Who Owns Graceland: Major Shareholders

Graceland is one of the most famous homes in the world — a timeless symbol of Elvis Presley’s life, music, and legacy. Located in Memphis, Tennessee, this grand estate attracts millions of visitors who come to experience a piece of rock ‘n’ roll history. The question who owns Graceland often arises among fans curious about the story behind its preservation, transformation, and enduring cultural impact.

Key Takeaways

• Graceland is owned by the Presley family through The Promenade Trust, with Riley Keough serving as the sole trustee and majority owner since 2023, following the passing of her mother, Lisa Marie Presley.
• Finley and Harper Lockwood, Elvis Presley’s twin granddaughters, are minority beneficiaries of the estate, holding the remaining shares under the same trust until they reach adulthood.
• Elvis Presley Enterprises (EPE) manages the daily operations, tourism, and branding of Graceland, while Authentic Brands Group (ABG) oversees global licensing and merchandising rights to Elvis’s image and likeness.
• As of 2025, Graceland remains fully family-owned and protected, ensuring that Elvis Presley’s home and legacy stay under Presley family control while continuing to thrive as a global cultural and business landmark.

Graceland Overview

Graceland is one of the most iconic homes in American pop culture. Located in Memphis, Tennessee, the 13.8-acre estate served as the residence of Elvis Presley and later became a public museum and heritage site. Built in 1939, it was purchased by Elvis in 1957 and opened to the public in 1982.

The estate includes the mansion, the Meditation Garden where Elvis is buried, and adjoining grounds that have grown into a major tourist destination. Graceland has become more than a home—it is a cultural landmark that draws visitors from around the world.

The business entity behind Graceland is Elvis Presley Enterprises, Inc. (EPE). The Elvis Presley Trust created it to manage Elvis’s assets, including the Graceland estate.

EPE’s activities go well beyond simply operating the mansion tours. They handle worldwide licensing of Elvis’s name, image and likeness, film and television productions, merchandise, music publishing and digital ventures.

The headquarters of EPE are in Memphis, and as of 2025, the entity continues to oversee the preservation, marketing and expansion of the Graceland brand.

Founders and Origins

Graceland’s origins trace back to 1939, when it was designed and constructed by the architectural firm Furbringer & Ehrman for the Moore family, who named the estate after a relative, Grace Toof — hence the name “Graceland.” The mansion was built in Colonial Revival style, a popular design of the era, and became one of the grandest private homes in Memphis.

In March 1957, Elvis Presley purchased Graceland for $102,500 using the profits from his musical success, particularly after the hit “Heartbreak Hotel.” At the time, Elvis was just 22 years old, and the home represented both his newfound fame and his family’s rise from modest beginnings. He immediately moved his parents, Vernon and Gladys Presley, into the home, where they lived until their deaths.

After Elvis passed away in August 1977, ownership of Graceland was transferred to his only daughter, Lisa Marie Presley, under The Elvis Presley Trust, with Priscilla Presley and Vernon Presley managing the estate. Recognizing the estate’s potential as a public attraction, Priscilla Presley — with the support of financial advisor Jack Soden — co-founded Elvis Presley Enterprises (EPE) in 1981 to preserve and manage Graceland’s operations.

The estate officially opened its doors to the public on June 7, 1982, marking a pivotal moment that transformed Graceland from a private residence into a world-renowned museum and tourist destination. Since then, it has grown into a cultural landmark celebrating Elvis Presley’s life and music while remaining under Presley family stewardship.

