Sacha Lord, head of Parklife festival and The Warehouse Project, has been appointed Night Time Economy Advisor for Greater Manchester – the first role of its kind for the city.

Mayor Andy Burham and his team at City Hall & the Greater Manchester City Area have developed the role in order to ensure “a robust and consistent approach to ensuring the region is a leader as world class entertainment and business destination”.

Lord, also a board director of the Night Time Industries Association (NTIA), said: “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.”

Alan D Miller, chairman of the NTIA, added: “This is an historic moment. Manchester, which has given so much to the world culturally now has an ambassador that will help the city and region to flourish even further and continue to act as the jewel in Britain’s crown.”

The night time economy is worth in excess of 70 Billion UKP per annum across Britain.