Taylor Swift’s ‘The Eras Tour’ Hits Madrid: Bernabéu to Host Exclusive Fan Zones and Merchandise Areas
The American singer visits the capital eleven years later with two highly anticipated concerts on May 29 and 30 at the ‘new’ white temple. The excitement is at its peak for the ‘swifties.’
Madrid is gearing up for Taylor Swift’s return to the capital, eleven years after her first visit. She will perform on May 29 and 30 at the Santiago Bernabéu with The Eras Tour, a colossal tour that spans her musical career, featuring no less than eleven albums, the latest being “The Tortured Poets Department.” Next week, the American singer will set foot in the capital to inaugurate the ‘white’ temple as a venue for major concerts. Amid the excitement and disbelief due to the long wait, swifties are busy crafting their final friendship bracelets (a well-established tradition for these concerts) and planning their outfits to see the most notable artist in the music industry.
Both concerts will feature two exclusive zones for swifties and an area dedicated to merchandise, all located around a venue that will host around 60,000 people. This information was provided by Deputy Mayor and Municipal Government spokesperson Inma Sanz, who detailed the coordination and security measures with the National Police, Municipal Police, and Security and Emergency Services to Europa Press.
“It has a very significant impact on the city. We are talking about a world-class event by an extraordinary artist with a tremendous ability to attract people (…) We are talking about the global elite in terms of attraction,” Sanz stated. She also mentioned that efforts are being made to minimize the impact on the city in those areas, in collaboration with the promoters and Real Madrid.
Frenzy for the European Leg of ‘The Eras Tour’
After many years of waiting (longer for some cities than others), Taylor Swift’s European tour began two weeks ago in Paris, the first stop of The Eras Tour, which will conclude in London on August 20. The anticipation was immense, especially since her last stage performance, her discography underwent a slight change with the release of “The Tortured Poets Department,” an eleventh album that combines feelings such as mania, depression, or heartbreak that accompany much of her composition.
The demand for concert tickets was overwhelming (one had to receive a completely random presale code to access ticket sales). Days before some of her most notable stops, swifties are still trying their luck. It’s never too late if the reward is seeing your favorite artist in one of the most important shows of her career. This must have been the thought of many Americans who traveled en masse to Paris to attend The Eras Tour. According to Rolling Stone, 25 percent of the attendees in Paris were Americans, which accounts for a full stadium considering she performed four consecutive nights at Paris La Défense Arena. The musical “An American in Paris,” one of the most famous films by Vincente Minnelli, turned into a centennial and swiftie version.
According to several attendees, ticket prices for the European concerts were much more affordable compared to the U.S. tour. As reported by Billboard, this price difference is attributed to the more critical attitudes of European consumers towards ticket resale, as well as a stricter regulatory framework that benefits both artists and consumers by combating illegal sales. Sam Shemtob, director of the Face-value European Alliance for Ticketing (FEAT), highlights that “in countries like France, Germany, and the Netherlands, laws restrict ticket resale markups to 20 percent over their original price.” These laws not only change consumer behavior but also “lay the foundation for a fairer and more transparent ticket-buying experience for consumers.”
