2019 SPAC agenda book FINAL

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The SPAC Annual Conference is an open forum event. As such, the integrity of who we as individuals are communicating or sharing with is paramount. This event is sponsored by the School Photographers Association of California. Your attendance at this event is your agreement that there will be no electronic recording of sessions or conversations without the express permission of the presenter during any formal or informal scheduled or unscheduled session. Such recordings could result in information of a proprietary nature being disseminated to unwanted parties and could pose a risk to the propounding party. Still images of the activities of the conference may be taken by conference staff or others to be used in publications both electronic and paper and in marketing materials for future conferences.

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W E L C OM E T O S P A C 2 0 1 9

I would like to welcome you all to the 63rd Annual SPAC conference. As president of the executive board, it has been my distinct pleasure to see this conference grow year after year. 2019 is no exception. With over 1100 attendees, this our biggest year yet, which I think speaks to the passion we all share for this business. We have some excellent keynote speakers lined up, as well as panels with leading experts covering a wide range of topics. And while they certainly represent a vital part of this conference, they’re not what makes SPAC so special. What makes this conference unique is the people you’ll meet here. This business we’re in—the business of school and sports photography--is all about human connection. SPAC is more than just a chance to network and learn a few new skills. It’s an opportunity to share your passion with like- minded professionals. At a time when the photography business seems to be changing at an ever- increasing rate, I think it’s important to take a few days to reconnect, to swap stories and trade secrets, in order to remind ourselves of why we got into this business in the first place. Lastly, I want to say a special thank you to Michael Rack, Calvin Harrell, Marty Brown, Beth Jones and Coree Cooper. Without their efforts, this conference wouldn’t be what it is today.

Wayne T. Barksdale SPAC Executive Board Member Barksdale School Portraits

S P A C B O A R D M E M B E R S

Michael Rak The Artona Group

Calvin Harrell, Jr. My Legacy Matters

Marty Brown Excel Photographers

Beth Jones Best Eye Photography

Coree Cooper The "SPAC Gal"

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P R E - S P A C A G E N D A - W E D N E S D A Y , J A N . 2 3

TRACK 1

TRACK 2

TRACK 3

TRACK 4

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

Advanced Sales Playing the Numbers (8:00 am - Sonoma A)

SPAC University Schools 202 (8:00 am - Sonoma B)

SPAC University Sports 101 (8:00 am - Sonoma C)

SPAC University Schools 101 (8:00 am - Sonoma D)

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p

Advanced Sales Show and Tell (10:30 am - Sonoma A)

NO LUNCH PROVIDED

1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

Advanced Sales (1:00 pm - Sonoma A)

SPAC University Schools 202 Cont. (1:00 pm - Sonoma B)

SPAC University Sports 101 Demo (1:00 pm - Sonoma C)

SPAC University Schools 101 Cont. (1:00 pm - Sonoma D)

Early Check In and Social Mixer sponsored by SPAC and ImageQuix Conference Desk and Napa Room

SEE THE FULL 2019 SPAC SCHEDULE ONLINE!

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S P A C A G E N D A - T H U R S D A Y , J A N . 2 4

TRACK 1

TRACK 2

TRACK 3

TRACK 4

TRACK 5

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

Doing It In House and Still Offering Variety of Products (8:30 am - Sonoma D)

School Lighting Posing Demonstration (8:30 am - Napa)

Setting Up For Success (8:30 am - Sonoma A)

Graduation Ceremonies And Onsite Sales Events (8:30 am - Sonoma B)

Team & Individuals-Profitable Or Sucking The Life Out Of You (8:30 am - Sonoma C) How To Conquer Your Workflow and Make More Money (9:15 am - Sonoma C)

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p

Coffee Break Sponsored by SPAC

Fashion-Sense for Senior Portraits (10:30 am - Napa)

Taking your Sports Shooting to the Next Level (10:30 am - Sonoma A)

