The Eastside Rooms has been named Best Venue at the Memcom Excellence Awards 2026 for the second year running, building on its commitment to helping associations and membership organisations deliver inclusive, successful events.
The Birmingham venue’s entry highlighted its approach to the whole delegate experience, combining flexible event spaces and specialist team support with practical improvements to accessibility, wellbeing and sustainability.
Central to this work has been the development of its neuroinclusive offering. The Eastside Rooms became the first venue in the world to achieve Gold Certification under Welcome Brain Consulting’s Neuroinclusive Venue Accreditation, following a programme covering pre-event communication, sensory considerate spaces, room layouts and staff training.
Its permanent wellness room grew directly from its relationship with the association sector. Introduced for the 2025 ABPCO Festival of Learning, the space became a permanent feature following positive delegate feedback. It provides a calm environment where attendees can take a break from busy event spaces, with relaxed seating, colouring materials and noise-cancelling headphones.
Travel route videos, plain language information and clearer wayfinding also help delegates prepare for their visit and navigate the venue with greater confidence. Organisers can work with the team to arrange quieter dining and networking spaces, alongside adjustments reflecting the needs of their audience.
Tim Sparrow, General Manager at The Eastside Rooms, said: “Winning Best Venue for a second consecutive year is a proud moment for our whole team. We build close relationships with organisers, take time to understand what their members need and use their feedback to keep improving. This award is a welcome recognition of the care and expertise our people bring to that work every day.
“Our work on neuroinclusion is a good example of how those conversations lead to lasting changes. Something introduced for one association event has become part of the support we offer to every organiser. We want people to arrive feeling confident, participate comfortably and get the most from their time here.”
Sustainability also formed part of the entry, including the venue’s Green Tourism Silver Award and work with Greengage Solutions to provide organisers with emissions information and carbon-measured menus, helping them make informed choices about their events.
Located in Birmingham’s Knowledge Quarter, The Eastside Rooms offers flexible conference and meeting spaces, including the Affinity Suite, accommodating up to 1,200 delegates theatre-style. The adjacent Aloft by Marriott Birmingham Eastsideadds 195 bedrooms.
Tim added: “Associations bring people together to share knowledge, develop professionally and build relationships. Our role is to make that easier, through thoughtful planning, responsive service and an environment that welcomes different needs. We will keep listening to organisers and delegates and use what we learn to shape the next stage of the venue’s development.”
