Nearly a year after her image first appeared on billboards across Salt Lake City, Julia Reagan has become a cultural icon. What started as a loving memorial for the billboard matriarch has evolved into a viral phenomenon spawning memes, tattoos, and even spirited debate. Now, more than 300 billboards honoring Julia are set to come down by the end of June, so who was Julia Reagan?
Before the Billboards
According to her obituary, Julia Louise Dolowitz was born on October 30, 1942 in Baltimore, Maryland. She attended Olympus High School and Mills College before graduating with her Ph.D. at the University of Utah. Julia met William (Bill) Reagan at a dance, and after just five dates over three weeks, the two eloped on December 26, 1965. Bill would later start Reagan Outdoor Advertising after finishing law school.
Julia loved traveling, sports, and ballroom dancing. She and Bill were regulars at the Third Saturday Night Dance Club. She also was heavily involved in organizations like the National Council of Jewish Women, The Rape Crisis Center, and Registering Voters. She had four children and ten grandchildren.
Brat Summer 🤝 Julia Reagan
After Julia died on June 12, 2024, memorial billboards appeared all over Utah and in other states, too. Around the same time, popstar Charli XCX and Brat Summer were in full swing, with her hit song “360” featuring the lyric “so Julia.” The internet made a connection (Julia! 360 billboards!) and Julia Reagan quickly became a viral sensation.
So (many) Julia (billboards). (Bryant Heath/@slsees)
End of an Era
A spokesperson for Reagan Outdoor Advertising told ABC4 that all of Julia’s billboards are coming down by the end of June 2025. But the company intends to bring them back annually to mark the anniversary of her passing.
Bryant Heath, City Cast Salt Lake contributor and man about town, is on a mission to document every Julia Reagan billboard before they’re gone. If you’ve snapped a photo, send it (along with the billboard’s address) to Bryant via Instagram direct message. He’s collected over 60 and counting!
