November 26, 2024 • 27 mins
Learn about the Taylor Swift Effect on Kansas City due to the pop star's romance with Kansas City Chiefs’ Travis Kelce. Danielle Hilton of TeamKC joins us in this episode to chat about maximizing happenings that put your city in the limelight, through the lens of KC’s pop culture moments.
Resources mentioned:
Our City Was a Character on The Office
Kansas City Small Businesses Thank Taylor Swift for Economic Boom
At Livability, we highlight the unsung awesomeness of small and mid-sized cities across the country. We also partner with communities to reach their target companies and potential residents through digital content and print magazine programs.
Be sure to subscribe so you’re alerted when we release new episodes. Learn more about us at LivabilityMedia.com and follow us on LinkedIn, Facebook and Instagram. Have an idea for an upcoming episode? Email host Amanda Ellis at aellis@livability.com.
Inside America’s Best Cities is produced by SpeakEasy Productions.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Danielle [00:00:09]:
If you have your strategy in place and you have great things already happening, continue to tell that story. And then when that spotlight swings your way, then you'll be able to really be agile and just have those stories to showcase. But ultimately be authentic to yourself, to your community. Make sure that you are telling the story of everyone in your region. (00:00):
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Amanda [00:00:35]: That's the voice of Danielle Hilton. She's the managing director of TeamKC, the Kansas City Area Development Council's Talent Attraction and Lifestyle Marketing initiative. They're working to attract business and talent to this two-state, 18-county area. Today, we're diving into how you can make pop culture moments work for your community through the lens of what, or rather who, we all know has put Kansas City in the spotlight lately… Taylor Swift. You can learn more about this podcast at livabilitymedia.com, and with that, let's jump in. Welcome, Danielle, to Inside America's Best Cities. I am super excited for our conversation today. (00:01):
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Danielle [00:01:20]: So am I. Thank you for having me. (00:02):
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Amanda [00:01:22]: So normally we do not get to plug in on this podcast, I would say, to big pop culture moments like what we are here to talk about, which is the Taylor Swift / Travis Kelce romance and how that has been a big opportunity for Kansas City. So we're super excited to get your perspective on that. Can you start off by talking a little bit about, you know, how did your team initially react to this news? When did you realize that there might be an opportunity here? (00:03):
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Danielle [00:01:54]: So pretty early on we actually were blessed to have a couple of Taylor Swift concert nights. So that impact was immense just having the concerts here, just from an economic perspective, she really made a positive impact from the stadium and the sales, but also through taxes and other things. So we know the Taylor Swift effect. So, following that two nights of the concert, we started hearing some rumblings, some murmurs that there might be this Taylor Swift / Travis Kelce romance. And so our chat that we have with our marketing team, and we do have some Swifties, really started kind of blowing up. And so when I was watching the game, the Chiefs game at home, and they panned over and we saw Taylor Swift, I immediately text our marketing team just a screenshot. So it was just a photo of my tv. And we knew right then, like, this is going to be big. If she's here in KC, then that means we've got lots of eyeballs on us. So we initially just really joined in the celebration and the excitement. And then very quickly we also turned it into, hey, this is a moment, you know, it's time for us to show how great Kansas City is. We know it, we love it. We talk about KC all the time. We're looking to attract talent and business here to our market. So all eyes are on KC and we've really been riding that wave for over a year now. (00:04):
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Amanda [00:03:26]: They sure are. All of the eyes. I have to say for myself, I'm not necessarily like a Swiftie or a super nonfan. I'm kind of somewhere in the middle. Just out of curiosity, where do you… Where do you stand on that? It's funny because we've all seen that effect and all this news about her. So it's sort of like you can't help but know about it even if you're not a fan. But where did you stand on that? (00:05):
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Danielle [00:03:46]: I would say that I'm somewhere in the middle too. I am absolutely a Taylor Swift fan. I have been ever since, you know, her first album came out. We were actually born in the same year, so it really resonated with me. I was actually in high school at the time when her first song came out. So I've always been a fan. But not necessarily a super mega fan. (00:06):
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Amanda [00:04:12]: Yeah, no, I resonate with that. I enjoy some of her earlier stuff because that was also high school for me. So I have a lot of nostalgia on some of the early ones I really enjoy. But it's been cool to watch her take off. And that's some longstanding celebrity too. Not to, you know, out how long me or you might have been out of high school, but, you know, she's been in the spotlight for a while. (00:07):
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Danielle [00:04:33]: She has. And she's gone through a lot in the process. And I think that we've all tracked her story of her own love story and how that comes across in songs. And so when it hit home for us. And we have loved Travis Kelce for over 10 years now that he's played on the Kansas City Chiefs. So we know what a great guy he is. And I couldn't be more excited that the two of them are together. Their love for one another is really amazing and I think it's great for both of them. (00:08):
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Amanda [00:05:05]: So how have you tied this pop culture moment into your talent attraction strategies and made that connection? (00:09):
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Danielle [00:05:13]: So we all along, as I mentioned, you know, we tell the story of Kansas City all the time, day in and day out. That's what we wake up doing. Our intention is to attract business and talent. So now we get to talk about Taylor along the way. And bottom line is that her following, those mega fans, that's a lot of people. So we're able to really use it as a hook. You know, she's having an immense moment right now. So are the Kansas City Chiefs, so is Travis Kelce, the whole Kelce family in fact, if I think that we're all very close to it here in KC we know what's going on, but I think that the whole nation really, if not the world, is taking notice of it. So it really has given us a platform to broaden our audience and continue to tell the story of Kansas City. Just reaching more of an audience, but also showcasing what makes Kansas City so special. You know, the Taylor Swift effect that I mentioned. Those businesses here in Kansas City have been feeling it too. So we're partnering with media and with those businesses to tell the story of that positive economic impact that she's had. Everything from placing media that showcases the great restaurants that we have and retailers that have been positively impacted. It's a really amazing story how even those who, you know, if she's dined someplace here in KC, then we can tell the story of, you know, where she was and they have seen an increase in their sales and people coming to the business, but also those retailers, too. They're all celebrating the moment, or really this era that we're in of Taylor Swift. And, um, retail sales have skyrocketed for those businesses. And it's a great honor for us to be able to walk alongside them and tell that story. (00:10):
