In this edition of A Day in the Life, we speak with Leanne Bladen, Director of Sales and Marketing at The Eastside Rooms and Aloft Birmingham Eastside. Overseeing both a dynamic events venue and a leading hotel, Leanne brings a wealth of industry experience and strategic insight to her role.
In this interview, she offers a glimpse into her day-to-day responsibilities, shares her perspective on leadership in a fast-paced sector, and reflects on what drives continued success in an ever-evolving industry.
What does your job involve?
My role as is all about making things happen. Whether it’s hosting a high-profile conference, a creative product launch, or an international event, I’m at the forefront of bringing it all to life. I lead a brilliant, passionate team who share my drive to put our venues on the map, and we’ve done just that!
It’s not just about filling spaces; it’s about creating unforgettable experiences. We’re constantly innovating, from brainstorming new ways to elevate our offering to making sure we stay ahead of trends. I’m lucky to
have had the opportunity to deliver a lecture to postgraduate students at Birmingham City University, sharing insights on global marketing and the impact of hospitality. Plus, I co-host the ‘Eventful Encounters’podcast with my colleague Tanita Gill, where we dive into industry trends and hear from thought leaders. It’s all about keeping our finger on the pulse and sharing knowledge.
Being an active member of ICCA and ABPCO has also been invaluable. It’s given me the chance to learn from some of the best in the business and take those ideas back to our team. My role has taken me to some incredible places, from industry shows in Frankfurt and Barcelona to events in Bangkok and Porto. It’s a fast-paced world, and I wouldn’t have it any other way!
How long have you worked at The Eastside Rooms and Aloft Birmingham Eastside?
I’ve been with both for over five years now, and what an adventure it’s been! From the moment I joined, it’s been about building something special from the ground up. Seeing these spaces evolve from construction sites into a thriving hotel and event hub has been nothing short of incredible. We’re right in the heart of
Birmingham’s Knowledge Quarter, and it’s amazing to see how we’ve grown into key players in the city’s events scene.
What’s the most challenging part of your job?
Keeping that balance between the bigpicture vision and the day-to-day details can be tricky. I’m always thinking about the long-term strategy, how to build our pipeline, how to future-proof the business, how to stay ahead of the competition. At the same time, I’m there for my team and our clients, making sure every event, no matter the size, goes off without a hitch.
It’s a balancing act, but I thrive on it. I love the adrenaline of events, the hustle of a busy sales week, and the satisfaction of seeing it all come together. No two days are ever the same, and that’s what makes it so exciting!
What’s been the best advice given to you?
Never stop learning, and always dig into the ‘why?’ It’s easy to follow a process or make a quick decision, but understanding the reason behind it makes a huge difference. Whether it’s exploring a new market trend
or figuring out a client’s unique needs, asking ‘why’ keeps me curious and open to new ideas. It’s helped me build stronger relationships and keep evolving as a leader.
What’s the best part of your job? And least favourite?
The best part? Seeing our spaces buzzing with energy. When I walk through a room full of delegates networking, collaborating, and enjoying themselves, it hits me that we’ve built something incredible here.
I still remember when the venues were just plans on paper, and now they’re thriving, dynamic spaces filled with life.
Least favourite? Definitely the admin. I’m a people person, I love the big ideas, the client interactions, and the creative strategies. But I know the paperwork and data are just as important to keep us on track, so I’ve found ways to make it more efficient. It’s all about getting the essentials done so I can focus on what I’m passionate about.
What’s your favourite dish on the menu at the moment?
It’s got to be the chicken Caesar salad, a classic that never goes out of style, Tthe perfect combination of protein and greens, and I could honestly eat one every day of the week. It’s a classic for a reason! But I recently attended an event at our venue where our chefs served up some incredible vegan street food. It was so creatively put together and tasted amazing, a real testament to their talent and proof that healthy, plant-based dishes can be just as satisfying. It’s inspiring to see the team push the boundaries of what event catering can be.
What are the catering options for delegates?
Where do I even start? Our chefs are ridiculously creative. We’ve done everything from themed buffets and live cooking stations to vibrant street food and elegant plated dinners. No idea is too bold, our team thrives on making it happen.
We also take dietary needs seriously. As the parent of a daughter with coeliac disease, I’m especially passionate about ensuring everyone feels included. Our team goes above and beyond to cater to all requirements without
compromising on flavour or presentation.
Do you have a favourite meeting space and why?
The Affinity Suite, hands down. It’s our biggest space and completely adaptable. I’ve seen it host everything from product launches to graduations, and each time it’s transformed into something unique. The flexibility it offers means no two events look the same, and I love that sense of possibility.
What’s been the most memorable event held at The Eastside Rooms?
Our launch event, ‘The Great Big Take-Off,’ was unforgettable. We built a full-scale Boeing 747 inside The Affinity Suite, with food stations representing different parts of the world, from Caribbean flavours to the iconic Garrison Pub from Peaky Blinders. It was ambitious, creative, and completely unforgettable.
Seeing our vision come to life in such a bold way was a proud moment. People still talk about it today!
What can a 24-hour delegate do in their downtime?
Birmingham is a city that never stands still, and that’s what makes it so exciting! Whether you’re in the mood for the street art and creative energy of Digbeth, a Michelin-starred meal, or a canal-side stroll through the historic heart of the city, there’s something for everyone. You can catch a live gig, lose yourself in a theatre production, or dive into the city’s rich cultural heritage at one of its many galleries and museums.
The best part? It’s all just a short walk from our hotel and venue, making it easy to pack your downtime with
unforgettable experiences. Birmingham has a pulse, a vibrancy, and an energy that never fails to impress; there’s always something new to discover.
What do you do in your downtime?
I love being outdoors; it’s where I feel my best. Hiking with my husband and our two girls is our thing,
especially in the Peak District.
We’re always up for an adventure, whether it’s finding a new trail, tackling a challenging climb, or just taking in the views. Staying active is a big part of my life, and with an energetic family, it’s easy to keep moving!
I’m also a massive Formula 1 fan, especially when it comes to Lewis Hamilton. I never miss a race weekend, from the build-up and qualifying to the main event. I’m always keeping up with the latest news and behind-the-scenes drama in the F1 world.
I’m pretty active and like to cram a lot into my weekends to make them count. I do love catching up with friends and family too, whether it’s over a coffee or dinner at a new restaurant I’ve discovered. I’m also a big fan of days out, and I’m always on the lookout for new places to explore!
Why should an event organiser pick Eastside Rooms?
We’re more than just a space; we’re partners in creating memorable experiences. Whether it’s a large conference or an intimate meeting, we put our heart and soul into making it special. Our team’s passion and
creativity are what set us apart.
We’re also not afraid to try something new. If a client has a bold idea, we’ll find a way to make it work. It’s about pushing the boundaries of what’s possible and delivering events that leave a lasting impression. At The Eastside Rooms and Aloft, we’re all about making ideas come to life!
Book an Event at the Eastside Rooms
From initial planning and venue sourcing to full event management, contact our team to make your event a success.
01775 843410
enquires@findmeaconference.com