Florida Photographer 2014-1
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Florida Photographer 2014-1
Contents Cover image: “From President to King” by Randy Van Duinen THE FLORIDA PHOTOGRAPHER is the official publication of the Florida Professional Photographers, Inc. Permission to reprint contents on this publication is granted to similar publications of the photographic industry, provided that the author and THE FLORIDA PHOTOGRAPHER are recognized as the sources. The opinions expressed in any article or column are those of the author and does not necessarily represent the official position of the Florida Professional Photographers, Inc. The Florida Professional Photographers exists solely for the good of its members. The association provides tools and educational opportunities for its members to achieve their business and artistic goals. It is committed to an ongoing exchange of information and experiences between all members in an open and friendly atmosphere.
President’s Message
5
FPP, Inc. Board of Directors
6
FPP Section Web Sites
6
FPP Managers
7
PPA Councillors
7
Guest Editor
7
Why Join?
8
Membership Categories & Dues
9
Revolutionize Your Business!
10
New Members
11
YOU May Be One Skill Away From Success...
12
Turning a President Into a King
16
Florida School of Photography
19
F-Con 2014
25
FPP Convention 2014
26
Nature. Beauty. Gratitude.
27
Join the
Florida Professional Photographers See membership application at FPPonline.org
President’s Message Dear Friends: Another Holiday season has come and gone and the New Year is upon us. Some of have made resolutions that will hopefully change our lives for the better. Whatever your situation we cannot hope to change our future without first looking back. We cannot hope to reach our new destination without first having a starting point and therefore a direction. As 2014 begins the FPP is looking to make a new start. We have a long and wonderful history and it is with this in mind that we look to our future. Many changes are coming and this is to ensure our continued viability in what is an ever-changing professional environment. For our organization to survive we must change.
As this magazine is hitting your email box many of us are just returning from Imaging USA. We had a number of representatives of the FPP in attendance checking out new and upcoming speakers and vendors.
Our convention manager Debbie Alcorn along with Assistant manager Bridget Robertson are hard at work cramming lots of speakers into our new 3 day convention format and our interim Tradeshow Manager VP Jackson Koontz is filling the booths with what should be a revolutionary tradeshow.
Finally thanks to our guest editor Victoria Kelly. Putting a magazine like this together is a hard task and we appreciate her taking this on. Stay tuned, as we will soon be appointing a new permanent editor.
So as we look forward to the coming year and changes remember to look back for we will not know how far we have come unless we know where we were.
First let me mention our Spring Seminar arranged by Director Carol Walker. She has worked very hard to make this seminar with this speaker happen. Raising And so to the future. the bar once again we will have a visit from an old friend of the FPP. Andre Amyot has taught at Florida school three times but now he will give us a one day seminar in what will be a new location for us--IADT Martin Gudz. Photog. Cr. FSA. FED. in Tampa. Centrally located we hope this will encourage attendance. Check out Carol’s article later in FPP President. the magazine to see the early registration specials. Andre’s business and marketing programs are known worldwide and the information he will give you could change you and your business forever so this is a “do not miss” seminar.
Marybeth Hamberger also has a great line-up of speakers for this year’s Florida School. I have always said “you cannot afford to not attend” and with our payment plan it makes it very affordable. See her article later in the magazine for speaker information. Sign up soon as some of these classes fill fast.
FPP, Inc. Board of Directors President Martin Gudz, FSA,FED 2014 6174 SW CR 360 Madison, FL 32340 850-973-6376 martingudz@yahoo.com
Vice President Jackson Koontz,III, FSA,FED 2015 PO Box 6878 Ocala, FL 34478 352-369-4257 actionjacksonpro@gmail.com
Secretary Treasurer Cindy Strickland, FSA,FED 2016 5750 CR 12 Tallahassee, FL 32312 850-545-3110 info@amomentcaptured.com
Directors Gary Hughes, 2014 2815 Riddle Dr. Winter Park, FL 32789 321-279-0077 gary@hughesfioretti.com Britney Kirby Fullgraf, 2016 302 E. Belvedere St. Lakeland, FL 33803 863-686-4980 fullgraf@aol.com Carol Walker, FDPE,FSA,FED 2015 7925 4th St. North St. Petersburg, FL 33702 727-577-5626 carol@thomasbruce.com Patrick Van Dusen, FSA 2015 3539 Bareback Trail Ormond Beach, FL 32174 386-677-4897 Dutchdaddy@aol.com
Robin Adams, 2016 565 Hickory St. Monticello, FL 32344 850-591-3364 robin@robinadamsphotography.com
Past President Sandra Pearce, FDPE,FDAE, FSA,FED 2014 1122 S.W. 15th St. Okeechobee, FL 34974 863-763-2684 pearcephotography@earthlink.net
FPP Office – Executive Director Kaye Newsome, FSA,FED Florida Professional Photographers, Inc. 11738 N. Dale Mabry Hwy. Tampa, FL 33618 813-760-1933 kaye@fpponline.org
