Putting Values First: One Year on at The Eastside Rooms

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From one perspective, The Eastside Rooms could not have opened at a more perfect time. It was built in the centre of Birmingham, the capital of the UK’s events industry, within 18 months of the arrival of the Commonwealth Games. One year on, The Eastside Rooms is very much part of a massive infrastructure development that is set to see the city become one of the most connected – as well as recognised – in Europe.

On the other hand, we opened our brand-new conference centre during one of the most painful times in the history of the events industry – right in the middle of the COVID-19 pandemic.

What’s behind the success?

So why did we open, why have we flourished, and why has The Eastside Room’s success become so much a story about the character, the resilience, and the return of the meetings and events industry.

The answers to all three of these questions are the same; values. Say what you like about our industry, as a people led marketplace it puts great stock in personality, people, and their ethics. This comes across in all our most successful brands and has become a key differentiator between those that have remained resilient over the last 24 months, and those that haven’t.

The building of The Eastside Rooms laid the foundation for how the business wanted to act, and these values were put to the test the moment COVID-19 hit. Throughout the pandemic it was important that these values were held steadfast, and this was realised through the establishment of the venue’s ‘relationships-first’ approach.

Mixing business with pleasure


Even today we’re trying to mix offering quality, flexible, managed experiences with fun and interest for our clients. Our Meet & Treat promotion is running right now, and gives event organisers the chance to earn up to £1,000 in Virgin Experience Days Gift Cards.

Now it awaits one of the biggest sporting and cultural events on the planet, and the chance to showcase itself as a vital part of the Birmingham meetings and events skyline. Throughout it all though, The Eastside Rooms will remain people first, values first and relationships first.


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    Marja Toseland

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