The city of Gelsenkirchen in Germany is temporarily rebranding itself as “Swiftkirchen” in honor of American superstar Taylor Swift, who will perform three Eras Tour concerts there later this month.
In anticipation of the tens of thousands of fans expected for the shows on July 17, 18, and 19, a yellow city sign with the new name, meaning “Swift’s Church,” was unveiled. Swift fan Aleshanee Westhoff, who initiated the idea and started a petition, unveiled the sign in the city center. The proposal received the backing of Mayor Karin Welge, who praised the idea in a letter to Westhoff.
City spokesman Markus Schwardtmann revealed that additional signs featuring a portrait of Swift in pink will be placed at various prominent locations around the city.
Gelsenkirchen, a once-thriving coal-mining town now known as one of Germany’s poorer cities, is eager to welcome Swift and her fans. The city is also known for its soccer team and its large stadium, which occasionally hosts international entertainers like Swift.
In celebration of Swift’s visit, the city is planning several additional attractions. Swift will be honored with a stone on the Gelsenkirchen Walk of Fame, joining local celebrities such as soccer coach Rudi Assauer and writer Ilse Kibgis. During her concerts, open-air parties with karaoke performances will be held. A specially designated “Taylor Swift streetcar” is already operational.
While details of further fan attractions are being kept under wraps, Schwardtmann promised “lots of big and small surprises” to ensure Swifties have plenty to explore during their visit.
The concerts at the Veltins-Arena on Schalke stadium, which can accommodate up to 70,000 fans, are sold out. Swift’s Eras Tour will also make stops in Hamburg and Munich later.