How Taylor Swift's Eras Tour transformed Gelsenkirchen into “Swiftkirchen”

She was named Person of the Year last year by Time Magazine, Taylor Swift is here, there, and everywhere. The American singer began her career as a teenager, becoming the youngest artist to sign with Sony Music Publishing at just 13 years old. It is safe to say that she is now a global sensation, selling out venues around the world.

This summer, she toured Europe, performing her Eras Tour at venues in big cities like London, Stockholm, and Paris. Reports suggest that her concerts have significantly impacted the economies of the countries she visited. In the UK alone, it is estimated that Taylor Swift's Eras Tour has contributed nearly £1 billion to the economy. Her impact on the economy has been referred to as "Swiftonomics".

But not only Taylor Swift is boosting the economy; cities have also embraced her concerts by transforming their cities into “Swift Cities”. Pittsburg renamed itself as “Swiftsburg”, Stockholm as “Swiftholm,” and Minneapolis as “Swiftie-apolis”. Wembley Park in London welcomed Taylor Swift by renaming its Spanish Steps to “Swiftie Steps,” beautifully decorated by street artist Frank Styles. 

Known for its football, Gelsenkirchen in Germany was rebranded as "Swiftkirchen" during Taylor Swift’s three concerts from July 17-19, 2024. In this blog, we explore how Gelsenkirchen transformed into "Swiftkirchen". 

“Swiftkirchen”.
Source: Tanisha Raffiuddin 

From Football Town to Taylor Town

Gelsenkirchen, a city with around 260,000 residents in Western Germany, is relatively small compared to major cities like London and Paris, where Taylor Swift performed this summer. However, it is known for its football team and boasts Veltins Arena, a large venue capable of hosting events like the Eras Tour. With a capacity of up to 70,000 fans, Veltins Arena is an ideal place for large-scale shows featuring impressive stages and scenography, such as those seen in the Eras Tour.

This time, instead of drawing fans of the local football club FC Schalke 04, the city welcomed an American pop star. It is fair to say that FC Schalke 04 and Taylor Swift attract different audiences. In preparation for Swift's first concerts in Gelsenkirchen, the city rebranded itself and adapted to cater to this new audience.

“Swiftkirchen”.
Source: Tanisha Raffiuddin 

Placemaking and place branding: A collaborative approach  

Combining place branding and placemaking strategies can significantly enhance a community's identity and attract visitors. Place branding is the powerful practice of weaving a compelling story about a specific area, whereas placemaking leverages the strengths of a location by understanding the needs and aspirations of the local community. Good placemaking is a collaborative process between the city (public and private partners) and the local community. 

Gelsenkirchen’s marketing agency, Gerne Gelsenkirchen, embraced the Swiftie spirit and collaborated with the local community. It all started with a schoolgirl’s petition to temporarily rename the city as “Swiftkirchen” for Taylor Swift’s three concerts in the city. Swift’s fanbase is diverse, but she is particularly known as a role model for young girls. The agency must have heard about the petition as they listened and changed the signs to “Swiftkirchen”. This shows how the agency tapped into Swift’s audience and used its language to craft an effective marketing strategy. 

As you walked through the city during those three days in July, Taylor Swift was everywhere - on posters, city decorations, and billboards. But it was not just the visuals; it was the atmosphere that stood out. The city implemented effective placemaking strategies such as community involvement and public art installations to create a sense of community, capturing the essence of Swift’s famously devoted fanbase. By creating engaging public spaces and encouraging local participation, Gelsenkirchen was transformed into a vibrant hub that resonated with the fans. 

In the past, Taylor Swift’s fans have come together at pre-parties and special events to celebrate her music before the music was released to the public. The city aimed to replicate that sense of community by setting up a vibrant Street Festival in the Town Square, featuring food, drinks, and merchandise. This created an inclusive space for fans of all ages and backgrounds to connect and share their love for Taylor Swift and her music.

Showcasing your city through an event 

Gelsenkirchen might not be one of the top tourist destinations for UK travelers. However, by welcoming thousands of visitors in just a few days, the city could show everything else it has to offer.

Thanks to Taylor Swift's worldwide fame, her fans came from all corners of the globe to see her perform in Gelsenkirchen. Many fans may have extended their stay or explored other parts of Germany, which would have boosted tourism and contributed to the local economy.

Hosting an event like this is a wonderful opportunity to make time in the city memorable, putting Gelsenkirchen on the map to attract new visitors and encourage people to return.

It is also an opportunity to strengthen connections between the city and local communities, gaining insight into who the local people are. Involving locals in the city's transformation can help establish a solid foundation for future collaboration, whether for new events or development projects. We recently published a blog discussing the role of community engagement in urban development and why it is important. 

Looking to put your place on the map?

Gelsenkirchen developed successful place branding and placemaking strategies by engaging with Taylor Swift’s fanbase and collaborating closely with the local community. 

Are you interested in learning how to effectively brand your place and draw people to your destination? At Concept Culture, we have extensive experience in creating, developing, and delivering branding, content, marketing, and web design services for a diverse range of clients, including architects, developers, placemakers, and sustainability consultants.

We provide tailored branding and marketing support to elevate your brand through the art of storytelling. 

Book a discovery call to get in touch with our team today.