Already a successful stockbroker in Kansas City, Jack Soden discovered his true passion in an unexpected place. In the early 1980s, he met Priscilla Presley through a mutual acquaintance. At the time, Priscilla was struggling with the financial responsibilities of managing Elvis Presley’s estate, including Graceland, which accrued significant expenses for maintenance. She had been advised to sell the property to avoid bankruptcy, but she refused to sell her daughter’s first home. She hired Jack Soden – then the first employee of Elvis Presley Enterprises – now President and CEO for over 40 years.

Elvis Presley Enterprises is a corporate entity created by “The Elvis Presley Trust” to conduct business and manage its assets, including, of course, Graceland. However, its business extends far beyond the famous mansion with lion statues protecting its front entrance. EPE was formed to also include worldwide licensing of certain Elvis-related products and ventures, the development of Elvis-related music, film, video, television and stage productions, the ongoing development of EPE’s Internet presence and the management of significant music publishing assets.

Despite having no background in music or tourism, Soden recognized the potential in Graceland. He suggested to Priscilla and the estate lawyers the idea of opening the mansion to the public, a bold and daring idea that was met with skepticism. “The city council commissioned a $50,000 feasibility study,” Soden says. “I still have it, kind of a prized possession, because the summary was that Elvis is dead, life will go on, and Graceland is not part of the future of Memphis.”

Not part of the future of Memphis? Address all thank you notes to Soden’s office… still at that famous address on Elvis Presley Boulevard! Fortunately, Priscilla Presley believed in his vision and gave him the chance to create a business plan. She then asked Soden to meet her co-executors, Elvis’ accountant, and a representative from the National Bank of Commerce. Soden’s optimism eventually won them over, even though they had doubts about whether an outsider – an English major from the Midwest –was the right leader to help make Graceland a successful attraction.

“They told me later that it was an absolutely ridiculous idea on her part [to bring me in],” Soden said. “I was born and raised in Kansas City. I knew nothing about tourism or music. I’d already said I wasn’t an Elvis fan.” He admits that he is now.

After finally finding someone who believed in her vision, Presley teamed with Soden and began touring the homes of other famous figures that were being run as tourist attractions. They visited Thomas Jefferson’s Monticello, George Washington’s Mount Vernon in Virginia, the Biltmore Mansion in North Carolina, and even the Thomas Edison House in New Jersey. Presley’s favorite was Hearst Castle in San Simeon, California. The home of the publishing tycoon William Randolph Hearst was operated in the way she hoped Graceland would be – with everything left as it originally was. With notes in hand from each of these home tours, Soden devised a plan for opening Graceland. He and Presley had no idea how many fans would show up on the first day.

With a healthy dose of optimism and 14 Dodge vans to shuttle visitors, Graceland opened to a strong crowd on the Monday morning of June 7, 1982. They sold out all 3,024 tickets on the first day. During the following weeks, tours were so well attended that in just over a month, Soden and Presley made back the full $500,000 investment they had secured to open Graceland. Soden’s commitment to keeping Elvis Presley relevant paid off. He ensured that Graceland continuously adapted to changing times and interests, making it a timeless destination for fans from around the world.

Graceland has become a significant part of American and world culture, frequently referenced in songs, TV shows, and feature films. It has been visited by celebrities and notable figures such as presidents Jimmy Carter and George W. Bush, musicians Paul McCartney and Taylor Swift, and athletes Peyton Manning and Muhammad Ali. The list is long… Springsteen, The Rolling Stones, Aerosmith, Fleetwood Mac, Foo Fighters… so don’t get us started, because the Graceland website lists far more than 500 celebrity guests, all coming to Memphis.

In November 2018, Soden accepted the Presidential Medal of Freedom (on Elvis’ behalf) at the White House – the only residence in the nation that receives more annual visitors than Graceland. Even foreign dignitaries have made the trip to Graceland, including Prince Albert II of Monaco, Prince William of England, and former Costa Rican president Oscar Arias. In 2006, the same year Graceland received National Historic Landmark status, Japanese Prime Minister Junichiro Koizumi made a joint visit with then-President George W. Bush.

Since opening to the public, Graceland has welcomed over 20 million tourists to Memphis. In addition to attracting guests from every state in the U.S., Graceland’s appeal has continued to grow globally, with a powerful international reach that attracts Elvis fans from the UK, Scandinavia, Australia, Germany, France, Brazil, Chile, Japan, and almost every country on the planet. In 2017, visitors from 135 countries traveled to Graceland.

Graceland’s appeal is partially due to the careful research and adaptation by Elvis Presley Enterprises. Jack Soden has been the CEO of Graceland for over 40 years, and under his leadership, it has become one of the most visited tourist attractions in the United States, drawing over 600,000 visitors annually.

During Soden’s tenure, Graceland has undergone significant expansion, including the purchase of the strip mall across the street from the property, the acquisition of Elvis’ 1958 Convair 880 airplane, and a $137 million campus expansion that added a 450-room resort hotel, an automobile museum, a performance venue, retail space, restaurants, and multiple exhibition expansions. These massive additions include The Guest House at Graceland, a $92 million resort hotel, and Elvis Presley’s Memphis, a multi-gallery entertainment complex. These developments have solidified Graceland’s status as a cultural and economic powerhouse in Memphis, generating an estimated $200 million annual economic impact.

Jack Soden is involved in various boards and councils related to tourism, business, and philanthropy throughout the Memphis area. He is the only CEO Graceland has ever had and the only person Priscilla Presley trusted to protect Elvis’ cherished home. They stood together on the Graceland lawn in 2006 to accept Graceland’s designation as a National Historic Landmark. While ushering in more than 20 million visitors since the property opened, Soden has guided Graceland toward its current spot in the pantheon of American music and culture. Soden’s visionary approach and dedication have ensured that Elvis Presley’s legacy continues to thrive, making Graceland a must-see destination for fans and tourists alike.