City of Toronto and Rogers Unveil Honorary “Taylor Swift Way”; Matching Donations to Daily Bread Food Bank Up to $113,000
TORONTO,— The City of Toronto, in collaboration with Rogers Communications, has officially revealed “Taylor Swift Way,” a ceremonial route leading from Nathan Phillips Square to the Rogers Centre. This initiative celebrates Taylor Swift’s upcoming six-night, sold-out residency at Rogers Centre as part of her Eras Tour, which has drawn immense anticipation from Swifties across Canada and beyond.
For the entire month of November, 22 commemorative street signs will mark the honorary route. After November, these signs will be donated to the Daily Bread Food Bank to be auctioned, with Rogers committing to match all funds raised up to $113,000, a nod to Swift’s iconic number, 13.
City of Toronto and Rogers unveil honorary “Taylor Swift Way” route; Rogers will match donations to Daily Bread Food Bank up to $113,000
News Release: https://t.co/J2FzfgF6CK pic.twitter.com/LAtexJvc6u
— City of Toronto (@cityoftoronto) November 4, 2024
The unveiling ceremony took place at “1 Taylor Swift Way,” right outside Rogers Centre. Mayor Olivia Chow, along with Deputy Mayors Jennifer McKelvie and Ausma Malik, joined representatives from Rogers and Neil Hetherington, CEO of the Daily Bread Food Bank, in highlighting the charitable spirit behind the project.
The honorary street signs have been installed across Queen Street West, John Street, Front Street, and Blue Jays Way. The temporary renaming follows a July decision by Toronto City Council, sparked by a motion from Deputy Mayor McKelvie, inspired by the global fanfare surrounding Swift’s historic tour.
Auction Details and Community Impact
Starting today, the Daily Bread Food Bank has launched an online auction for the “1 Taylor Swift Way” sign and six others, running until November 10. Additional signs will be released for auction every Monday throughout the month. The full auction details are available on the Daily Bread Food Bank’s website.
Taylor Swift’s highly anticipated concerts, set for November 14, 15, 16, 21, 22, and 23, make her the first artist to perform six nights at Rogers Centre during a single tour. Rogers is the presenting sponsor of Taylor Swift | The Eras Tour in Canada, amplifying the concert experience while giving back to the community through initiatives like this.
Neil Hetherington, CEO of the Daily Bread Food Bank, emphasized the importance of the fundraiser, noting that the need for food bank support has never been greater, with one in ten Torontonians relying on emergency food assistance. The funds raised, along with Rogers’ matching donation, will significantly aid the organization’s mission to combat food insecurity.
The “Taylor Swift Way” project not only pays tribute to one of the world’s most influential music artists but also galvanizes community support for those in need. As thousands of fans are set to flood the streets for these landmark concerts, the collaboration aims to make a lasting impact through charity and celebration.