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Amanda [00:07:08]: You all recently had a pretty big media placement about that, I believe. I cannot remember the outlet, but if you'll share, I'll make sure to add that to the show notes. (00:11):
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Danielle [00:07:15]: Absolutely. So we were able to host a writer who actually solely covers Taylor Swift. He's the first-ever writer who covers her full time. So he creates a ton of content. He's a great follow. But he was actually here in Kansas City for six days, and we got to host him. Showcasing, you know, those places that are worthwhile for him to spend his time. And so USA Today was the... One of the most recent placements there. And he spent time with a handful of those spirits, small businesses, and those businesses that have been positively impacted. And the stories from them are incredible. There is a retailer called Pink Dinosaur. It's actually one of my favorites. It has been for some time now. They do really great merchandise for lots of different things. It's always a great place for me and my daughter to go. We get matching sweatshirts that say Kansas City, but now there's this, like, Taylor element to things. And so the owner of Pink Dinosaur has shared in that USA Today article and a subsequent article as well that she has seen her sales skyrocket. I think it was about 170% as far as her online presence had increased. So just simply after Taylor went to a game, her presence on, I think it was Instagram specifically increased in the thousands. So just a really cool story to hear. And then others, there's a jewelry maker here in Kansas City, EB and Co. And because of some of the things that they create and sell, then they've actually seen their sales skyrocket as well. So much so that they were able to buy their dream house recently. So it's not just an item, it's not just something. Some of these things are so impactful to lives. And it's that Taylor Swift effect that everything that she touches is gold. And we're so excited to be a part of that story. (00:12):
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Amanda [00:09:25]: And impactful to some regular people too, which is always nice to see. Right. Not just other celebrities. So lots of kind of immediate media buzz around this, which of course is awesome. But any thoughts on how you want to sustain that positive attention translate into more long-term benefits? And I guess it's hard to say because like maybe they'll get married and it'll be super romantic. Maybe they'll break up. We kind of don't really know. But all things considered there any thoughts on that and sort of that trajectory? (00:13):
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Danielle [00:09:59]: Absolutely. You know, that's one of the things that we're really mindful of as we build out our strategy is that this is something that is somewhat out of our control. So we're not hooking our wagon to this solely. There is a really incredible Kansas City story to tell. We've had momentum going for years now. And so this is just really an opportunity for us to get that story on a broader stage. But as far as that long-term play, you know, I mentioned the writer that was here for six days. You know, we were able to host him and he's just, I want to give him some kudos. His name is Brian West, and he actually came back in market on his own and he plans on running many stories moving forward. So this is not just one placement or two, this is an entire series. So we continue to be in the spotlight from that. But long term too, it's about telling our story of what's, what's ahead for us. And there's so much happening here in KC. I mentioned the momentum, but also moving forward, you know, in 2026, Kansas City is a host city for the FIFA World cup, which is… that's the largest stage that you can get on. Right. So it's really amazing to be a part of that. Our community is gearing up to be an incredible host city. This is something that we all really kind of, we try to stake claim on this and say that we are going to be a great city, to be a host city. We're one of 16 in North America. We're centrally located, we have world-class training facilities and stadiums where matches will be played and we are primed to be an incredible host but also another stage for us to be on. So like I said, this is a, this is a long term play for us. We will continue to share our story any way that we can and we're grateful for the opportunity for that to be attached to Taylor Swift right now. (00:14):
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Amanda [00:11:55]: I love that it's really just another hook that kind of fell in your lap that you're playing off of, but just making sure to emphasize, you know, that's just one piece of the story and that way, you know, when or if it does move forward from where it's at now, then you move on to whatever those other hooks are or new ones that come your way. (00:15):
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Danielle [00:12:14]: Right. And to your point, you know, I hope this love story continues. I hope that we can continue celebrating for years to come. It's been amazing to watch. We had a love story of our own before then I mentioned that we have loved Travis Kelce for years and years, but that's kind of our thing. We, we have a saying in our kind of our tagline, if you will, is “Share the KC Love” and our logo as a market, as a region that's actually two states, we actually represent both sides of the state line with our organization and we represent it as one KC. And that KC heart is an emblem, a logo. It resonates with our market. There's a long story there, but I don't think it's any coincidence. I think that there are some things that are almost destiny. But this, the KC heart, you know, being tied to the love story here is something that I love. (00:16):
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Amanda [00:13:11]: Yes, appropriately, love goes along with everything you were saying. We talked a little bit about measurement-wise and just economic impact numbers, local businesses and what they're seeing. Anything else you'd like to add on to that in terms of specific metrics of how this has had an impact like maybe website traffic, you know, inquiries from new people, job candidates? (00:17):
