MYB-type transcription factor controlling the production of volatile organic compounds (VOCs), including floral volatile benzenoids and phenylpropanoids (FVBP), in flowers of fragrant cultivars (e.g. cv. Mitchell and cv. V26) by regulating the expression of ODO1 and EOBI, key regulators of the shikimate pathway, and of several biosynthetic floral scent-related genes including IGS, PAL2 and CFAT (PubMed:21585571, PubMed:20543029, PubMed:23275577). This scent, mostly produced in the evening and night by the petals, attracts the pollinators (e.g. the night-active hawkmoth pollinator Manduca sexta) (PubMed:21585571, PubMed:20543029). Binds to and activates the ODO1 and EOBI promoters via MYB binding sites (MBS) 5'-AAACCTAAT-3' and 5'-CTAACT-3' (PubMed:21585571, PubMed:22499185, PubMed:20543029, PubMed:23275577). Regulates the promoters of IGS1, CFAT and PAL2 (PubMed:20543029). Controls flowers petal opening by modulating a global transcriptomic switch (PubMed:21464473). Specifically expressed in flowers, mostly in stigmas, petal tubes and petal limbs, and, to a lower extent, in anthers and stamen (PubMed:21585571, PubMed:20543029, PubMed:21464473). Also present at low levels in roots, stems, leaves and sepals (PubMed:20543029, PubMed:21464473). Expressed early in flower development (PubMed:20543029). In corollas, accumulates progressively during flower development, from buds to anthesis, with a peak at flower opening, but fades out in senescing flowers (PubMed:20543029, PubMed:21464473). Circadian-regulation with peak levels occurring in the early morning hours and lowest levels during the late afternoon hours in flowers. Impaired expression of ODO1, EOBI and several biosynthetic floral scent-related genes (e.g. IGS, PAL2 and CFAT) leading to reduced scent production in flowers (e.g. phenylpropanoid volatiles including benzaldehyde, phenylethyl alcohol, benzylbenzoate and isoeugenol) (PubMed:20543029, PubMed:21464473, PubMed:23275577). Impaired anthesis enter and premature senescence of flowers (PubMed:21464473). Altered cell wall modifier transcript levels in flowers (PubMed:21464473).