'Taylor Swift Way' signs unveiled downtown, will be auctioned off for charity

A main route through downtown Toronto has been given a temporary makeover to honour megastar Taylor Swift ahead of her six concert run in the city next week — and to raise money to help people facing food insecurity. 

Signs bearing the name Taylor Swift Way will designate the route from Rogers Centre — where Swift will perform — to Nathan Phillips Square, where city hall is located, for the month of November. 

A total of 22 signs will go up along Queen Street W., John Street, Front Street and Blue Jays Way.

The short-term name change follows a near-unanimous motion that passed at city council in July. 

"Taylor Swift has a magical way to connect people around the world. Her music unites us, her lyrics and music touch us deeply," said Toronto Mayor Olivia Chow at an event Monday morning, where the first of the signs were unveiled. 

"It is only fitting that Toronto connect her event team, and the fans, through the Taylor Swift Way," Chow said. 

The city also announced Monday that the signs are being auctioned off online to raise funds for the Daily Bread Food Bank. Rogers will match funds raised up to $113,000 — a nod to Swift's lucky number 13.  

With one meal costing Daily Bread about $1, that money will go a long way to feeding the thousands of people who rely on the food bank everyday, said Neil Hetherington, CEO of Daily Bread Food Bank. 

"There's 226,000 meals that could come just by the renaming of this wonderful street," he said. 

Just hours after the auction went live, the first Taylor Swift Way sign had already attracted a top bid of $2,750 by around 11 a.m. Monday. 

Swift is scheduled to play six shows at Toronto's Rogers Centre across two weekends — from Nov. 14 to 16 and Nov. 21 to 23, as part of her Eras tour. 

The auction closes just before midnight on Nov. 10.