Chris Alexander, chief operating officer at Sunderland Live

AS the jets disappear over the horizon, their weaved patterns of kaleidoscopic entrails signal the end of Sunderland International Airshow.

That colourful air decoration, stitched against the North-East skyline, may only be temporal, but for hundreds of thousands of visitors, the effects are much more enduring.

For Chris Alexander, it's all in a day's work.

Chris, a former head of culture and tourism at Sunderland City Council, heads up events company Sunderland Live, which is charged with organising some of the biggest events in the North-East city's calendar.

Formed through a spin-off from Sunderland City Council, the 18-strong team will this year look after the airshow's 25 anniversary, and oversee a programme of music concerts at the Stadium of Light.

And Chris, who played a major role in Sunderland achieving host city status during England's 2018 football World Cup bid, says the company is solely focused on solid and continuous improvement to augment future events.

He said: “The council looked at its events programme and how it is a significantly important area for the city.

“It wanted to put some clear objectives in place to develop the already very high level of public satisfaction for the events that go on, and for the people who live here and those who visit the city.

“We don't want to stand still, we want to develop more event and commercialise further what we already have and build on those successes.

“The airshow has a very important part to play.

“At least 800,000 people will visit that from this region, this country, and across the world, which is great for the North-East, and we have another advantage in that the team organising it have been doing so for years.

“But you only have to look at the wider benefits of the airshow.

“We know that every person who who comes to see the show will spend around £25, and even more if they stay in the city.

“The airshow can generate about £10m for the local economy from people spending in the bars, restaurants and hotels, and a concert at the Stadium of Light could make around £3.5m.”

Chris' first job was a summer post fitting carpets, including flooring at Brighton's Grand Hotel, which years later was targeted by an IRA bomb.

But it is role on the 2018 World Cup bid, which was subsequently awarded to Russia, which he remembers with great fondness, because it instilled a new found sense of confidence and belief in the city and the region.

He said: “Nobody thought Sunderland had a chance as a host city, and at the time the city was not as vibrant as it is now.

“People didn't have the belief that they have now that Sunderland could play a real part in the biggest football event in the world.

“The work we did created a massive amount of business and public support and we were the first city across England to be chosen as a host.

“That created a different feeling within the city and triggered what we are working on with Sunderland Live.

“It showed what we could do and gave people confidence.”

Five minutes with... Chris Alexander

Favourite North-East building and why? Durham Cathedral. As well as being one of the most beautiful buildings in the world, seeing it from the train signifies you’re home.

What was your first job and how much did you get paid? It was a summer job helping fit carpets and curtains. I was paid £60 a week, which felt like an absolute fortune.

What is the worst job you’ve had? Another summer job, during a hot summer working in a very hot kitchen, washing dishes and generally doing all the things no-one else wanted to.

What would you cook for me if I came around for dinner? It would be Chicken with Parma Ham and Mozzarella with new potatoes and green beans.

What would your superpower be? I think it would have to be the ability to be in two places at once.

Name four people, dead or alive, who would be at your perfect dinner party. That's tough. I'll go with Nelson Mandela, Pele, Walt Disney and Muhammed Ali.

What is the most expensive thing you’ve bought – other than car or house – and how much did it cost? I guess that would be a family holiday to the States and it would have cost more than a couple of the cars I've had.

Who is the best person to follow on Twitter and why? I'm going with Sir Richard Branson - @richardbranson - great peek into his world.

Favourite book? All Played Out, by Pete Davies. Football is a huge passion of mine and the Italia 90 World Cup was incredible.

When did you last cry? When my dad died.

What is your greatest achievement? I'm grateful that there are many things I've done that I feel proud of.

Being the Bid Director for Sunderland when we were awarded Host City status for the FIFA World Cup meant a huge amount.

No-one expected us to be successful and it helped people in the city to believe we can compete on a national and international stage.

Hopefully becoming chief operating officer of Sunderland Live and delivering success will realise new ambitions and prove to be my greatest achievement.

What’s the best piece of advice in business you’ve ever been given? Treat everyone you deal with equally and with courtesy and respect. Favourite animal and why?

That would have to be a dog and specifically our Golden Retriever.

It never matters what sort of day you've had or whether everything is great or terrible, he still stays just the same.

Most famous person on your mobile phone? Steve Cram.

What was the last band you saw live? I was invited to a small gig at the Hospital Club, in London, with Dave Stewart, KT Tunstall and Daryl Hall.

Describe your perfect night in. Family, good meal, good wine and a great match on TV.

In another life I would be... a Sky Sports pundit having retired from a glittering football career for club and country.

Who would play you in a film of your life? Assuming that George Clooney was busy, it would have to be Dan Aykroyd.

What irritates you? When people commit to something but don't see it through.

What’s your secret talent? If I told you it wouldn't be a secret.