ELVIS Presley once said, “A live concert to me is exciting because of all the electricity that is generated.”

A quote which could have been tailor-made for the owner of Abergavenny Electrics and hugely popular Elvis impersonator Keith Davies.

Keith is is a man who likes to walk into a room and light it up in more ways than one. When he’s busy ensuring local homes and businesses are fully charged and operational he’s indulging his other passion - rock n’ roll, Presley style.

Keith isn’t just your bog-standard Elvis tribute act. The seasoned sparky is renowned for electrifying audiences throughout Wales and as far afield as France, but what really separates the wheat from the chaff in this particular instance is money.

The folding stuff talks and you know what walks, and Keith has made a huge wad of cash as an Elvis tribute act. £360 000 to be precise. Here’s the best part. He’s donated every penny to charity.

And no matter your opinion on Keith, and nearly every one in Abergavenny has one, you can’t deny that’s a pretty impressive feat.

In fact, it’s why Abergavenny Town Council chose to add his name to the select few that adorn the town honors board in the council chambers.

Keith is now officially an ‘Abergavenny institution,’ but he takes it all in is stride whilst both appreciating and acknowledging the importance the town and its inhabitants have played in his life.

“First and foremost I love Abergavenny,” explained Keith from his base of operations in Union Road West.

“I’ll never take the support the town and its people have given me for granted. Because of that, the company is in better health now than it’s ever been in its 40 plus year history.

“We believe in providing the best service money can buy, including 24-hour call-out, and I still personally inspect and sign off every job. The company’s reputation is my reputation and to me that’s everything.”

Not only does Keith strive to ensure his professional reputation is without blemish, but he’s also keenly aware of how as a well-known Elvis tribute act the public has certain expectations of him.

“I’ve said it before, but customers have become fans and fans have become customers and as such I’m aware that people have certain expectations of me in how I conduct myself and I’m always striving not to let them down.”

Yet no matter what he said or does, Keith admits there’ll always be people out to knock him.

“When you put yourself up on stage or in the public eye there’s always going to be those types who just want to criticize and ruin you.

“I’m not squeaky clean, but I’m not the devil in disguise either. A lot of nasty things have been said about me in the last couple of years but those who really know me have fought my corner, and it’s appreciated more than they know.

“My father Clive always said to me, ‘Keith no matter what restaurant or pub in the world you walk into, there’ll always be someone in there with their leg out ready to trip you up and laugh as you fall flat on your face.’ It’s true! You can’ please everyone.”

Keith added, “Without wishing to sound arrogant, because of my prominence in the town I have to be careful of what I do or say because there are those who’ll twist it for their own ends.

“The only answer I’ve found is to just ignore it and keep on doing what I enjoy doing best, which is running Abergavenny Electrics and raising money for charity as Elvis, whilst keeping both feet firmly on the floor.”

To thank his loyal customers Keith will be holding an Open Day (9-1pm) at the Abergavenny Electrics base on December 21 for a morning of festive nibbles and drinks.

As a special goodwill gesture, during the festive period, Abergavenny Electrics will be offering a free call-out and repair service to any pensioners who suffer from loss of supply.

Also, this Christmas Keith will be putting on his jumpsuit, adopting the trademark sneer, throwing the famous shapes, and singing the songs of a King who built his throne on a wave of electricity, when he makes his annual appearance at the Borough Theatre on December 10.

As usual, Keith will be appearing alongside his trusted Memphis Mafia. The setlist has changed considerably over the years but there’s still a liberal sprinkling of the Elvis classics people love and expect.

After 15 years of performing does Keith ever get jaded of walking mile after mile in the King’s shoes?

“Not a bit” stresses Keith. “I enjoy it as much as ever. On a day of the gig, I’ll get into my Elvis persona from about 11 am and stay that way until post gig. It’s the only way I can carry it off with the necessary conviction. If I don’t believe with every fibre in my body that I’m Elvis how are the fans expected to?”

As if by magic, at that exact moment the radio in Keith’s office is hijacked by the unmistakable drawl of the King himself as a Presley song hits the airwaves. In light of the conversation, it’s a strange moment. Almost as if the King is giving one of his loyal disciples they royal seal of approval to carry on the good fight.

Keith is delighted. Grinning like a Cheshire cat at Christmas he said, “You see? Elvis is in the building.”

And with people like Keith around to carry the torch and uphold his legacy, it’s safe to say he never really left.

From December 1 to the end of January Abergavenny Electrics will be offering all pensioner households who suffer a loss of electric supply a free call-out and repair service.

On behalf of Keith Davies the Abergavenny Chronicle will also be donating £100 towards the Borough Theatre.