- Taylor Swift is a real magnet – although her fans came from all over Poland, according to dataplace.ai analysis, most of them came from the Masovian Voivodeship (55%), Lesser Poland Voivodeship (10.8%) and Greater Poland Voivodeship (6.9%).
- The visit of an American star to any place in the world is also considered from an economic perspective, and its impact on the economy and the fans following it has even been given a special term "Swiftonomics".
- Tourists who came to Taylor Swift's August concerts in Warsaw may leave as much as approximately PLN 190 million in the capital, estimated Marek Traczyk from the Warsaw Chamber of Commerce.
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Taylor Swift and Warsaw gastronomy
Dataplace.ai analyzed where the Polish fans came from and how it affected the traffic in restaurants.
Traffic around HoReCa points in Warsaw on August 1-4 this year. increased by an average of 18.41% compared to all weekends in July this year (from Thursday to Sunday). This is a similar result to the increase in traffic on the days of the concert compared to the weekend preceding it – the change in traffic around HoReCa points increased by an average of 18.49%.
Dataplace.ai also examined seven known basins in its analysis
restaurants in the capital (the list includes, among others, Francuska Street located in the vicinity of the National Stadium). Comparing traffic in these places, there is a clear increase in traffic during Taylor Swift's concert weekend.
The largest change in traffic compared to weekends in July was observed on Francuska Street (an increase of 68.66%). Poznańska Street (increase by 38.57%), Elektrownia Powiśle (increase by 22.7%), Fabryka Norblina (increase by 17.97%) also gained a lot during this time.
– Taylor Swift's concerts are unique on a global scale. Like most
cases, such an event strongly affects the local market, too
gastronomic. Many places have prepared specials for this weekend
menu, and the data indicate that these days could have been exceptionally successful for
most restaurants and bars. You can notice that these are premises in
in the immediate vicinity of the National Stadium enjoyed the greatest popularity
traffic increases, but the capital's residents and tourists eagerly moved to other restaurant areas that have been fashionable and known on the map of Warsaw for years – says Tomasz Władziński, co-founder of dataplace.ai.
What parts of Poland did Taylor Swift's fans come from the most?
The largest representation of fans was from the Masovian Voivodeship – as many as 55% of people who appeared at one of the concerts in Warsaw. These were not only residents of the capital, but also other adjacent counties.
The rest of the concert participants came to Warsaw from voivodeships such as Lesser Poland (10.8%), Greater Poland (6.9%), Lower Silesia (6.5%) and Pomerania (5.2%). The least represented voivodeships are the Opole Voivodeship (0.28%) and the Świętokrzyskie Voivodeship (0.45%).
The study also indicated which counties the concert participants were most likely to come from (Warsaw – 41.56%, Kraków – 8.31%, Wrocław – 4.97%, Poznań – 4.61%, Wołomin – 2.70%, Gdańsk – 2, 68%).
The analysis is based on location data from consumers' mobile phones, on a sample of over 3 million devices throughout Poland. A visit is defined as entering an area within 50 meters of a food establishment. The data does not specify whether customers as part of the visit
they were shopping. Data samples are extrapolated to be representative of the entire population – similar to surveys or market research.