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Danielle [00:13:36]: I think the most tangible thing that we can really measure are those media placements. So kind of hard facts that go along with that. There's been 18 pieces of coverage, over a million in views, with 290 million as far as that audience, and then 6,000 engagements. So all of those numbers are really tangible. They're fantastic to show and see the reach of the story. But then it's some of those things that are more anecdotal. You know, it's the conversations that people are having. We have something called the epiphany of the visit. So if we can just get people here to KC, they can see why we love it so much. And we're seeing that opportunity come more often because more people are familiar with Kansas City through Taylor Swift. But also the Chiefs have been on the rise for some time now and there's so many other things that we're showing up in people's radar for, but if we can just get them here, they will realize, they'll have that epiphany of the visit and they'll realize how special it is here in KC and then it gives us the opportunity to showcase more of our region for them. (00:18):
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Amanda [00:14:47]: In terms of perception of the area, which I think one of the most interesting things about working in anything adjacent to PR is sometimes perception is more important than reality. Right? Sometimes works in your favor and sometimes doesn't. But what do you feel like perceptions kind of were or are of Kansas City before this connection? And then how do you feel like that is or might be shifting now, you know, even for people who haven't spent any time there? (00:19):
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Danielle [00:15:12]: Yeah. So I think that Kansas, the perception of Kansas City has changed over the years now this story and the Taylor attention has really accelerated it. But ultimately, you know, we have been on the rise. We're almost in this like second renaissance of KC. You know, KCADC is our organization, and we were founded about 50 years ago by two business leaders in our community, from HR Block and Hallmark, two well-known brands. And around that time, you know, so much was happening here in KC and they were, it was happening on both sides of the state line that they said, we really need to get the word out. We, we need one organization that would be able to answer the phone at the time to say, you know, we want people to come here and see. We want our business community to be growing. And so that was 50 years ago. We are kind of in the second renaissance again where we have the Chiefs who are doing incredibly well. You know, they have played in four out of the last five Super Bowls and they've won three of them. So that, that's incredible. Sports are a huge part of our story. But then we also have the first stadium that is purpose-built for women's pro sports. And that's the first stadium in the world. Our KC Currents women's soccer team plays there. It just opened earlier this year. And so it really, there's so much momentum that's happening here and we will continue to grow and share that Kansas City story. So again it's... That momentum has been happening and it's continuing to grow and the Taylor effect has really continued it. (00:20):
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Amanda [00:16:54]: You're so right. And it's funny because I was sitting here thinking I don't know very much about football at all, but even I was like, oh yeah, the Chiefs, like Super bowl, right? So it's like, yeah… (00:21):
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Danielle [00:17:07]: They’ve done.. pretty, pretty good lately. (00:22):
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Amanda [00:17:08]: You don't even have to be a fan to know about these things. Just existing. So that's pretty cool for you all. And in general, you know, I think we've been seeing a lot of smaller, more medium-sized cities get the spotlight, per our theme, a lot more in recent years and really have so many different ways to showcase the advantages that they offer over some larger metros. Of course, that's what we do at Livability so I talk about those a lot. But it's really neat getting to see that play out. (00:23):
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Danielle [00:17:34]: Yeah, you're absolutely right. And it's helped us with our business attraction as well. So we talked about those perceptions. You know, we've been working to change some of those for a long time now. We're no longer like this cow town or flyover country. We have a name and we're continuing to showcase that. And it's led to really large companies, well-known brands that have invested in our region. That includes recent investments from Google and Meta. Panasonic Energy also just made the largest investment in the state of Kansas in their history. So we're winning big. And that goes for our sports as well as our business and those that live here as well. (00:24):
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Amanda [00:18:19]: What are some key takeaways from this that other EDOs could think about in terms of how they can prepare for if there is any preparing? Because sometimes you just don't know when something's going to happen and how they can leverage moments like this or events like this? (00:25):
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Danielle [00:18:36]: So I really like to, I try to live in this mindset of just always stay ready. And then that way you never have to get ready. You don't have to get your house in order. As soon as you know something big comes in your way. If you have your strategy in place and you have great things already happening. Continue to tell that story, and then when that spotlight swings your way, then you'll be able to really be agile and just have those stories to showcase. But ultimately be authentic to yourself, to your community. Make sure that you are telling the story of everyone in your region. You know, KCADC and TeamKC have been doing this for a very long time. It's really important to us that we're telling the stories of those people and the places that are thriving here in KC. We've been. We've been ready. We've been ready for the spotlight. So here it comes. But for us, one of the things that we do is an annual publication called KC Options Magazine. It's both a print edition as well as a digital edition. And we showcase those stories of the people and places that are thriving here in KC. It gives people a look into those hidden gems of our market. But again, that authentic view, and it helps talent fall in love with KC just as, as we love it. So that's my biggest advice, though, is just find what works for you and really lean into that. But more than anything, too, you know, part of this KC Options magazine is a whole lot of collaboration. We know our community well, and it allows us to tap people on the shoulder when we have opportunities. And just having relationships and connections, it really fosters a great opportunity to, to be ready for that spotlight. Like I mentioned. (00:26):
