Wednesday (Oct. 23) evening in New Orleans, a white SUV tentatively peeks around the corner of Chartres Street in the French Quarter. Though Taylor Swift’s “Fearless” is the song wafting from its window, the man behind the wheel is visibly uneasy as he drives his family past boozed-up revelers stumbling toward Bourbon Street.
By Friday (Oct. 25), however, Swift’s presence in the city has made all the tables turn. SUVs sporting song titles scrawled in marker (“Getaway Car” is a popular choice) and decals of Taylor’s face clog the streets as tens of thousands of tourists descend upon the city for the first of three sold-out shows at Caesars Superdome.
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Fans wearing Eras Tour merch (or unofficial t-shirts playing on the tour’s distinctive color palette) are everywhere from the Bywater (Swift ordered her Lavender Haze birthday cake from Bywater Bakery in 2022) to Frenchman Street to the Instagram-friendly Skeleton House way over by Audubon Park, which this year is themed “Terror Swift: The ScEras Tour” (sample offering: a skeleton in a yellow evermore dress clutches a guitar next to a “No Body, No Crime” sign).
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“Taylor Swift Takes Over New Orleans” trumpets a “visitor’s guide” pamphlet crafted by The Times-Picayune and NOLA.com. The infamous Bourbon Street is almost family-friendly. Aside from “Blank Space,” “You Belong With Me” and “Anti-Hero” playing on repeat, nearly every bar and restaurant is boasting tie-in programming (karaoke, trivia, look-alike contests offering the winner as much as $500) or themed drinks (Taylorita, Lavender Haze fizz, Holy Ground hurricane).
Even the city’s music hotspots, places that skew toward jazz and the blues, aren’t immune to the pop star’s impact. Over on Frenchman, d.b.a. is hosting a friendship bracelet-making station; at the Mahogany Jazz Hall on Chartres, one of the bartenders is slinging lyrical references along with sazeracs (“I knew you were trouble when you walked in,” he quips while serving a customer two cocktails); while Esplanade Studios, where Swift recorded three songs from The Tortured Poets Department (“Who’s Afraid of Little Old Me,” “Fresh Out the Slammer” and “Florida!!!”), serves as an incentive for Swifties to explore the Treme neighborhood.
Back in the French Quarter, Antoine’s Restaurant — the oldest eatery in the city and the birthplace of oysters Rockefeller – is getting in on the fun, doling out pink to-go cups and writing “Eras Tour 2024” in frosting on their signature dessert, baked Alaska.
“[Right now is] as big and as busy as Mardi Gras and that’s the busiest time of year,” says Lisa Blount, who handles publicity for Antoine’s and is married to the CEO of the fifth-generation family-run business. “In the next three days we’ll do over 3,000 guests.”
“New Orleans always enjoys a busy pre-Halloween weekend,” says Steve Pettus of Dickie Brennan’s, a New Orleans restaurant group that includes Tableau, a French-Creole spot that hosted a Swiftie “balcony bash” on Saturday. “This weekend is more than double what we have traditionally seen. The requests for reservations have not stopped. I’ve never felt so popular in my life — I have more ‘friends’ than I realized.”
“We had guests start calling over the summer asking when they could book a table, so we knew what was coming,” says Kyle Brechtel, president & CEO of Brechtel Hospitality, which hosted a Swift-themed rooftop soiree on Friday. (Thanks to on-staff Swifties, “Taylor Tenders & Seemingly Ranch” were on the menu, referencing a viral Swift-related tweet from Sept. 2023.) “[Halloween] is always a big weekend in the city, but this is a whole different level.”
A growing New Orleans’ Halloween tradition is the witches’ luncheon, where locals don black robes, pointy hats and grab brunch. While the witches were out in force earlier in the day on Friday (even belting “Cruel Summer” at a karaoke bar in the crossover spirit of the weekend), by 5:00 p.m. the witching hour had given way to the Swifting hour. Taylor Swift costumes – from the purple “Enchanted” gown to the gold-tasseled “Fearless” dress to variations on the “22” t-shirt (“A Lot of Potholes Going on at the Moment,” “A Lot to Vote on at the Moment”) – and Kansas City Chiefs jerseys became as inescapable as Mardi Gras beaded necklaces.
Fortunately, New Orleans is a city that’s used to hosting massive cultural events. Case in point: Next year’s Super Bowl will take place at Caesars Superdome on Feb. 9, bringing halftime headliner Kendrick Lamar to the same venue Swift just sold out for three nights. So even with the Eras Tour bringing an estimated extra 100,000-150,000 people to New Orleans, the city doesn’t miss a beat.
“We have a lot of practice with this,” says Walt Leger, president and CEO of New Orleans & Company, the city’s official sales and marketing organization. “We have a lot of great professionals on the public safety side who know how to coordinate traffic and other issues that may impact us when we have an influx. Our city excels at these events – we have a professional hospitality community. It’s muscle memory.”
Still, the Eras Tour hits different. “This weekend will be more foot traffic, whereas the Super Bowl is a lot of corporate events scattered around town,” Brechtel says. “I haven’t seen anything rival the impact of a Super Bowl [here] until now.”
“The Super Bowl is very much a corporate event,” Blount echoes. “Large parties, a lot of VIPs. They buy out the restaurant, things like that. This is a different type of busy.” She offers a point of comparison: “We love those weekends where it’s the Saints vs. the Dallas Cowboys. We have massive amounts of people in town, the restaurants are busy, everybody is busy. A friend of mine said, ‘You know what’s great about this? It’s like a football weekend but we’re all rooting for the same team.’”
Not everyone is fully onboard the Taylor train, however. During a Halloween-themed drag show on Wednesday, one of the performers announced they would be hosting a series of Swift-themed drag shows over the weekend and was greeted with light boos. “I know, I know, she’s ruining Halloween,” the queen declared. “I feel the same as you, but I gotta pay rent.”
Another local, after getting off her work shift and finding herself in a sea of Swifties, put it more bluntly: “I’m sick of these motherf—kers and their t-shirts.” (To be fair, if your coffee shop suddenly had a line of 150 people waiting around the block to get a themed plastic cup, you might be irked, too.) Karen-coded behavior reared its head on occasion, too — such as a pair of Swifties telling a local street musician playing blues instrumentals to sing Swift songs instead. Or a table of adults at Lafitte’s Blacksmith Shop chanting Taylor’s name at the piano player, despite the pianist politely stating that song requests should come with a couple bucks (they did not tip, and their chants went unanswered).
But those brief bad blood moments were few and far between. The city is more than accustomed to tourists, and most locals were more than happy to strike up a conversation with visiting Swifties to offer food recommendations or share bits of the city’s history.
“Our city recognizes that we benefit greatly from who invest in our community by spending dollars and supporting jobs and infrastructure,” Leger says. “Data shows that in the first leg of the Eras Tour, we’re expecting an excess of $200 million in extra spending, conservatively. It’ll probably be more than that.”
Ultimately, the Taylor Swift New Orleans takeover – like the Eras Tour itself – is about something that runs deeper than dollars, though. Walking down a cobblestone street on Friday, a young woman on her smoke break stops a first-time New Orleans visitor with quiet but eager question: “Are you a Swiftie?” Putting out her cigarette, she reveals a wrist covered in friendship bracelets. “Wanna trade?”
“Everybody is walking around having a great time,” Blount says. “It’s a great positive time. In this world today, having it be happy? My God, with the election in two weeks and all the caustic things with the election, it’s so nice to see people smiling.”