How Taylor Swift prepared Vancouver for the World Cup

In December 2024, Vancouver saw what a major global event could do to a city's economy and energy. Taylor Swift's three nights at BC Place drew an estimated 160,000 fans, and the data was stunning: total spending across the city jumped 154 per cent week-over-week. Foreign spending spiked 97 per cent. Clothing retail exploded 923 per cent. Fast food surged 151 per cent. Bakeries jumped 102 per cent.

Now, six months later, the FIFA World Cup is days away — a 39-day event that will dwarf the Eras Tour in scope. And Vancouver's business community is applying lessons learned.

Christian Diaz, operations and partner manager at La Taqueria Pinche Taco Shop, has been planning for weeks. His team started hiring and training staff over a month ago and coordinated with food and drink suppliers to ensure capacity. They're installing TVs at all three locations — including the one on Seymour Street downtown — planning viewing parties, and developing World Cup promotions and new menu items.

"We're going to go all out this summer," Diaz said. "It's going to be very busy for everyone. I can't wait to be part of it, and to be in it. This is going to be amazing for all the city. I'm excited to show our guests and our visitors what Vancouver has to offer."

He's not alone. Across the city, restaurants, bars, and retailers are preparing for the influx. FIFA banners line the streets. Art installations dot public squares. Science World has transformed into a giant match ball. A record-breaking Canadian flag is draped across Grouse Mountain.

Sean McCormick, vice-president of business development at Moneris Data Services, said bars and restaurants that studied the Swift effect have a playbook now. "Bars and restaurants and retailers can think about the kinds of things that will appeal to that audience — whatever they decide that audience is — then they're going to be successful," he said. "Hit it hard for those 39 days – it's going to go by quickly."

Moneris, which captures roughly a third of spending transactions in Canada, took a granular look at what happened during the Eras Tour. Fans were looking for affordable, convenient food — fast casual over fine dining. They were shopping for outfits and concert memorabilia. Some of the spending came from locals, but a significant chunk came from tourists willing to splash out on a once-in-a-lifetime experience.

"When you've got that YOLO element to an event, people are prepared to pay a little bit more for the experience," McCormick explained. "And that's not just concert tickets, that's eating, that's retail, that's accommodation."

The World Cup won't be identical to the Eras Tour. Soccer is a team sport with a longer tournament window and games spread across multiple venues. But the core lesson holds: major events reshape urban spending and energy in ways that small businesses can't afford to ignore.

The city itself is leaning on what it learned. Visitor guides exist. Transit planning has been stress-tested. Hospitality training is underway. The public infrastructure — from BC Place to the newly opened Freedom Mobile Arch at the PNE, a 10,000-capacity amphitheatre that will host the FIFA Fan Festival — is ready.

For restaurant owners like Diaz, the message is simple: the opportunity is real, the city is primed, and the next six weeks belong to those who prepared.