Major Milestones

• 1939: Graceland mansion was constructed by the architectural firm Furbringer & Ehrman for Ruth Brown Moore and her family. The estate was named after her aunt, Grace Toof, whose farmland once occupied the site.
• 1954: Elvis Presley’s music career took off after signing with Sun Records in Memphis, setting the stage for his future fame and eventual purchase of Graceland.
• 1957: Elvis Presley purchased Graceland for $102,500, transforming it into his family home and personal retreat.
• 1958: Elvis’s parents, Vernon and Gladys Presley, moved into Graceland, making it the Presley family residence.
• 1960: Following his military service, Elvis returned from Germany to Graceland, where he began hosting family gatherings and recording sessions.
• 1967: Elvis and Priscilla Beaulieu married, and their wedding reception was held at Graceland shortly after their return from Las Vegas.
• 1968: The mansion became the site of creative rejuvenation as Elvis prepared for his famous ’68 Comeback Special.
• 1974: Major interior renovations were completed, including the creation of the now-famous Jungle Room, designed in lush tropical décor and later used as a home recording studio.
• 1977: Elvis Presley passed away at Graceland, marking the end of an era but the beginning of the site’s transformation into a memorial landmark.
• 1979: Priscilla Presley and business partner Jack Soden initiated plans to open Graceland to the public, forming the foundation of Elvis Presley Enterprises (EPE).
• 1982: Graceland opened for public tours for the first time under EPE, quickly becoming one of the most visited homes in America.
• 1984: Graceland received Tennessee Historic Landmark status, cementing its place in state history.
• 1991: The estate was added to the National Register of Historic Places, recognizing its cultural and historical value.
• 1997: The Elvis Presley Automobile Museum opened, showcasing the singer’s personal car collection.
• 2006: Graceland was officially designated a National Historic Landmark, the first rock and roll-related site to receive this honor.
• 2015: Construction began on Elvis Presley’s Memphis entertainment complex, expanding the Graceland experience beyond the mansion.
• 2016: The Guest House at Graceland, a 450-room luxury hotel inspired by Elvis’s personal style, opened to accommodate international visitors.
• 2018: The Elvis: The Entertainer Career Museum opened, featuring one of the largest collections of Elvis memorabilia in the world.
• 2020: Graceland introduced virtual tours and digital experiences during the global pandemic, allowing fans to visit remotely.
• 2023: Following the passing of Lisa Marie Presley, the estate remained under The Promenade Trust, ensuring continued Presley family ownership.
• 2024: Legal challenges regarding ownership were dismissed, confirming that Graceland remains family-owned and protected by the Presley trust.
• 2025: Graceland continues to welcome more than 500,000 visitors annually, standing as one of the most significant cultural landmarks in American history and the heart of Elvis Presley’s enduring legacy.

Who Owns Graceland: Largest Shareholders

Graceland is privately owned through The Promenade Trust, which was established to manage Elvis Presley’s estate and assets after his passing. The ownership structure has evolved through generations of the Presley family, with oversight provided by Elvis Presley Enterprises (EPE) — the company responsible for operating and managing the Graceland brand, museum, licensing, and tourism.

As of 2025, Graceland remains family-owned, with the Presley heirs maintaining full ownership and operational control through the trust. The Presley family’s influence ensures that Graceland’s legacy remains authentic and true to Elvis’s vision, while professional executives at EPE handle the commercial side of the estate.

Below is a list of the major shareholders of Graceland as of October 2025:

Riley Keough – Majority Owner and Trustee

Riley Keough, Elvis Presley’s eldest granddaughter and the daughter of the late Lisa Marie Presley, holds the majority ownership of Graceland through The Promenade Trust. Following Lisa Marie’s passing in 2023, Riley was appointed sole trustee and assumed legal control over Elvis Presley’s estate, including Graceland and all associated business interests under Elvis Presley Enterprises.

As of 2025, Riley owns approximately 85% of Graceland. Her role extends beyond legal ownership — she also oversees key decisions related to the estate’s preservation, public image, and commercial partnerships. Riley has played an active role in maintaining the balance between preserving the family heritage and expanding Graceland’s reach as a global tourism brand.

Under her leadership, the estate has continued to evolve with modern initiatives such as virtual museum tours, global licensing agreements, and enhanced visitor experiences. Riley’s stewardship has been praised for combining business acumen with emotional connection, ensuring Graceland’s cultural authenticity remains intact.

Finley and Harper Lockwood – Minority Beneficiaries

Finley and Harper Lockwood, the twin daughters of Lisa Marie Presley and Michael Lockwood, are minority beneficiaries of The Promenade Trust. Together, they hold an estimated 15% combined interest in Graceland, which will remain in trust until they reach adulthood.

While they do not hold direct managerial control as of 2025, both are listed as beneficial shareholders under the family estate plan. Their ownership rights are safeguarded by trust provisions that ensure the Presley family retains 100% of Graceland’s ownership. Upon reaching the legal age of inheritance, they are expected to share in decision-making regarding family interests tied to Graceland and Elvis Presley Enterprises.

This arrangement ensures that the Presley lineage remains central to Graceland’s ownership and legacy, passing seamlessly through generations without external corporate influence.

The Promenade Trust – Estate Management and Governance

The Promenade Trust serves as the legal entity through which Graceland is owned and managed. The trust was established in 1993 by Lisa Marie Presley to protect Elvis Presley’s assets and ensure long-term financial and operational stability for his estate.

Following Lisa Marie’s death, the trust’s governance structure was reviewed in 2023, confirming Riley Keough as the sole trustee and legal representative. The trust continues to oversee ownership rights, property management, and all business interests associated with Graceland.

The trust also works closely with Elvis Presley Enterprises (EPE) to manage revenue-generating operations, branding rights, licensing, and public relations. This dual structure allows the Presley family to retain ownership while professional executives ensure effective global business operations.

Elvis Presley Enterprises (EPE) – Operational Management

Elvis Presley Enterprises (EPE), established in 1981 by Priscilla Presley and Jack Soden, is responsible for the commercial management of Graceland. While EPE does not own Graceland itself, it operates under a long-term contract with The Promenade Trust to handle all business and operational functions.

EPE manages all visitor operations, museum exhibits, merchandising, marketing, and intellectual property rights associated with the Elvis Presley brand. The company’s headquarters remain in Memphis, Tennessee.

The current Managing Partner and CEO of EPE, Joel Weinshanker, continues to play a critical role in modernizing the Graceland experience. He works directly with Riley Keough to make key business and brand decisions, ensuring the estate remains profitable and globally relevant while adhering to the Presley family’s standards.

Authentic Brands Group (ABG) – Brand Partnership Stake

While the Presley family retains full ownership of the Graceland property, a portion of Elvis Presley’s image, likeness, and certain commercial licensing rights were sold to Authentic Brands Group (ABG) in 2013. ABG, a global brand development and licensing firm, manages commercial partnerships, merchandising, and international branding under a joint agreement with EPE.

However, it is important to clarify that ABG does not own Graceland itself — the estate, mansion, and museum remain fully under Presley family ownership through The Promenade Trust. ABG’s role is limited to global marketing and brand management, helping expand Elvis’s legacy through merchandise, fashion collaborations, and entertainment ventures worldwide.

This partnership allows Graceland to benefit from global visibility and new revenue streams while keeping its heritage intact.

Priscilla Presley – Founding Executive and Honorary Advisor

Though she is no longer a shareholder, Priscilla Presley remains a key historical figure in Graceland’s preservation. As the co-founder of Elvis Presley Enterprises in 1981, she was instrumental in transforming Graceland from a private residence into a world-class museum.

Priscilla continues to serve in an honorary advisory role for family and trust matters, offering guidance on heritage preservation and public affairs related to Elvis’s image and estate operations. Her early leadership laid the foundation for Graceland’s long-term success, and she remains deeply respected within the organization.

Graceland Ownership History

Graceland’s ownership story spans more than eight decades, evolving from a quiet Memphis estate to a globally recognized landmark synonymous with Elvis Presley’s legacy. The property has transitioned through multiple generations of the Presley family, supported by strategic business management and legal structures that have kept it under family control to this day.

Below is a detailed breakdown of Graceland’s ownership history, from its early beginnings to its modern-day custodianship.

Early Ownership (1939–1957): The Moore Family Era

Before Elvis Presley ever set foot on the property, Graceland was the private estate of the Moore family. It was built in 1939 by Ruth Brown Moore and her husband Dr. Thomas D. Moore, prominent residents of Memphis. The mansion was constructed on land originally owned by S.C. Toof, Ruth’s father, who named it “Graceland” in honor of his daughter Grace Toof.

The estate sat on a 13.8-acre parcel of farmland and was designed by the architectural firm Furbringer & Ehrman in Colonial Revival style, one of the most fashionable designs of its time. The Moores lived there for nearly two decades, and the home was known locally as one of Memphis’s most distinguished residences.

By the mid-1950s, however, the family decided to sell the property — setting the stage for one of the most famous real estate purchases in American music history.

Elvis Presley’s Purchase (1957–1977): The King’s Home

In 1957, at just 22 years old, Elvis Presley purchased Graceland for $102,500 using profits from his early musical success. The mansion became both his sanctuary and his symbol of triumph — a place where he could live privately with his family while creating some of his greatest musical moments.

Elvis quickly made the home his own, adding custom features such as the Jungle Room, Trophy Building, Racquetball Court, and the Meditation Garden, where he would eventually be laid to rest.

Graceland was not just a home — it was the heart of Elvis’s personal and professional life. The estate became famous for its unique 1970s interior designs, its gates shaped like musical notes, and its role as the gathering place for friends, family, and fans.

When Elvis Presley passed away on August 16, 1977, at the age of 42, Graceland became a place of mourning for millions of fans worldwide. Ownership of the property and estate passed to his only child, Lisa Marie Presley, through the terms of his will.

Lisa Marie Presley and the Elvis Presley Trust (1977–1993)

After Elvis’s death, the estate was placed under the management of The Elvis Presley Trust, with Lisa Marie Presley as the sole heir. Because Lisa Marie was only nine years old at the time, the trust was overseen by Priscilla Presley (Elvis’s ex-wife), Vernon Presley (Elvis’s father, until his passing in 1979), and financial advisors.

By the late 1970s, it became clear that maintaining Graceland as a private residence was financially unsustainable. Taxes and upkeep costs were overwhelming the estate’s income. In response, Priscilla Presley made a pivotal decision: to open Graceland to the public.

In 1981, Priscilla co-founded Elvis Presley Enterprises (EPE) with business partner Jack Soden. Their vision was to turn Graceland into a self-sustaining enterprise. The mansion officially opened for public tours in 1982, transforming it into one of the most visited private homes in the world.

By the early 1990s, the success of EPE had stabilized the estate’s finances and created a profitable business model centered on tourism, licensing, and memorabilia.

Establishment of The Promenade Trust (1993–2023)

In 1993, on her 25th birthday, Lisa Marie Presley inherited full ownership of the estate and established The Promenade Trust. This legal entity was created to safeguard Elvis’s assets, manage the estate’s income, and ensure the preservation of Graceland for future generations.

Under Lisa Marie’s leadership, Graceland continued to grow into a multi-faceted destination, expanding with new museums, restaurants, and entertainment complexes. She worked closely with Elvis Presley Enterprises and later entered into a strategic partnership with Authentic Brands Group (ABG) in 2013, granting them global licensing rights to Elvis’s image and merchandise.

Lisa Marie was deeply involved in decision-making, ensuring the estate remained true to her father’s legacy. Her efforts preserved Graceland’s status as both a family home and a global cultural monument.

Riley Keough and the Presley Heirs (2023–Present)

Following Lisa Marie Presley’s passing in 2023, ownership of Graceland transferred to her three daughters: Riley Keough and twins Harper and Finley Lockwood. A legal review later that year confirmed Riley Keough as the sole trustee and majority owner through The Promenade Trust.

Under Riley’s stewardship, Graceland remains fully family-owned, with the twins listed as beneficiaries of the trust. She has taken an active role in modernizing Graceland’s image while upholding its authenticity — introducing digital experiences, expanded visitor services, and stronger global partnerships through Elvis Presley Enterprises (EPE).

In 2024, a legal attempt to auction Graceland was blocked by a Tennessee court, reaffirming that the estate cannot be sold and must remain within the Presley family ownership. This ruling strengthened the estate’s protection for future generations.

As of 2025, Graceland continues to operate successfully under Riley Keough’s leadership, drawing over 500,000 visitors annually and standing as one of the most beloved cultural sites in the United States.

Who Runs and Manages Graceland?

Graceland may be owned by the Presley family, but its operations and management are handled through a structured system that ensures both the preservation of Elvis Presley’s legacy and the estate’s continued commercial success. This system balances family ownership with professional management, combining emotional stewardship with corporate expertise.

As of 2025, Graceland is managed by a partnership between The Promenade Trust, Elvis Presley Enterprises (EPE), and key executives who oversee daily operations, licensing, marketing, and global brand strategy. Each entity plays a specific and vital role in maintaining Graceland’s operations.

The Promenade Trust – The Legal Owner and Oversight Authority

At the top of Graceland’s management structure is The Promenade Trust, which serves as the legal owner and ultimate decision-making authority for all estate matters.

The trust was created in 1993 by Lisa Marie Presley when she inherited the estate from her father, Elvis Presley. The primary purpose of the trust was to protect Graceland’s long-term ownership and to ensure it remains within the Presley family.

Following Lisa Marie’s passing in 2023, Riley Keough — Elvis Presley’s granddaughter — was appointed as the sole trustee. This appointment was legally validated after a review of Lisa Marie’s will and trust documents.

Under Riley’s leadership, The Promenade Trust oversees all major decisions related to Graceland’s preservation, capital investments, partnerships, and brand direction. The trust also works closely with business partners to maintain the estate’s profitability without compromising its historical integrity.

The Promenade Trust’s responsibilities include:

• Ownership of the Graceland property and associated assets.
• Approval of major business strategies and partnerships.
• Oversight of Elvis Presley Enterprises (EPE) operations.
• Ensuring Elvis Presley’s image and legacy are represented respectfully.
• Managing financial allocations to Presley heirs.

Elvis Presley Enterprises (EPE) – Operational Management

While The Promenade Trust owns Graceland, Elvis Presley Enterprises (EPE) handles the daily operations and commercial management of the estate. EPE was founded in 1981 by Priscilla Presley and Jack Soden to transform Graceland into a sustainable business following Elvis’s death.

Headquartered in Memphis, Tennessee, EPE manages everything from museum tours to merchandising, ensuring that Graceland remains both a cultural landmark and a thriving enterprise.

As of 2025, EPE continues to operate under a long-term contractual agreement with The Promenade Trust. Its responsibilities include:

• Overseeing Graceland’s tourism operations, tours, and ticketing.
• Managing events, exhibitions, and Elvis Week celebrations.
• Maintaining and restoring the Graceland mansion and surrounding attractions.
• Overseeing hospitality operations such as The Guest House at Graceland and Elvis Presley’s Memphis.
• Licensing and merchandising Elvis Presley’s image and name.
• Managing digital and international brand presence.

EPE’s success has ensured that Graceland not only remains self-sustaining but also continues to expand its reach to new generations of Elvis fans.

Joel Weinshanker – Managing Partner and CEO of EPE

The key executive behind Graceland’s modern operations is Joel Weinshanker, the Managing Partner and CEO of Elvis Presley Enterprises. He assumed this role in 2013 and has been instrumental in modernizing Graceland’s global business model.

Under Weinshanker’s leadership, EPE has launched major projects such as:

• The development of Elvis Presley’s Memphis, a massive 200,000-square-foot entertainment complex.
• The launch of The Guest House at Graceland, a luxury hotel designed to complement the estate’s charm.
• New digital and virtual experiences for fans worldwide.
• Collaborations with brands and global partners through the Authentic Brands Group (ABG) network.

Weinshanker works closely with Riley Keough to ensure that all business operations align with the Presley family’s wishes and Graceland’s long-term vision. He has become one of the most influential figures in maintaining Graceland’s commercial success while respecting its heritage.

Authentic Brands Group (ABG) – Global Licensing and Brand Management

In 2013, Elvis Presley Enterprises entered into a strategic partnership with Authentic Brands Group (ABG), a New York-based brand development company. ABG manages the global licensing rights for Elvis Presley’s image, likeness, and intellectual property.

Although ABG does not own Graceland or its physical assets, it plays an essential role in extending the Elvis brand to international markets through merchandise, collaborations, and digital media.

ABG’s responsibilities include:

• Managing Elvis Presley’s global trademarks and image rights.
• Overseeing licensing agreements for apparel, collectibles, and entertainment content.
• Coordinating brand partnerships and sponsorships.
• Supporting marketing campaigns tied to Graceland’s tourism and events.

This partnership allows Graceland and EPE to focus on heritage and operations while ABG handles brand expansion worldwide.

Priscilla Presley – Founding Visionary and Honorary Advisor

Priscilla Presley, Elvis’s former wife, played a crucial role in shaping the business structure that runs Graceland today. After Elvis’s death, she found herself responsible for protecting her daughter Lisa Marie’s inheritance and the Presley estate.

In 1981, Priscilla co-founded Elvis Presley Enterprises with Jack Soden and was instrumental in turning Graceland into a museum that opened in 1982. She also guided the estate through financial recovery, ensuring its stability and long-term growth.

Although Priscilla no longer holds an executive position, she continues to serve as an honorary advisor to both The Promenade Trust and EPE. Her influence remains vital in maintaining the estate’s authenticity and family integrity.

Graceland Annual Revenue and Net Worth

As of October 2025, the financial picture of Graceland and its operating entity, Elvis Presley Enterprises (EPE), shows steady growth driven by tourism recovery, brand licensing, and digital expansion. The estimated annual revenue is well around $70 million and the net worth as of October 2025 is around $500 million.

Annual Revenue

Graceland’s annual revenue is primarily generated through Elvis Presley Enterprises (EPE), the organization responsible for its operations. EPE oversees the museum tours, retail operations, branded merchandise, hospitality, and global licensing. Based on available 2025 industry estimates, EPE’s annual revenue is approximately $60–70 million.

This figure represents an increase from pre-pandemic averages due to a resurgence in tourism and the success of new business initiatives, including virtual Graceland tours, expanded hotel offerings, and global partnerships with entertainment brands. The Graceland complex has diversified its revenue streams beyond traditional mansion tours, making it one of the most profitable heritage destinations in the world.

Tourism remains the largest contributor, accounting for nearly half of total revenue. The estate welcomes over half a million visitors each year, with strong attendance from international markets. The adjacent Guest House at Graceland, a luxury hotel inspired by Elvis’s style, adds a substantial hospitality income stream. Additionally, Elvis Presley’s Memphis, the entertainment and museum complex, continues to boost sales through events, restaurants, and exhibitions.

Licensing and merchandising, managed under EPE in partnership with Authentic Brands Group (ABG), contribute another major portion of Graceland’s earnings. Branded collectibles, apparel, films, and digital collaborations extend the reach of the Elvis brand beyond Memphis, generating millions in annual royalties.

Although exact figures are privately held, conservative industry models suggest that the estate’s annual tourism and hospitality revenue alone exceeds $25 million, while global licensing and merchandising account for an additional $30–40 million. Combined, Graceland’s total operating revenue comfortably falls between $60 and 70 million per year as of 2025.

Net Worth

Graceland’s net worth extends beyond the physical mansion itself. It includes the property’s real estate value, its operating businesses under EPE, associated museums, and the broader Elvis Presley brand portfolio.

The combined valuation of the Elvis Presley Estate, which includes Graceland, licensing rights, music catalog interests, and merchandising, is estimated between $400 and 500 million as of October 2025. Some financial analysts believe that, given the ongoing international expansion of the Elvis brand, total asset value could approach $1 billion in the near future.

The mansion and grounds alone are valued at several tens of millions of dollars; however, their cultural and tourism importance greatly multiplies their market worth. Graceland’s value is tied not just to its real estate, but to its status as a global heritage destination, a brand symbol, and a revenue-generating enterprise through EPE.

Much of this valuation strength comes from continuous reinvestment in infrastructure and visitor experiences. The opening of The Guest House at Graceland, expansions to Elvis Presley’s Memphis, and the integration of digital exhibits have increased the estate’s long-term asset base.

Key Financial Drivers

Graceland’s continued profitability stems from three main pillars: tourism, brand licensing, and hospitality.

Tourism remains the cornerstone of the estate’s income, supported by global Elvis fandom and the site’s National Historic Landmark status. Hospitality revenues from the Guest House at Graceland and event hosting have further diversified income streams. Brand licensing continues to expand globally through partnerships with Authentic Brands Group, ensuring revenue from Elvis-branded products, media, and entertainment collaborations.

Digital initiatives have also enhanced revenue generation. Virtual tours, online memorabilia sales, and streaming partnerships allow fans to experience Graceland remotely, adding a scalable and sustainable income channel.

EPE’s operational model — combining heritage preservation with strategic commercial development — ensures consistent profitability while maintaining authenticity.

Financial Outlook for 2025 and Beyond

As of October 2025, Graceland’s financial position is strong and stable. The Presley family’s decision to keep the estate under private ownership through The Promenade Trust has maintained control over its direction and brand integrity. With international tourism continuing to rise and Elvis’s popularity renewed by film and media adaptations, Graceland’s revenue outlook remains positive.

The estate’s value is expected to appreciate as Memphis expands its tourism infrastructure and new digital partnerships emerge. Graceland’s economic impact also extends beyond the estate itself — it contributes significantly to the Memphis economy through hospitality, employment, and cultural tourism.

Graceland’s combination of emotional heritage and business strength ensures its long-term sustainability. As of 2025, it stands not only as the home of Elvis Presley but as a thriving, globally recognized enterprise with a solid financial foundation and enduring cultural relevance.

Brands Owned by Graceland

While Graceland is best known as Elvis Presley’s home and one of the most visited private residences in the world, it also operates as the cornerstone of a diverse business portfolio under Elvis Presley Enterprises (EPE). These ventures extend beyond the mansion itself, encompassing hospitality, entertainment, and lifestyle brands inspired by Elvis’s life and legacy.

As of 2025, Graceland and EPE collectively manage a network of branded businesses, attractions, and subsidiaries that contribute significantly to the estate’s annual revenue and international reach.

Elvis Presley Enterprises (EPE)

Elvis Presley Enterprises (EPE) is the central company that operates all Graceland-related business interests. Founded in 1981 by Priscilla Presley and Jack Soden, EPE was created to professionally manage Elvis’s estate following his death and to convert Graceland into a self-sustaining enterprise.

Headquartered in Memphis, Tennessee, EPE oversees every commercial, tourism, and licensing function associated with Elvis Presley’s name and likeness. This includes:

• Management of Graceland Mansion and its museum operations.
• Oversight of the Elvis Presley’s Memphis entertainment complex.
• Operation of The Guest House at Graceland hotel and hospitality services.
• Global merchandising and retail activities.
• Brand licensing and media collaborations in partnership with Authentic Brands Group (ABG).

Under EPE’s direction, Graceland has evolved into a multifaceted destination that blends history, entertainment, and commerce — all centered around the Elvis Presley brand.

The Guest House at Graceland

Opened in 2016, The Guest House at Graceland is one of the most successful hospitality ventures associated with the Presley estate. The four-star, 450-room luxury hotel was designed to reflect Elvis Presley’s personal style and taste, blending modern Southern elegance with subtle tributes to his life and career.

Located just steps from the Graceland Mansion, the Guest House serves as both a high-end accommodation for visitors and a premier event venue in Memphis. The property includes two restaurants, a 464-seat theater, and extensive meeting and conference facilities.

This brand plays a vital role in Graceland’s tourism ecosystem, offering fans an immersive experience that extends beyond the mansion tour. It also contributes significantly to the estate’s hospitality and events revenue.

Elvis Presley’s Memphis

Elvis Presley’s Memphis is a massive 200,000-square-foot entertainment and exhibition complex that opened in 2017 as part of Graceland’s major expansion project. It provides a deep, interactive look into Elvis’s life and career through immersive exhibits, themed restaurants, and museum-quality displays.

The complex features multiple branded zones, including:

• Elvis: The Entertainer Career Museum, showcasing stage costumes, awards, and memorabilia.
• Presley Motors Automobile Museum, displaying Elvis’s extensive car collection.
• Icons: The Influence of Elvis Presley Exhibit, which explores his global cultural impact.
• A collection of themed retail shops and dining options inspired by Elvis’s favorite foods and Southern lifestyle.

Elvis Presley’s Memphis has become one of the most important components of the Graceland brand, attracting visitors from across the world and elevating the estate from a single tourist attraction to a full-scale entertainment destination.

Elvis Presley Automobile Museum

The Elvis Presley Automobile Museum, now part of the broader Elvis Presley’s Memphis complex, was originally opened in the 1980s and remains one of Graceland’s signature attractions. It showcases Elvis’s legendary car collection — from his famous Pink Cadillac to his Rolls-Royces, motorcycles, and Stutz Blackhawks.

This museum reflects Elvis’s passion for automobiles and his extravagant personal style. The exhibit has been updated over the years to include interactive features, video displays, and memorabilia, offering fans a closer connection to his lifestyle and personality.

Elvis Presley Museum and Archives

The Graceland Archives and Elvis Presley Museum collectively house more than 1.5 million artifacts, including stage costumes, gold records, personal letters, and movie scripts. These archives are curated and managed by EPE, preserving the historical authenticity of Elvis’s life and career.

The museum exhibits rotate regularly, ensuring that returning visitors can experience new items from the collection. The archives also serve as the foundation for documentary projects, film partnerships, and brand licensing initiatives, making this one of the most valuable intellectual assets within the Graceland portfolio.

Graceland Weddings and Events

Graceland Weddings is a unique hospitality brand offering Elvis-themed and traditional wedding experiences at the estate. Couples from around the world travel to Memphis to get married at the Graceland Chapel in the Woods, located on the estate grounds.

This brand has grown significantly over the past decade, catering to both Elvis fans and general visitors seeking a distinctive venue. The events division of EPE also manages corporate gatherings, film premieres, and fan conventions, contributing to Graceland’s growing event-based income.

Elvis Presley Licensing and Merchandise

One of Graceland’s most lucrative brand divisions is Elvis Presley Licensing and Merchandise, managed by EPE in partnership with Authentic Brands Group (ABG) since 2013. This division oversees global licensing of Elvis Presley’s name, image, and likeness across a range of industries including fashion, collectibles, entertainment, and digital media.

The Elvis brand is licensed to hundreds of products and collaborations worldwide, from clothing lines and jewelry collections to streaming documentaries and mobile games. Merchandise sales, both on-site and online, represent a major portion of Graceland’s annual revenue.

This brand strategy ensures that Elvis remains relevant to younger generations while protecting the authenticity of his image.

Elvis Week and Annual Events

Another integral component of Graceland’s operations is Elvis Week, held every August to commemorate Elvis Presley’s passing. The event draws tens of thousands of fans from across the globe and includes concerts, memorials, and special tours.

Elvis Week has grown into a global cultural brand of its own, with media coverage, fan club partnerships, and merchandise tied to the event. It reinforces Graceland’s role as the heart of the Elvis Presley legacy and a living cultural institution.

Graceland Global (Media, Virtual, and Digital Experiences)

In recent years, Graceland has expanded into digital media under the emerging brand Graceland Global, offering virtual tours, streaming events, and exclusive online exhibits. This division was launched in response to growing global demand for digital access to the estate, particularly during the pandemic.

Through this platform, fans can explore Graceland remotely via interactive 3D experiences and purchase memorabilia through online retail channels. Graceland Global represents the future of the estate’s expansion, blending heritage tourism with digital innovation.

Conclusion

Graceland remains one of the world’s most iconic landmarks and a lasting tribute to Elvis Presley’s legacy. Over the years, it has transformed from a private mansion into a global enterprise managed by Elvis Presley Enterprises. The question of who owns Graceland continues to fascinate fans, and while it is owned by the Presley family through The Promenade Trust, its influence reaches far beyond Memphis. Today, Graceland stands as both a symbol of “The King of Rock and Roll” and a thriving cultural brand that continues to inspire millions worldwide.

FAQs

Who owns Graceland right now?

As of 2025, Graceland is owned by Riley Keough, Elvis Presley’s granddaughter, through The Promenade Trust. She became the sole trustee and majority owner after her mother, Lisa Marie Presley, passed away in 2023.

Who owns Graceland now that Lisa has died?

After Lisa Marie Presley’s death, ownership of Graceland passed to her three daughters — Riley Keough, Finley Lockwood, and Harper Lockwood. Riley was later confirmed as the sole trustee, giving her full authority over the estate’s operations and preservation.

Who owns Graceland Mansion?

The Graceland mansion and surrounding 13.8-acre property are legally owned by The Promenade Trust, managed by Riley Keough on behalf of the Presley family.

Who owns Elvis Presley Enterprises?

Elvis Presley Enterprises (EPE) is managed by Joel Weinshanker, who serves as Managing Partner and CEO. It is majority controlled by the Presley family through The Promenade Trust, while Authentic Brands Group (ABG) holds a significant stake in global licensing rights but not in the physical Graceland estate.

Who owned Graceland before Elvis?

Before Elvis Presley purchased it in 1957, Graceland was owned by Ruth Brown Moore and her husband, Dr. Thomas D. Moore. The mansion was named after Ruth’s aunt, Grace Toof, who originally owned the land.

Does Priscilla Presley own Graceland?

No, Priscilla Presley does not own Graceland. However, she co-founded Elvis Presley Enterprises in 1981 and played a major role in opening Graceland to the public in 1982. Today, she serves only as an honorary advisor to the family estate.

Who owns Graceland Museum?

The Graceland Museum, along with all exhibits, archives, and attractions, is owned by The Promenade Trust and managed by Elvis Presley Enterprises (EPE) under Riley Keough’s direction.

How much is Graceland worth?

As of October 2025, Graceland’s estimated net worth — including the property, museum, and business operations — is approximately $500 million. Some estimates place the broader Presley estate’s total value closer to $1 billion, considering global brand and licensing income.

Who lives at Graceland today?

No one currently lives at Graceland. The mansion operates exclusively as a museum and tourist attraction, though members of the Presley family occasionally stay at The Guest House at Graceland during events and memorials.

Can Graceland ever be sold?

No, Graceland cannot be sold. A Tennessee court ruling in 2024 reaffirmed that the estate is protected by The Promenade Trust and must remain within the Presley family. It is legally safeguarded as a heritage property and family-owned landmark.

Why is Riley the sole owner of Graceland?

Riley Keough became the sole owner and trustee of Graceland after legal confirmation of her late mother’s will. The court validated her position as the rightful manager of The Promenade Trust, which controls the estate, ensuring unified leadership within the Presley family.

Who owns 85% of Elvis Presley Enterprises?

The Presley family, represented by Riley Keough through The Promenade Trust, owns approximately 85% of Elvis Presley Enterprises (EPE). The remaining share involves commercial licensing arrangements managed by Authentic Brands Group (ABG).

Does Shaq own the rights to Elvis Presley?

No, Shaquille O’Neal does not own the rights to Elvis Presley. Although he is a minority investor in Authentic Brands Group (ABG) — which manages some of Elvis’s global licensing rights — this does not grant him ownership of Graceland or the Elvis Presley estate.

How much did Lisa Marie sell Elvis’ rights for?

In 2005, Lisa Marie Presley sold 85% of Elvis Presley Enterprises to CKX, Inc. for approximately $100 million, while retaining 100% ownership of Graceland and its contents. Those rights later changed hands to Authentic Brands Group (ABG), but the Graceland property itself has always remained with the Presley family.