Taylor Swift’s reputation stadium tour included a stop at Levi’s Stadium in Santa Clara, California on May 12, 2018. As one of the biggest pop stars in the world, Swift’s concerts attract massive crowds. Fans, news outlets, and the music industry pay close attention to the attendance numbers and box office gross for Swift’s tours, as they are seen as measures of her popularity and success.
So how many people actually attended the Santa Clara concert? What was the revenue generated? How did the attendance compare to other stops on the reputation tour? This article will provide the key facts and figures around Swift’s Levi’s Stadium show.
Quick Answers
Total reported attendance: 59,157
Total gross ticket sales: $7,192,138
Santa Clara concert had the 5th highest attendance on the reputation tour
Total Reported Attendance
According to information provided by Levi’s Stadium and the city of Santa Clara, the total reported attendance for Taylor Swift’s concert was 59,157.
This figure represents the number of people who passed through the turnstiles and scanned their tickets on the day of the show. It includes all seats in the stadium, from the floor up through the upper decks.
How attendance was calculated
Levi’s Stadium has an official maximum seating capacity of 68,500 for concerts. However, the stage setup and configuration for Taylor Swift’s show reduced the capacity. The attendance number was calculated by adding up the tickets scanned at entry gates and checked against the number of tickets sold.
Venue management, event organizers, and the performer typically have access to detailed ticketing data from the concert promoter and can verify the accuracy of the total attendance figure.
Gross Ticket Sales
Based on information provided by Billboard Boxscore, the gross ticket sales for Taylor Swift’s Santa Clara concert were $7,192,138.
This figure represents the total revenue generated from all tickets sold, before any deductions, taxes, fees, or other adjustments.
Key facts on gross ticket sales
- The average ticket price was $121.53
- Ticket prices ranged from $50 – $450 based on seat location
- There were 59,157 tickets sold in total
How the Santa Clara Concert Compared to Other Stops on the Reputation Tour
The reputation stadium tour spanned 45 shows in North America and 17 shows internationally. Santa Clara was one of the larger concerts on the tour in terms of attendance. Here is how it compared:
North American Leg
City | Venue | Attendance |
---|---|---|
East Rutherford, NJ | MetLife Stadium | 116,746 |
Philadelphia, PA | Lincoln Financial Field | 103,020 |
Seattle, WA | CenturyLink Field | 88,626 |
Santa Clara, CA | Levi’s Stadium | 59,157 |
Denver, CO | Sports Authority Field | 56,445 |
The Santa Clara show had the 5th highest attendance of any concert on the North American leg of the tour.
International Leg
The largest crowds on the entire world tour came during Taylor Swift’s shows in Australia and Japan.
City | Venue | Attendance |
---|---|---|
Tokyo, Japan | Tokyo Dome | 130,000 |
Melbourne, Australia | Etihad Stadium | 118,000 |
Sydney, Australia | ANZ Stadium | 97,090 |
No international concerts came close to reaching the attendance of Santa Clara or the other top North American dates.
Total Gross Earnings from the Reputation Stadium Tour
Across all 62 shows, from May 8 to November 21, 2018, Taylor Swift’s reputation stadium tour grossed $345.7 million globally.
With over 2 million tickets sold, it became the highest grossing tour in US history.
The massive financial success speaks to Swift’s immense popularity during the reputation era. Even with high ticket prices, fans turned out in huge numbers and packed the stadiums.
Key facts on total tour earnings
- Avg gross per show = $5.2 million
- Total tickets sold = 2,068,399
- Avg attendance = 48,818 per show
How Did Santa Clara Ticket Sales Impact Swift’s Earnings?
The $7.2 million generated from the Levi’s Stadium show represented a significant boost for Swift’s overall tour earnings.
With 59,157 fans paying an average of $121 each, the Santa Clara date grossed more than many other stadiums despite having lower attendance numbers.
To put into perspective, if every show on the tour earned around $7 million, that would amount to a total gross of $434 million. So Santa Clara provided nearly 2% of the total revenue.
A few key shows with 80,000+ attendance drove up the nightly averages. But consistent grosses in the range of what Santa Clara brought in were the bread and butter of Swift’s massive payday.
How Did Swift Sell So Many Tickets in Santa Clara?
What were the keys to Taylor Swift mobilizing her fan base and selling out Levi’s Stadium? A few factors were working in her favor:
- Good timing – The May 12 date was right in the middle of the North American tour leg, giving fans plenty of notice to buy tickets.
- Diehard Bay Area fans – Northern California is a strong market for Swift with an enthusiastic core base of supporters.
