Beyond Swiftonomics: The Effect of Marquee Events

When even The Federal Reserve takes note of your economic impact, you know you’re a big deal. And that’s just one of the many accomplishments attributed to Taylor Swift, whose 2023-2024 Eras tour has become the highest-grossing of all-time, and the first ever to rake in more than $1-billion in revenue, boosting local businesses across the country. But Swift isn’t the only musician, athlete, or organization with an oversized impact on the economy.

On this episode of Wheel of Risk, host Alix McCabe sits down once again with Dan North, the Senior Economist for North America at Allianz Trade, for a deep dive into the ripple effect that occurs whenever a famous musical act, high-stakes playoff game, or big business conference comes to town. They explore how — ticket sales aside — these marquee events also generate spending on everything from lodging and transportation to restaurants, retailers, and much more. They also discuss what local businesses can do to ‘get on the bandwagon’ and take advantage of all those juicy opportunities when they do arise.