Liverpool ONE predicts the Taylor Swift Anfield concerts this month will boost spending at the retail and leisure complex by £12m. Tony McDonough reports
Liverpool ONE is expecting 100,000 extra visitors during the three Taylor Swift concerts in Liverpool this month, boosting spending by an estimated £12m.
Grosvenor, operator of the retail and leisure complex, is basing its sales and footfall projections on last year’s Eurovision celebrations which started several days before the contest itself.
As part of her Eras Tour, Taylor Swift will play three sold-out shows at Liverpool FC’s Anfield Stadium next week, with ‘Swifties’ travelling from across the world to see her in action.
Among Liverpool ONE’s plans to honour her visit to Liverpool, a special ‘Taylor’s Piano’ will be in place from June 13 to 16.
Planned to be located by the Sugar House Steps next to John Lewis & Partners, the piano has been designed by North Wales-based artist Ffion Pritchard, following a call-out for a paid commission.
A number of talented pianists will showcase their skills, playing a mix of songs from Taylor’s back catalogue. Andrew Barney, from Wirral, will perform a series of tracks on Saturday, June 15.
Andrew said: “Having played the piano since the age of 13, I love to play a real mix of music, so I’m looking forward to getting involved in the excitement of ‘Taylor Town.
“Her music reaches a wide range of audiences, with her various albums – or eras – striking a chord with different people for very different reasons. I can’t wait to perform on the day and help everyone get in the spirit.”
As part of the wider city’s schedule to welcome the singer, Liverpool ONE will also play host to three installations of the ‘Taylor Town’ takeover, each one inspired by a different album – or ‘era’.
The Taylor Town Trail, organised by Liverpool City Council, features a total of 11 pieces of artwork around the city.
Liverpool ONE will be home to a throne inspired by the Reputation era, located in the Galleria outside ODEON – a flower swing inspired by the Evermore era, located on Peter’s Square; and a mural inspired by The Tortured Poets Department era, on College Lane.
Completing Liverpool ONE’s Taylor plans will be the star’s music being played on Paradise Street and Peter’s Lane from June 8 to 17.
Brands including John Lewis & Partners, Waterstones, MAC and Beauty Bazaar, Harvey Nichols have planned Taylor Swift-inspired events.
READ MORE: ‘How we persuaded M&S not to leave Liverpool’
READ MORE: Accommodation BID ‘generates £47m for Liverpool’
Donna Howitt, place strategy director at Liverpool ONE, said: “There’s an undeniable buzz across the city ahead of Taylor Swift arriving and we’re absolutely thrilled for Liverpool ONE and our brands to be part of the excitement.
“Liverpool is known for hosting major events like no other city and this time it will be no difference.
“The Taylor Town Trail is set to offer a fantastic experience to all Swifties descending into Liverpool and we can’t wait to unveil our installations here…I’m confident the throne in particular will be a go-to selfie spot.”