The Eras Tour - Why Gelsenkirchen? Taylor Swift's Start in Germany
Glamour and Big Feelings in Gelsenkirchen: The visit of US-megastar Taylor Swift will do wonders for the image of the Ruhr region city, according to cultural scientist Jörn Glasenapp. "Taylor Swift is a major gain for Gelsenkirchen because through her globality, openness, and inclusivity, liberal values are making their way in. That's something every city can benefit from."
An intriguing case among the concert venues of the "Eras Tour" is Gelsenkirchen. "Outside the USA, it's probably the least glamorous stop on the entire tour," Glasenapp said. As a venue for two major events this summer - before the "Swifties" came numerous football fans for the European Championship matches - the city has been in the international headlines numerous times in recent months.
Who has heard of Gelsenkirchen before?
US talk show host Jimmy Kimmel joked that no one had ever heard of "Gelsenkirchen, Germany." "Maybe it doesn't even exist." The British football fan and vlogger Paul Brown, who traveled to the England vs Serbia EM game, described the city in a video as a "Shithole" (dt. Drecksloch). However, he later retracted his statement, praising the people and pubs in the city.
Nevertheless, Gelsenkirchen has come into contact with glitz and glamour to some extent. Superstars like the Rolling Stones, Robbie Williams, Pink, and Ed Sheeran have graced its stage. "The 'Eras Tour' is something quite special because of the worldwide attention it's receiving," said city spokesman Markus Schwardtmann. Hotels and private accommodations in the city have been fully booked for a long time. The city is therefore creating additional sleeping accommodations on the Pop-Up camping sites, which were already set up for the EM.
The city expects millions in revenue
"Financially, the concerts mean more than just an image boost for the city, but an income per concert that is difficult to quantify, but could be between two and three million Euros," Schwardtmann added further. "The ticket prices are not included in that."
The demand from national and international media and the hype on social media are even higher than before the EM. With many events around the three concerts (17., 18., and 19. July), the city aims to keep the euphoria going. So, there will be an Open-Air party in the city center on concert days, which could also be interesting for fans without tickets. In "Taylor Town," there will be karaoke, a stage program, and a tattoo stand. The city began putting up "Swiftkirchen" signage at the beginning of the month. Swiftkirchen merchandise will also be available.
"Swifties" from all over the world in "Swiftkirchen"
Gelsenkirchen, as a venue, is also attractive due to its modern stadium roof and its location in Germany's largest conurbation with over five million inhabitants. The largest part of the visitors is expected to come from NRW, neighboring federal states, Belgium, Luxembourg, and the Netherlands. Around 210,000 fans are expected to attend the three concerts.
Many of them are taking much longer journeys to get to "Swiftkirchen": In Facebook groups for the three Gelsenkirchen concerts, Swifties from countries like the USA, Canada, and Australia are exchanging tips for the journey to Gelsenkirchen and describing the city as the "Dayton, Ohio of Germany." "People elsewhere in Germany have heard of it, but they've probably never visited and definitely wouldn't take a vacation there." The city has a rich history, proud inhabitants, and "many small jewels, if you know where to look for them."
- Despite its reputation before, Gelsenkirchen has previously hosted notable soccr fans during the European Championship.
- Taylor Swift's upcoming concert in Gelsenkirchen, located in Germany, is anticipated to enhance the city's image, according to cultural scientist Jörn Glasenapp.3.besides popular musicians like Rolling Stones, Robbie Williams, Pink, and Ed Sheeran, Markus Schwardtmann, the city spokesman, highlights that Taylor Swift's "Eras" Tour is a unique attraction.
- Prior to the visit of Taylor Swift fanbase, known as "Swifties," Gelsenkirchen was featured in international headlines due to the European Championship's football matches.
- In anticipation of the Taylor Swift concerts in July, Gelsenkirchen is offering various entertainment options for both ticket holders and fans without tickets, such as an Open-Air party and "Taylor Town."
- As a city in the heart of North Rhine-Westphalia, Germany, with over five million inhabitants, Gelsenkirchen is a convenient destination for thousands of "Swifties" coming from neighboring federal states, Belgium, Luxembourg, the Netherlands, and even countries like the USA, Canada, and Australia.
- Jimmy Kimmel, the American talk show host, jokingly questioned the existence of Gelsenkirchen, which became a buzzing city during UEFA Euro 2020 and the Taylor Swift concerts, but the city's proud inhabitants are eager to showcase its "small jewels" to the tourists.
