In the realm of policing, “going viral” can be a double-edged sword. While it can amplify crucial messages and initiatives, it can also expose an organization to intense scrutiny and criticism. However, the Toronto Police Service (TPS), located in Toronto, Ontario, experienced a remarkably positive viral surge during Taylor Swift’s six sold-out Eras Tour shows in Toronto in November 2024. While the safety and security of Taylor Swift was a consideration, the TPS’s primary focus was the protection of the 282,000 concertgoers and the thousands of additional people who gathered in the surrounding area to celebrate the event. Managing crowds of this size presents significant security challenges, and the TPS deployed a comprehensive strategy to mitigate potential risks. This strategy included a highly visible police presence around the Rogers Centre and surrounding areas, which garnered overwhelmingly positive feedback on social media regarding the professionalism and approachability of TPS officers. The TPS employed a number of innovative strategies during The Eras Tour, focusing on fan engagement, enhancing the TPSs’ public image, leveraging the event for female recruitment, and fostering long-term community relationships.

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