When Taylor Swift’s Eras Tour boasted record-breaking global ticket sales of $2,077,618,725, that was not only good for Swift, but for the cities her concerts were held in. Beyoncé’s more recent Cowboy Carter tour generated over $400 million in revenue globally. Indeed, when global superstars like Beyoncé and Swift take the stage—or when the Super Bowl, World Cup, or the Olympics come to town—it’s not just stadiums that get a spotlight. Major concerts and sporting events can creat...
