Evening shoppers and twilight socialites have helped generate £157m for Newcastle's city centre economy over the past two years.
A scheme launched by NE1 in 2010 - which extended shop opening hours to 8pm and offered free parking after 5pm - has encouraged millions of people to shop and socialise in the evenings.
Since its launch, Alive After Five has brought over two million extra visitors to Eldon Square shopping centre alone.
NE1 says the extra shopping hours now account for 16.8 per cent of footfall in Newcastle city centre each day.
NE1's head of marketing and communications Stephen Patterson said: "It’s about transforming the city into a vibrant, European city, making more of the early evening economy and allowing Newcastle to compete on a level playing field with other UK, European and international cities."
John Lewis managing director Isabella Miller said: "Alive After Five has been good for us because it has given our customers a bigger choice of when to shop and eat in John Lewis."
A range of Newcastle bars and eateries are offering Alive After Five deals to lure in late night shoppers and increase the number of visitors.
NE1 has also organised events such as Fashion Week and Restaurant Week to help breath life into Newcastle in the evenings.
They say the success of the scheme has led to similar initiatives being considered by other cities including Edinburgh and Birmingham.
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