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Amanda [00:20:26]: That’s so true. I'd love to talk about any potential downsides or risks with this sort of thing. Of course, you and I were just on a panel at the Young Smart and Local Talent Conference, and we had a few panelists, one of whom was from Scranton, Pennsylvania, and she talked about the impact of the office. We've done a previous episode of this podcast with her that I'll link up in the show notes. But one thing she talked about was when they first heard about that ramping up, they thought the show was just going to make fun of them and kind of weren't sure, you know, how that would go. So when they initially embraced that, it was a risk that did really pay off for them. But to that end, any potential downsides or risks associated with this sort of thing, and how can places navigate that push and pull? (00:27):
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Danielle [00:21:08]: Yeah, there certainly is. I think there's risk in anything that we do. But the biggest thing with this is that we really can't control what celebrities do. So what we can control is what we need to focus on. We need to make sure that we're leaning into our strengths and sharing our industry. Strengths as far as business, but also why Kansas City is a great place to live and to work. But yeah, I think that that's, that's the biggest risk is just there are some things that are out of your control and I really hope that Kansas City doesn't end up in a Taylor Swift song for a negative reason in the future. (00:28):
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Amanda [00:21:45]: Well, it wouldn't be you guys’ fault if anything happened. (00:29):
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Danielle [00:21:47]: That's right. I think that she's proven she enjoys spending time in Kansas City. It's a really safe place for her to be. One of the biggest things, learning from this is just, we want to make sure that she feels welcome here. We have this Kansas City nice about us and we make sure that everyone is welcome here. We want to make sure that she doesn't feel overwhelmed or like she doesn't have privacy. (00:30):
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Amanda [00:22:11]: Yeah, that's so true. And it's such a different life experience than what a lot of us are having. That. That might not be your first thought, but it makes a lot of sense to think about. What are you most excited about, Danielle, for Kansas City's future? (00:31):
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Danielle [00:22:24]: Yeah, I mentioned some of the things that we have on the horizon, but just moving forward, I think that we are poised in a really great place where we are ready to attract additional brands and businesses and continue to grow. Our Gen Z population has grown significantly and we continue to get in front of all the right people. So I'm really excited to continue the growth and the momentum. But also we've got some really incredible regional assets coming to KC and those people that are, that are already here, including myself, have things to look forward to. We've got, I mentioned already the. We're a host city for the FIFA World cup. So that's happening in 2026. But then those regional assets, you know, we have things like the Black Movie Hall of Fame that's here in KC or coming to KC, we have things like a Rock Island Bridge. It's the first destination bridge for entertainment specifically and just so much fun and entertainment and things that just matter so much. Like that stadium that is purpose-built for women's sports. So we will continue to keep the momentum going and that's really exciting to be in the position that I'm in. (00:32):
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Amanda [00:23:41]: I have to pick on you because earlier you did say that the World Cup was the biggest stage and I thought bigger than Taylor Swift. I don't know. (00:33):
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Danielle [00:23:49]: I think bigger than Taylor Swift. Sorry Taylor. Sorry, Taylor. No, it's. It's going to be really massive. Anyone who has hosted before, so if you imagine, and I'll give you some context for this, each match that is played for in the FIFA World Cup is essentially the equivalent of a Super Bowl. So if you imagine the impact of a Super Bowl, imagine that on a city. But then there are multiple matches that will be played here in Kansas City, we actually have six. One of which is a quarterfinal, which is significant. That means that we'll have some really amazing teams being played here. But also all of these matches happen over a 40 day period. And this is a global stage. So this means that those places that are playing, they're bringing their audience with them, their fans are traveling from around the world to watch these matches. So they're not just coming overnight. They will be impacting us in a big way, in a positive way. They're coming with a lot of people who will be frequenting our businesses and hospitality and we're ready to welcome them. But it's big. (00:34):
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Amanda [00:25:04]: Well, that's definitely helpful because I did not have a good understanding of that. But people that are really going to be more immersed there, which is awesome. (00:35):
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Danielle [00:25:12]: That's right. It's a real opportunity for us to show up and show out and I have no doubt that we're going to do a great job of it. (00:36):
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Amanda [00:25:18]: Any other advice you'd like to add for EDOs thinking about attracting talent in a competitive market and creating a compelling narrative? Because to an extent, you know, communities are promoting a lot of the same stuff and so standing out, I think can be challenging. And I think some of that just goes back to like, who are you targeting and sort of using that to make those connections. But what would you add on that? (00:37):
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Danielle [00:25:47]: Yeah, I think I've kind of mentioned this, but don't hitch your wagon to one thing. You don't want to be telling someone else's story and that be your story moving forward. If you find yourself with an opportunity in front of you where you can leverage a stage, if you will, or the spotlight, then tell your story, lean into what is authentically you and know your audience. It's really important to make sure that what you're saying is resonating with them. You certainly don't want to alienate anyone, but you want to attract talent and people and businesses that really align with your community. So that's the biggest thing is just making sure that you're telling your story and getting the right message in front of people. (00:38):
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Amanda [00:26:35]: Awesome. Well, thank you so much, Danielle. This was a really fun conversation and a lot more engaged in pop culture than we normally get. To be. So thanks so much for spending some time. (00:39):
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Danielle [00:26:45]: Thank you. I really enjoyed having conversations today. (00:40):