Software: Build vs. Buy (10:30 am - Sonoma C)

Employee Basics: Identify, Find, Hire, Train and Fire. (10:30 am - Sonoma B)

The Next Generation High Volume Photographer (10:30 am - Sonoma D)

Delivering Photos (11:00 am - Sonoma C)

Garden Lunch Buffet Sponsored by SPAC and APS Lab

Garden Lunch Buffet Sponsored by SPAC and APS Lab

Registration Open

Garden Lunch Buffet Sponsored by SPAC and APS Lab

1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

Surviving an Active Shooter (1:00 pm - Sonoma C) UltimateWorkflow: Tether Your Way to Perfection (1:45 pm - Sonoma C)

Today’s LED Lights, Ready for High Volume? (1:00 pm - Sonoma D)

SPORTS: Posing and Lighting Demo (1:30 pm - Napa)

Raise the Barre with Dance Portraits (1:30 pm - Sonoma A)

Selling to the New Generation (1:30 pm - Sonoma B)

SPAC Europe Meeting (2:45 pm - Laguna)

Size Matters (3:00 pm - Sonoma C)

Disrupting the Game & Growing Sales

SPAC Speed Dating (3:00 pm - Sonoma A)

How to Stay Busy in Your Off Season (3:00 pm - Sonoma B)

Avoiding Burnout (3:00 pm - Sonoma D) Roundtable:

Roundtable: 200+ Schools (4:00 pm - Sonoma C)

Roundtable: Under 50 Schools (4:00 pm - Sonoma A)

Roundtable: 60-200 Schools (4:00 pm - Sonoma B)

Sports Photographers (4:00 pm - Sonoma D)

Hospitality Suite Hosted by ImageQuix

Hospitality Suite Hosted by Fluidmedia

Bowling Event Hosted by SPAC and H&H Color Lab (7:00 pm - 10:00 pm)

RSVP at: https://bit.ly/2p061zy SEE THE FULL 2019 SPAC SCHEDULE ONLINE!

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S P A C A G E N D A - F R I D A Y , J A N . 2 5

TRACK 1

TRACK 2

TRACK 3

TRACK 4

TRACK 5

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

Continental Breakfast & Door Prizes (7:30 am - Napa)

Adding eProfits with Volume Talking Portraits (8:30 am - Sonoma C&D)

Simplified Outdoor Portrait Lighting (8:30 am - Huntington and Outdoor Pool Deck)

Wrangling Big Groups (8:30 am - Napa)

Marketing to Schools & Sports (8:30 am - Sonoma A)

PhotographyWill Survive Going Forward (8:30 am - Sonoma B)

Sports Shooting Demo (9:45 am - Huntington and Outdoor Pool Deck)

In-House Labs are they Worth It? (9:45 am - Napa)

Employee Management: Setting Up Your Business to Grow/Scale (9:45 am - Sonoma A)

Sales Approach (9:45 am - Sonoma B)

Your Studio: Turned On. Technology & Marketing in Volume Photography (9:45 am - Sonoma C&D)

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p

Break

Acquisitions (11:00 am - Sonoma C&D)

Top 3 Things Your Lab Wants You to Know (11:00 am - Sonoma A)

Pre-Schools and Daycares...Endless Possibilities (11:00 am - Sonoma B)

SPAC Trade Show Open and Lunch Served (12:00 pm - Ballroom & Napa)

Registration Open

1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

Online Ordering - You Need More Than A Webshop To Succeed! (2:30 pm - Sonoma C&D) Kaboom! Thoughts on the Future of School Photography (3:45 pm - Sonoma C&D)

Cheerleading is a Sport (2:30 pm - Sonoma A)

What If School and Youth PhotographyWas Run Like Disney? (2:30 pm - Sonoma B)

Photolynx Legacy Award Presentation (3:30 pm - Sonoma C&D)

SPAC Trade Show (5:00 pm - Ballroom)

Dinner Buffet (6:00 pm - Ballroom & Napa)

Desserts Served (7:00 pm - Ballroom & Napa)

SEE THE FULL 2019 SPAC SCHEDULE ONLINE!

