That should work:
import org.json4s.CustomSerializer
import org.json4s.JsonDSL.WithBigDecimal._
import org.json4s.native.Serialization._
object EventSerializer extends CustomSerializer[Event](format =>
( PartialFunction.empty,
{
case Event(name, start) =>
( "name" -> name ) ~
( "start" -> stringFormat(start) ) ~
( "startUnixtime" -> unixtimeFormat(start) )
}))
as long as you have methods to serialize start to your date format and to unixtime format.
Does this solve your problem ?