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Amanda [00:26:52]: Thanks for listening to the Livability podcast, where we take you Inside America's Best Cities. At Livability, we highlight the unsung awesomeness of small and mid-sized cities across the country. We also partner with communities to reach their target companies and potential residents through digital content and print magazine programs. If you enjoyed this episode, please follow, rate, and review this show. Wherever you listen to podcasts, you can also learn more about us at livabilitymedia.com. Have an idea for an upcoming episode? Email me at aellis@livability.com. Until next time, from Livability, I'm Amanda Ellis, sharing the stories of America's most promising places. (00:41):
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Amanda [00:00:35]: That's the voice of Danielle Hilton. She's the managing director of TeamKC, the Kansas City Area Development Council's Talent Attraction and Lifestyle Marketing initiative. They're working to attract business and talent to this two-state, 18-county area. Today, we're diving into how you can make pop culture moments work for your community through the lens of what, or rather who, we all know has put Kansas City in the spotlight lately… Taylor Swift. You can learn more about this podcast at livabilitymedia.com, and with that, let's jump in. Welcome, Danielle, to Inside America's Best Cities. I am super excited for our conversation today. (00:01):
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Danielle [00:01:20]: So am I. Thank you for having me. (00:02):
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Amanda [00:01:22]: So normally we do not get to plug in on this podcast, I would say, to big pop culture moments like what we are here to talk about, which is the Taylor Swift / Travis Kelce romance and how that has been a big opportunity for Kansas City. So we're super excited to get your perspective on that. Can you start off by talking a little bit about, you know, how did your team initially react to this news? When did you realize that there might be an opportunity here? (00:03):
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Danielle [00:01:54]: So pretty early on we actually were blessed to have a couple of Taylor Swift concert nights. So that impact was immense just having the concerts here, just from an economic perspective, she really made a positive impact from the stadium and the sales, but also through taxes and other things. So we know the Taylor Swift effect. So, following that two nights of the concert, we started hearing some rumblings, some murmurs that there might be this Taylor Swift / Travis Kelce romance. And so our chat that we have with our marketing team, and we do have some Swifties, really started kind of blowing up. And so when I was watching the game, the Chiefs game at home, and they panned over and we saw Taylor Swift, I immediately text our marketing team just a screenshot. So it was just a photo of my tv. And we knew right then, like, this is going to be big. If she's here in KC, then that means we've got lots of eyeballs on us. So we initially just really joined in the celebration and the excitement. And then very quickly we also turned it into, hey, this is a moment, you know, it's time for us to show how great Kansas City is. We know it, we love it. We talk about KC all the time. We're looking to attract talent and business here to our market. So all eyes are on KC and we've really been riding that wave for over a year now. (00:04):
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Amanda [00:03:26]: They sure are. All of the eyes. I have to say for myself, I'm not necessarily like a Swiftie or a super nonfan. I'm kind of somewhere in the middle. Just out of curiosity, where do you… Where do you stand on that? It's funny because we've all seen that effect and all this news about her. So it's sort of like you can't help but know about it even if you're not a fan. But where did you stand on that? (00:05):
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Danielle [00:03:46]: I would say that I'm somewhere in the middle too. I am absolutely a Taylor Swift fan. I have been ever since, you know, her first album came out. We were actually born in the same year, so it really resonated with me. I was actually in high school at the time when her first song came out. So I've always been a fan. But not necessarily a super mega fan. (00:06):
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Amanda [00:04:12]: Yeah, no, I resonate with that. I enjoy some of her earlier stuff because that was also high school for me. So I have a lot of nostalgia on some of the early ones I really enjoy. But it's been cool to watch her take off. And that's some longstanding celebrity too. Not to, you know, out how long me or you might have been out of high school, but, you know, she's been in the spotlight for a while. (00:07):
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Danielle [00:04:33]: She has. And she's gone through a lot in the process. And I think that we've all tracked her story of her own love story and how that comes across in songs. And so when it hit home for us. And we have loved Travis Kelce for over 10 years now that he's played on the Kansas City Chiefs. So we know what a great guy he is. And I couldn't be more excited that the two of them are together. Their love for one another is really amazing and I think it's great for both of them. (00:08):
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Amanda [00:05:05]: So how have you tied this pop culture moment into your talent attraction strategies and made that connection? (00:09):
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Danielle [00:05:13]: So we all along, as I mentioned, you know, we tell the story of Kansas City all the time, day in and day out. That's what we wake up doing. Our intention is to attract business and talent. So now we get to talk about Taylor along the way. And bottom line is that her following, those mega fans, that's a lot of people. So we're able to really use it as a hook. You know, she's having an immense moment right now. So are the Kansas City Chiefs, so is Travis Kelce, the whole Kelce family in fact, if I think that we're all very close to it here in KC we know what's going on, but I think that the whole nation really, if not the world, is taking notice of it. So it really has given us a platform to broaden our audience and continue to tell the story of Kansas City. Just reaching more of an audience, but also showcasing what makes Kansas City so special. You know, the Taylor Swift effect that I mentioned. Those businesses here in Kansas City have been feeling it too. So we're partnering with media and with those businesses to tell the story of that positive economic impact that she's had. Everything from placing media that showcases the great restaurants that we have and retailers that have been positively impacted. It's a really amazing story how even those who, you know, if she's dined someplace here in KC, then we can tell the story of, you know, where she was and they have seen an increase in their sales and people coming to the business, but also those retailers, too. They're all celebrating the moment, or really this era that we're in of Taylor Swift. And, um, retail sales have skyrocketed for those businesses. And it's a great honor for us to be able to walk alongside them and tell that story. (00:10):
