Worker Bee: Meet Sacha Lord, co-founder of Warehouse Project and Parklife Festival

Sacha Lord’s knowledge of Manchester nightlife dates back over three decades. He started with his own club night at the famous Hacienda club and went on to produce some of Manchester’s most successful club nights and events such as Warehouse Project and Parklife Festival.

This is perhaps why he was named Greater Manchester’s first Night Economic Adviser in 2018.

“People don’t think of the night-time economy as important,” says Sacha, who was born and raised in Wythenshawe, “but when it’s employing so many people and it’s such a big industry, it’s vital.

“People don’t give him the respect he deserves. I wanted to change that. Because people see going out as fun, they don’t take it as seriously as they should. My aim is to deliver plans to develop the city-region’s nightlife, making it a stronger and safer place.”

Sacha is a man who clearly loves Manchester, he’s full of excitement about the new developments sweeping across the city.

“I think it’s interesting, when I’m driving to work and I look at the skyline, it’s dotted with red lights where the cranes are, you can tell something special is happening. When you look at MediaCity and the things that are happening in Salford, it’s incredible.”

Sacha Lord recently launched his new book Tales from the Dancefloor, telling a wealth of stories from his 30-year career and adding another bestseller to Manchester’s must-reads that will fill you with civic pride.

What started you in your field of activity?

“I went to a very good school but it clashed with the top of Madchester. I just lost interest in all things academic. I was more interested in music. Especially the Smiths and New Order. I started going out more and more and staying at the hacienda, prompting me to start my own night at the famous location. Things really took off from there.”

Who has been your biggest influence in life?

“My biggest inspiration comes from David Bowie. I am absolutely obsessed with him. He was a complete genius, relaunching himself so many times. Someone who orchestrated his own show about how he died. On his birthday he released an album, didn’t tell anyone he was sick except his closest friends, and then two days later he died. To do something like that – I mean what an incredible showman.”

What has been your proudest achievement so far?

“Being an economic advisor by night has got to be up there. Although when I was at school I spent a lot of time in the Hacienda. I never took an A level or went to university. I dropped out of school. I actually felt a little embarrassed. Some of my school friends were going to Oxford and Cambridge and I went to work in a clothes shop, did a few stalls and then started working as a promoter. Now I get asked, quite often, to go back to the school and talk to the kids. My picture is over there in the Hall of Fame. So it’s pretty nice. I love looking back at that one.

“When we went into lockdown, Andy (Burnham) was very aware that people were locked up in their homes. I thought, “Well, we’re in lockdown, I can hardly put on a stage in Heaton Park to entertain people.”
so I did some searching and came across a concept called “United We Stream” where they put a DJ in an empty club and stream it. I thought we could do something like that in Greater Manchester, but on steroids.

“Over a period of 10 weeks, I had all the major artists play for me for free; Calvin Harris, David Guetta, Fat Boy Slim, New Order played for me a lot of huge names. It was free to watch and I said “if you can afford a pound or two please make a donation”. It went viral not just for Greater Manchester, we reached 20.4 million people and raised £612,000 for various charities.

“Lockdown has really put me in the public eye, I’ve had countless messages for advice from people struggling to stay afloat during this time. Literally, for about 18 months, it was just putting out fires every day.”

What does your typical day entail?

“I’m up every day at 7am. I work until 9:00 p.m. I try to get to the gym most days, but mostly it involves a lot of stress. Planning and stress.”

How do you relax on your days off?

In true worker bee fashion, Sacha declares that he is not one to relax. But he likes to go out for a good meal or to the cinema. He laughed as he told us that he had enjoyed himself recently”Back in the dark‘ and Wonka: “I’m going to get killed for this, but it’s brilliant, it’s Hugh Grant so funny in it,”

“I’ve changed. The places I go (these days) aren’t that lively. When you have Warehouse Project and Parklike, I like to go somewhere quieter when I have a day off.

“Weirdly, the gym is a nice place to relax as I’m off my phone for an hour or so. I was also convinced by my wife to try yoga. I would never have been disappointed as a yoga person, but I really like it. We get someone on Sunday to do an hour and a half of yoga and I absolutely love it. It is ashtanga yoga. It’s more intense than people think. I actually feel it in my muscles more than in a gym session.”

What’s the best advice you’ve ever been given?

“I think the biggest piece of advice anyone ever gave me – that changed the way I operate – was from Andy (Burnham), who said ‘it’s a lot easier to work with people than against them.’ It’s something he told me at a barbecue once. It’s something I’ve really stuck with.

“And the other is my art teacher at Manchester Grammar School, Mr McGuinness. Everyone dressed exactly the same, they were all a bit cool, even I had one of the black boxes with a gold combination lock and he said ‘Why are you conforming like everyone else?’

We owe Sacha’s art teacher a lot of thanks, as he pointed Sacha Lord in the direction of the Hacienda, where Sacha would later begin his career.

“I try to give good advice to other people, especially when I go to schools, colleges and universities. The advice is: when you’re that age, don’t be afraid to fuck! At that age, most people don’t have a mortgage or kids, or the responsibilities of paying bills, etc. If you have a passion, go out there and follow it. What’s the worst that can happen? Live and learn from your mistakes.

If things worked out, what would you see yourself doing?

“I wanted to play for Manchester United but the problem was I was never very good at football. I was desperate to be part of their team. But seriously, I think if I hadn’t gone the promoter route, I would have ended up in the music industry somehow. I’ve always been obsessed with music. I was lucky enough to be able to go clubbing throughout the Madchester period. New Order, The Smiths, James and Happy Mondays. I think I would definitely have taken a path in the music industry. That’s always been my passion.”

Red or Blue?

“Definitely red.

“Over the last ten years I’ve seen Alex Ferguson go and I think as a united fan my proudest moment has to be meeting the best manager we’ve ever had in English football.”

Tell us one thing about yourself that people might be surprised to hear

“I love Coronation Street. I am a huge Corrie fan.

“I’ve been watching him since I was little, probably since I was 5 years old.

“I would definitely do a cameo on Corrie! That would be great, just sitting in the rover. Well ITV, you heard it here first…

“And one of the biggest curveballs that surprises people is that I’m not a huge fan of the music we play at Warehouse Project. I like house and disco music. But not techno. It often gets a little too heavy for me. I prefer bands. If I was going out on a night out, I wouldn’t go to WHP or listen to that kind of music.”

Name your three favorite places in Manchester

“The building that amazes me the most is Manchester Central. When it’s empty, go in and look up at the roof. It’s incredible. So beautiful. Old Trafford has to be one of my favorite places too, being a Red.

“I recently had one of the best meals I’ve ever had! He was at Another Hand. Was awesome. It’s in the Great Northern Warehouse. It was the best food I’ve had in a long time and very reasonably priced too!”

If you could change one thing about Manchester, what would it be?

“It would be to solve homelessness.”

What do you like most about Manchester?

“The people. I spend time in London and a lot of different cities and it sounds very strange, but people in Manchester have this absolute passion for the city. They’re just down to earth. You can get along with anyone in Manchester. In desperate times, the whole city it doesn’t matter if you’re unemployed, a lawyer, or a blue-collar person, it doesn’t matter where you come from, it’s unbelievable. I’m lucky enough to be able to choose where I live to live in the city of Manchester I would never move.”