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Toronto Unveils New City Street Taylor Swift Way In Time for The Eras Tour

22 street signs mark the route from the city's Nathan Phillips Square down to the Rogers Centre where Taylor Swift will perform for six nights in November.

Taylor Swift Way

Taylor Swift Way

City of Toronto / LinkedIn

Taylor's version of downtown Toronto is here.

The city unveiled 22 new street signs marking what has been dubbed Taylor Swift Way for the month of November. The path runs from Nathan Phillips Square, where city hall is located, south to the Rogers Centre stadium.


Swift will take the Rogers Centre stage for six nights this month, from Nov. 14-16 and then Nov. 21-23. All six shows are sold-out and the city is expecting a massive influx of Swifties, as well as an anticipated economic boost of over $250 million.

"We had a blank space" and wrote her name... on street signs!" said the City of Toronto on social media.

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Over the course of the month, the signs will also be auctioned off online, with proceeds going to Daily Bread Food Bank. Rogers plans to match the auction funds up to $113,000.

The street signs aren't the only infrastructural change prompted by Swift. The city will also have a "Limited Activity Zone" downtown during the two weeks of Swift's tenure, to try and limit gridlock. Rogers, meanwhile, has upgraded the stadium's 5G network to account for data use during the shows.

Though the city will shake off its new street signs in December, auction winners will get to keep a little piece of Taylor's Toronto forever and always. Bidding for the auction is open now.

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Shai Gilgeous-Alexander
Diwang Valdez for Billboard.

Shai Gilgeous-Alexander

FYI

Music News Digest: NBA Star Shai Gilgeous-Alexander Is Now Part-Owner of Hamilton's TD Coliseum

Also this week: The Canadian Country Music Association announces a new board of directors, the beloved Steve's Music Store closes all of its stores except one,

Canadian basketball star Shai Gilgeous-Alexander has now heavily invested in his hometown of Hamilton, purchasing an ownership stake in that city's downtown arena, the recently rejuvenated TD Coliseum. The facility's developer, U.S. company Oak View Group (OVG), announced the investment Monday (Feb. 9) but did not reveal any financial terms. The 18,000-seat TD Coliseum, originally Copps Coliseum and FirstOntario Centre, was renamed last year after a $300-million renovation and reopened as a music-first venue. Next month it will host the 2026 Juno Awards.

The NBA's reigning most valuable player and this week's Billboard Sports Issue cover star, the 27-year-old Gilgeous-Alexander plays for the NBA champion Oklahoma City Thunder. His investment is made through his charitable organization, the SGA Foundation, and the partnership includes naming the Ares Atrium inside the venue, as a tribute to his son.

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