A HAMPSHIRE entrepreneur making final preparations for a massive new boat show at London's Earl's Court says he expects 100,000 to turn up.

Keen to break away from the image of boat shows as trade events, James Brooke is looking to spice-up his version with entertainment, music, fashion shows and live, big-screen link-ups with top sailors in the world's oceans.

The former Royal Marine and father of three, pictured, has abandoned a career teaching sailing in the New Forest to compete with the well established London Boat Show, which takes place at Excel in Docklands.

"I think a boat show should be about entertainment," said the 35-year-old. "It should have that sort of feel. I don't want to be derogatory towards the Excel show. It's a good show in its own right but it's quite different to the one I'm talking about. It do-esn't come across as a consumer show. It has the feel of a good trade show.

"We are looking at it from another perspective. Our perspective is to provide entertainment, hospitality, interaction, education and new products. People really want to see new boats they haven't seen before."

A keen sailor who learned on his grandfather's boat at Buckler's Hard in the New Forest, he was motivated to stage the massive annual event, which launches next week, out of frustration.

"I love boating. My family loves it. My friends love it and I'm very passionate about it. This has basically been born out of frustration. I have this vision about what a boat show should be and I kept feeling it wasn't being provided in London."

The scale of the event is staggering, but after landing a lucrative five year sponsorship deal with whisky brand Whyte & Mackay he has high hopes for the future.

"This is the biggest consumer launch show of the year. We have had enough pre-bookings to suggest it's going to be a massive success. This is a show that's going to grow. I am going to make this work."

The Whyte & Mackay Earls Court Boat Show is open to the public from December 1 to 9.Tickets are priced £16.