REALITY TV star Joey Essex will open a new youth club being launched at a town centre bar next month.

The Only Way Is Essex favourite will appear at Che Bar, Peel Street, on July 16.

Joey has been lined up for the opening night of the bar's new monthly youth night #YOLO, aimed at children aged 13-17. The name was suggested by a youngster and means 'you only live once'.

Kirsty Taylor, who is sales manager at the bar, said the idea behind #YOLO is to provide kids with somewhere safe to meet and socialise.

"We've been in touch with local schools and youth clubs and they're all involved," she said.

"The idea is to provide somewhere for the kids to socialise safely and responsibly and the police are onside with it because there aren't many places for kids to go to anymore."