But Chorley businessman Elvis Jesse Aaron insists he is just an ordinary guy – even though his name once nearly saw him in danger of performing the Jailhouse Rock for real.

Mr Aaron, who runs an Elvis Presley memorabilia stall in Eccleston, is so fanatical about the King that he changed his name by deed poll.

His name now reflects that Elvis Presley's middle name was Aaron, and Jesse came from the name of his twin brother who was stillborn.

Just a day before the 30th anniversary of his hero's death, Elvis Jesse Aaron reveals his love for Presley has taken over his life and cost him around £90,000.

The 43-year-old first became interested in Elvis when he saw him in concert on the television as a 15-year-old. He's never looked back.

Now Chorley's Elvis, who sells and collects Elvis goods at Bygone Times, said: "He had an image – his costumes, his cars, his girls – the magic of it all.

"He had style and charisma and you could see he was someone to look up to in the music industry."

But his assumed name once saw him slung in the cells.

"Some people think I'm strange and I got arrested about five years ago when the police spot-checked my car," he said.

"They thought I was taking the mick when they asked my name and took me to Lancaster and held me for three hours. But it's worth it. I've met some nice people over the years."

But he even credits the King with helping him through bouts of depression over the years.

He said: "I've had a lot of trauma and Elvis brings me out of it. Stick a record on and it puts a smile on your face."

Mr Aaron became a fan of the singer not long before he died in 1977.

He is sceptical about the reported facts of his death.

"Elvis was against drugs and people didn't like this because he was trying to get rid of drug dealing.

"So when Elvis died, I think it was a cover-up – he was scared for his life.

"Frank Sinatra had a contract out on Elvis because he'd taken all the limelight off him.

"Then apparently he was doing a concert one day and someone pulled a gun on him."

However, he doesn't share the view the King is still alive.

He said: "I don't think that he's still alive because money talks and someone would have grassed him up."

The Lancashire Elvis is currently in Memphis, Tennessee, for the anniversary of the King's death. He is attending a vigil and meeting with fellow enthusiasts. He has made the trip for anniversaries and celebrations eight times over the years.