FPP Section Web Sites Bay – BPPA,
www.bppafl.com
Ft. Myers – SWFPPA,
www.ppswf.com
Gainesville – PPNCF,
www.ppncf.com
Jacksonville – JPPG,
www.jppg.org
Lakeland – PPGMF,
www.ppgmf.org
Miami – PPGF,
www.ppgf.com
Ocala – OMCPPA,
www.omcppa.com
Orlando – PPSCF,
www.ppscf.com
Palm Beach – PPGPB,
www.prophotoguild.com
Pensacola – NWSFPP,
www.nwsfpp.com
Tallahassee – TPPG,
www.tppg.wordpress.com
Tampa – TAPPA,
www.tappa.org
FPP Managers Convention Mgr. Debbie Alcorn 727-481-9329 debbie@reedyphoto.com Interim Trade Show Mgr. Jackson Koontz, III 352-369-4257 actionjacksonpro@gmail.com Competition Mgr. Robin Adams 850-591-3364 robin@robinadamsphotography. com Florida School Director Marybeth Hamberger 954-426-2562 marybeth@marybethphoto.com
PPA Councillors Keely Deuschle 904-403-9553 Britney Kirby Fullgraf 863-686-4980 Marybeth Hamberger 954-426-2562 Gary Hughes 321-279-0077 Kevin Newsome 813-968-2810 Sandra Pearce 863-763-8684 Robin Phillips 863-682-6958 Kim Warmolts 727-934-4456
Guest Editor Our January issue of Florida Photographer was put together by guest editor Victoria Kelly, Cr. Photog., CPP, F.Ph. Victoria is a past director of the East Coast School Photographic Workshops and is currently editor of “Southern Exposure”, the official publication of SEPPA. She’s a native of Tennessee but now makes her home in North Carolina where she teaches a beginning business class for emerging professionals and a photography/yearbook elective in a private school in addition to running her studio in Cary. She is a member of the Cary MacGregor Rotary Club where she serves as president-elect and lives with her family in Raleigh.
Keep up with the latest news at FPPonline.org
Why Join? by Cindy Strickland, FSA, FED
A sustainable photography business has always been subject to several truths; photography is a technical art and the quality must be repeatable, the art must be sale-able and relevant, and the business must be profitable within the defined market. It has also always been true that the industry includes people ranging from those brand new to the industry all the way to multi-generational studio owners. In order to meet these critical business goals, we have the amazing benefit of access to endless amounts of webinars, YouTube videos, blogs, and training websites. No matter your experience level, we can all benefit from these information resources and should take advantage of anything available to us that will support our business and art. But with all of this information available to all of us, professional and hobbyists alike, why join an organization at all? About 10 years ago, my sister wanted a break from her high-corporate career in Los Angeles and offered to join me in my country studio 10 miles outside of Tallahassee. It was a serious change in scenery, lifestyle, and business approach, and it was fun to watch her join my world as we worked hard to merge our polar-opposite business experiences. The most remarkable moment was when Elizabeth turned to me during a seminar at the annual FPP convention, “Wow! They are telling us everything! No secrets, no holding back, nothing but support. Far different from the corporate world.” It was a reminder to me of my first experience with FPP. A room full of people wanting to help each other, but most importantly pushing to “raise the level of photography”, a phrase that was spoken often. There were lots of hugs all the way around between people who communicate regularly, but rarely see each other. The support system was obvious. “How did that marketing strategy work for you
last month?”, “Did you use that technique we learned at FL School?” “I will call you next week and we can share notes from the seminar.” “Let me introduce you to another photographer that has a similar business model to yours... you should get to know each other.” The photographers I am closest to came directly from being involved with FPP. My marketing partner lives 2 ½ hours away, but we attended the same classes at FL School for 4 years in a row and got to know each other. My lighting and technical go-to guy served on a committee with me, and my all-around pickme-up friends are people I met while watching competition or grabbing a bite to eat between things at convention. At a moment's notice, I can contact dozens of people I trust and value to help me through an idea or crisis. This says nothing about me (other than the willingness to be a part and connect to those around me), but it says everything about the organizations of which I choose to be a member. Be creative and successful. Attend as many webinars as you can, join forums and watch YouTube videos as often as possible. But do not forget the importance of friendship and personal support when looking for a resource. Consider joining an organization with that as its goal. FPP Mission Statement: “The Florida Professional Photographers, Inc. exists solely for the good of its members. The association provides the tools and educational opportunities for its members to achieve their business and artistic goals. It is committed to an ongoing exchange of information and experiences among all members in an open and friendly atmosphere.”
Membership Categories & Dues
All Membership Dues include the 2014 Convention Registration Fee!
