There are many destinations someone might choose to start a major Elvis convention, be it Memphis in Tennessee, where the singer spent most of his life, or Las Vegas in Nevada, where he undertook a famous seven-year residency in the 1970s. A seaside town in South Wales, however, would likely not be one of them.
Yet, in spite of this, the Porthcawl Elvis Festival has – somewhat unexpectedly – grown to become one of the premier Elvis-themed festivals in Europe. For more than 20 years, during one weekend in September, the Welsh town of Porthcawl is transformed by an influx of Elvis tribute artists (ETAs for short) and music lovers, all united in their love for The King.
But how did the seaside resort become a mecca for fans of Elvis Presley and what is it that brings fans back here year after year? This is Elvis done the Welsh way.
A little less conversation, a little more action
Actors aim for Oscars, scientists hope for Nobel prizes, but what do Elvis tribute artists strive for? It was this very question that inspired the creation of the first Porthcawl Elvis Festival, which sought to dish out awards, “Elvies”, to the best Elvis tribute acts making a living impersonating the legendary entertainer.
With awards in categories like “Best Gospel Elvis” and “Best Vegas Elvis”, the Elvies ceremony is still a key part of the annual event today. However, for most visitors the real highlight is the competition for the crowning of the “Best Festival Elvis”, with two live heats and a final – where contestants perform with the live festival band – running across the weekend.
While the thought of an Elvis tribute contest might conjure images of pub singers in bad wigs warbling their way through Suspicious Minds, the Porthcawl competition draws some of the best ETAs from all over Europe to South Wales. The festival also has a track record of unearthing the hottest new talent slipping into those famous blue suede shoes.
Take Emilio Santoro, for example. The Englishman scooped the top prize at the Ultimate Elvis Tribute Artist Contest in Memphis in 2024. But back in 2019, Emilio wowed the crowds (and judges!) at the Porthcawl competition, aged just 16.
The impossible dream
It was a brush with potential heartbreak for one local hotel that brought the Porthcawl Elvis Festival into existence.
In 2004, the seafront Grand Pavilion, a Porthcawl landmark since the 1930s, was under threat of closure. The owners turned to event organiser Peter Phillips for ideas for new shows to drum up business. It was Peter who had the idea to create an award show for Elvis tribute artists, which, by Peter’s own admission, almost everyone thought was a ridiculous idea.
Yet, the festival went ahead, bringing around 500 Elvis enthusiasts to the town. This initial interest was nurtured by passionate local support for the venture, including from the then-town mayor, Phil Rixon, who agreed to renew his marriage vows on the local beach, recreating the wedding scene from Elvis film Blue Hawaii, to generate publicity for the event (with the story ending up on the front page of an American newspaper!).
Gradually through the years the festival’s scope and reputation has grown into the behemoth event that it has become, seemingly surprising everyone, except Peter.
‘I just had a sneaking suspicion that something like the Porthcawl Elvis Festival was so crazy, it might just work. And it did,’ says Peter. ‘Hence 20 years later, I’m still talking about it!’
All shook up
Though the primary action of the festival, including the Best Festival Elvis competition, is concentrated within the Showdome venue in Trecco Bay Holiday Park, the festival engulfs Porthcawl, with more than 100 shows taking place across the weekend at 12 different venues around the town. These free fringe events range from live performances to karaoke nights to spin-off contests, including a 'Hound Dog' prize for the best dressed four-legged attendee.
Up to 40,000 people are thought to visit Porthcawl for the festival every year, well over twice the town’s population, generating a carnival-like atmosphere that Peter believes sets the Porthcawl festival apart from other Elvis events around the world.
‘Despite all the international interest and competitors from all over the world, it’s still a very Welsh event,’ he says. ‘In other places, you leave the venue and you’re back in the real world, but in Porthcawl it just takes over. It’s everywhere you go. From the chip shop to the pub, you’re going to see people dressed as Elvis and it makes the whole event really unique.’
The festival seems to hold a special significance for performers too, with Sheryl Scharkie, a female Elvis tribute artist from Australia, holding fond memories of her performance during the 2024 edition of the festival.
‘Before coming to Wales, I mainly knew about it from movies and documentaries. I knew Tom Jones and Shirley Bassey were born there and that the Welsh love to sing,’ says Sheryl. ‘It was very different to other competitions I have been in as the audience is very involved, singing along with the contestant.’
As the festival passes the 20-year mark, the event, typically held during the last weekend of September, is only going from strength to strength, drawing an increasingly large following and bolstering its offering to Elvis lovers from Wales and beyond.
It seems Elvis fans and performers from all corners of the globe can’t help falling in love with Porthcawl.
Learn more about the event, including how to purchase tickets, on the festival’s official website.
Drag Kings
Although the idea of a female Elvis tribute artist (ETA) might seem unusual, it is growing in popularity, as noted by Sheryl, who had the opportunity to compete against four other female ETAs in Porthcawl. As for what a female ETA brings to a performance, Sheryl thinks they really can offer something different. 'I think I show the softer or feminine side of Elvis’ music,' she says.
As the festival passes the 20-year mark, the event, typically held during the last weekend of September, is only going from strength to strength, drawing an increasingly large following and bolstering its offering to Elvis lovers from Wales and beyond.
It seems Elvis fans and performers from all corners of the globe can’t help falling in love with Porthcawl.
More:
- Learn more about the event, including how to purchase tickets, on the Porthcawl Elvis Festival's official website
- Porthcawl Elvis Festival Facebook
