“The issue isn’t that the younger demographic doesn’t like Elvis,” Rosemarie O’Brien, General Manager for the Collingwood Elvis Festival, told me. But the challenge of attracting newcomers still weighs on organizers’ minds. “I just don’t think [younger people] have ever been educated on what Elvis did for music history and how it impacts and influences what they get to listen to now.” The animated zeal of tribute festivals, however, has the potential to engage neophytes in a way that static museum displays or textbooks cannot.