Rival firms are set to clash over plans for a major tourist attraction on Brighton seafront.

Innovative Leisure, the firm behind the successful SeaLife Tower in Weymouth, has said it wants developer Marks Barfield to step aside so that it can present its own plans for the site of the i360 observation tower.

Phil Pickersgill, boss at Innovative Leisure in Leicester, said he is confident he can get the backing of global entertainment giant Merlin, which runs amusement parks such as Alton Towers, Thorpe Park and Legoland.

Innovative Leisure is the UK agent for Huss Park Attractions, which builds rides across Europe, including the 165-foot observation tower in Weymouth.

Mr Pickersgill said a representative from his company will set out its plans at the annual general meeting of the West Pier Trust, which owns the site.

The AGM will take place at the Hilton Brighton Metropole on November 14.

Ian Crockford, associate director at Marks Barfield, will also attend the AGM to give the Trust members an update on progress on the i360.

Last month, David Marks, boss at the firm, told Brighton and Hove City Council’s Economic Development and Culture Committee that private funding for his £38 million project had fallen through.

Council chiefs pledged to back the scheme and said an offer of a £15 million loan to kick-start the project remained on the table.

The planning application for the i360 development is now active so the proposers of a new scheme would have to apply for fresh permission or strike a deal with Marks Barfield.

Mr Pickersgill said: “The Marks Barfield scheme is not viable. My firm can build a tower for one- tenth of the cost proposed.

“I think our scheme is viable and affordable. There’s a lot of disillusionment over Marks Barfield’s plans. We think we can get Merlin involved to support it.”

Rachel Clark, chief executive at the West Pier Trust, said: “I have not heard of Innovative Leisure. I cannot talk to other firms about an observation tower because we have an agreement with Marks Barfield. They will give their plans at the AGM.”

A spokeswoman for Merlin said: “This sounds like it is in pre-planning so we have no comment.”