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S P A C A G E N D A - S A T U R D A Y , J A N . 2 6

TRACK 1

TRACK 2

TRACK 3

TRACK 4

TRACK 5

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

7:00a 7:30a 8:00a 8:30a 9:00a 9:30a

Continental Breakfast (7:30 am - Ballroom & Napa)

Door Prizes (8:30 am - Ballroom)

Lean Business Practices (9:00 am - Sonoma A)

Senior Portraits (9:00 am - Sonoma B)

Global Trends from the Fuji Perspective (9:00 am - Sonoma C&D)

Shutterfly Acquisition- One Year In (9:00 am - Huntington)

How Building Content Can Help You Generate

More Revenue (9:00 am - Napa)

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p 1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

10:00a 10:30a 11:00a 11:30a 12:00p 12:30p

Break

Create Demand for Your Brand with Social & Content Marketing (10:45 am - Sonoma C&D)

Yearbooks (10:45 am - Sonoma B)

Overhaul Your Workflow! (10:45 am - Sonoma A)

SPAC Trade Show Open and Lunch Served (12:00 pm - Ballroom & Napa)

Registration Open

1:00p 1:30p 2:00p 2:30p 3:00p 3:30p 4:00p 4:30p 5:00p 5:30p 6:00p 6:30p 7:00p 7:30p 8:00p 8:30p 9:00p

King/Queen of the Hill of Ideas... Win Cash Prize! (2:30 pm - Sonoma C&D)

Millennials - Your Customer, Your Employee, Your Boss! (2:30 pm - Sonoma A)

SPAC Closing Meeting and Grand Prize Drawing (3:45 pm - Ballroom)

Hospitality Suite Hosted by Photolynx

Hospitality Suite Hosted by Fotomerchant

SEE THE FULL 2019 SPAC SCHEDULE ONLINE!

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S O U T H P O I N T H O T E L & C A S I N O F L O O R P L A N

Level 1 CASINO FLOOR

1 – Casino 2 – Catalina Island Bar 3 – Del Mar Lounge 4 – Del Mar Deli 5 – Seattle’s Best and Kate’s Korner 6 – Hotel Registration

18 – Escalators to Century Theatres 19 – Future Expansion 20 – Offices 21 – Elevators to Hotel 22 – Elevators to Self-Parking 23 – Cashier 24 – Race & Sports Book 25 – Access to Arena & Exhibit Hall 26 – Porte Cochere 27 – Escalators to Conference Center 28 – Escalators to Bowling & Bingo 29 – The Club 30 – Poker Room 31 – Showroom Bar 32 – Barber Shop 33 – Seduction Salon 34 – Spa & Fitness Center

7 – Nightclub/Showroom 8 – Showroom Box Office 9 – Silverado Steak House 10 – Don Vito’s Italian 11 – Coronado Cafe 12 – Big Sur Oyster Bar 13 – Michael’s 14 – Garden Buffet 15 – Gift Shop 16 – Casino Host Offices 17 – Restrooms

Level 2 CONFERENCE FLOOR

1 – Grand Ballroom 2 – Napa & Sonoma Rooms 3 – Meeting Rooms  Newport  Balboa  Huntington  Laguna  Monarch 4 – Conference Registration 5 – Prefunction 6 – Sales and Catering 7 – Kids Tyme Child Care 8 – Arcade

9 – Restrooms 10 – Bowling 11 – Bingo 12 – Bar/Snack Bar 13 – Pro Shop 14 – Movie Box Office 15 – Concessions

