Julie Atwood Events
“I aim for ambiance with a realness that reflects the client or the cause. Nature, the season, the venue, and the reason for the event provide the thematic inspiration.”—Julie Atwood, owner.
The unique beauty of a rural landscape or handcrafted tableware might be taken for granted by some, but to event designer and planner Julie Atwood, the significance of such elements is more than aesthetics. It’s Atwood’s passion for detail, dedication to sustainability, and appreciation for creative collaboration that has made her a style-setter in the event planning industry.
Julie Atwood Events has nearly a quarter of a decade history of creating joyful, personal gatherings in the North Bay. Her events have helped establish Wine Country as a world-class destination. Atwood’s business grew out of her architectural design clients’ requests for dinners, parties and charity galas that embodied the same aesthetic and attention to detail that defined the homes she designed for them.
Reaching out to the artisans and craftspeople whose work enriched her former gallery, Art for Living, and sourcing specialty vendors throughout the Bay Area, she created highly personal “event environments” for her clients that showcased finely crafted food and wine in settings that were ahead of their time: earthy, organic and curated. “We take it for granted that fine dining in the North Bay is casual and presented with artfulness and elegance. But in the 80s, elegant usually meant fussy.” Atwood says. “That always felt wrong to me in our beautiful outdoor, or rustic indoor settings.”
She endeavored to meld great food, gorgeous scenery, and unique atmosphere to delight but never overwhelm hosts and guests. Her company specialized in design and execution of small to mid-size events that always feel personal and intimate, whether for 10 people or 300. “The word authenticity is so overused now,” says Atwood. “It’s almost impossible in the digital age to be original. I aim for ambiance with a realness that reflects the client or the cause. Nature, the season, the venue, and the reason for the event provide the thematic inspiration.”
When asked what she feels are critical elements to a successful project, Atwood says it takes, “Clear and consistent communication between everyone — clients, resources, and me.” Events range from community fundraisers and donor validation events to agriculture and conservation education seminars and tours. While her clients differ in personality and business background, they all agree that Atwood’s organized approach and her style are impeccable. Lauded for “going the extra mile” and being a “consummate professional,” Julie and her team established a brand that’s synonymous with North Bay hospitality.
Trying to regain balance and support of local needs during and after the natural disasters of recent years, JAE has hosted major fundraisers, including the 4-H Heritage Turkey Sunday Supper, Sonoma Land Trust’s Recovery Gathering, holiday dinners for local fire departments, and more.
Additionally, since 2014, she has been deeply committed to The Horse and Livestock Team Emergency Response, or HALTER Project, which she founded. Atwood has volunteered thousands of hours supporting first responder training in Animal Technical Rescue and community outreach and education in Disaster Preparedness. This year, Atwood is participating in numerous upcoming events, including the Sonoma-Marin Fair and the Marin County Fair, where she will coordinate outreach activities and Emergency Animal Response demonstrations.
Atwood says she plans to thank the readers of NorthBay biz magazine’s annual readers’ poll by not only watching out for her friends and neighbors in event of emergency, but by continuing her commitment to hospitality excellence.