All members are of Legal Age and are entitled to all the Benefits of the FPP. Certain Privileges are restricted based on Type of Membership Florida residency required for Professional, Associate, and Non-Professional Membership Types Benefits include: Attend Activities and Service (fees may apply as determined by the Board); Service on Committees; Participation in Photographic Competition; Ability to earn Degrees; & Web site ‘Member Directory’ Listing Privileges may include: Voting rights; Holding office; FPP Logo use; Photographic Awards; Scholarships; & Web Site ‘Photographer Search Listing o $210 PROFESSIONAL – Operates/Employed by a legally established photography business in Florida. Required to submit Sales Tax Certificate Number. Entitled to all FPP benefits and privileges. o $195 ASSOCIATE – Employed by a FPP Professional or Life member. Entitled to all FPP benefits; Privileges limited to Voting rights, Holding office, Photographic Awards, & Scholarships. o $210 MEMBER – Individuals who do not yet meet the requirements for any of the other categories. Entitled to all FPP benefits; Privileges limited to Photographic Awards, & Scholarships. o $135
S TUDENT – Currently enrolled full or part-time in an accredited degree/certification program at a postsecondary school. Does not include continuing education courses or non-degree seeking students. Proof of enrollment required. Entitled to all FPP benefits; Privileges limited to Photographic Awards, & Scholarships.
o $205 SERVICE – Individual or business that offers services and/or sales to professional photographers. Entitled to all FPP benefits; Privileges limited to FPP Logo use, Photographic Awards, & Scholarships. o $195 NON-RESIDENT – Employed outside of Florida. Entitled to all FPP benefits; Privileges limited to FPP Logo use, & Scholarships. FPP Bylaws; Article III - Membership
FLORIDA PROFESSIONAL PHOTOGRAPHERS, INC. 11738 N. Dale Mabry Hwy. Tampa, FL 33618 www.fpponline.org 813-760-1933
Revolutionize Your Business by Carol Walker, FDPE, FSA, FED Seminar Chair "Revolutionize Your Business!" --- A one day program featuring International Photo Coach, Andrè Amyot. Once in a while, someone comes along that changes the way you look at things. Once in a great while, someone comes along that changes your life. Florida School, 2009. Business class. The last subject I wanted to take, but the one I needed most. I was terrified it would be way over my head. There were 7 of us in the classroom. By the end of the second day, we began lobbying Florida School Director, Marybeth Hamberger, to bring him back because EVERYONE, no matter what level or number of years they had been in the photography business, needs to take this class. And so she did bring him back. Four years in a row. It doesn't matter how new or experienced you are; this is a program that can make the difference in whether you stay in this business or not. This is a program you don't want to miss. Today’s Reality: Besides the technical challenges brought about by digital technology, today’s business model also needs to adapt to the differences in consumer demands. This represents a major shift in attitude by photographers who now, more than ever, have to show, the value of their services. The passion for creating beautiful images is no longer the only factor in play. One must possess business skills to face an uneducated consumer who often has lost the perception of value of a service which has the appearance of being easier to perform. The Needs of the Modern Photographer:
To answer the increasing consumer demands, a photographer must be prepared to sell his or her value based on what photography can bring to people and often not solely on the quality of imaging. While this may be a different way of looking at our craft, artists in business must play down their personal egos to connect with their clients. Understanding the process of creating long standing relationships, qualifying clients, creating an experience and surpassing the client’s expectations, are the new strategies for a long lasting business in photography.
The Program: During the seminar, Andrè will guide all participants through different strategies: 1. Learn how to value their skills to be able to sell them better, 2. Price their work according to their goals in life, 3. Master a powerful marketing message to draw and keep clients 4. Create a product line that will set you apart from the overwhelming competition.
The Workshop Concept: In order to improve implementation, Andrè will construct practical exercises on the different topics. Following a theory session in each of the four modules, participants will be asked to join in small groups to test the strategies outlined; this will increase the level of knowledge even more.
Support Material: When attending a day long program, taking notes is a must. However, if the presenter offers a document loaded with info to aid in the learning process, it
makes life a lot easier while greatly improving the implementation process. Andrè will provide all participants, included in the price of admission, a workbook which they can take home to start putting this new knowledge to work immediately!
New Members Conan Segrest
Ocala
Professional
Kira Derryberry
Tallahassee
Professional
Megan Dipiero
Ft. Myers
Professional
Mary Ebert
Tampa
Professional
The Details FPP Spring Seminar Sunday, March 2, 2014 International Academy of Design & Technology, Tampa, FL 9:00am. - 5:00pm. Early Bird Registration: January 3-31, 2014 Members: $97 Non-Members: $137 BONUS: FPP members receive a 30 minute one to one coaching session with the Photo Coach---FREE with paid Early Bird registration!* Regular Registration: February 1-February 27, 2014 Members: $117 Non-Members: $157
Join the
Florida Professional Photographers See membership application at FPPonline.org
It’s not too early to book your reservation at the beautiful Rosen Plaza Hotel, site of the 2014 FPP Convention!