16 – Century South Point 16 17 – Bowling Meeting Rooms

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S P A C 2 0 1 9 E D U C A T I O N A L S E S S I O N S

thursday JAN. 24

Team & Individuals-Profitable or Sucking the Life out of you? 8:30 a - 9:15 a Jeff Gump In the last couple of years there have been so many changes in our small niche of photographing Team Sports. Some are distracting, and others are exciting and

School Lighting Posing Demonstration

8:30 a - 10:00 a Chris Wunder

profitable. Are you being distracted by spending hours upon hours in your home office creating team photos? You know the ones you want all your social media friends to admire to give you validation? Is your family lifestyle being affected by the long hours on your computer? As a veteran in the T&I business, let Jeff Gump share with you the different options. This is not rocket science. After you’ve spent some time discussing the many options, you will walk away with the either “Hey, I’m doing it the best way for my business” or “Why have I been sending so much time in post- production when there are photo suppliers who can take the burden affecting me. This program will be an eye opener for all those New-be photographers and validate the veterans.

School Picture Day Demo This 90 minute “in the round” program features a hands- on approach to conducting a school picture day. We’ll demonstrate both tethered

and non-tethered workflows along with greenscreen, traditional and the new hybrid lighting and backgrounds. Visual learners will appreciate seeing it all come together and have a chance to see everything in action. This program is primarily geared toward “newbie” school photographers, but even experienced photographers who have not yet automated their picture day process will find it helpful. Co-Presented by: Chris Wunder, Cr. Photog. ASP Co-Owner, www.BigMoneyPhotography.com & Marion Hughes, Volume Photography Support, Pounds Labs.

Doing It In House and Still Offering Variety of Products

Setting Up for Success 8:30 a - 10:00 a Matthew Kemmetmueller

8:30 a - 10:00 a Brian Crussell

Information Covered: 1 Organization ( Our Checks and Balances) 2. Software (Darkroom and TEPS) 3. Printing 4. Printing of specialty Items (key chains, water

In this course we will go over the things we’ve done to grow our photography business while maintaining quality that surpasses our competitors. We will go through our physical set ups for

bottles, dog tags, trading cards, etc) 5.Dye-Sublimation of Specialty Items (phone covers, mouse pads, PLAQUES - I bolded this as I can show a way to do sponsor plaques inexpensively , etc.) 6. How I used in house sublimation equipment to reduce School commissions! 7.Packaging

photographing 200 teams in a day at a very high volume while executing a high quality of photography. We will also cover automation in our digital workflow with Photoshop. How to get better quality images without increasing your workload. We will also cover the steps we use to acquire new business while also strengthening our existing relationships. Graduation Ceremonies and Onsite Sales Events

How to Conquer your Workflow and Make More Money 9:15 a - 10:00 a Shiloh Getz What would you do with an extra 5, 10 or even 15 hours in a week? This class will teach sports photographers how to win bids with a fast picture day without

8:30 a - 10:00 a Alison Counts

Graduation ceremonies Graduation ceremonies can be extremely lucrative. We will cover exactly how these events should be executed from booking and

sacrificing your profits in the process. Attendees will learn the secret to get “the unobtainable” data from their leagues and schools. The class will see the art of “BARCODING SPORTS” without tethering. Shiloh will also share a few coveted tips for saving time at T&I picture day including team organization and posing ideas. Employee Basics: Identify, Find, Hire, Train and Fire 10:30 a - 12:00 p Karl Boettcher

staffing to the photography and marketing. There are very specific shots which sell at graduations and nuances to the marketing which can greatly impact your bottom line. We will cover the sales averages you can expect for a variety of ceremony types and other metrics to study so you know if you are being successful or have room for improvement. Graduation ceremonies should be highly profitable and not just events that are provided as a side-item in school contracts. Get YOUR diploma in grads with this session! Onsite Sales Events We know that sales are higher when a sales person can walk the customer through the sales process, explain options and tout specific products and services. Having the staff, space and equipment is a challenge and possibly cost-prohibitive in many cases. We will provide an alternative process that allows for on-site education without the space, staff and equipment needs using the consumer’s own mobile phone in most cases. We will share success stories from this process including large-scale events that have experienced HUGE sales increases.

