City of Toronto Unveils Temporary ‘Taylor Swift Way’ Street Signs Ahead of Eras Tour Shows

The City of Toronto has unveiled 22 "Taylor Swift Way" road signs in anticipation of the pop star's six Eras Tour shows at Rogers Centre this month.

Rogers will match funds raised up to $113,000, an allusion to Swift's lucky number, 13, the city said.

"It's our honour to welcome Taylor Swift to Toronto for nearly a fortnight of music and magic," said Toronto Mayor Olivia Chow. "We hope fans are enchanted by their walk down 'Taylor Swift Way' and will generously support the auction of these signs–each a keepsake for evermore that will help a great cause."

Neil Hetherington, CEO of the Daily Bread Food Bank, said the initiative will help combat food insecurity in the city.

"At a time when one in 10 Torontonians is making use of food banks, the funds raised through this auction will go towards ensuring that neighbours in need of emergency food support always have a place to turn," he said in the press release.

The city anticipates that most concertgoers will be visitors to Toronto, with more than 500,000 people expected to arrive during the nearly two-week period, including concertgoer companions, such as parents or travel partners who won't attend a show.