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Amanda [00:07:08]: You all recently had a pretty big media placement about that, I believe. I cannot remember the outlet, but if you'll share, I'll make sure to add that to the show notes. (00:11):
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Danielle [00:07:15]: Absolutely. So we were able to host a writer who actually solely covers Taylor Swift. He's the first-ever writer who covers her full time. So he creates a ton of content. He's a great follow. But he was actually here in Kansas City for six days, and we got to host him. Showcasing, you know, those places that are worthwhile for him to spend his time. And so USA Today was the... One of the most recent placements there. And he spent time with a handful of those spirits, small businesses, and those businesses that have been positively impacted. And the stories from them are incredible. There is a retailer called Pink Dinosaur. It's actually one of my favorites. It has been for some time now. They do really great merchandise for lots of different things. It's always a great place for me and my daughter to go. We get matching sweatshirts that say Kansas City, but now there's this, like, Taylor element to things. And so the owner of Pink Dinosaur has shared in that USA Today article and a subsequent article as well that she has seen her sales skyrocket. I think it was about 170% as far as her online presence had increased. So just simply after Taylor went to a game, her presence on, I think it was Instagram specifically increased in the thousands. So just a really cool story to hear. And then others, there's a jewelry maker here in Kansas City, EB and Co. And because of some of the things that they create and sell, then they've actually seen their sales skyrocket as well. So much so that they were able to buy their dream house recently. So it's not just an item, it's not just something. Some of these things are so impactful to lives. And it's that Taylor Swift effect that everything that she touches is gold. And we're so excited to be a part of that story. (00:12):
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Amanda [00:09:25]: And impactful to some regular people too, which is always nice to see. Right. Not just other celebrities. So lots of kind of immediate media buzz around this, which of course is awesome. But any thoughts on how you want to sustain that positive attention translate into more long-term benefits? And I guess it's hard to say because like maybe they'll get married and it'll be super romantic. Maybe they'll break up. We kind of don't really know. But all things considered there any thoughts on that and sort of that trajectory? (00:13):
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Danielle [00:09:59]: Absolutely. You know, that's one of the things that we're really mindful of as we build out our strategy is that this is something that is somewhat out of our control. So we're not hooking our wagon to this solely. There is a really incredible Kansas City story to tell. We've had momentum going for years now. And so this is just really an opportunity for us to get that story on a broader stage. But as far as that long-term play, you know, I mentioned the writer that was here for six days. You know, we were able to host him and he's just, I want to give him some kudos. His name is Brian West, and he actually came back in market on his own and he plans on running many stories moving forward. So this is not just one placement or two, this is an entire series. So we continue to be in the spotlight from that. But long term too, it's about telling our story of what's, what's ahead for us. And there's so much happening here in KC. I mentioned the momentum, but also moving forward, you know, in 2026, Kansas City is a host city for the FIFA World cup, which is… that's the largest stage that you can get on. Right. So it's really amazing to be a part of that. Our community is gearing up to be an incredible host city. This is something that we all really kind of, we try to stake claim on this and say that we are going to be a great city, to be a host city. We're one of 16 in North America. We're centrally located, we have world-class training facilities and stadiums where matches will be played and we are primed to be an incredible host but also another stage for us to be on. So like I said, this is a, this is a long term play for us. We will continue to share our story any way that we can and we're grateful for the opportunity for that to be attached to Taylor Swift right now. (00:14):
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Amanda [00:11:55]: I love that it's really just another hook that kind of fell in your lap that you're playing off of, but just making sure to emphasize, you know, that's just one piece of the story and that way, you know, when or if it does move forward from where it's at now, then you move on to whatever those other hooks are or new ones that come your way. (00:15):
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Danielle [00:12:14]: Right. And to your point, you know, I hope this love story continues. I hope that we can continue celebrating for years to come. It's been amazing to watch. We had a love story of our own before then I mentioned that we have loved Travis Kelce for years and years, but that's kind of our thing. We, we have a saying in our kind of our tagline, if you will, is “Share the KC Love” and our logo as a market, as a region that's actually two states, we actually represent both sides of the state line with our organization and we represent it as one KC. And that KC heart is an emblem, a logo. It resonates with our market. There's a long story there, but I don't think it's any coincidence. I think that there are some things that are almost destiny. But this, the KC heart, you know, being tied to the love story here is something that I love. (00:16):
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Amanda [00:13:11]: Yes, appropriately, love goes along with everything you were saying. We talked a little bit about measurement-wise and just economic impact numbers, local businesses and what they're seeing. Anything else you'd like to add on to that in terms of specific metrics of how this has had an impact like maybe website traffic, you know, inquiries from new people, job candidates? (00:17):
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Danielle [00:13:36]: I think the most tangible thing that we can really measure are those media placements. So kind of hard facts that go along with that. There's been 18 pieces of coverage, over a million in views, with 290 million as far as that audience, and then 6,000 engagements. So all of those numbers are really tangible. They're fantastic to show and see the reach of the story. But then it's some of those things that are more anecdotal. You know, it's the conversations that people are having. We have something called the epiphany of the visit. So if we can just get people here to KC, they can see why we love it so much. And we're seeing that opportunity come more often because more people are familiar with Kansas City through Taylor Swift. But also the Chiefs have been on the rise for some time now and there's so many other things that we're showing up in people's radar for, but if we can just get them here, they will realize, they'll have that epiphany of the visit and they'll realize how special it is here in KC and then it gives us the opportunity to showcase more of our region for them. (00:18):
