Parklife and The Warehouse Project boss Sacha Lord has been appointed as Greater Manchester's first ever night-time economy adviser.
Lord, who has been appointed by Mayor Andy Burnham, is tasked with championing the city's nightlife.
He will be supported by a night-time economy panel, comprising experts from across Greater Manchester, to deliver plans to develop the city as a destination.
Lord said: “I’m looking forward to visiting and meeting with the voices who represent Greater Manchester’s nightlife, and working closely with our councils and all other partner agencies to achieve our goals.
“I’ll be taking a look at what is missing from our night-time economy, what we need to improve on and developing what is working well. From talking and listening to key voices across Greater Manchester, I envisage a synergy emerging, which will create a list of targets that I’ll be setting and announcing in the coming months.
“The night-time economy is the fifth biggest industry in the country, employing more than 8% of the UK’s workforce and here in Greater Manchester, we have always recognised its importance.
“Drawing on my 25 years’ experience in the sector, along with comments and opinions from all 10 boroughs and members of the panel, I’m looking forward to getting work and helping to build on Greater Manchester’s night-time economy.”
Burnham said: “Greater Manchester is known across the country and beyond for its thriving nightlife. By appointing a night-time economy adviser and panel, I want us to build on our strong reputation to make it even better – for residents, visitors and those who work in the sector.
“Sacha brings with him a wealth of experience. He’s a real Greater Manchester success story and I’m thrilled that he’s joining us as our first-ever night-time adviser.
“Improving the night-time economy across our city-region isn’t just about bars and clubs – it’s about ensuring our towns and cities have a diverse and appealing offer across Greater Manchester which can play to our local strengths, and improving transport links to ensure our towns and cities are better connected places that people can enjoy day and night.
“Building a better night-time across Greater Manchester also complements our plans to breathe new life into our towns through the Town Centre Challenge.”
The sold-out Parklife festival takes place this weekend in Heaton Park, Manchester, featuring the likes of Liam Gallagher, The xx, Skepta, Chvrches, N.E.R.D and Lorde.