At the Door: Members: $137 Non-Members: $177
*One to one coaching sessions will be held via Skype and are available to FPP members ONLY; they must be arranged directly with the instructor and conducted by May 31st, 2014.
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YOU may be one skill away from success and... by Andre Amyot, Cr. Photog., ABI, MPA vHLM APPO
It’s so simple to learn. Statistics are there, photographers poled by major associations are making approximately $28K per year. In today’s world, this does not even come close to qualify as a good living. Raising a family, sending the kids to school, taking vacations together, owning a home are simple, honest goals in life. With the work and time we put in, we all deserve a lot more than $28K. So why do we settle for less? For the love of art!!! Because we are artists and the sole act of creating should be rewarding enough!!! Well that’s the worst excuse I have ever heard. As if making a good living would prevent the creative process and getting a proper return on our time and skills would be sacrilegious. I am one of those rare photographers who has been doing this for all of his life (38 years). Many choose photography as a second or third career turning a passionate hobby into great living. Some experience major disappointment. After joining the Air Force, I found myself learning photography (a dream I had harbored for a very long time). I knew I did not want to be a career soldier, but the call of adventure and the possibility of
having the very best training available, made this the right choice for me. After ten years of military life, many travels, as well as tons of technical training and experience in photography, I decided to leave to open my own studio. Very soon afterwards, it hit me! People were not walking through fire to buy the priceless images I was creating!!! Yes, they were priceless, all right, because I didn’t have a clue about setting prices!! I was great at photography, but really lacked any business skill whatsoever. I was one skill away from success. There are three questions one must ask when faced with such a challenge: 1. 2. 3.
What am I missing? What can I do to acquire it? Who can provide it?
Like many others, I thought I did not have the time to waste going back to school to learn business, I would rather spend my time and money getting better at my profession. That was another roadblock because even though I was working long hours, I had the awful feeling that I was not making enough to provide for my family. I was unhappy. On top of it all, I wasn’t getting the respect I deserved from my clients because my prices were too low and they did not see the value in my work; I didn’t know how to show them the real benefits related to the images they were presented.
I was one skill away from success and that skill was learning the basics of marketing and business. Over the years, I did take the time to attend marketing and business seminars. I surrounded myself with great business professionals, read books, listened to tapes and cd’s, attended conventions.
The most important lesson I learned was that this was far from wasted time... I could learn to be the best photographer in the world but if I didn’t know how to sell myself, all was for naught. You may think it is too late to learn those skills now, you’re too old, or your business is taking so much of your time, you can’t possibly do it. Well you can, if you really want to. There are only two questions to ask yourself to find your learn-ability factor; 1. Am I willing to learn? 2. What is my willingness to change? One of the best books I have read lately is “Rich Dad, Poor Dad” by Robert T. Kiyosaki. In this book, Robert tells a story about a young lady from Singapore who was interviewing him for a local newspa-
Andre Amyot, cont’d... per. Robert had read some articles this lady had written and was totally impressed by her skills as a writer. After the interview, she proceeded to ask him, off the record, what would you suggest I do to become a successful author? Robert answered with a smile: “I would advise you to take a sales course and even work for an advertising agency so you could learn the power of the advertising word”. Well, her reaction blew him away: She was totally insulted saying that she had gone to university, got a Master’s degree in literature. In essence taking a sales course would be beneath her. She said: “I hate sales people, all the want is money”. Robert asked her to look down at her notes where she had written: Robert T. Kiyosaki, best selling author. He went on by saying: “best selling author”, not best “writing” author. “Add to your fantastic writing skills some simple selling knowledge and just think of the heights you could reach”. Well, after reading this story, I could not stop relating this experience with my own and that of so many photographer friends who have developed their skills as “out of this world image creators” but have such a hard time making ends meet, providing for their families and even taking a simple holiday near the ocean or in the mountains after working so hard throughout the year. Does this ring a bell!!! Many years ago, I chose to de-
velop the skills of marketing and business. Believe me, it’s not rocket science, and it paid off big time. If I can learn it and now teach it, anyone can do the same. Today’s photographer has a double challenge. Faced with the changes in technology and the increasing need to retrain, technically, choices are tough. However, it will always come down to your ability to sell, for an honest return, the fruits of your art.
Get more info on the site – www.photocoach.com
Imagine with your skills as an image maker, where you could be if only you took a little time to develop this one skill? Are you one skill away from success? Answer the two questions on learn-ability above; if the answer to both questions is “yes” then what are you waiting for!!! Go for it! Andre Amyot PhotoCoach International 1 866 548 2004 Andre Amyot - PhotoCoach International Inc, is a professional photographer with over 47 years of experience, having owned and operated one of the most successful photo studios in North America. Andre shares his technical knowledge as well as his business expertise & marketing know-how through his dynamic and highly acclaimed speaking engagements, through his PhotoCoach System seminars, across North America and Europe, his one-on-one coaching and consulting services.
