Award Winning Ottawa Event Planning

The Ideal Client and Event

October 1, 2015 was the celebration of our 5 year anniversary. We did it! We made it to the magical 5 year mark. In those 5 years there were many exciting moments and many moments that made me wish I had never started this crazy idea. Owning a company is one of the scariest things I have ever done but I have also never done anything that has given me more pleasure – besides getting married and having kids of course.

At the beginning of this month my team and I had a retreat at our family cottage. We spent the entire day talking about what we accomplished in the last five years and focussed heavily on where we want to be in the next year, two years and three years. It was one of the most rewarding (and exhausting) exercises we have ever done.

In the beginning I think we made the same mistake any new company makes, we tried to please everyone by being able to do everything. We would take on work even though it wasn’t a job we really wanted. But, it was more important to be working then not, right? Wrong! We learned in the last year to follow our gut feeling and when something doesn’t feel right we need to listen. And we also learned that it’s ok to fire a client. It is important for us to stand by our expectations and our goals, not just work for the sake of working.

My team and I started out our vision for the future by talking about the type of people we want to be working with. We all answered the same way.

  1. Equally passionate – we want to work with clients who are as equally passionate about their event and our services as we are.
  2. Understanding the meaning – we want to work with clients who truly understand the meaning behind the event they are planning and why they need us by their side to help.


My team works so hard to understand, create, engage with and for our clients. We understand the value of a dollar and want to make sure that every dollar spent on their event is managed to it’s best ability. And we want to make sure that every dollar spent on our services feels like the value was worth more than double. We are passionate about what we do and about life in general and we want to work with clients who live life to the fullest, who see the moment we are working on as an opportunity to do something that will never be forgotten.

The next step was to focus on the types of events we want to be doing. We are capable of many things but we are best at what we love. And again, we all answered the same way. Logistics, we are masters of logistics. We love beautiful as much as the next person, and can make beautiful happen, but to be honest we love making all the moving pieces of an event work together like clockwork. You know what’s really funny, we all walk into an event – big or small, public or private – and immediately start analyzing everything from “was the entrance visible?” to “why in the world was the registration table right at the top of the escalator” to “holy crap what an amazing idea, I’ll have to remember that one!”. We see details, every single one. And we do it without even thinking. We are meticulous, analytical, perfectionists. That makes us masters of logistics and to be the best we can be with logistics the types of events we want to be doing are…

  1. Corporate – We are all inspired and excited by corporate functions. All kinds – meetings, conferences, trade shows and just to add a little variety to our day, golf tournaments and galas. To be honest corporate events is where our hearts lie.
  2. Weddings – Who doesn’t love a wedding? We do too but we’ve decided that we don’t want to do just any wedding. We want to combine our ideal client with our ideal wedding to make for the best of what we have to offer. We want to work on weddings that are about love, passion and family and less about the show.

You put those two things together – our ideal client and our ideal event and in our world we have just created magic.



Our ideal corporate event looks a little something like this – an organization/business who has a vision and a budget to match that vision. They have a goal for this event and they understand the value that our team brings to the table in accomplishing that goal. They need their event to be on-time, on budget and run in a way that requires them to do nothing but focus on their clients, their guests and their staff.

Our ideal wedding looks a little something like this – a couple who is truly in love with each other. The wedding is important to them but the idea of spending the rest of their lives together is more important. They of course want everything to be beautiful but the most important thing is that their day is run like magic so that they can truly focus on their moment together and that their guests – all of them – can truly live in the moment with them. We want to work with clients who want their wedding to be a true reflection of who they are and less about making sure their wedding is trendy. Our ideal wedding client understands the value of our services and trusts our suggestions and recommendations and knows that without us their day would not be the smoothly run, stress free day they are dreaming of.

Since being in business for myself I have spent a great deal of time learning, observing and analyzing what other business owners do and the biggest thing that has stood out to me is business owners often lose themselves in chasing their dream. Owning your own business is hard and when the money isn’t coming in you go into panic mode and start to do and say whatever the clients want. We’ve gotten caught up in that too. But no more. When we hit the 5 year mark I felt like I did when I turned 30 – I no longer cared what other people thought. When I turned 30 I realized that I had never felt more comfortable in my own skin. Well I now feel that way about ITM. I feel strong and confident and I know exactly where we want to be. In 2016 I vow to not take on work we don’t really want, I vow to trust my gut when something doesn’t feel right and I vow to continue to do what makes us all happy.

I vow to stay true to who we are, what we love and what we do best.

If you think you are our perfect client and you are planning the perfect event then please contact us. We want to work with you to make your event exactly what you want it to be.



Julia O’Grady has big vision, fresh ideas and a proven track record in the events industry. She and her team work hard to exceed client expectations and push ITM Events to achieve greater heights. A driven entrepreneur, Julia also manages the business side of ITM Events including human resources, finances, marketing and writing grant and sales proposals. In taking a high level approach to event management, Julia is able to visualize a project from inception to successful execution. She attracts valuable sponsors by offering meaningful opportunities to engage with participants. Julia uses her keen analytical mind to create incredible events that maximize the available budget. When Julia isn’t planning unforgettable events, she loves travelling the world with her family, staying active, and enjoying fine food and martinis.


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