Tim Sparrow joins the venue from successful periods at Macdonald Hotels & Resorts, Valor Hospitality Europe, Q Hotels, De Vere, and most recently Village hotels.

Tim joins The Eastside Rooms at one of its most exciting times since launching in 2021, with the venue attracting more and more UK events but also expanding its profile across Europe and Internationally. The move underlines the brand’s commitment to quality and its ambitions to continue to attract leading events within the City of Birmingham.

Tim commented:

“I’m delighted and proud to be working at the newest and most exciting venue in Birmingham. The welcome from the team has been amazing and their enthusiasm and ambition is infectious.

“I’ve been privileged to work in some impressive conference venues within the Midlands and can’t wait to establish The Eastside Rooms as one of the elite centres of event excellence, not just in the region but across the UK industry.”

“This is a really important time for both the events industry and our business,” continues Tim. “Our customers are once again investing in face-to-face experiences and it’s up to us to show them true value through our own expertise. I’m ambitious for The Eastside Rooms to continue to build this great reputation for quality, reliability, and creativity in front of our customers.”

Tim will be General Manager of both The Eastside Rooms and the venue’s onsite hotel, the Aloft Hotel.