When Roel ten Cate OAM speaks about the Parkes Elvis Festival, his voice carries a mix of pride, nostalgia, and a touch of disbelief at how far it has come. What started as a modest gathering in 1993, where locals cringed and avoided the streets, has grown into a world-renowned celebration of Elvis Presley’s legacy, endorsed by Graceland itself. It’s a transformation that speaks to determination, innovation, and a belief in the power of a good idea.

Roel, who is the brother-in-law of The Bugle star photographer Brian Scott, has a story that is deeply intertwined with the festival’s success.

Roel’s journey to becoming a key figure in this transformation wasn’t linear. Born in Holland, his family emigrated to Australia after World War II, seeking a fresh start far from the tensions of the Cold War in Europe. Raised in rural Australia, Roel found his calling in journalism almost by accident. Offered a three-month trial at the Parkes Champion Post, Roel initially doubted his abilities. “My compositions at school were pathetic,” he chuckles. Yet, he stayed with the paper for nearly 50 years, earning an OAM along the way. “The funny thing is no one ever officially told me I had the job. I just kept showing up.”

The Parkes Elvis Festival was born out of a casual suggestion. Over a bottle of red wine at Gracelands restaurant, Roel and Bob Steel, the restaurant’s owner, brainstormed the idea of an Elvis-themed party. “If you put on a party for Elvis fans, they’ll come every year,” Roel had quipped. That first event was small, a gathering of enthusiasts celebrating the King’s birthday. But the idea struck a chord, and the festival began to grow, slowly at first.

Bob and Anne Steel, along with a small committee, played a vital role in those early years, giving the festival its initial momentum and life. Their dedication helped establish the event, even when the road was rough. “The locals didn’t want any bar of it,” Roel recalls. “They found it cringe-worthy.” Yet, as attendance swelled with visitors from outside Parkes, it became clear that the event had potential. A pivotal moment came when a visitor suggested that if Parkes didn’t take the festival seriously, another town might. Roel responded by penning an editorial titled It’s Now or Never, calling on the community to embrace the festival or risk losing it.

Support from the Parkes Council eventually turned the tide. A new tourism director introduced professional touches, from securing top-tier Elvis tribute artists to launching the Elvis Express train, which brought fans from Sydney in themed carriages. The festival expanded to include markets, street parades, and over 250 events. By the late 1990s, the festival was attracting thousands, spilling into neighbouring towns like Forbes and Peak Hill.

Roel lights up when discussing the festival’s atmosphere. “It’s just happiness everywhere,” he says. “You see people of all ages, from kids to seniors, dressed as Elvis, dancing in the streets. It’s amazing.” The event now contributes $15 million annually to the local economy, a far cry from its humble beginnings. Many residents from Kiama travel to Parkes each year for the festival, adding to its vibrant and diverse audience.

The festival’s crowning achievement came with its endorsement from Elvis Presley Enterprises, cementing its status as the premier Elvis festival in Australia. “It wasn’t easy,” Roel admits. Years of building credibility, hosting Elvis’s manager and collaborators, and maintaining the festival’s quality paid off. “To hear from them that we’re doing this better than anyone else, even Memphis, is incredible.”

For Roel, the festival’s success is deeply personal. “It gives you an enormous amount of pride to think the community went from cringing to fully embracing it,” he reflects. The locals now host visitors in their homes, creating bonds that have lasted decades. “It’s something the whole town is proud of.”

As Roel prepares to judge this year’s Elvis tribute artist competition, he reflects on what the King himself might think. “I reckon he’d be thrilled,” he says. “To see his music still bringing people together, making them happy – that’s what it’s all about.”

The Parkes Elvis Festival will take place from Wednesday, January 8 to Sunday, January 12, 2025.