A Sussex businesswoman is setting up a new style of business exhibition.

Diana Cella, managing director of internet design company Wise Monkeys, said she was so frustrated by the standard of many business events that she decided to create her own.

The Brighton Centre is the venue for Sussex In The City on October 10, described as being created by business people for business people.

Mrs Cella said: "Networking is an important part of our activity and the event will provide a great opportunity to make new contacts and communicate with others in business who are equally enthusiastic and motivated.

"It was clear there was a demand for an entertaining business conference and exhibition in Sussex and we aim to create a day which is lively, inspiring and informative with a mixture of speakers, presentations, workshops and a business exhibition."

Local partners for the event include the Sussex Innovation Centre, Wired Sussex and AVT, ensuring that the event is visually exciting and content rich.

The Argus will produce a special event programme for visitors and exhibitors and Southern FM is sponsoring the conference/ entertainment programme.

Brighton and Hove City Council will be among the exhibitors.

Mrs Cella said: "There will be a combination of speakers, awards, music and visual arts to enjoy on the day. Sussex In The City will have four sectors: marketing and advertising; people (recruiting, training and retaining); technology and innovation and information and support."

For flagging delegates, there will be a chance to re-energise with reflexology or massage. Details of the event are available on www.sussexinthecity.co.uk or call Mrs Cella on 01273 234666.