Is your hospitality business Taylor Swift-Ready?

In countless cities, Taylor Swift’s Eras Tour has been a record-breaking revenue phenomenon.

• The total economic impact of The Eras Tour is likely to exceed $10 billion¹—a number that includes fans that took part in ancillary tour-related activities – though not the show itself.
• Hotel rate surges have been the norm: In Seattle, rates at a Residence Inn went from a $350, two-night stay to $2,197 during the city’s dates on The Eras Tour².
• Los Angeles got a $320 million bump from six shows, including an increase in employment to the tune of 3,300 jobs, and a local earning increase of $160 million³.

Leveraging procurement services for Swift-sized events

From “Tayl-gate” parties to “Shake it Off” exercise classes to “Bad Blood” and “Midnight Rain” cocktails, savvy hospitality professionals plugged into Swiftie-mania during The Eras Tour, delighting guests while boosting revenue.

Here are 3 big ideas that Entegra can help clients activate when getting ready for a Taylor-style major event in your city or region:

• Customize event-inspired menus
  
  The Entegra Performance Kitchen (EPK) can help craft winning desserts or happy hour quick bites that make for memorable, Instagram-worthy revenue drivers in dining rooms or bar areas.
  
  A colorful, themed lobby kiosk is another way to create an immersive experience tied to an event. Set up shop and sell custom sweets, snacks or grab-and-go drinks. Entegra’s convenient chilled program simplifies food safety protocols and provides branding opportunities for themed grab ‘n’ go offerings.
  
  Need more ideas? Entegra F&B experts, including our in-house culinarians, can provide ideation and direction that synchs with optimized kitchen operations.
   
• Impress guests with custom event tie-ins
  
  ​Passionate fans deserve creative swag. Entegra’s local and regional supplier partners can help operators get everything they need for custom treats with greater ease. Consider:
   
  • A themed flower or gift shop in the lobby: Tap into the memories in the making of the event with one-of-a-kind treats for fans.
  • A limited-edition amenity takeover: Sell event-themed soaps, shampoos or other personal care items that make fun gifts and memories.
  • Chocolates and gourmet snacks: Weave these into event activations and catering initiatives
  • Fun classes that tie into the event: Offer a walking tour of the stadium before the big baseball game or a drawing class in advance of an anime convention.
  • Custom scents: Have a special scent curated for your event and pipe it into the lobby: think cotton candy, invigorating citrus or calming lavender. Entegra supplier Ambius offers premium scenting to align with branded events.
     
• Be prepared with the best-in-class basics
  
  ​At the end of the day, event-inspired add-ons will be overlooked if your basic services aren’t up to par. Your procurement partner needs to be ready to help you with:
   
  • Food — As the world’s largest food GPO, Entegra can help manage your overflow F&B needs while connecting you with local, seasonal and sustainably focused suppliers.
  • Linens — From bedding to table, Entegra Supplier partners like BBJ Linen, Consolidated Hospitality Supply and others can help.
  • Labor — Local and regional suppliers have the temp staff you need. Staffing agencies Instawork and Anserteam, both Entegra supplier partners, can help.
  • Cleaning and sanitation —Janitorial, housekeeping, paper and washroom products are readily available from Guest Supply, Network Distributors and other Entegra supplier partners.
  • Rental equipment — Get easy access to extra tables, chairs, high-tops, tents —whatever you need to create memorable experiences for your overflow guests. Entegra supplier partners include M&M Special Events, Party Reflections and more.

As an extension of your procurement department, Entegra’s client services team helps brainstorm, troubleshoot and advocate with suppliers. And to stay on top of it all, Entegra’s Purchasing IQ platform delivers easy access to data on spending and savings.

Ready to see what Entegra can do for you? We’d love to hear from you. Call us at 833-977-1765 or use this contact form.

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^{1 U.S. Travel Association}

^{2 TAY’S BOOMTOWN ERA: HITS Daily Double}

^{3 Special Report: Taylor Swift's Impact on the Economy in Los Angeles County - Center for Jobs}