2014
Convention & Trade
Show
August 9-11, 2014 Rosen Plaza Hotel Orlando. Registration is included in with your FPP Membership. Visit FPPonline.org for details
Turning a President into a King... by Randy Van Duinen, CPP Sometimes you don’t know where your inspiration will come from-Case in point: I was at the Florida Professional Photographers (FFP) convention sitting in a pub with one of my best friends, Martin Gudz, having a pint. Martin was set to become the next FPP President and we were talking about his upcoming “coronation.” Martin is British and I have a lot of fun with that. At some point I looked up and saw a portrait of Henry the VIII and it hit me that this was the way we should photograph Martin for his Presidential portrait. He agreed, we made plans, tipped back another pint and he started growing his beard out. Having a good idea is one thing, but making it a reality is quite another. This is when having a great team comes into play and I have some of the best people around me. The first person is my buddy Lee Burgess. As I am architectural photographer, I don’t have much need of a studio most days and I rent Lee’s studio on those rare occasions that I do. Lee is a fashion
and lifestyle photographer and with his help on lighting we were able to match the lighting of the inspirational painting in no time. My assistant, Brody Harvey, was on set to lend a hand. She is also British and by playing Beatles music in the studio, it all added to that “other side of the Pond” feeling. The person that made this photo such a success was my stylist, Shellie Giard, and let me tell you-she is the “MacGyver” of photo stylists. She has worked with me on many projects that are a little out there, such as: a mermaid, dark angel, an elaborate steampunk image, and body painting an alien coming out of a egg. When I told Shellie what I was planning she couldn’t wait to get started on it. At that point, I knew it was going to work. Shellie found a Henry the VIII Tudor-style top, but it was very plain and we wanted it to really match the original portrait. She told me not to worry, that she had it all covered; and oh boy, did she! Let me list the things she added to the top: elaborate cloth ribbons, a gold spinner hubcap necklace that she glued jewels onto, gold rope, fake bear fur, decorative cloth for the shoulders, white ruffled cloth
for the neck and hands and best of all: white pantyhose for Martin. As she was driving to the shoot she bought the last piece that was needed: slippers. Shellie informed us they were actually rubber boot liners that she rolled up and glued gold ribbon on. Like I said, she is the “MacGyver” of stylists. Shellie didn’t stop at the outfit; it was now time to work her magic on Martin. She is a hair and makeup artist as well and Martin would never be the same. First, she had to deal with Martin’s beard; after a trim, Shellie pulled out a straight edge razor and Martin’s face became baby smooth for the first time in decades. Then, she colored his beard, applied a lot of makeup because Martin is very, very, very old (just kidding Martin, you’re just old.) To top it off--literally--Shellie made an elaborate Tudor hat from a cowboy hat, which was a little large and shrunk in post-production. Now that Shellie had done her magic it was time for Martin to take the stage, and boy did he! Once he was on set he got right
into character with very little effort. It was like the royal blood had just taken over and photographing him was a breeze. One of the best parts was when Martin first saw himself after we gave him back his glasses. For a moment I thought he was going to break into tears and if you know Martin, it doesn’t take much. I want to say thanks to my team for a great job and to Martin for allowing me to photograph him this way. This will be one of the photographs I will never forget and always treasure. Randy is an architectural photographer in St. Petersburg, FL and works with The Digital Photo Workshops. You can find Randy’s architectural Photography at RVDphotography.com or follow him on Google+ and Facebook. His blog at StudioPhotoshop.com is where he talks about anything photography and Photoshop related. Randy has been a contributor to ”Light It” digital magazine and speaks around the country about Lightroom, HDR and architectural photography.
Florida School of Photography by Marybeth J. Hamberger, M. Photog., Cr., CPP, FDPE, FSA, FED Schedule of Events….New Instructors…..EZ Payment Plan! Choose your class NOW before classes are closed! Class sizes are limited and applications will be accepted on a first come, first serve basis. Take advantage of our EZ Payment Plan and stretch out your tuition payments. Florida School celebrates its 22nd year and offers professional photographers an enlightening hands-on experience of practical, real world instruction with some of the best and brightest photography minds in the industry. Our commitment is to help our attendees build a satisfying and prosperous career and to provide quality, cost effective professional photographic education with some of the leading experts. FIVE DAY WEEK LONG COURSES: “Get Your Hybrid On!” Intermediate Suzette Allen, Cr. Photog., CPP, API Jon Yoshinaga Motion Portraits! Add some video to your world ! Jump into the action with Motion Portraits! Hybrid Imaging and video is transforming our industry, and we as portrait photographers can take advantage of this new direction and technology and take it in stride. Join Suzette Allen, and learn how to integrate video and motion into your still photography services and create Motion Portraits, Talking Portraits and Hybrid eProducts! Suzette makes it easy for photographers to embrace technology and you can learn to do video and hybrid painlessly in her class! Using your DLSR or Mirrorless Camera, with easy-to-use software and auto edit solutions, you will learn how to plan, shoot, edit, create, deliver and sell your eProducts. Jump onto the Hybrid Train before you are left running after, trying to catch up later! This new direction is no different than the transition from film to digital, although easier….Don’t wait; get into the action Now—Get Your MOVE on!!
