"We very much see it as a daytime operation as well as a night-time operation. Obviously our partners involved already operate bars down here (Pan American and Blue).

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"In terms of where the city's heading and the role the riverside's going to play with the city over the years to come, whether you're living or eating or socialising, it just feels so much cooler to do it next to the river.

"Creamfields is the most successful and famous event of its kind."

"Be it in Liverpool, the South of France, or Spain, premium locations tend to be next to the riverside and there's a lot of new developments planned here.

"It genuinely feels like a lot of the new focus and redevelopment of the city is about the river and at the end of the day its what Liverpool's famous for. It sort of runs through us, it's the heartbeat of the city."

What's the idea behind Babycream?

"We wanted to create a new concept for the Cream band. What we wanted to do was create a concept that would appeal to a certain different and older clientele."

"It just feels so much cooler to do it next to the river"

"We decided that first and foremost we wanted to launch in Liverpool because this is our home town. We didn't know at the time that we decided that all of the focus of Capital Of Culture would happen, we certainly feel we're in the right place at the right time. And obviously Cream is so synonymous with Liverpool we'd have got lynched if we'd attempted to launch this somewhere else. It took us about two minutes to decide Liverpool."

And what's the future of Cream nights?

"Strategically we will continue to do events. Creamfields is the most successful and famous event of its kind. For instance this weekend they're forecasting 25,000 - 30,000 at Creamfields in Buenos Aires.

"We're always trying to do something better. We want to offer something better, use our knowledge, creativeness and skills to try and provide something better, be it a festival, club night, bar and restaurant or selling music. Can we do a better job than is already being done? There's a lot of things I'd like to do but the'res a lot of people who are probably better at it than me.

"With Cream we'll always retain what we're good at and famous for but we're ambitious and bright enough to realise that we need to keep moving on and doing new things."

Capital of Culture is obviously big for the city, are you involved directly?

"I'm not involved directly but as time passes between now and 2008 I think we will be involved.

"When we start developing iconic buildings like the Fourth Grace we're making a huge statement"

Obviously Cream has played a huge part. We're proud of putting Liverpool back on the world map, certainly from a music perspective.

"I think what is going to be really exciting over the next five to ten years is that Liverpool should and rightly should be seen in the same light as Amsterdam, Barcelona and Bilbao those real cultural cities around the world. When we start developing iconic buildings like the Fourth Grace we're making a huge statement not just locally but internationally as well.

"Obviously [with capital of culture] I think we will be asked to be involved in some shape or form, at the moment we're just very busy trying to run our business"