The City of Toronto and Rogers have unveiled new ceremonial street signs for “1 Taylor Swift Way” to celebrate the pop star’s upcoming concerts at Rogers Centre later this month.
The 22 ceremonial street signs run along routes connecting Nathan Phillips Square and the downtown stadium for November. Swift is scheduled to play six shows at the venue — Nov. 14, 15, 16, 21, 22 and 23.
The signs are being installed along Queen Street West, John Street, Front Street and Blue Jays Way. The temporary naming of the roadways follows Toronto City Council direction in July after a member’s motion by Deputy Mayor McKelvie.
The signs are being auctioned off, with proceeds going to the Daily Bread Food Bank. Rogers, who is presenting the concert, is covering the costs of the signs and matching funds raised by the auction up to $113,000.
Ahead of Swift’s concerts in Toronto and Vancouver, Food Banks Canada launched its “Tay it Forward” campaign in a bid to raise $1.3 million – a number chosen because 13 is Swift’s favourite number.
“We are following Taylor’s lead and giving back (#iTSgiving13) by choosing Food Banks Canada to help us in this mission as we fight food insecurity in Canada together!” said a statement on the group’s Facebook page.
According to Statistics Canada, about 23% of Canadians will use food banks this fall.
“We are deeply grateful to the City of Toronto and Rogers for donating these invaluable ‘Taylor Swift Way’ signs to Daily Bread Food Bank. At a time when one in 10 Torontonians are making use of food banks, the funds raised through this auction and the generous matching donation from Rogers will go towards ensuring that neighbours in need of emergency food support have a place to turn,” Neil Hetherington, CEO of the Daily Bread Food Bank, said in a statement.
Mayor Olivia Chow was joined by other city officials and members of Rogers as she introduced the new street sign outside the Rogers Centre on Monday.
“It’s our honour to welcome Taylor Swift to Toronto for nearly a Fortnight of music and magic,” Mayor Chow said in a statement that namechecked several of Swift’s most popular songs. “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.”
Last week, the City of Toronto outlined its plan to deal with the huge crowds expected to descend on the streets of the downtown core during Swift’s six shows.
Toronto Deputy Police Chief Lauren Pogue said law enforcement are “fully prepared to respond to any potential risk” with 500,000 visitors expected from outside Toronto for her Eras Tour concerts.
“Public safety is our top priority,” Pogue said.
Pogue reiterated that Toronto Police “are ready” to deal with the influx of people to the city’s core, which is already mired by traffic congestion and construction.
Organizers also encouraged attendees to take the TTC, walk or cycle.
Earlier this month, Destination Toronto, a non-profit that supports the city’s tourism industry, said Swift’s shows could have a $282-million impact on the local economy, with $152 million of that money coming in the form of direct spending. An estimated 93% of that amount — $141 million — will come from out-of-towners visiting local restaurants, hotels and shops, with the remaining $11 million coming from Torontonians.
Toronto is only one of two Canadian cities Swift is visiting on her record-breaking tour, which began last year in Arizona. The Eras Tour ends in Vancouver in December.