“Fundamentals of Portrait Photography” All Levels Bert Behnke, M.Photog.Cr.,Hon.M.Photog. This week will expose you to just about all types of lighting and posing situations you will encounter as a portrait photographer. Bert will go through what equipment is needed to accomplish any type of job. He will cover everything from studio strobes to window light. Whether you want to know what lighting to invest in or how to work with natural light, this class will cover it all. In his nearly forty years as a pro, Bert has seen and done it all. One day he is using his Photogenic lights in a client’s home and the next day it’s a streetlight! The important thing is to understand how the light works and be able to measure and manipulate it. And of course he’ll discuss things like light metering, white balance and proper camera settings.
Florida School of Photography cont’d
As for posing, Bert will take you through traditional posing techniques as well as his free-form posing which he uses to vary his sessions to create more options for his clients. Every day will involve a different type of portrait situation. Children, teens, couples and families will all be photographed during the week. Bert will explain how he works with each situation, then you will be given time to actually photograph with Bert available to coach you. Finally, each day will have a section on a business related subject, since that is what keeps us in business! Marketing, booking the session, work-flow and final delivery will all be presented to give you an idea of how he runs his studio. But mostly, the week is designed to help you if you are just starting out or stuck in a rut. It will be informational, fun, busy and, oh yeah, fun!
“Setting Yourself Apart for the Competition & Finally Earning the Income You Deserve” Greg Daniel, M. Photog., Cr., F-ASP Intermediate Lesa Daniel, Craftsman William Branson III, M. Photog., Cr., F-ASP Today’s portrait market is changing so rapidly. These changes are presenting the seasoned pro and the “newbie” alike with such great challenges...and such great opportunities. Do you ever wish for a mentor or two to take you by the hand and lead you to some solid ground? Greg and Lesa Daniel are such mentors, and have the track record to prove it. They’ve “been there, done that” and want to share what they’ve learned. Greg and Lesa are rare people. Greg combines an incredible business mind with wonderful artistry. He loves sound planning, along with seizing the emotion of the moment. Lesa is a natural people person who genuinely cares for all her clients, and who can still count them as friends even after presenting them with an invoice for $5,000, $10,000 or more! They are both well loved in their market. If you hope to succeed in the marketplace today, you need a plan that works from start to finish. Greg and Lesa have honed their processes like no one else. Greg and Lesa’s business has risen above the competition in part by offering their clients high end portrait paintings, and this has totally gilded their average sale. A nationally recognized husband and wife duo who create exquisite portraits, Greg and Lesa Daniel are also masters in sharing their knowledge and experience. They make it look so easy, but you will learn their secret is behind the scenes’ preparation and planning that result in timeless original portraits and a highly successful business. William Branson III is an international portrait artist whose portraiture is quite unique. He has dedicated his
Florida School of Photography cont’d
life to hard work, experimentation and the pursuit of excellence, a profound commitment that has made him one of the world’s foremost portrait artists. Clients travel from as far away as Holland, Germany, South Africa, Japan and South America as well as from all over the United States to sit for their portrait. His portraits fascinate many and have been described as being “some of the most engaging and enthralling portraiture ever seen.” Mr. Branson’s inspiring images have garnered him some of the highest honors the portrait profession has to offer. He was invited by 40 leading photographic artists to join them as an elite member of the oldest and most prestigious organization in the world...Cameracraftsmen of America. He is a member of and holds the Master’s and Craftsman Degree from the Professional Photographers of America and is a founding member of the International Society of Portrait Artists. A Photographer of the Year recipient from PPA many times over, from Bronze level to Diamond, he also received his Fellowship degree from the ASP in 2012. Also in 2012, the British Institute of Professional Photographers as well as The Royal Photographic Society of Great Britain (of which the Queen is the honorary chairperson) awarded him Associate membership in the field of portraiture. He is the only artist in the United States to hold both of those degrees from Europe. “CLICK, Time to Look Good!” Hanson Fong, M. Photog., Cr, XXV Intermediate The key element to being a successful photographer is to make people look great. Hanson is known for his animated teaching skills as well as his photographic prowess. He will share with you his perception in creating perfect photographic harmony by demonstrating how to handle any subject’s body size and type. A live demonstration of the Classic 10 poses, that Hanson has mastered and pioneered, will assist you in posing any person, regardless of weight and/or height. His technique will enable you to pose any family grouping, couple, or a bridal couple. In addition to hands on posing, Hanson will discuss lighting techniques. You will learn how to photograph under any lighting condition, indoors or outdoors, any place, anytime. His approach to finding the “light” is simple and uncomplicated. Proper lighting and posing will help you create highly desirable, contemporary, and timeless photographs. Hanson Fong is globally recognized as one of the premier wedding and portrait photographers in the industry today and his work sets the standard for photographers around the world. Hanson has lectured at every major school of photography across the United States and Canada and his photographic experience and educational credentials are unsurpassed. Lights! Camera! Action!
