” said VisitPITTSBURGH President and CEO Jerad Bachar. “From the outstanding experience provided by Acrisure Stadium and the City of Pittsburgh’s public safety and public works teams to the quality and capabilities of our restaurants, hotels, and other cultural and entertainment attractions, the Taylor Swift weekend confirms Pittsburgh’s reputation as a world-class host and destination. The team at Acrisure Stadium certainly developed and delivered an amazing concertgoer experience. VisitPITTSBURGH will continue to leverage the success of significant events such as this as it markets the region to business, sports and leisure event organizers.”
Leading up to the concert weekend, Taylor fans flooded VisitPITTSBURGH with phone and digital requests for information and guidance on lodging, restaurants, transportation, and itinerary planning, with 75% of inquiries coming from Swifties in the two weeks prior to the shows.
The local hospitality community embraced the event by offering Taylor-themed drinks and events and delivering on the "SwiftBURGH" theme.
“The Taylor Swift concerts attracted a multigenerational record-setting crowd and generated an outstanding economic impact for local businesses and the entire community,” says Jimmie Sacco, Steelers Vice President of Stadium Operations and Management. “The entire event was a success - concertgoers had a tremendous experience and our operations teams managed the logistics flawlessly. This is just one event of many that we are welcoming to Acrisure Stadium this summer and beyond, and we are proud to be a part of an economic engine that benefits the region’s small businesses and residents. Hosting the Eras Tour shows how prepared we are to provide a first-class, large scale entertainment experience to our guests and our capacity to host the biggest names in concert.”
Top origin markets for visitors attending the Eras Tour performances in Pittsburgh were Cleveland, OH; Washington, D.C.; Buffalo, NY; Columbus, OH; Youngstown, OH; New York, NY; Rochester, NY: Canton, OH; Philadelphia, PA; and Erie, PA.