The signs were created as part of a partnership between the City and Rogers. Photo courtesy City of Toronto
What began with Toronto Deputy Mayor Jennifer McKelvie’s proposal for a “Taylor Swift Way” sign has come to fruition with the unveiling of ceremonial street signs and a charitable auction benefiting the Daily Bread Food Bank. In collaboration with Rogers, the City of Toronto unveiled 22 honorary street signs stretching from Nathan Phillips Square to Rogers Centre, celebrating the Eras Tour concerts in Toronto, starting November 14. The signs, temporarily installed along Queen St. W, John St., Front St., and Blue Jays Way, will remain in place through November.
The signs were created as part of a partnership between the City and Rogers. At the end of the month, all 22 signs will be donated to the Daily Bread Food Bank. An online auction, running until November 10, will support the food bank, with Rogers matching donations up to $113,000—referencing Swift’s favourite number, 13.
The unveiling event, held at “1 Taylor Swift Way” outside the Rogers Centre, featured remarks from Mayor Olivia Chow, Deputy Mayors Jennifer McKelvie and Ausma Malik, representatives from Rogers, and Neil Hetherington, CEO of Daily Bread Food Bank. Deputy Mayor McKelvie expressed, “These honorary signs created in partnership with Rogers will never go out of style and will support the Daily Bread Food Bank’s important work here in Toronto. It’s our way of following Taylor Swift’s lead of generosity to the communities she visits.”
This ceremonial street naming follows a July decision by Toronto City Council. Swift will perform sold-out shows at Rogers Centre from November 14 to 23, making her the first artist to perform six nights at the venue during a single tour.
The funds raised will support the Daily Bread Food Bank’s mission to combat food insecurity in Toronto. Mayor Chow added, “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. Thank you to our partners at Rogers for generously matching those donations and helping us bring this initiative to life.”
Ten signs of John St., nine of Queen St. W, and two of Blue Jays Way will be made. The 1 Taylor Swift Way sign is one of a kind. Photo courtesy Daily Bread Food Bank website/For illustration purposes only
For more information on the auction and full details, visit the Daily Bread Food Bank website.