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Amanda [00:14:47]: In terms of perception of the area, which I think one of the most interesting things about working in anything adjacent to PR is sometimes perception is more important than reality. Right? Sometimes works in your favor and sometimes doesn't. But what do you feel like perceptions kind of were or are of Kansas City before this connection? And then how do you feel like that is or might be shifting now, you know, even for people who haven't spent any time there? (00:19):
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Danielle [00:15:12]: Yeah. So I think that Kansas, the perception of Kansas City has changed over the years now this story and the Taylor attention has really accelerated it. But ultimately, you know, we have been on the rise. We're almost in this like second renaissance of KC. You know, KCADC is our organization, and we were founded about 50 years ago by two business leaders in our community, from HR Block and Hallmark, two well-known brands. And around that time, you know, so much was happening here in KC and they were, it was happening on both sides of the state line that they said, we really need to get the word out. We, we need one organization that would be able to answer the phone at the time to say, you know, we want people to come here and see. We want our business community to be growing. And so that was 50 years ago. We are kind of in the second renaissance again where we have the Chiefs who are doing incredibly well. You know, they have played in four out of the last five Super Bowls and they've won three of them. So that, that's incredible. Sports are a huge part of our story. But then we also have the first stadium that is purpose-built for women's pro sports. And that's the first stadium in the world. Our KC Currents women's soccer team plays there. It just opened earlier this year. And so it really, there's so much momentum that's happening here and we will continue to grow and share that Kansas City story. So again it's... That momentum has been happening and it's continuing to grow and the Taylor effect has really continued it. (00:20):
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Amanda [00:16:54]: You're so right. And it's funny because I was sitting here thinking I don't know very much about football at all, but even I was like, oh yeah, the Chiefs, like Super bowl, right? So it's like, yeah… (00:21):
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Danielle [00:17:07]: They’ve done.. pretty, pretty good lately. (00:22):
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Amanda [00:17:08]: You don't even have to be a fan to know about these things. Just existing. So that's pretty cool for you all. And in general, you know, I think we've been seeing a lot of smaller, more medium-sized cities get the spotlight, per our theme, a lot more in recent years and really have so many different ways to showcase the advantages that they offer over some larger metros. Of course, that's what we do at Livability so I talk about those a lot. But it's really neat getting to see that play out. (00:23):
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Danielle [00:17:34]: Yeah, you're absolutely right. And it's helped us with our business attraction as well. So we talked about those perceptions. You know, we've been working to change some of those for a long time now. We're no longer like this cow town or flyover country. We have a name and we're continuing to showcase that. And it's led to really large companies, well-known brands that have invested in our region. That includes recent investments from Google and Meta. Panasonic Energy also just made the largest investment in the state of Kansas in their history. So we're winning big. And that goes for our sports as well as our business and those that live here as well. (00:24):
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Amanda [00:18:19]: What are some key takeaways from this that other EDOs could think about in terms of how they can prepare for if there is any preparing? Because sometimes you just don't know when something's going to happen and how they can leverage moments like this or events like this? (00:25):
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Danielle [00:18:36]: So I really like to, I try to live in this mindset of just always stay ready. And then that way you never have to get ready. You don't have to get your house in order. As soon as you know something big comes in your way. If you have your strategy in place and you have great things already happening. Continue to tell that story, and then when that spotlight swings your way, then you'll be able to really be agile and just have those stories to showcase. But ultimately be authentic to yourself, to your community. Make sure that you are telling the story of everyone in your region. You know, KCADC and TeamKC have been doing this for a very long time. It's really important to us that we're telling the stories of those people and the places that are thriving here in KC. We've been. We've been ready. We've been ready for the spotlight. So here it comes. But for us, one of the things that we do is an annual publication called KC Options Magazine. It's both a print edition as well as a digital edition. And we showcase those stories of the people and places that are thriving here in KC. It gives people a look into those hidden gems of our market. But again, that authentic view, and it helps talent fall in love with KC just as, as we love it. So that's my biggest advice, though, is just find what works for you and really lean into that. But more than anything, too, you know, part of this KC Options magazine is a whole lot of collaboration. We know our community well, and it allows us to tap people on the shoulder when we have opportunities. And just having relationships and connections, it really fosters a great opportunity to, to be ready for that spotlight. Like I mentioned. (00:26):
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Amanda [00:20:26]: That’s so true. I'd love to talk about any potential downsides or risks with this sort of thing. Of course, you and I were just on a panel at the Young Smart and Local Talent Conference, and we had a few panelists, one of whom was from Scranton, Pennsylvania, and she talked about the impact of the office. We've done a previous episode of this podcast with her that I'll link up in the show notes. But one thing she talked about was when they first heard about that ramping up, they thought the show was just going to make fun of them and kind of weren't sure, you know, how that would go. So when they initially embraced that, it was a risk that did really pay off for them. But to that end, any potential downsides or risks associated with this sort of thing, and how can places navigate that push and pull? (00:27):
