ATL Events

What ATL Events does

ATL Events is a family-owned, woman-operated event rental company headquartered in Santa Rosa, California, serving the North Bay (Sonoma County) region and beyond. Founded in 1982 as Academy Theatrical Lighting by Russ Mitchell — initially with two spotlights operated from his garage for the Sonoma County Junior Miss Pageant — the company was rebranded to ATL in the early 2000s to rank first in alphabetical phone directories, and was taken over operationally in 2020 by Mitchell's daughter Sylvia Parkinson, who acquired full ownership in 2023.

The company operates from a 5,000-square-foot warehouse at 887 Sebastopol Rd Bldg. B, with a core staff of three full-time and two part-time employees supplemented by crew from IATSE Local #16 for larger productions. Its service catalog is a fully physical, equipment-based stack spanning audio-visual (video projection, LED screens, LED video walls, video production), lighting (theatrical, intelligent moving lights, up-lighting, monogram, tent and string lighting), drapery and decor (fire-retardant California-certified fabrics), staging, sound, truss, event power distribution, trade show drapery, special effects including animatronics, and on-call emergency repair with a 30-minute callback guarantee. There is no proprietary software platform; the business is a hands-on rental, delivery, install, and on-site technical support operation.

ATL generates revenue on an event-by-event rental basis with one-time project pricing, serving four horizontal customer segments: weddings and private events, corporate events, non-profit/community organizations, and trade shows and festivals. Go-to-market is direct-to-customer with no intermediaries or online ordering, supported by word-of-mouth, community involvement (including the Sonoma County Farm Bureau), a professional website, and a LinkedIn presence. Pricing for emergency services follows time-and-materials with a stated minimum fee, while rental fees are quoted per event; no enterprise retainers or subscription pricing are disclosed.

Name

ATL Events

Legal name

ATL Events

Website

https://atlevents.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

ATL Events is a family-owned, woman-operated event rental company in Santa Rosa, California, providing lighting, sound, staging, audio-visual, and drapery rentals plus on-site support for weddings, corporate events, non-profits, and festivals across the North Bay.

Ownership category

akta.pro rank

Product category

Event Production and AV Rental Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Staging & Rigging Services (MPAGAKAA)

akta.pro secondary industries

Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB), Temporary Structures (Truss Roofs, Tents, Barricades) (MPAGAKAK)

Keywords

• Event equipment rentals
• Audio visual services
• Wedding lighting rentals
• Event production services
• Stage and drapery rentals

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Event Equipment Rentals: ATL Events generates revenue through renting out lighting, sound, staging, audio-visual equipment, and drapery to customers for events. Services are delivered directly at customer venues with rental periods typically aligned with event dates. The company also offers maintenance services and parts sales for equipment repairs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ATL Events rents event production equipment and delivers turnkey event services including lighting, sound, audio-visual, staging, drapery, and decor to customers in California's North Bay region. The company serves weddings, corporate events, non-profit fundraisers, and trade shows/festivals with on-site delivery, setup, technical support, and emergency repair. It also offers equipment maintenance, parts sales, and special effects rentals.

Product overview

ATL Events is a family-owned, woman-operated event rental company serving the North Bay area for over four decades. The company operates as a single unified service offering rather than a platform architecture, providing integrated lighting, sound, staging, audio-visual, and drapery rental services for weddings, corporate events, trade shows, and private functions. Their core product portfolio includes Audio Visual Services (video projection, LED screens, video walls, video production), Lighting Services (dance floor lighting, theatrical lighting, chandeliers, moving lights, custom monogram lighting), Drapery & Decor Services (fabric backdrops, blackout drapes, velour treatments), Wedding Services (LED dance floors, laser light shows, dancing on clouds), and Maintenance Services & Parts Sales. Additional offerings include Stage Rental, Sound Rental, TRUSS Rental, Event Power Distribution, Trade Show & Convention Services, Special Effects, and Emergency Repair Services. The company owns a 5,000-square foot warehouse packed with equipment and collaborates with IATSE Local #16 for larger productions.