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“Branding and Marketing and Sales, Oh My!” Britney Kirby Fulgraf, Cr. Photog., CPP
All Levels
Forget everything you think you know about Home-based Studios vs. Retail space! Britney’s high-end approach teaches photographers how to steer pre-qualified clients to their studio...at the same time shattering what you’d expect from sales numbers. You'll cover the details of running an effective Boutique Studio...and how to do it whether you have a Home Studio or a Retail Studio space. Some of the topics Britney will cover include: • Portrait Sales that will help you double, even triple your sales averages immediately • Projection Sales with and without a Projector • Design Consultations in your studio or in your client's home and how to use Online Proofing Galleries the right way. • Creating your Brand. • Marketing approaches that build excitement pre-qualify clients! • Charitable Marketing ~ Medium Volume events and using Charitable Auctions to grow your client base! • Boutique Studio Pricing ~ How to get your prices UP where they need to be, easily...without feeling uncomfortable and in ways your clients will appreciate! PLUS Boutique Pricing vs. Volume/Event Pricing (How to have the best of both worlds) ...and much more! Britney Kirby Fullgraf has made a big impact on the photography industry since her official entrance into the field in 2007. Her unique business model and fresh perspective has attracted the attention of photographers around the world. Britney credits many photography mentors for her success and says she has been overwhelmed by help, support and encouragement. In February 2009, she began teaching The Boutique Studio for Private Schools. Britney's high end approach to private schools teaches photographers to steer pre-qualified clients to their regular, private studios. Her workshops have enabled many photographers to secure their own schools, book private school franchises and expand their portrait businesses. Britney has hosted a number of photographers in Florida, as they have studied and observed her actual school shoots and other operations. “The Ultimate Composite Class” Richard Sturdevant, M. Photog., M. Artist, Cr.
Advanced
Do you want to take your work to a level that will separate you from the average photographer? Richard Sturdevant’s Advanced Photographic Artist Composites will help you to do so. This Class is for advanced photographers with a strong understanding of Photoshop. Get ready for a week of creative inspiration, sound creative Photoshop techniques, an introduction to Corel Painter to help finish off your creative art. Richard is known for his creative composite abilities, sound lighting techniques, Passion for teaching and is willing to share everything he knows to help you take it to your next level. This is not just a Photoshop class
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you will learn creative lighting for compositing, composition techniques, color theory and superb blending techniques to finish of an image. Class will include: Creative lighting techniques Light pattern matching for blending images Photoshop for compositing Corel Painter for finishing Composition theories and techniques Color Theories for dynamic impact File and image prep Extracting the image with flawless edges and hair Bringing an idea to life and how to photograph for it How to incorporate art into your studio and most of all make money with it How to teach yourself to think like an artist Richard Sturdevant is a leading expert in photographic artistry and creative composites. His award winning work, style, and techniques have earned him high praise in the photographic industry. Richard is known for an impressive track record in PPA print competition - receiving 13 prints with a perfect 100 point score in both state, regional and district competitions. He also made history with PPA at SWPPA District competition in September 2010 for the highest print case ever scored in the USA, Receiving a 100 print score on all four of his prints. He is the Grand Imaging Award (GIA) Winner for 2011 with best print in PPA
“Boudoir-Bold and Beautiful” Kay Eskridge, M. Photog., Cr. Intermediate Interested in bringing a “little something sexy” to your photography business or have an existing boudoir line you’d like to ramp up? Then this class is perfect for you! You’ll learn how to balance a family friendly business with the Art of Boudoir, how to place appropriate value on what you offer, how to market this exciting trend, how to create unique product lines and what sales techniques can be used to make them successful. You’ll learn how to communicate with your clients insuring a wonderful experience and what poses will make any woman feel comfortable while using a variety of lighting techniques during the hands-on sessions. This course will give you the knowledge, tools and confidence you’ll need to provide and experience your clients won’t be able to stop talking about! Combining her passion for photography and her love of people, Kay Eskridge’s studio, Images by Kay & Co. has earned a sterling reputation for high-quality lifestyle portraiture. Specializing as a lifestyle portrait artist, Kay’s clientele has come to rely on her to capture images form all of life’s special events; from maternity to
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newborns, tots to ‘tweens, High School Seniors to summer family vacations and even intimate images captured through the CelebrateSexy division of her studio. Her focus on customer service and clear vision about business has provided her with much success doing something she loves.
