With March 2024 fast approaching, fans of A-list pop star Taylor Swift in Singapore are eagerly gearing up for the artist’s six-day concert on our island.
When the Eras Tour dates were first made known to the public, it was widely touted as the “ONLY STOP IN SOUTHEAST ASIA”, leading to overwhelming disappointment from Taylor Swift fans (Swifties) from countries like Malaysia, Thailand and the Philippines and many netizens pondering about why that was the case.
Since then, however, fans around the region have made peace with this conclusion, with a significant number tightening their belts to make their trip down to our island to catch Tay Tay in action.
Initially meant to be a three-day stint, three additional dates were added after a surge of demand arose from both locals and neighbouring countries. As of 21 February 2024, tickets across all six shows have been completely sold out.
But perhaps not all is peaceful under the surface.
Thailand’s Prime Minister has Reveals Deal Between Tay Tay and Singapore
In a recent iBusiness Forum 2024 on Friday 16 February held in Bangkok, Thailand, Prime Minister Srettha Thavisin has dropped piping hot tea about the ASEAN leg of the Eras Tour (or lack thereof).
According to Thavisin and concert promoter Anschutz Entertainment Group, he had discovered that Swift’s team was offered two to three million USD (S$2.7 – S$4.05 million) per show so that Singapore would be the only stop for the tour.
“If I had known this, I would have brought the shows to Thailand,” said Thavisin, acknowledging Singapore’s efforts as “astute”.
Thavisin went on to explain that A-lister concerts attract foreign concert-goers to the country. These tourists will then spend on services and products in the country, from “hotels to tourism activities and barbeque pork roadside stalls.”
The pop star was planned to perform in Thailand in June 2014, as part of her Red Tour. However, it was unfortunately cancelled due to the 22 May military coup that year.
Swift’s Eras Tour, the highest-grossing tour of all time and the first to surpass 1 billion USD in revenue, promises economic benefits for hosting nations. As Singaporean Swifties celebrate as they stand to reap the most benefits, others recognize the ASEAN clause as savvy business decision.
Singapore Responds to Rumours
In response to media queries, Singapore Tourism Board (STB) and Ministry of Culture, Community and Youth (MCCY) affirmed in a joint statement that the upcoming concert would see boosts in the hospitality, retail, and dining sectors.
With over 300,000 tickets sold for the Singapore leg of the tour, it is inevitable that local businesses would see a bump in revenue during the week of concerts, given the influx of foreign fans flying in.
They also acknowledged that a grant was given to Swift’s team in order to support the massive event. Specific details of the grant, such as the amount or the clauses attached to it, were not disclosed.
James Walton, Deloitte Asia Pacific’s sports business group leader, noted cities often secure exclusive arrangements for venues, but it is not often that countries strike such an exclusive deal as “most acts would want to reach their entire fan base as much as possible”.
Bidding wars have occurred in the past – notably between the Singapore Grand Prix and the National Stadium over acts that were touring in Asia around the same time.
Joshua Loh, chair of Ngee Ann Polytechnic’s tourism and resort management diploma, also mentioned that offering financial incentives to anchor major events is common, in exchange for boosting tourism and brand cities as vibrant lifestyle destinations.
Loh also stated that the benefits in tourism receipts usually outweigh the incentives provided.
And Singapore is doing her best to raise anticipation for the queen’s upcoming arrival.
In case you forgot, Marina Bay Sands, the official presenting partner for Taylor Swift’s The Eras Tour in Singapore, also garnered mixed reactions from netizens when it launched three exclusive packages starting from S$10,000 that pampers fans with lavish perks from their hotel while also being able to catch the shows in person.
Jewel Changi Airport will also be hosting a three-hour sing-along session led by singer and Swiftie Joie Tan and local band 53A, which aims to pay tribute to Taylor Swift and allows fans in attendance will be able to practise their singing skills and meet fellow Swifties.
Most recently, British band Coldplay performed six sold out shows in Singapore, simultaneously breaking the record for the most tickets sold by an artist in a single day in Singapore. They were estimated to bring in a profit of S$96 million to Singapore, though exact numbers were never confirmed.
Singapore was one of just 5 Southeast Asian stops for the band, but the only stop that saw six fully sold-out shows.
In a nutshell, a big A-lister, plus large global fandom (with deep pockets and spending power), plus exclusive shows in Singapore equals booming profits.
ASEAN Swifties are still holding out hope that their pop star would set foot on their shores at the end of the day, however, as rumour has it that the clause between Singapore and the Anschutz Entertainment Group would expire at the end of 2024, leaving the door open for Taylor’s swift (haha) return to Southeast Asia
In the meantime, if you’re a fellow unlucky (or broke, or both) individual that was unable to secure tickets to one of her six shows, you can still experience The Eras Tour concert film which is set to stream on Disney+ on 15 March 2024.
And if you’re also unable to afford Disney+ then join the club… I guess camping outside the National Stadium during the concert is free. Let’s just hope it doesn’t rain.