Restaurateur started in 1992 singing as “the King”

Donald Prieto as “Elvis” in a classic convertible. Morgan Hill Life file photo 

By Marty Cheek

Donald Prieto had a passion for Presley. He spent countless concert hours entertaining South Valley residents as Elvis. As he belted out many of the beloved songs the King of Rock ‘n’ Roll was famous for, he sent women in the audiences wild by shooting them a curl of the lip and a sly wink of the eye.

A slice of green space in the heart of downtown Gilroy will soon be officially known as Donald Prieto Park, honoring the raven-maned local restaurateur and prolific Elvis Presley tribute artist. He was born Feb. 16, 1967 and died May 1, 2021 at age 54.

The Gilroy City Council voted unanimously in December to officially name the pop-up park by the Gilroy Center of the Arts after Prieto. The Gilroy native left an indelible mark on the community over decades of charitable Elvis performances and through the welcoming doors of his Victoria’s Mexican eatery.

Prieto got his start as the man from Memphis in 1992. The next year, he competed in a contest to see who might be the best Elvis Presley tribute artist. He came in second. At one point, as his music career bloomed he was doing 15 to 20 shows on weekends. Before a show he sat in his car and listened to Elvis music to get in the mood

“I do it because I love what I do. I put that suit on and it changes my persona,” he said in a Gilroy Life story published in 2020. “I’ve had my best friends tell me that when I put that suit on I become Elvis. I really don’t notice it.”

The urban oasis will memorialize a man who friends say spread his own brand of joy and generosity to generations of Gilroy residents. Among them is Mattie Scariot, the director of the Poppy Jasper International Film Festival who went to Gilroy High with him.

“I never thought he would be an Elvis tribute singer,” she said. “That was something I never thought he would do. . . . He performed so much downtown and he was always at every event as Elvis. So it’s great that they honor him with a park in the downtown.”

Prieto was involved with the PJIFF, including acting in a short film “All Shook Up” where he worked with another Elvis tribute artist in a three-minute film with a comic twist at the end. It was made through the festival’s 40 and Up program.

“I remember he was so nervous,” Scariot recalled. “I asked, ‘Why are you so nervous? You perform in front of people.’ And he said, ‘Yeah, but I’ve never done acting.’ And he was an absolute natural. It was always a dream of his, so I was really, really honored to be able to do a film with him.”

Shortly before Prieto died, the festival presented him with a Community Achievement Award for his work.

“He was always just a positive person and someone you could always count on,” Scariot said.

The idea to name the park after Prieto originated from a group of local community members. Councilmember Dion Bracco brought the proposal to the council. With overwhelming support, all members unanimously approved the heartfelt suggestion. The date for the dedication ceremony still needs to be decided. The event will include the installation of a memorial plaque that will be paid for by private funds.

Donald Prieto at the award ceremony where the Elvis tribute artist was given the 2020 Community Achievement Award July 9.
Photo by PJIFF

Gilroy Councilmember Fred Tovar knew Prieto well, first meeting him in 2006 when he moved to the city.

“From the moment we crossed paths, it was evident that he was a wonderful, caring, funny, and amazing individual,” Tovar said. “His presence in the community was truly impactful, bringing joy, laughter, love, support, and a sense of peace to everyone’s lives.”

In his conversations with some of Prieto’s family and friends about the pop-up park naming for Gilroy’s version of  the man from Memphis, Tovar observed their reactions were filled with joy and a profound sense of honor.

“They expressed gratitude that their beloved family member was being recognized for the amazing contributions he made to Gilroy,” he said.

Donald Prieto Park will serve as a reflection of the vibrant spirit that the man brought to the Gilroy community, Tovar said. It embodies his ability to bring people together, create a sense of belonging, and spread joy, much like he did during his iconic “Elvis” performances.

Donald’s “Elvis” persona was a remarkable facet of his character, he said. When he stepped into that role, he had the incredible ability to light up a room and make everyone feel welcomed, loved, and happy to be alive.

“His performances were more than just entertainment,” he said. “They were a celebration of life and a source of positive energy for all who were fortunate enough to witness them.”

The park naming honor also recognizes the Hispanic contributions to the arts in Gilroy, he said.

“It is essential for us to honor, respect, and appreciate individuals who have made positive contributions and paid it forward,” he said. “This recognition of Donald Prieto’s legacy holds particular significance for the Latino community, emphasizing the importance of acknowledging and celebrating the achievements of our community members.”

Tovar hopes the community recognizes the “exceptional qualities” that made Prieto a cherished member of Gilroy. This special tribute park will serve as a tangible reminder of his warmth, generosity, and the profound impact he had on the lives of those around him. It is a testament to the love and unity that defines the South Valley community.

“May Donald ‘Elvis’ Prieto’s passion and dedication resonate through the hearts of our community, leaving an indelible mark that transcends time,” he said. “As we embark on this journey together, I believe he will not only touch lives but also illuminate the essence of our Gilroyan spirit.”