The City of Toronto unveiled new ceremonial street signs for “Taylor Swift Way” — an honorary route connecting Nathan Phillips Square to Rogers Centre — as the superstar is set to bring her highly anticipated Eras Tour to the city.
The 22 ceremonial street signs created by the city in partnership with Rogers will mark the route for the month of November, according to a news release issued by the city.
City officials including Toronto Mayor Olivia Chow were on hand Monday morning for the unveiling event at “1 Taylor Swift Way” outside Rogers Centre.
“It’s our honour to welcome Taylor Swift to Toronto for nearly a Fortnight of music and magic,” Chow said in her opening remarks. “We hope fans are Enchanted by their walk down ‘Taylor Swift Way.’”
Taxpayers scrambled to ask how the initiative might impact their bank accounts, but the city said it includes a twist aimed at giving back to Torontonians in need.
Swifties from coast to coast are getting ready for the pop star’s arrival in Toronto, where she will perform her Eras Tour six times between November 14 and 23.
In July, the city explored ways to honour Swift’s visit, as other tour stops introduced initiatives like renaming their city or presenting her with the keys to the city.
During a city council meeting on July 25, Councillor Jennifer McKelvie’s motion to establish “Taylor Swift Way” passed with a vote of 21 to 1, with Ward 12, Toronto–St. Paul’s Councillor Josh Matlow casting the sole opposing vote.
The move garnered mixed reaction from Torontonians, with many decrying the move over social media.
What the hell does Taylor swift have to do with Toronto
— Champ87 (@Champ181987) July 25, 2024
Others were quick to question what the price tag associated with the Swift-takeover of Toronto roadways would land city taxpayers.
Initiative rolls out with aim to help Torontonians in need
While the renaming and associated costs sparked controversy among taxpayers, city officials said the initiative aims to support Torontonians in need.
The city said in a news release that the 22 street signs, created in partnership with Rogers, will be donated to the Daily Bread Food Bank at the end of November and auctioned to raise funds for the organization.
“We are deeply grateful to the City of Toronto and Rogers for donating these invaluable ‘Taylor Swift Way’ signs to Daily Bread Food Bank,” Neil Hetherington, CEO of Daily Bread, said in a statement.
“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.”
In addition, Rogers shared it will match funds raised up to $113,000 — a nod to Swift’s lucky number, 13.
‘Toronto’s priorities are whack!’: Torontonians offer thought’s on street renaming
While Swifties may be rejoicing for the upcoming dates to sing along with the star to their favourite hits, not all Torontonians are caught up in the Swift fever.
Some were quick to point to the fact how would this be integrated into the existing commuter infrastructure?
On the other hand, another commenter highlighted the economic boost the star is expected to bring, noting that hotels are fully booked as thousands of Swifties descend on Toronto.