In the run up to the unveiling of its latest £5 million Brighton entertainment venue, First Leisure has named the person appointed to shoulder daily responsibility for the project.

General manager of the new venue, Creation, is 24-year-old Emma Flaherty.

A spokesman for First Leisure Corporation, which owns Creation, described her as a model multi-entertainment venue general manager.

The night spot is due to open in West Street next month on the site of The Paradox.

Emma said: "It is a challenging job but there is nothing in this job a woman can't do as well as a man."

She works hard and expects to play hard and understands the business from both sides, having began doing bar work to earn student cash.

She said: "I learnt first hand just what customers want."

First Leisure is seen as an industry leader in identifying and promoting strong female management candidates.

In Emma's view, the positive benefits a woman can bring to the front line are immense.

She said: "If a female politely refuses you entry to a venue it is generally much less confrontational.

People quite often seem surprised to find a woman running a venue but rarely have I encountered surprise tinged with negativity.

"I believe one of the key strengths many woman bring to the industry are finely-tuned communication skills. Good communication is paramount within management and in any business where good customer relations are crucial."

Emma will be responsible for 180 staff whom she has started to appoint.

From door staff to dancers and bar staff to receptionists, she is crystal clear about the qualities they must possess.

She said: "We need people at Creation who are totally customer-orientated with very high standards and without doubt they need to be good team players.

"When I go out I want to enjoy good music and a real party atmosphere. As a manager, I know that can only be achieved by top-class team work and organisation behind the scenes.

"This is a hard job mentally and physically. You have to deal with staff, managers, customers, the authorities, site developers and ensure all stock and staff are in place and under control.

"Ultimately, I am responsible for everything. It gives me buzz when I walk around and see people enjoying themselves and know I have created the atmosphere for them to have good time in a safe environment."

Emma is used to centre stage too.

As a member of the Ratton School choir in Eastbourne she shared the spotlight at the London Palladium with both Jason Donovan and Philip Schofield in the musical Joseph and his Amazing Technicolour Dreamcoat.