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Danielle [00:21:08]: Yeah, there certainly is. I think there's risk in anything that we do. But the biggest thing with this is that we really can't control what celebrities do. So what we can control is what we need to focus on. We need to make sure that we're leaning into our strengths and sharing our industry. Strengths as far as business, but also why Kansas City is a great place to live and to work. But yeah, I think that that's, that's the biggest risk is just there are some things that are out of your control and I really hope that Kansas City doesn't end up in a Taylor Swift song for a negative reason in the future. (00:28):
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Amanda [00:21:45]: Well, it wouldn't be you guys’ fault if anything happened. (00:29):
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Danielle [00:21:47]: That's right. I think that she's proven she enjoys spending time in Kansas City. It's a really safe place for her to be. One of the biggest things, learning from this is just, we want to make sure that she feels welcome here. We have this Kansas City nice about us and we make sure that everyone is welcome here. We want to make sure that she doesn't feel overwhelmed or like she doesn't have privacy. (00:30):
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Amanda [00:22:11]: Yeah, that's so true. And it's such a different life experience than what a lot of us are having. That. That might not be your first thought, but it makes a lot of sense to think about. What are you most excited about, Danielle, for Kansas City's future? (00:31):
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Danielle [00:22:24]: Yeah, I mentioned some of the things that we have on the horizon, but just moving forward, I think that we are poised in a really great place where we are ready to attract additional brands and businesses and continue to grow. Our Gen Z population has grown significantly and we continue to get in front of all the right people. So I'm really excited to continue the growth and the momentum. But also we've got some really incredible regional assets coming to KC and those people that are, that are already here, including myself, have things to look forward to. We've got, I mentioned already the. We're a host city for the FIFA World cup. So that's happening in 2026. But then those regional assets, you know, we have things like the Black Movie Hall of Fame that's here in KC or coming to KC, we have things like a Rock Island Bridge. It's the first destination bridge for entertainment specifically and just so much fun and entertainment and things that just matter so much. Like that stadium that is purpose-built for women's sports. So we will continue to keep the momentum going and that's really exciting to be in the position that I'm in. (00:32):
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Amanda [00:23:41]: I have to pick on you because earlier you did say that the World Cup was the biggest stage and I thought bigger than Taylor Swift. I don't know. (00:33):
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Danielle [00:23:49]: I think bigger than Taylor Swift. Sorry Taylor. Sorry, Taylor. No, it's. It's going to be really massive. Anyone who has hosted before, so if you imagine, and I'll give you some context for this, each match that is played for in the FIFA World Cup is essentially the equivalent of a Super Bowl. So if you imagine the impact of a Super Bowl, imagine that on a city. But then there are multiple matches that will be played here in Kansas City, we actually have six. One of which is a quarterfinal, which is significant. That means that we'll have some really amazing teams being played here. But also all of these matches happen over a 40 day period. And this is a global stage. So this means that those places that are playing, they're bringing their audience with them, their fans are traveling from around the world to watch these matches. So they're not just coming overnight. They will be impacting us in a big way, in a positive way. They're coming with a lot of people who will be frequenting our businesses and hospitality and we're ready to welcome them. But it's big. (00:34):
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Amanda [00:25:04]: Well, that's definitely helpful because I did not have a good understanding of that. But people that are really going to be more immersed there, which is awesome. (00:35):
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Danielle [00:25:12]: That's right. It's a real opportunity for us to show up and show out and I have no doubt that we're going to do a great job of it. (00:36):
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Amanda [00:25:18]: Any other advice you'd like to add for EDOs thinking about attracting talent in a competitive market and creating a compelling narrative? Because to an extent, you know, communities are promoting a lot of the same stuff and so standing out, I think can be challenging. And I think some of that just goes back to like, who are you targeting and sort of using that to make those connections. But what would you add on that? (00:37):
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Danielle [00:25:47]: Yeah, I think I've kind of mentioned this, but don't hitch your wagon to one thing. You don't want to be telling someone else's story and that be your story moving forward. If you find yourself with an opportunity in front of you where you can leverage a stage, if you will, or the spotlight, then tell your story, lean into what is authentically you and know your audience. It's really important to make sure that what you're saying is resonating with them. You certainly don't want to alienate anyone, but you want to attract talent and people and businesses that really align with your community. So that's the biggest thing is just making sure that you're telling your story and getting the right message in front of people. (00:38):
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Amanda [00:26:35]: Awesome. Well, thank you so much, Danielle. This was a really fun conversation and a lot more engaged in pop culture than we normally get. To be. So thanks so much for spending some time. (00:39):
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Danielle [00:26:45]: Thank you. I really enjoyed having conversations today. (00:40):
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Amanda [00:26:52]: Thanks for listening to the Livability podcast, where we take you Inside America's Best Cities. At Livability, we highlight the unsung awesomeness of small and mid-sized cities across the country. We also partner with communities to reach their target companies and potential residents through digital content and print magazine programs. If you enjoyed this episode, please follow, rate, and review this show. Wherever you listen to podcasts, you can also learn more about us at livabilitymedia.com. Have an idea for an upcoming episode? Email me at aellis@livability.com. Until next time, from Livability, I'm Amanda Ellis, sharing the stories of America's most promising places. (00:41):
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