Although some refuse to believe that Elvis ever passed away, August 16, 1977, is generally acknowledged as the day the 42 year old died. Consequently August is known as ‘death month’ for those who make the journey to Graceland with floral tributes and teddies at the ready to lay at Presley’s grave (Langley, 2000). There is also the more concentrated ‘death week,’ introduced by Priscilla when opening this home of amazing grace to the public—a shrine visited by more pilgrims than those paying respect to John F. Kennedy, and the most popular home attraction in the United States after the White House (Anon, 1997).
Today’s mansion tour (US$16.25 adults, US$6.25 children 7 to 12) includes a new digital guide featuring the voice of Elvis. It takes in the living room, music room, his parents’ bedroom, the dining room, kitchen, TV room, pool room, and jungle den. Pilgrims can gaze upon the desk from his office, his collection of stage costumes, gold records, awards, jewellery, and photographs. The tour concludes with a visit to the meditation garden where Elvis and his close relatives are interred (Elvis PresleyOfficial Site, 2003). Here the family grave is surrounded by teddy bears, hearts, and guitars made of roses, and there is a simple plaque that reads, ‘It was a precious gift from God we cherished and loved dearly. He became a living legend in our time. God saw that he needed some rest and called him home’ (Cohn, 1991).
It is important to recognise that there are several occasions during which visitors can communicate with the King. They can listen to his taperecorded voice speaking personally to them, sample peanut butter and mashed banana sandwiches (Elvis’s favourite snack), purchase spirit portraits from street artists (Cohn, 1991)—the list is endless. At the corporate level, Elvis Presley Enterprises also extends to the Elvis Presley Memphis Restaurant and Heartbreak Hotel, arranging special events such as weddings, issuing news bulletins, organising charities, and a fan collectors’ club (Elvis Presley Official Site, 2003). All this commercial activity ensures that the dead King is today worth more than he ever was alive.
