Today we’d like to introduce you to Natalie McAdams.
Hi Natalie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I have always been interested in space and design. As a child, I drew houses and furnished them using photos that I cut out of Architectural Digest and other design magazines. In school, I took a detour into the law and wound up with a JD; but honestly, practicing law was never my passion. After law school, I took a hiatus in Aspen and met two of my mentors. Debbie Patrick saw something in me and gave me my first full-time event job in co-producing the 24 Hours of Aspen, the world championship of endurance skiing. Joan Teige, owner of PE 101, a very lucrative women’s clothing store, nourished my design aesthetic, encouraging me to decorate windows and accompany her on buying trips to Los Angeles. Five years later, I moved to Los Angeles, where I met my third mentor, Pat Ryan, owner of PPW, Inc. She created a position for me in her company; and I flourished, rising to Vice President. Pat taught me the basics of event planning and gave me the opportunity to take the lead on large premieres and international events. I really cut my teeth in event production during these five years.
In 2002, I took flight and created Namevents. I was fortunate that many of my former clients chose to continue collaborating with me; and I’ve been producing events under my own shingle ever since.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
There are internal and external challenges. Most recently, our entire industry was shut down due to COVID for 18 months. Sadly, many of my colleagues didn’t survive. Although it was tough; I was able to pivot. I organized and led a yoga retreat in Aspen, Colorado. I worked with restaurants to design outdoor restaurant space. I was fortunate to produce a large outdoor event in 2021 in Vegas. And I re-evaluated how I work and trimmed the excess spending, which has been a blessing in disguise.
A more esoteric internal challenge that I have faced is valuing my work. Working in the non-profit arena, budget is always a factor. Since the causes are compelling, it is challenging to maintain my pricing structure. But as I have grown, and honestly as a result of the pandemic and my desire to maintain a healthy work/life balance, it’s been easier to maintain my professional boundaries. I know the value that I bring to every event; and at this point in my career, I have the luxury of picking my projects.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My sweet spot is non-profit event production. I specialize in large, often logistically complex, non-profit galas; and nothing is more fulfilling than collaborating on the launch of an inaugural event. Working in this realm gives my work a sense of purpose. It inspires me to be cleverly creative. In other words, I enjoy the challenge of trying to create something beautiful, fun, inspiring in a cost-effective way. The charities have a mandate to follow a certain ratio of spending; and every dollar saved is a money for the cause. Some of my non-profit clients are high profile with large guest counts, so my budgets can be significant. Even so, it is a balancing act to create an event that feels inviting and looks amazing while not looking too opulent, leaving the attendees questioning the spending practices of the charity.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
The COVID crisis taught me several things. First, it re-emphasized the importance of life/work balance. During the pandemic, I had so much time to spend with my family and traveling that I became a little spoiled. Don’t get me wrong; I love what I do; but I’ve had to recommit to the pace. The sheer volume of events that are coming my way in 2022 and 2023 is daunting; but I’m grateful. Second, I think that I’ve learned to work smarter and faster. There is a very real inventory shortage in the special events industry; we no longer have the luxury of last-minute decisions. Finally, I choose to work on projects that inspire me and with clients that appreciate my efforts. Life is short; and work comprises a large part of it. One’s vocation and the people that you spend your time with should be fulfilling. It’s hard to practice this principle when the money is significant; but my equanimity is more important. And I’ve found that when I trust, something better always fills that void.
Contact Info:
- Website: www.namevents.com
- Instagram: @namevents
Image Credits
Ingrid Bostrom, Ariel Ip, Line 8 Photography