Differentiator

Problem solved

Functional benefit

Products and services

• Audio Visual Services Rental of video projection, screens, monitors, LED screens, LED video walls, and video production equipment for corporate presentations, conferences, and events requiring visual display and live sound.
• Lighting Services Rental of dance floor lighting, stage lighting, theatrical lighting, LED up-lighting, ceiling washes, chandeliers, pin spotting, intelligent moving lights, tent lighting, string lighting, custom monogram lighting, lanterns, and accent lighting for events.
• Drapery & Decor Services Rental of drapery for ceiling treatments, venue enhancement, and area concealment including fabric backdrops, blackout drapes, velour, charmeuse, silk, and poly drape in various colors. All drapery is fire retardant and certified with the state of California.
• Wedding Services Comprehensive wedding rental package including LED dance floors, special effects, laser light shows, and dancing on clouds effects for ceremonies and receptions. Targeted at couples planning wedding events.
• Stage Rental Custom stage construction with ramps, available in heights from 8 to 36 inches (and higher upon request), for graduations and events.
• Sound Rental Live sound support for bands, ceremonies, and corporate events, with equipment scaled for various venue sizes.
• Truss Rental Truss structures for lighting rigging and equipment mounting at events.
• Event Power Distribution Electrical power distribution services for events to support all equipment needs.
• Trade Show & Convention Services Convention and trade show drapery installation, table skirts, I.D. signs, waste baskets, and related supplies.
• Special Effects
• Maintenance Services & Parts Sales Equipment maintenance, repairs, lamp replacement, filter cleaning, and parts sales for projectors, lighting, and dimming equipment.
• Emergency Repair Services On-call technician support with a 30-minute callback guarantee for emergency rental equipment issues during events. Minimum fee applies; fees are based on time, travel, parts, and troubleshooting. Faulty equipment issues confirmed by ATL are not charged.

Quantifiable outcome

• Emergency service callback within 30 minutes or less

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• International Alliance of Theatrical Stage Employees (IATSE) Local #16coreOthersATL Events employs the help of IATSE Local #16, the labor union for theatrical stage employees, to supplement their workforce for larger productions and events. This partnership provides access to skilled technicians and crew members as needed.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Freeman: Freeman is a leading event marketing and production company specializing in trade shows, conventions, and corporate events with drapery, signage, AV, and installation services. Directly comparable to ATL's trade show and convention drapery/AV offerings, but at a national scale.
• LD Systems: LD Systems is a large event production and AV rental company headquartered in Houston with broad U.S. reach. Comparable service portfolio (lighting, sound, staging, video) and corporate event focus, but with significantly greater scale and geographic footprint than ATL.
• PRG (Production Resource Group): PRG is one of the world's largest event production companies, providing lighting, audio, video, and rigging for live events, concerts, and corporate productions. Comparable to ATL's core lighting/sound/staging offering but with enterprise-scale equipment inventory and touring-grade technical crews.
• GES (Global Experience Specialists): GES is a major global event and exhibition services provider offering AV, drapery, signage, and logistics for trade shows and conventions. Directly comparable to ATL's trade show drapery and AV offerings, but operates globally with significantly greater scale.
• Encore (formerly PSAV): Encore is the largest global provider of event technology, staging, AV production, and venue services for hotels, conventions, and corporate events. Directly comparable as it offers the same AV/lighting/staging rental model ATL provides, but at massive global scale and primarily through hotel and venue partnerships.

Regional players

• Showpro Events: Showpro is a regional event production company providing AV, lighting, staging, and decor for corporate events, weddings, and galas. Comparable mid-sized event production model with overlapping product offerings to ATL.
• AV Workshop: AV Workshop provides AV rental and event production services for corporate, association, and trade show clients. Comparable business model to ATL's corporate/trade show segment with overlapping service offerings (AV, lighting, staging) but with a different geographic footprint.
• Got Light: Got Light is a California-based event lighting design and rental company specializing in weddings, corporate events, and galas with chandeliers, pin spotting, and custom monograms. Directly comparable to ATL's lighting segment and serves the same West Coast wedding and corporate market.

Emerging players

• AVFX: AVFX is a Boston-based AV production and staging company specializing in corporate events, general sessions, and experiential marketing. Comparable in offering integrated AV/lighting/staging services, but serves a different regional market than ATL's North Bay focus.

Others

• IATSE Local #16: IATSE Local #16 is the theatrical stage employees union that ATL partners with for crew labor on larger productions. Included as a relevant ecosystem participant rather than a direct competitor; its members are the skilled labor pool that ATL supplements for bigger events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/atl-events

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATL Events