In advance of the pop star's visit, the City of Toronto and Rogers unveil the "Taylor Swift Way" street sign
Swift will be the first artist to host a six-show run at the downtown Toronto stadium, marking her first Canadian tour dates since 2018.
The City of Toronto has revealed a new street sign, “Taylor Swift Way,” in the downtown area to celebrate the global superstar's eagerly awaited six-show engagement at the Rogers Centre.
On Monday morning, Mayor Olivia Chow and other city officials unveiled the sign outside the venue.
In July, Toronto's city council approved the decision to rename the route stretching from Nathan Phillips Square to Rogers Centre as “Taylor Swift Way” in honor of her concerts on November 14, 15, 16, 21, 22, and 23, which are part of the Taylor Swift/The Eras Tour. Once the concert series concludes, the signage will be donated to Daily Bread Food Bank for auction.
Throughout the month, signs along John Street, Blue Jays Way, Front Street, and Queen Street West will be replaced with “Taylor Swift Way” signs. The event organizer, Rogers, is covering the sign costs and has committed to matching donations raised, up to $113,000, a nod to Swift's lucky number, 13.
“It’s our honour to welcome Taylor Swift to Toronto for nearly a fortnight of music and magic. 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,” Mayor Chow stated.
She also expressed gratitude to Rogers for their generosity in matching donations and for helping bring this initiative to fruition by funding the signs.
Swift will be the first artist to host a six-show run at the downtown Toronto stadium, marking her first Canadian tour dates since 2018.
Last week, the City of Toronto outlined a comprehensive transit, traffic, and security plan, urging residents to be patient and prepare for delays as large crowds are expected to converge in the downtown area during Swift's six performances.
Thousands of fans are anticipated to use public transportation to reach the venue and the Metro Toronto Convention Centre, where the fan event “Taylgate’24” will take place. Additionally, overlapping events at Scotiabank Arena could draw up to 20,000 more people downtown.
City officials advised anyone planning to attend downtown events to utilize transit, bike-sharing, walking, or other alternative modes of transport, rather than driving.
