James P. Coats

James P. Coats Speaker. Storyteller. Entrepreneur. Student and Teacher of hospitality, atmosphere, and human experience. Aviator. Musician. Historian. Cook. Car nut.

Four years ago today, Josh Jensen passed away.I first met Josh in 2010 at my first Multiple Sclerosis Society Evening of...
06/11/2026

Four years ago today, Josh Jensen passed away.

I first met Josh in 2010 at my first Multiple Sclerosis Society Evening of Wines. Last month, I had the privilege of participating in my seventeenth.

I knew Josh's reputation. Founder of Calera Wine Company . Pioneer of Pinot Noir in America. One of the figures most responsible for proving that American Pinot Noir belonged on the world stage.

What I remember most, however, has very little to do with wine.

In true form, Josh arrived wearing a tuxedo, with a bright red patent leather jacket.

The event is one of the Southeast's largest and most storied charity fundraisers. Josh was the guest of honor. His company was the title sponsor. People had come from all over to meet him.

And yet, when I found myself talking with him, he didn't spend the conversation talking about Calera, Pinot Noir, or himself.

He wanted to know about me.

I was twenty-seven years old.

I had a business, certainly. But I was still very much a kid.

Yet somehow, for the next few minutes, one of the most accomplished people in the room made me feel like I was the interesting one.

A year later, over Thanksgiving, I visited him on his porch in California, overlooking the San Andreas Fault. We talked about wine, certainly. But we also talked about history, ideas, and life.

That was Josh.

You could have a deep conversation with him on nearly any subject. Yet he rarely spoke about himself unless asked.

As the years pass, I find myself remembering that more than any bottle, vineyard, score, or accolade.

Josh understood something that many successful people never do:

People are far more interesting than resumes.

He paid attention to people.

And four years after his passing, that's what I remember most.

Rest in peace, my friend.

Photo by my friend John McDavid.

My profession occasionally takes me to faraway lands.This morning finds me at the temple known as Waffle House.My late s...
06/09/2026

My profession occasionally takes me to faraway lands.

This morning finds me at the temple known as Waffle House.

My late stepfather used to say that if you want to learn about a community or a region, go and find the place that serves the coffee. In fact, he would say that the coffee itself would tell you a lot about a place.

Wanting to conduct his research as efficiently as possible, he always drank it black.

This, of course, was back in the days when our great land was scattered with regional coffee companies, each with a flavor all their own -- but I believe his point remains.

I'm sitting at the counter next to a man named Clark.

He knows the staff.

All of them.

Their birthdays. Their children's names. Their aspirations.

Clearly he is a frequent parishioner, who understands the value of regular attendance.

My waitress is clearly emotional. I know not about what. I'm sure Clark does -- or that he will soon find out.

This morning, the District Manager happens to be on the grill.

I'm driving an innocuous vehicle, but wearing a Bentley polo. Note to self.

This precipitates a question from him:

"What kind of work do you do?"

Five minutes later, we're exchanging stock tips.

Who knew that to be in management at Waffle House, you have to have a four-year degree? Or that their pay scale is one of the best around? Or that one car company in particular is probably trading undervalued?

My stepfather was right.

Go and find the place that serves the coffee, for it is there that you will find the people who matter.

Thanks be to God.

06/07/2026

Trying to be everything to everyone is exhausting.

The goal is not universal approval.

The goal is meaningful resonance.

06/05/2026

A few days ago, I wrote:

"Some of us are capable of commanding a room full of people -- and then needing absolute silence afterward."

After the speech, I'm very likely to go find the nearest piano.

For me, music is often the place where I set that energy back down.

How do you exhale?

"The Nearness of You" (1937)
Hoagy Carmichael / arr. James P. Coats

06/03/2026

How one thoughtful question elevated a $20 meal into a $200 experience.

One of the great myths in leadership, creativity, and entrepreneurship is the idea that authenticity means being exactly...
05/31/2026

One of the great myths in leadership, creativity, and entrepreneurship is the idea that authenticity means being exactly the same person in every room.

I don’t believe that’s true.

Some of us are capable of commanding a room full of people — and then needing absolute silence afterward.

Some of us can lead meetings, build companies, create art, solve problems, take care of others, and still quietly carry exhaustion no one ever sees.

That doesn’t make you fake.

It makes you human.

Different moments call different parts of us forward. The key is not becoming one-dimensional in order to appear “consistent.”

The key is making sure all of those facets are still genuinely you.

The performer.
The introvert.
The parent.
The creator.
The caretaker.
The exhausted one.
The boss.
The quiet observer.

All of them.

To those of you built this way — I see you.

And I hope you never confuse your complexity for inauthenticity.

📸:

One of my favorite parts of my work at  is collaborating with couples and photographers to create moments that feel larg...
05/28/2026

One of my favorite parts of my work at is collaborating with couples and photographers to create moments that feel larger than ordinary life -- moments that become part of the emotional memory of the day itself.

This was one of those moments.

A perfect car. A perfect couple. A city that seemed to come alive around them. And for just a little while, the world slowed down enough to feel cinematic.

That’s the thing people misunderstand about luxury and client experience: it’s rarely about the object itself.

It’s about how the experience makes people feel.

In a world filled with rushed interactions, transactional service, and forgettable moments, I’ve spent much of my career trying to create environments where people can briefly step outside the ordinary and into something intentional, beautiful, and memorable.

And honestly, what better day for that than a wedding day?

One of the great privileges of this work is helping create those moments alongside incredibly talented photographers, planners, venues, and creative partners.

This was a perfect example.

Couple: Quentin and Lindsey
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Forty years.In a world where so many things come and go, there is something deeply moving about walking into a room sust...
05/25/2026

Forty years.

In a world where so many things come and go, there is something deeply moving about walking into a room sustained by four decades of generosity, friendship, perseverance, and love.

One week ago today, I had the privilege of speaking at the 40th Annual Evening of Wines benefiting the . My involvement with this organization began in 2010 because of my late business partner Mr. John McDavid, and his wife Kristi — the very first Reservations Coordinator for .

Kristi lived with MS herself.

The work she did for our company was phenomenal -- and it gave me the opportunity to witness firsthand what an MS warrior looks like: resilience, grace, perseverance, and determination in the face of a battle most people never fully see.

This marked my 17th year being connected to this remarkable evening.

I’ve been a part of thousands of events over the years — weddings, galas, productions, and celebrations across twelve states — but there is still nothing quite like this room on the third Sunday in May.

Because at its heart, this evening has never simply been about wine, auctions, or black tie. It's about three words:

"It’s for them."

For the fighters.
For the families.
For the people beside us whose courage quietly reshapes all of us.

Thank you to everyone who has carried this tradition forward for forty years.

And thank you for inviting me to be a small part of it.

📸:

Address

Post Office Box 130466
Birmingham, AL
35213

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