A confidential City of Toronto analysis, dubbed the "Swiftonomics" report, has revealed that municipal operations related to Taylor Swift's six-concert run in November 2024 cost local taxpayers approximately $3.6 million. The briefing note, sent to councillors in late April 2025 and obtained by the Toronto Sun, breaks down the significant expenses incurred by police, transit, and other city departments during the global superstar's stay.
Breaking Down the Multi-Million Dollar Bill
The largest single expense came from the Toronto Police Service, which tallied a gross cost of $2.6 million for security operations surrounding the concerts at the Rogers Centre. This included work before, during, and after the shows, hotel security for the performer, and even a partial closure of the Gardiner Expressway for a motorcade. The police net cost was reduced to $1.92 million after accounting for $680,000 recovered from paid-duty shifts.
Public transit also represented a major cost center. The Toronto Transit Commission (TTC) reported spending an extra $1.7 million to increase bus, streetcar, and subway service over the six concert days, but only gained $588,000 in additional revenue, resulting in a net loss. Metrolinx, however, saw a positive return, spending $827,800 more while generating $1.2 million in extra revenue.
Other notable departmental costs included:
- $333,000 by the Transportation Services division for traffic management, signs, and cameras.
- $134,000 by the Emergency Management division for staffing.
- $131,000 by the Economic Development and Culture division, which included $59,000 for a "volunteer ambassador" program that deployed 192 volunteers to guide visitors.
The "Swift Lift": Economic Benefits vs. Municipal Costs
The report argues that the spending delivered "significant value" by driving economic activity and promoting Toronto globally. It cites a Destination Toronto estimate that the concerts generated a $282 million total economic impact for the region. Direct spending by attendees was pegged at $152 million, with a staggering 93% ($141 million) coming from out-of-town visitors.
However, the municipal financial benefit was limited. The report states the concerts generated $39.7 million in government revenue across all levels, but only 20% of that went to the City of Toronto. The city's share of local indirect revenue was a mere $882,000. "This analysis underscores the challenges that cities face in fully capturing the financial benefits of hosting major events," the briefing note concludes.
Police Engagement and Social Media Wins
Beyond pure economics, the report highlights community engagement efforts, particularly by police. It notes that officers exchanged friendship bracelets with fans and that a social media post from the Toronto Police X account "exploded" online. The post featured two police horses wearing oversized, handmade bracelets labeled "Reputation (Taylor's Version)" and "Debut (Taylor's Version)."
The report suggests this positive, playful interaction—and the "strong sense of female empowerment" associated with Swift's fanbase—is beneficial for police recruiting. It stated the concerts "provided opportunities to forge genuine connections" and offered "immense visibility on a global scale" for the city.
Questionable Claims and Selective Data
The "Swiftonomics" report attributes a wide range of spending boosts to the "Swift lift," including some tenuous connections. It claims cinema spending rose 30% and live theatre shot up 130% during the concert period, "possibly due to visitors rounding out their trips."
However, this claim is questionable, as Swift's final Toronto shows overlapped with the blockbuster opening weekend for the films Wicked and Gladiator II, which alone caused a 370% increase in box office revenue compared to the previous weekend, according to Box Office Mojo data.
The report also selectively cites data from a Moneris report, highlighting a 49% lift in clothing sales and a 102% jump in accessory sales. It omits Moneris's finding that total restaurant spending grew by only 2% during the first three concerts, a modest increase given the influx of visitors.
The report was originally requested by then-Councillor Jennifer McKelvie, who later left City Hall to become a Liberal MP. Her motion also led to the ceremonial renaming of downtown streets to "Taylor Swift Way," a promotional effort included in the cost breakdown.
While city officials frame the $3.6 million expenditure as an investment in Toronto's global reputation and future event hosting capability, the data reveals the complex reality where massive cultural events generate broad economic activity but leave municipal governments covering substantial operational bills.