Monday and Tuesday Evening…All School programming with after hours education (to be announced) along with networking with other fellow photographers and vendors at our host hotel. DSC students are welcome and encouraged to attend! Class Schedule and Hours…Classes will begin at noon on Sunday, June 1st and end at 2:00pm on Thursday, June 5th. Student registration and opening ceremonies begin Sunday at 11:00 am located on the Daytona State College campus. Our Host Hotel…Our official hotel for the Florida School is The Daytona Beach Resort located at 2700 North Atlantic Avenue, Daytona Beach directly on The World’s Most Famous Beach. Please contact the hotel at 800654- 6216 or 386-672-3770 and reserve by May 16, 2014 to get the special studio room rate of $95 per night (includes kitchenettes). Tuition and Meals…Course tuition will be $599.00 for FPP/PPA/SEPPA members and $775.00 for non members. A late fee of $100 will be applied to all applications received after April 1, 2014. There are no tuition refunds after April 15, 2014. Tuition will include course instruction, daily continental breakfast, welcome reception & dinner, celebration dinner, school photograph and a certificate of completion. Travel, housing and some meal expenses are not included in the tuition. The FPP reserves the right to cancel courses, make faculty changes, or refuse admission to any student. In the case of a course cancellation, the students will have the option of registering for another course (subject to availability) or receiving a full refund.
Marybeth J. Hamberger, School Director
F-Con 2014
by Debbie Alcorn, FSA, FED Convention Manager
Save the Date! F-Con 2014 August 9-11, 2014 Rosen Plaza, Orlando Another year has come and gone. Time moves so quickly, life gets so busy and suddenly we find our plates full of obligations again. That is why I am asking you to Save the Date! F-Con 2014 is a time for you to learn more about your craft in an atmosphere charged with excitement and caring peers and friends. Why? Because we all need a shot in the arm, a pat on the back and new ideas and techniques. Don’t miss out. I have been given the great honor to ser ve as your Official Convention Manager. That means I work for you, the Members. The 2014 Convention may seem like a long way away but time waits for no man or woman. I have a lot of work to do and I need to start now. Speakers need to be lined up, Judges need to be paid off, oops, I mean signed on and committees need to be formed and manned. No one person can do a job like this alone. I have Bridget Robertson as my right hand assistant, Brtiney Fullgraf and Cindy Strickland committee managers, but mostly I have YOU, the Membership. This is your convention so get involved, work on committees and take part in Competition. Most importantly give me your input. Who do want to learn from? If you don’t know who, what topic would most interest and benefit you? Do you like and participate in the Safari programs? Any and all suggestions are welcome.
Call me or email me. This is your convention, you’re the boss and I want you to have it your way! Phone: 727-481-9329 Email: debbie@reedyphoto.com
2014
Convention & Trade
Show
August 9-11, 2014 Rosen Plaza Hotel Orlando. Convention registration is included with your FPP Membership. Visit FPPonline.org for details
FPP Convention 2014 by Britney Kirby Fulgraf
It is not too early to mark your calendars for 2014 Convention! The cost of convention is included in your FPP annual dues! We are excited we will be at The Rosen Plaza in Orlando, Florida ~ Saturday, August 9th to Monday, August 11th. Plan now so you do not miss a single minute! You can also begin preparing for print competition and start looking forward to studying with some of the best speakers in our industry! As our dates get closer, we need your help. Here are some of the areas where you can get involved: Banquet Decoration Committee Door Prize Committee Flea Market Committee Information/Promotions Booth New Member Committee Photography Committee Scholarship Booth Sergeant of Arms Social Decoration Committee Sunday Devotions Welcome Committee Audio Visual Committee Host Committee Props Coordinator Equipment Committee Speaker Equipment Committee Model Coordinator Signs Committee Please consider signing up to serve on of the committees at Florida Convention. Contact Cindy Strickland at cindy@amomentcaptured.com or Britney Kirby Fullgraf at info@belvederestudio.com. We cannot wait to work with you!
2014
Convention & Trade
Show
August 9-11, 2014 Rosen Plaza Hotel Orlando. Convention registration is included with your FPP Membership. Visit FPPonline.org for details
Nature. Beauty. Gratitude. by Louie Schwartzberg (TED talk)
Here’s an opportunity for you to experience acclaimed cinematographer Louie Schwartzberg's TED talk entitled Nature. Beauty. Gratitude. which features breathtaking time-lapse nature photography that is paired with a young girl’s perception of discovering wonders of the world as well as the observations of an elderly man. It takes only 10 minutes. You will be moved.
Here are a few ideas you might take away:
• Every day is a good day. • Act as if this is my first day or the very last day of my life. • What is really important is right now. Open my eyes and heart to all the beauty that is around me. • Show gratitude for this gift of life. Be more grateful to everyone and everything.
“When I’m ready to make a photograph, I think I quite obviously see in my mind’s eye something that is not literally there in the true meaning of the word. I’m interested in something which is built up from within, rather than just extracted from without.” ~Ansel Adams
• Go deeper, as it can lead to more beautiful things. • Behind every face is an incredible story – their story and the story of all their ancestors. • Open your heart to all the gifts that civilization has given, while remembering that millions will never experience the same.