ELVIS HAS NOT LEFT: A traffic sign, a shrine, and a life-size statue are
among a host of ways in which German town Bad Nauheim memorialises its famous visitor
Bad Nauheim is a small town in Germany, with a population of just 33,000. It is a health resort noted for its salt springs. I visited this town recently, and was intrigued to see that health is not the only reason why tens of thousands of tourists visit Bad Nauheim. Another segment of people come here looking for a close encounter with the king of rock-and-roll, Elvis Presley!
Slice of history
How did this little rural town become such a magnet for Elvis fans? The answer is a fascinating story of how a town has marketed a small slice of its history so well.
Elvis Presley was not just a famous American singer and actor, he was also a cultural icon. His energetic performances, rockabilly pompadour hairstyle, sparkly glamorous jumpsuits and sexually provocative singing set the music and fashion world on fire during the 1950s and ’60s. Little wonder then that even today, nearly 50 years after his passing in 1977, he has a cult following across the world.
This is the Elvis mania that Bad Nauheim has leveraged brilliantly. In 1958, Elvis arrived in this town to do his mandatory military service. Thereafter, he lived here for two years before returning home to the US. This made Bad Nauheim the only place outside America Elvis ever lived in.
Showcasing touchpoints
Bad Nauheim has converted this brief historical sojourn into a tourist gold mine by meticulously showcasing every spot in the town that Elvis touched. His fans rush in to see, touch and feel these places.
There is the Hotel Villa Grunewald, where he stayed soon after arriving in town. The room he occupied (No. 10) has been kept in its original state. Tourists can book to stay in this room. I had the unique experience of sitting in the very same chair that Elvis had once used.
There is the house at Goethestrasse 14 where Elvis lived from 1959 to 1960. This is the home where he met Priscilla and fell in love with her.
There are a number of other Elvis spots too, including Café Bienenkorb, which had baked a cake for his 24th birthday and still sells “Elvis” cakes with the same flavour; and, interestingly, Hairdresser Hemer, who gave Elvis his haircuts.
Memorial and a photo-op
If you wish to pay a tribute to Elvis, there is the Elvis Presley Plaza, where a small memorial has been created. Fans can lay flowers here or light candles or even leave gifts for their God of music.
Not far from this memorial stands a very interesting monument. A life-sized bronze statue of Elvis in army uniform, leaning casually against the railings of the USA bridge.
This is a recreation of a famous historical photograph that every serious Elvis fan would be aware of. It also presents a wonderful photo opportunity, which no fan would like to miss.
European Elvis festival
Every August, around the death anniversary of the singer, Bad Nauheim organises the European Elvis Festival. Elvis fans from across the world descend on this small town to celebrate their idol. There’s an Elvis party, fan market, classic car parade, live concerts, a music contest, even meetings with Elvis’ musical companions and other celebrities.
What more can die-hard pilgrims wish for?
‘Elvis’ traffic lights
One of the most interesting sights I saw in Bad Nauheim was the traffic lights dedicated to Elvis Presley.
Elvis appears in the red light, singing at a microphone. He appears in the green light, swinging his hips and dancing. In either pose, he is unmissable, and this adds a unique element to the charm of this Elvis town.
Elvis Presley may have stayed in Bad Nauheim only for two years, but because of the brilliant marketing programme the town has created, he continues to live on here forever, attracting a continuous stream of tourists, which hugely benefits the local economy.
Think about it, there is a marketing lesson here for all of us.
(Harish Bhat is an avid marketer and bestselling author. He was previously the Brand Custodian at Tata Sons)
More Like This
Published on February 9, 2025