Why a Sports Town Like Indianapolis Was Tailor-Made for the Athletic Feat That Is Taylor Swift’s Eras Tour

When Taylor Swift plays Indianapolis for the ninth time in her career this weekend – performing three sold-out Eras Tour dates at the 70,000-capacity Lucas Oil Stadium – she’s returning at the very top of her game.

And Indy knows games. After all, the Midwestern capital city has hosted the Super Bowl, eight Final Fours (with a ninth set for 2026) and countless college tournaments across all sports – not to mention its 11 professional teams and a century-plus of the Indy 500 car race under its belt.

So how does a sports-forward city like Indianapolis shift gears to welcome hundreds of thousands of Swifties to town instead of, say, 70,000 Colts fans on any given Sunday? The trio of Lucas Oil concerts were announced in August 2023, but the city’s wheels began spinning months before that.

“We formed a local organizing committee, much like we do ahead of a major sporting event, to involve community partners to make sure that this was more than a concert,” Chris Gahl, senior VP of marketing/communications for Visit Indy, tells Billboard. “And so, over the last 18 or 20 months, a group has been meeting to think about and worry about how we welcome the anticipated 200,000 visitors and fans to our city.”

That huge swath of tourists is all coming to cheer for Swift – and while her arena is entertainment and not sports, when the music business is keeping score (like on the Billboard charts, for instance), she’s typically in the winners’ circle. On our most recent year-end charts, Swift was our overall top artist of 2023 and has ranked in the year-end top 10 in 14 of the last 16 years. She’s also tied with Drake for the most Billboard Music Awards wins of all time, picking up 39 prizes over her two decades in the industry.

And beyond the numbers, from its start in March 2023, The Eras Tour has been nothing short of an athletic feat. Swift is carrying a three-and-a-half-hour production of live singing and dancing, performing as many as four consecutive nights at a time across the world for almost 20 months. Beyond her Kansas City Chiefs star boyfriend Travis Kelce, we’ve seen professional athletes marveling at the endurance her concert must require, with Houston Texans defensive lineman J.J. Watt saying after attending opening weekend in Arizona: “She did not stop the whole time. There was no intermission. There was no halftime. There was no TV timeouts. The longest break she took was maybe three minutes for a costume change. And she was singing, dancing, entertaining the entire time — 70,000 people hanging on every single word and move she was making. … And she crushed it. And she didn’t even look tired. I was tired and I was just sitting there!”

With stats and stamina like hers, maybe Swift is a better fit for a sports town like Indy than it would appear at first glance. And to match her undefeated record, the city went especially big with signage for the Eras Tour dates – like, six-figure investment and 350-feet big – including a 34-story decal of the pop star (approved by Swift’s team) splashed across the JW Marriott, Indy’s largest hotel. They’ve also temporarily renamed 32 downtown streets after Swift songs, so visitors can take a stroll down Bad Blood Boulevard, All Too Well Way and, of course, Cornelia Street. And in a move sure to relieve fans desperate for a souvenir who don’t want to spend their entire night in a line, the adjacent Indiana Convention Center – typically home to massive fan experiences during major sporting events – has transformed its Exhibit Hall I into a pop-up merch stand, open to all Swifties from Wednesday to Saturday, no concert ticket required.

And the Taylor Effect can be felt beyond the tourism board’s efforts. Local sports bars are playing their part too: The Slippery Noodle – a nearly 175-year-old bar and restaurant sitting a convenient three blocks from the stadium – is setting up a Swift-themed mocktail bar for young fans, complete with an accompanying friendship bracelet and glittery straw, as well as a “Dad’s Lounge” for any parents or partners delivering kids and spouses to the stadium and looking for a spot to chill for three and a half hours or so.

“We do have a couple of staff members that are Swifties, so I think they’ll be prepared to do some trading,” Slippery Noodle co-owner Sean Lothridge laughs to Billboard when asked whether his team will be armed with the Eras Tour’s trusty friendship bracelets. “It’s kind of something new for me. I don’t really know the Swifties as well, but I’m trying my best to learn a little bit about it.”

Over the summer, Lothridge got used to a different superstar woman drawing crowds to his bar, when a certain WNBA rookie came to town. “The Caitlin Clark effect with the Fever was tremendous,” he says, adding that fans were coming in from all over the country to go to Indiana Fever games at the nearby Gainbridge Fieldhouse. “We were getting good crowds from her fans, so she’s been a good boost for the city.”

This weekend’s concertgoers are also traveling from all over, with Gahl telling Billboard that 81% of the Indy ticket-holders are coming from outside the state of Indiana – presenting a massive opportunity to paint the sports town in a brand-new light, or introduce it to first-timers. The biggest difference between the Eras Tour weekend versus a high-stakes sporting event, Gahl notes, is that everyone should leave Lucas Oil Stadium a winner.

“You usually have two teams — sometimes four teams — that are taking sides, if you will, and advocating that their team wins,” he says. “In this case, it’s a commonality – and that is the love for the artist and her music. So whereas we’ve created different zones or restaurants or bars to align with a certain team in the past for major sporting events, this is a uniter. This is one city, one event, one weekend, all for the same artist and music, and it’s the capstone to her [U.S.] tour. So it feels like there’s even more unity and programming and everyone collecting for one common goal.”

For the next three nights, everyone entering the stadium is rooting for the same side: Team Taylor.