BENDIGO'S new city futures director Stan Liacos came to the city because he did not want to die wondering what the lifestyle of a regional city would be like.
He also hopes to sell that regional lifestyle to others through the city's arts and culture sector, events and economic prospects.
Mr Liacos started with the City of Greater Bendigo on Monday, and is already talking about ways to create a better image for the city.
He was most recently involved with marketing and communications at Melbourne's Federation Square and the Docklands, but also has a history in local government and town planning.
While the newly-created position attracted him to Bendigo, he said he and his wife, Ewa, a general practitioner, did not want to die wondering what regional life would be like.
"I spent three-and-a-half years in Geelong, so I got a taste for regional Victoria and I liked it.
"A saying that often came into my head was `I don't want to die wondering'."
He said he as part of his new role, he was also keen to get more involved in management.
"I needed to go to the next level of management; I had indirectly been managing, but not directly.
"And part of the job that I really liked was managing staff and mentoring some staff."
Mr Liacos said his role will centre around both physical and "intangible" things, such as marketing and media relations.
"Things like tourism, marketing, Bendigo Art Gallery and The Capital and media relations; it is the notion of image development for the city.
"It is about being a good place to live... and I have got to use my contacts in Melbourne to make sure Bendigo's voice is heard."
City chief executive officer John McLean said Mr Liacos joined a very diverse team of directors, which were appointed under a recent staff restructure.
"The diversity of experience, training, skills and also personalities and personal backgrounds, I think, really adds to the collective thinking."