The 24th Elvis Week

Leslie Rochkind

Photo ©EPE

I must admit I went into this with a bad attitude. The task at hand: to write a story about the 24th Elvis Week. Even I, a shag carpet cynic, was surprised to hear about all the effort that was going into this non-milestone year’s event.

But for those fans waiting for the 25th Elvis Week, you might join in the celebration a year early. After all, Todd Morgan, creative services director for Elvis Presley Enterprises, certainly isn’t waiting.

The big event he’s touting this year is Elvis – The Concert. Playing at the Coliseum on August 16, the production features a state-of-the-art video-projected Elvis. Using film and video footage, a collection of Elvis’ finest concert performances was pieced together. This will run while a 16-piece orchestra, as well as some original bandmates from the King’s touring days, play on. All of the music heard in the concert production is performed live – with the exception of Elvis’ voice.

"The concert a different and special venue," Morgan says. "It’s hard to make the locals understand what a great show this is. We sold out three shows at Radio City Music Hall. It was sold-out at the Wembley Theater (in London). Even the most critical critics have been swayed."

Other events include the popular live webcast from the annual Candlelight Vigil. Dubbed VigilCast 2001, this event will take place on August 15. Fan who can’t make the pilgrimage to Graceland can still visit with the King.

While Elvis may be technically dead, according to Morgan, his fan base is alive and kicking. And, perhaps surprisingly, growing.

"Typical Elvis Week crowds reach 35,000," Morgan says. ""The Elvis phenomenon is at an ever-growing high. Most fans are 35 years old and under. These people weren’t even alive when Elvis was around."

To keep the momentum going year after year, EPE has retained the services of David Beckwith, a public relations specialist out of Los Angeles. EPE hired Beckwith back in 1982 to handle the account – three months prior to Graceland’s opening.

During his nearly 20 year tenure, Beckwith has helped coordinate the mass media frenzy that descends on Graceland each year. He’s worked with licensees creating various Elvis products, arranged firework displays and hired bands.

While Beckwith wouldn’t reveal a media list, he did confirm he has received commitments from crews from Ireland and South Africa, as well as CNN, that they’re coming to the party. This might seem disappointing to those who were at the King’s 20th celebration when one hundred and fourteen television crews and nearly 200 print and radio journalists covered the event. But Beckwith, who's seen it all, promises there will still be plenty of media coverage - even in an off-year.

"The twenty-fifth anniversary of course will be amazing," Beckwith says.

Frankly, this year doesn’t sound like chopped liver, either.

Elvis and Elvis Presley are registered trademarks with the USPTO.