We were lucky to catch up with Natalie McAdams recently and have shared our conversation below.
Natalie, appreciate you making time for us and sharing your wisdom with the community. So many of us go through similar pain points throughout our journeys and so hearing about how others overcame obstacles can be helpful. One of those struggles is keeping creativity alive despite all the stresses, challenges and problems we might be dealing with. How do you keep your creativity alive?
For me, that often involves travel. I frequently visit the High Desert where creativity abounds. Recently, I was in New York, where I found inspiration in the street murals and the architecture surrounding the High Line. When travel isn’t an option, local field trips are also a great source of artistry. I attend art exhibits, museums, dine at restaurants, visit hipster hotels. A few weeks ago my daughter and I visited the Keith Haring exhibit at the Broad.
Other artisans are a great source. My creativity works best in collaboration. I surround myself with other innovators; and we share ideas. Instagram is a source of inspiration.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Growing up, I was rewarded for high grades and academic success. Creativity was not highly valued. So, for many years, I stifled that side of my personality. I followed the traditional path through college and law school. I practiced law for two years before deciding to take a leave of absence. During my hiatus, I worked with a “nose” in a custom fragrance store. I merchandised windows; and was a buyer for a women’s clothing store. I worked as a companion to a Saudi princess; and we spent our days, rock climbing, paragliding, horseback riding. In these various endeavors, I learned to let my spirit soar; and my creativity took hold again.
Eventually, I found my way into event production. Relatively quickly, I was hooked. Event production engaged both the logistical and the creative sides of my brain. Now thirty years and many galas later, I know that my creativity is a gift and I nurture it.
I specialize in not-for-profit fundraisers. However, throughout my career, I’ve done every type of event under the sun. Right now, in addition to my staple fundraising events for City of Hope and Heal the Bay, I am having a bit of a moment as a producer of b’nai mitzvahs. It’s fun because this is a different foray with a more whimsical themed element to it; and I find I’m really enjoying myself in this genre. My three upcoming mitzvahs are Hawaiian themed, Hollywood themed, and fashioned after Ted Lasso. It’s really gotten my creative juices flowing.
I’m also producing a one-day women’s conference called Power Up Concert & Conference. As a mother of a teenage girl, this is an event that is special to me as it aims to teach women the skills that they need to be successful in the career world.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
I have learned and adapted a lot over the thirty plus years that I have been in event production. Resilience, generosity, and sense of humor are three skills that have served me in the industry.
Since founding Namevents, I have weathered two significant economic setbacks. In 2008, there was the Great Recession. At that time, I was working closely with most of the major entertainment studios and producing a lot of premieres. That industry dried up almost overnight; and I had to shift my focus. That’s when I began really concentrating on non-profit event production.
In 2020, we faced the worldwide pandemic. Again, I pivoted – hosting an all women’s intimate yoga retreat in my family’s Colorado home and starting a specialty gifting box company. I also converted my home office above my garage into an accessory dwelling unit, and created a source of passive income. Fortunately, my business has thrived in 2022 and 2023.
In addition to resilience, generosity of spirit, time, and talent are key to being successful and thriving. For me, generosity and networking go hand in hand. I served on the board of Step Up Women’s Network for five years; and the connections that I made are invaluable. I’ve served on other boards and donated my time to many non-profit and school-related events. All of the bat mitzvahs that I am currently producing are the result of connections I made while donating my services for my daughter’s various school galas.
I’ve never advertised and referrals are my best source of business; so I work hard to build and maintain my network. I’m always willing to speak to those who are considering this industry as a future career. I’m excited to meet new vendors recommended by friends or clients. You never know who will be your next source of business; and it’s great to have a large network.
Finally, I think my sense of humor in times of high stress helps to keep the team joyful and on task. For example, during the second wave of the pandemic, we were producing an event in Las Vegas. The event had a lot of moving parts; and we had a tight one day load in and a busy event day. Exhausted at the end of our event, we all gathered for a group dinner and retired to our rooms, only to watch as our flights were cancelled one by one by Southwest in the first of a series of mass airline cancellations. Fortunately, we had one team member who had driven so we all six piled into that compact car, put all of our personal and décor items on the sound vendor’s truck’ and road tripped it back to LA. It turned out to be a fun bonding experience.
Before we go, any advice you can share with people who are feeling overwhelmed?
When I first started my business, I was very careful to curate my workload; and only take those projects that didn’t overlap. And possibly at that time, that served me to keep the quality of my work high. Now, I don’t want to miss an opportunity. So I when an attractive project is offered, I usually take it and figure out how to execute.
When the volume of business is overwhelming, I enlist help. As result of my vast network and many years in the industry, I have a lot of connections and many freelance friends. I am willing to reduce my profit margin for my sanity and for the good of the event. I would much rather have a repeat client.
Coupled with hiking and yoga, this helps me maintain my cool, calm demeanor.
Contact Info:
- Instagram: @namevents
- Linkedin: www.linkedin.com/in/natalie-mcadams-3b76b71
Image Credits
Line 8 Photography
