New campaign honours King’s arrival

ELVIS fever has taken over the region with the launch of a new City of Greater Bendigo marketing campaign inspired by the King.

Named Viva Bendigo, the campaign will coincide with the Elvis: Direct from Graceland exhibition opening at the Bendigo Art Gallery later this month.

More than 30 experiences and events will pay homage to the King, including themed meals at venues across town and free activations in Hargreaves Mall and the Conservatory in Rosalind Park.

Giant letters standing 2.1 metres tall made by Bendigo Tramways will be installed at the Piazza next week proclaiming ‘VIVA BENDIGO’, a take on the singer’s 1964 film Viva Las Vegas.

City of Greater Bendigo manager of tourism and major events Terry Karamaloudis said the complimentary Elvis activations could have a flow on effect from the exhibition.

“All of these things are, in my view, just as important as the exhibition because they give you a reason to stay a bit longer… and spend more money,” he said.

“We’re in for a pretty significant [financial] impact, I would have thought, because [the exhibition] is an Australian exclusive and we’re very proud of that.

“If you’re an Elvis fan and you want to get up close and personal with a whole range of personal items from motorbikes to motorcars to costumes, you’ve got to come to Bendigo.”

City centre restaurant Hustler’s menu has been revamped to feature items like the Hound Dog cocktail, a peanut butter washed bourbon with caramelised banana syrup and maple bacon, and the Fool’s Gold burger.

“It’s a 150-gram patty, maple bacon, peanut butter and jelly on a jam donut bun,” said Hustler co-owner Justin McPhail.

“It’s pretty wild, probably a bit excessive, but that’s what Elvis was.”

The venue has also collaborated with local business Celebrations with Steph to install a Las Vegas-inspired shotgun wedding scene, and Pinot and Picasso to create a paint and sip Elvis experience.

“We opened Hustler probably mid-pandemic, so it was pretty tough time to open,” Mr McPhail said.

“It’s good to have these events where we can collaborate and invite other people into our business to celebrate their business, too.”

Pre-sale tickets to the exhibition are at a record high for the art gallery, ahead of the official opening next Saturday.