A man died after collapsing on the dancefloor at an all-night event at Blackpool Tower.
Stunned revellers have been paying their respects on social media after the man, thought to be in his 50s, died following a Northern Soul reunion party at the Tower Ballroom.
The music stopped while medics tried to revive the man on the dancefloor before he was rushed to hospital.
The crowd of around 800 united in support for the man as they greeted a public address announcement, saying he was on his way to hospital, with lengthy applause once the event resumed.
Paramedics, who were called to the venue at around 1.05am on Sunday, say the man was alive but unresponsive as he was taken to Blackpool Victoria Hospital. He died a short time later.
Police confirmed they are treating the death as “unexplained” but say they do not believe it was suspicious.
Kate Shane, manager of Blackpool Tower, said: “We can confirm a man died after collapsing suddenly in the Ballroom at the event.
“It is very sad. This man has come out on a night out and that has happened.
“Everybody at The Tower extends our sympathy to his friends and family.”
The Wigan Casino Reunion All Nighter event, which ran from 10pm on Saturday until 7am on Sunday, was halted for the man to receive medical treatment.
Event co-promoter, Kev Roberts, of promoters Gold Soul, said: “This was a tragic situation that is very rare and unexpected. Blackpool Tower and ourselves acted very promptly. Paramedics were on the scene in minutes.
“After the paramedics dealt with it and we had assessed the situation, it was decided it would be best if we allowed the rest of the patrons back in. Otherwise, because it is an all-night event, there would have been people who had not booked a hotel.
“When people came back into the Ballroom, we made an announcement to put them in the picture – although we did not know he had passed away at that point.
“They were clapping for minutes on end, rooting for the guy to come around. It was sombre but joyous.”
Revellers reported seeing the man’s collapse while he was dancing, causing him to hit his head on the floor.
A message was posted on the Blackpool Soul Club Facebook page saying: “On behalf of the Blackpool Soul Club I would like to offer my heartfelt condolences to the family of our poor soul buddy who sadly passed away at The Tower All Nighter. RIP brother.”
John Ryder wrote: “Very sad but he went out doing what he loved, I imagine. RIP.”
A North West Ambulance Service spokesman said: “An ambulance was called at 1.05am. A male in his 50s had collapsed.”
A police spokesman added: “We received a call at 2.55am after a man was admitted to hospital following a fall at the Ballroom. His death is being treated as non-suspicious but unexplained.”