Graceland finally embraces Elvis impersonators

updated 11:48 a.m. ET Aug. 15, 2007

MEMPHIS, Tenn. - Finally welcomed by Graceland after all these years, Elvis Presley impersonators need to keep one basic rule in mind — respect the King.

Managers of Presley's home in Memphis plan to anoint their first-ever official Elvis "tribute artist" this week, as they mark the 30th anniversary of his death there. But they don't want tacky, they don't want kitschy and they don't want a ridiculous spoof.

The contest judges will be looking for sincerity and respect — even if it's accompanied by karate moves, black pompadours and rhinestone jumpsuits.

"It's all about paying tribute to the life and legacy of Elvis," said Paul Jankowski, marketing chief for Elvis Presley Enterprises Inc., the company that operates Graceland and its sprawling tourist complex.

The "Ultimate Elvis" contest has been under way since March with a series of qualifying rounds around the world. Twenty-four contestants made it to Memphis, but 14 were eliminated Sunday in the final qualifying round.

MSNBC video Elvis tribute artist remembers 'The King' Aug. 15: MSNBC's Tamron Hall talks to Elvis Presley fan Jim Smith about the 30th anniversary of The King's death. MSNBC

The winner will be chosen Friday at the end of a week of events to commemorate Presley's Aug. 16, 1977 death (a candlelight vigil in his honor will start Wednesday night). The "Ultimate Elvis" gets $5,000 in cash, a $5,000 shopping spree at Graceland tourist shops, a $3,000 gift certificate toward the purchase of an Elvis-inspired jumpsuit, a one-of-a-kind "Ultimate Elvis Tribute Artist" championship belt and other prizes.

The tribute artist contest marks a big change for Graceland, which has long regarded Elvis impersonators with a mixture of resigned bemusement and outright disgust.

But with a new corporate parent, CKX Inc., in charge of the $40-million-a-year business in all things Elvis, Graceland managers have taken a new attitude toward the pompadoured ones.

The Graceland seal of approval
"There are competitions all over the world and they're all fantastic, but to have one run by Elvis Presley Enterprises is something special," said Paul Larcombe, a professional tribute artist from Crewe, England, and one of 10 finalists for the Graceland crown.

Slide show Elvis Presley (1935-1977) The rise and fall of the King of rock 'n' roll. more photos

Unofficial Elvis impersonator contests, with performers ranging from the ridiculous to the reverential, are held around the globe, drawing participants of all sizes, shapes, ethnicities and ages. There are even female Elvises.

But for the serious tribute artists, some of whom make a living copying the King, winning the official Graceland title, or just getting to the finals, can be particularly rewarding.

"It's already enhanced my career just getting over here," said Larcombe, who got to Memphis by winning a preliminary contest in Blackpool, England. "I might get some more high-profile agents to work with me, which means more lucrative work."

For many Elvis fans, the Graceland-sanctioned contest is also special. The Elvis faithful refer to the management of the Presley business as simply "Graceland," in the same way a presidential administration might be referred to as "the White House."

"I've never been to any competition as good as this," Betty Buckner, 63, of Kansas City, Mo., said at Sunday night's performance. "It's a way for them to show their love for Elvis and his music, and I'm glad Graceland finally understands that."

Jack Soden, the longtime chief executive of Elvis Presley Enterprises, now a subsidiary of CKX, has never been a fan of Elvis impersonators but he's giving the tribute contest a chance.

It would be difficult to stop Elvis impersonators, even though EPE owns the rights to Presley's name and likeness. Keeping Presley's picture off a coffee mug is one thing, but telling a singer he can't wear jumpsuits and rhinestones is something else again.

"This is a genuine, spontaneous aspect of the Elvis phenomenon ... and we should embrace it to some extent," said Soden, who like other Graceland managers avoids the word "impersonators," favoring "Elvis tribute artists" or ETAs, instead.

"We want to be careful, though. We don't ever want the ETA contest to become the center of the story," he said.

MORE FROM MUSIC

Music Section Front

5Top: Rockers who should direct movies Regina Belle finds inspiration in gospel Stones sign new recording deal with Universal Ry Cooder keeps L.A. sound alive Willie Nelson, Wynton Marsalis have a new CD Neil Young film documents anti-war tour Media giving Katy Perry a pass on ‘Kiss’ Miley Cyrus: I’m looking for a boyfriend No ‘pansy Valentine album’ for Sugarland Send us your summer concert photos Music Section Front   Add Music headlines to your news reader: