By The Letter

The generation that maintained they knew it was only rock and roll--but they liked it--is living up to its credo by turning up the volume at attractions such as Las Vegas' Hard Rock Hotel & Casino and Cleveland's Rock and Roll Hall of Fame and Museum.

With memorabilia from rock icons Elvis Presley and The Beatles featured in a $2 million collection of musical artifacts, the consistently popular Hard Rock Hotel has drawn the young and the forever young alike in its first two years of operation. Similarly, the Rock and Roll Hall of Fame recorded more than 1 million visitors in its first 12 months--from September 1995 to September 1996. Clearly, the recently opened Elvis Presley's Memphis nightclub in Memphis, Tennessee, hopes to capitalize on this burning love for rock and roll.

The latest attraction to top the charts is a riff borrowed from the sports world: rock and roll fantasy camps. We wonder if a lifetime of playing air guitar prepares you for this.

This article was originally published in the October 1997 print edition of Entrepreneur with the headline: By The Letter.