“Gagacabana”: This is how the internet named the passage of singer Lady Gaga to Rio de Janeiro. An event that is not just about the day of the Diva Pop show itself and includes before and after the presentation, which takes place in the middle of another prolonged holiday in Brazil. If the public forecast of 1.6 million people are materialized, the equivalent of 25% of the population of the city of Rio de Janeiro will be in Copacabana next Saturday (3).
Carioca City Hall expects the mega event to stir the pointers of the economy, moving, surpassing the economic impact of Madonna’s show last year.
The most recent preview of the hotel survey, the employer union of the hotel sector, shows that the average occupancy rate reached 71.4%. Last year, for Madonna’s show, the occupation reached 83.72% over the weekend of the show.
“I have no doubt that Lady Gaga’s show is able to overcome the occupation of Madonna’s show,” says Alfredo Lopes, president of the hotels. “And the holiday will contribute to an extended stay, with a larger number of nights occupied.” The sector celebrated to learn that Copacabana megashows officially entered the Rio event calendar, at a time when the occupancy rate used to fall, due to the low season.
“The result of a weekend of a show like this is equivalent to a whole week of hotel occupation, because the daily rates are higher,” explains Lopes.
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The Airbnb season locations platform reported that the search for accommodation in Rio de Janeiro, for the concert weekend, almost quadrupled. With the highest demand, hosting prices also fired. In a quick survey on the platform, the Infomoney found that sleeping in Copacabana only on the night of the show It can cost more than $ 5,000 for a couple, in an apartment a few meters from the presentation.
Last Sunday, Procon-RJ filed an administrative proceeding for the real estate rental platforms for the capital.
Road transport, an option that is usually more affordable for those who take off from São Paulo to Rio, for example, is also hyperinflated. A semi -elected bus seat out of Tietê bus station to Novo Rio the night before the show does not come out for less than $ 200 and can reach R $ 900 in bed bed mode. The same trip, a week later, on May 9th, does not exceed $ 400 for the stretch and there are semi -adhesive options for less than $ 100. The survey was done by the report in the aggregator I want passage.
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Travel platform Kayak has registered a 49% increase in the search for airline tickets to Rio, since Lady Gaga was confirmed as this year’s attraction in Copacabana. Prices on average rose 41%.
Promise of Heated Economy
Copacabana neighborhood supermarkets project up to 30% increase in sales during the weekend of singer Lady Gaga’s show this weekend. “Water is one of the most reinforced items in stocks. Snacks and cold ones should also boost sales,” says the statement of the Rio de Janeiro State Supermarket Association (Asserj).
For the Municipal Trade Shopkeepers Union, hope with higher sales during “Gagacabana” adds to the expectations of revenues with Sunday of the following week, Mother’s Day, the second most important date for commerce and services.
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The Orla Rio dealership, which manages more than 300 kiosks on the beaches, estimates an increase of up to 40% in the revenue of these establishments. Four out of ten kiosks reinforced teams, hiring an average of two temporary professionals.
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Brands move around the show
Officially, 12 brands are involved in the event. The “Master” sponsor is the corona beer, one of the main labels premium from Ambev (). The sponsors’ list is also headed by Santander Brazil () and the airline Latam, who has linked his name to major events, such as Rock in Rio, The Town and Primavera Sounds, after he left the chapter 11 em 2022.
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Three other brands of the Ambev universe also finance the show of Mother Monster: Zé Delivery, Guarana Antarctica and Beats, of ready -made drinks. C&A, Tresemmé, 99 and Eventim enter as supporters. Deezer, is the player Event Officer and Klefer Sports Marketing is a commercial partner of the project. The company of former Flamengo President Kleber Leite is also a partner of Bonus Track at the consortium responsible for the execution of the new Canecão, the iconic carioca concert hall, which is being rebuilt.
But even though they do not have a direct bond with Lady Gaga Megashow, other companies are also preparing promotional actions around the event to gain appeal among the audience that will be in Rio de Janeiro for the free presentation of the singer on the beach assembled on the beach. The Boticário group set up a cabin in one of the closest coverage to the Copacabana Palace hotel and even launched a cultural contest on the internet to bring five customers to the structure.
At least three brands of the group will be worked on the days of Gagacabana. Who said, Berenice? They will offer customer makeup services, inspired by pop culture. Vult has partnered with the hotel sector and set up a point of experimentation, with two makeup artists at Ibis Copacabana, opened for both guests and visitors. Australian Gold will bet on an activation of skin test On the street, using a camera to show how a sunscreen acts on the skin – and distributing samples.
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A few days after Lady Gaga’s performance, Tim () also announced a promotion on their social networks to take 20 people to a party in Copacabana at Blue Note Rio on the same day of the show.
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Brands are also keeping an eye on future performances of the “Everybody in Rio” platform.
“We will be aware of the platform’s movements, always evaluating opportunities that have synergy with our strategy and the interests of our consumers,” says Bruna Lettiere, director of marketing at Tresemmé, one of the event’s financial supporters.
But after all, will the Lady Gaga show reflect on GDP?
In 2023, the Taylor Swift tour and other international shows that took place in Brazil reflected in the Monthly Services Research (PMS) of the Brazilian Institute of Geography and Statistics (IBGE). It is not guaranteed, however, that the mega presentation of Lady Gaga also stir in these pointers. The effects of Madonna’s megashow in Copacabana in May last year were not noticed in the survey, for example.
Rodrigo Lobo, IBGE Monthly Service Research Manager, explains why this happens.
“It is a sample survey, which follows a performance of a group of companies. So when promoting concert companies are in the survey and receive a substantial amount of revenue due to the occurrence of a show, it turns out. This is more or less what happened in the case of Taylor Swift,” he says. It was T4F who brought the singer to Brazil in 2023.
The company responsible for the coming of Lady Gaga to Brazil this year – and Madonna last year – is Bonus Track, by Luiz Oscar Niemeyer.
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“Even if the event promoting the event is not [na amostra]we can determine some kind of overflow. With the great flow of tourists in the city [do Rio de Janeiro]we may not even capture the growth of revenue in the area of show production, in particular, but hotels, restaurants, service may even grow, ”says Lobo.
Hospitality, food and entertainment shows fit into the family services part, one of the five PMs segments – and the lowest weight in the survey.
