MEMPHIS, Tenn. (AP) – When Graceland opened to the public 30 years ago this month, nobody knew if it would be a success. Nearly 18 million visitors later, the house where Elvis Presley once lived is a moneymaking business that’s helped transform the city of Memphis into a top destination for music lovers.
But Presley’s ex-wife says it’s the spirit of Elvis that keeps the crowds coming.
“Every time I go in there, I feel like Elvis is going to come down the stairs any minute,” said Priscilla Presley in an exclusive interview with The Associated Press about the anniversary.
Presley died on Aug. 16, 1977, and by the early 1980s, Graceland had become a burden on his estate, which faced high estate and inheritance taxes. Accountants and bankers wanted to sell the home, but Priscilla Presley thought that opening the house to tourists could solve the financial problems while keeping Elvis’ legacy alive. She secured a $500,000 investment and visited other tourist attractions—Hearst Castle, Will Rogers’ home, even Disney World—for inspiration.
Graceland opened for tours on June 7, 1982. “We had no idea whether 30 people were coming, or 300, or 3,000 that first day, Fortunately, it was the latter,” said Jack Soden, CEO of Elvis Presley Enterprises.
They sold out all 3,024 tickets on the first day and never looked back. Graceland’s success led to a worldwide merchandising and licensing business that keeps Elvis’ legend strong while generating $32 million a year in revenue. And the flow of tourists has remained steady, with an average of 500,000 annual visitors to the mansion and exhibit area across the street, according to Soden.
Visitors peak in August during the annual commemoration of Elvis’ death, which includes a candlelight vigil. Graceland expects to welcome its 18 millionth visitor this year.
Graceland’s popularity has also helped turn Memphis into a major music destination. “When Graceland opened, city leaders saw the impact it brought from visitors from all over the world,” said Regena Bearden, vice president of marketing for the Memphis Convention & Visitors Bureau.
When Presley died, Beale Street in downtown Memphis, which was known for the blues, was in disrepair, but today it’s a bustling attraction. Sun Studios, where music producer Sam Phillips worked with Elvis, Jerry Lee Lewis, Carl Perkins and others, opened as a tourist attraction in 1985. The studio for Stax Records, known for Otis Redding and others, has been reborn as a slick multimedia museum of the label’s distinctive Memphis soul sound. And “Memphis in May,” a monthlong event that includes a music festival and barbecue contest at a park along the Mississippi River, now attracts tens of thousands.
Graceland remains focused on Elvis’ life and music. Gold records gleam on the wall of a long hallway. His Army uniform and outfits he wore in movies and concerts are displayed.
Outside, tourists—some crying—file past the graves of Elvis, his mother, father and grandmother.
Graceland’s draw has long had a spillover effect on the Memphis economy. In the mid-1980s, travel expenditures in Memphis were estimated at about $1 billion; in 2011, expenditures exceeded $3 billion, according to the Memphis Convention & Visitors Bureau.
“I’m blown away by the mere fact that it’s 30 years,” Priscilla Presley said. “It’s been incredible to see that the legacy of Elvis is still going strong. We wouldn’t have imagined that when it was opened in 1982. Elvis is as popular now as he was then, if not even more.”
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