When you think of Taylor Swift’s Era’s tour, you probably don’t think of data-driven decision making.
After all, the show is all about immersing yourself in everything around you: the costumes, the choreography, the sound engineering and lighting, even the bracelets (I’m a girl dad and all three daughters spent a lot of time making them to trade). But just as important to the tour’s success is the data and meticulous planning happening behind the scenes. Running a tour of this magnitude is no small feat. Let’s dive a little deeper into the data landscape behind this unprecedented tour to better understand what makes it tick.
Invisible String: The Role of Stadium Operations
While Taylor Swift’s team oversees the merchandising, the stadium crew is responsible for almost everything else. This includes a lot of behind-the-scenes logistics from managing the parking and foot traffic flow to forecasting the volume of fans coming into each entrance. None of this would be possible without having the right data.
Style: The Data Behind Merch Stands
Ever wondered how Taylor’s team optimally stages the merch stalls? The secret lies in event data. Information ranging from parking lot capacities to entrance data helps dictate where and how merchandise is positioned. This ensures minimal congestion and maximum fan engagement.
I Wish You Would (Pay Attention to Event Data): The Potential of Real-Time Analytics
Remember the chaos that occurred when women took over men’s restrooms during the shows? Using real-time crowd data could have preempted this by officially repurposing the men’s rooms beforehand. Attendees already had lighted wristbands that were synced up to real-time location to create patterns/effects and using this event data could help manage such spontaneous demands efficiently, ensuring a smoother experience for all attendees.
Gold Rush: Stadiums Treating Data as an Asset
Stadiums could monetize their event data by selling insights to performers and concert promoters. This data is invaluable to players like Ticketmaster, Live Nation, and major sports leagues like the NFL and MLB. This information, which could lead to new and better events—as well as new audiences and fans— is an untapped revenue stream and could truly change the game.
Chloe or Sam or Sophia or Marcus: Fan Data and Personalized Experiences
Taylor’s team likely collects crucial demographic data like email addresses and phone numbers, which opens up endless possibilities. Imagine receiving a custom track in your inbox or special merchandise offers based on your previous concert attendance. This level of personalized communication could redefine fan experiences.
Two Is Better Than One: One Step Ahead with Logistics
Tackling 152 shows in 54 cities requires innovative logistical strategies. One of the ways Swift’s team aced it is by employing two stages. One gets set up in the next city while the show goes on in the current one. This enables seamless transitions and maximizes performance time, turning chaos into a well-oiled machine.
Mastermind: The Broader Impact on Event Planning and Execution
Event data’s role goes beyond crowd control to influencing future events and infrastructure. Take the Texas Rangers’ new stadium, specifically designed for multifaceted events. With insights from tours like Swift’s, new stadiums are increasingly geared toward being multipurpose entertainment hubs capable of hosting massive events seamlessly.
…Ready for It?
Taylor Swift’s Eras Tour is not just a musical phenomenon but a testament to the power of data and meticulous planning in today’s world of events and entertainment. The tour sets new benchmarks that stadiums and event planners can learn from, aiming to create more efficient, enjoyable experiences in the future.
In conclusion, the Eras Tour is a perfect blend of innovation and data-driven decision-making, setting new standards for how event data can enhance not just concerts but all large-scale events. It’s an exciting frontier for both technology and live entertainment.
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Brian Vinson is a sports and healthcare client success director (and low-key Swiftie) with nearly 20 years of experience in the data industry. He has demonstrated an exceptional ability to integrate disparate data sources and systems, including PPM, EMR, ERP, and CRM, to build comprehensive analytics engines for his clients.
His recent projects have been with Central Health, Children’s Hospital Association, USHEALTH Group, Retina Consultants of America, and US Radiology Specialists, where he spearheaded the development of analytics solutions in the cloud and on-prem. Notably, Brian has also led a team in automating gameday operations reporting for various professional sports teams, enabling them to benefit from near real-time insights.
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