Vancouver entering its holiday Era with repurposed Taylor Swift signs [Video]

Call it Vancouver’s Christmas era.

Over the past several weeks, the city has been decked out with sights and signs celebrating the three-day finale of Taylor Swift’s Eras Tour, held at B.C. Place on Dec. 6, 7 and 8.

With thousands of visitors pouring into the city, many businesses and organizations sought to capitalize on the opportunity, including the Downtown Vancouver Business Improvement Association, which partnered with the marketing firm Inventa to set up large, lit-up block letters spelling out words and phrases related to Swift such as the song title Shake It Off and the album name Red.

Now, with the concert over, the letters will remain but with new, holiday-related messages.

“Things like ‘Noel,’ things like ‘Elf,’ things like ‘Believe,'” said Inventa president Alexa Freudigmann. “Just sort of heart-warming messages that people can go around town and explore and …