- Buzz around the tour – By May, the reputation tour was building momentum and getting rave reviews.
- Levi’s Stadium capacity – Large venue allowed Swift to sell 50-60,000+ tickets.
Swift also benefited from the massive reach of her marketing machine, promoting the show heavily on social media and press channels.
Her team ran an efficient operation, coordinating everything from ticketing and concessions to merchandising and parking. Concertgoers could easily purchase tickets online or at the stadium.
The reputation tour production was critically acclaimed for its scope and theatrical elements. Excellent reviews enticed her fans to witness the spectacle live instead of just watching videos and photos online.
Overall, the Santa Clara show represented the intersection of Swift’s popularity, touring power, and production prowess at the height of her reputation album cycle.
How Much Revenue Did Santa Clara Earn from the Concert?
Hosting a major concert like Taylor Swift generates significant tax and economic revenue for a city like Santa Clara. While precise financial figures are not publicly available, some of the key benefits included:
Tax Revenue
- Portion of ticket sales tax – Santa Clara’s admissions tax rate is 10%
- Sales tax on concessions and merchandise
- Hotel taxes from guests staying overnight
Economic Activity
- Increased spending at local businesses like restaurants, bars, retail stores
- Hotel room nights from concert attendees
- Revenue for transportation services including taxis, ride share, public transit
- Parking fees and expanded wages for Levi’s Stadium staff
While the financial windfall is difficult to quantify exactly, hosting blockbuster concerts like Swift creates significant ripple effects. Santa Clara reaps both immediate tax perks and longer-term economic gains.
How Did Taylor Swift Impact Levi’s Stadium Finances?
Levi’s Stadium benefited financially from hosting Taylor Swift in multiple ways:
- Rent payment – The stadium receives a fee from the concert promoter for use of the facility
- Revenue share – Levi’s gets a cut of ticket sales, concessions, merchandise and more
- Increased food and beverage sales
- Profit from parking fees
- Exposure and reputation to attract future events
While specific contract terms are private, Swift’s concert likely resulted in one of the more lucrative single-day financial outcomes for Levi’s Stadium. Top performers like Swift maximize profit opportunities.
The concert also helps Levi’s Stadium fulfill its strategic goals to increase utilization and provide community benefits. Hosting a diversity of events beyond just NFL football games is key to the long-term success of stadium management.
How Does Taylor Swift’s 2018 Concert Compare to Her 2015 Show in Santa Clara?
Prior to her reputation tour, Taylor Swift also performed at Levi’s Stadium on July 15, 2015 during her 1989 world tour. Let’s compare the key details between the two Santa Clara concerts:
1989 Tour (2015) | reputation Tour (2018) | |
---|---|---|
Attendance | 51,855 | 59,157 |
Gross Ticket Sales | $5,967,889 | $7,192,138 |
% Stadium Capacity | 80% | 86% |
While Swift played the same venue three years apart, her popularity continued rising to even greater heights. She sold 7,000+ more tickets and grossed over $1 million more in 2018.
Swift was transitioning from her country roots to pop superstardom in 2015. By 2018 she was an established global icon. The bigger production and massive marketing push for reputation drove increased demand.
It’s a testament to her growing fanbase that Swift could sell out Levi’s Stadium even more successfully her second time around.
How Much are Floor Seats for Taylor Swift’s Upcoming Tour?
As of October 2022, Taylor Swift has announced a new U.S. stadium tour for 2023 titled The Eras Tour. Official ticket pricing and on-sale dates are not yet available.
Based on her previous tours, predictions for The Eras Tour floor seat face value prices are:
- Lower bowl/floor seats – $400-$600+
- Lower sections closer to main stage – $800-$1,200+
- Front floor seats – $2,000+
However, due to extremely high demand, actual resale prices for floor seats may be 5-10X the initial face value or more. Floor seats are typically the most coveted and quickest to sell out.
Fans aiming for the closest views of the main stage should be prepared to pay a premium or combat fierce competition if trying for face value tickets. Seats higher up in lower bowls and end stage floor sections will likely cost less.
Conclusion
Taylor Swift’s reputation stadium tour concert in Santa Clara gave 59,000+ fans an epic live music experience. Grossing over $7 million with Levi’s Stadium filled near capacity, it exemplified her enormous popularity and touring success in 2018.
The concert generated significant tax and economic revenue for Santa Clara. It will also be remembered as a milestone event in Levi’s Stadium history. As Swift returns in 2023 on The Eras Tour, expect her Bay Area faithful to turn out in even greater numbers.