One of the most important steps in growing a successful business is hiring the right people. Finding great employees who fit your corporate culture is just

the first step. Making sure they are integrated into your team, trained correctly, and help build your brand can be difficult. Learn practical and efficient steps that will still leave time in your day to take care of your other daily operations.

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S P A C 2 0 1 9 E D U C A T I O N A L S E S S I O N S

thursday JAN. 24

Software: Build vs. Buy 10:30 a - 11:00 a Jeff Williams Custom software is well worth the resources it requires if you are hoping to build a business of meaningful scale. Building your own software that is specifically tailored to your company’s

Fashion-Sense for Senior Portraits 10:30 a - 12:00 p Suzette Allen Fashion-Forward Lighting and Posing (all levels) (back by popular demand!) Join Suzette Allen, photographic artist/ educator and Jamie House, fashionista/

needs, as well as focused on scalability and efficiency, can help mean the difference between offering a commoditized service and offering a highly differentiated one at a better price. In this session we will look at options available for custom software and explore how custom software can benefit your business. We will also explore the many off the shelf options that are available.

photographer to see how to blend portraiture with fashion to get a fashion-forward look with your senior portraits. The course will cover the foundation of lighting and posing, including corrective/ dimensional lighting, and then the second hour will be a live demo with a model and continuous lighting! You don’t want to miss this fresh approach and dynamic presentation! Sponsored by Panasonic Lumix 2 hr program on Senior Posing and Lighting. First half Keynote, second half live demo with models and lights and a background!

Delivering Photos to the Now Generation, in 10 seconds or less! 11:00 a - 11:30 a Skip Cerier In just 40 short years, special events photography has come full circle. The early 70’s business model: take photos at

Taking your Sports Shooting to the Next Level 10:30 a - 12:00 p John Nunes Youth and High School Sports PROGRAM: “Taking your Sports shooting to the Next Level” Do you still photograph your sports the old fashioned way? Are you interested

a social event; show proofs; take and deliver enlargements; get paid. Today, technology has surpassed the expectation of the consumer. In fact, we have to ask ourselves the question: is the “print” dead? Do consumers want prints or do they want us to deliver a digital image, allowing them to decide how to best utilize it? Now, with the advent of recognition technologies, we can give them exactly what they want, in just seconds. Why not take their photo and have it seamlessly delivered to their email or cell phone within seconds of the image being captured? We now – once again – have the opportunity to create an experience and get paid for it, just as a DJ is paid to use music to do the same. School Dances. Summer camps. Corporate events. The opportunities of monetizing such technology are boundless. Surviving an Active Shooter 1:00 p - 1:45 p Mike & Laura Oakley schools we work in every day. This workshop covers the basics of situational awareness, the necessary first step in recognizing a threat before it becomes a deadly threat. People with good situational awareness skills respond to threats instead of freezing in place and becoming a statistic. You’ll learn the three best responses to an active shooter and when to use them. These are the physical responses to an attack that give you the best chance of survival and the greatest opportunity to help others survive. Along the way you’ll develop the mindset of a survivor, perhaps the greatest tool in your survival toolbox. We’ll also learn how to respond with law enforcement arrives so that you can help, not hinder their efforts to intercede effectively. Unfortunately active shooter situations are becoming more commonplace in the 21st century. The common denominator is that the miscreants bent on wreaking havoc tend to focus on “gun free zones” like the

in kicking up your sports photography and wowing! your clients and at the same time making more money. In this presentation, I will give you the tools to change the way you photograph sports, taking it to the next level. I will go over the photo day setup, shooting, production as well as some marketing ideas with fundraising banners and posters. Key Takeaways: 1. Picture day is one of the most important days. Not because you are shooting pictures. I will show you how to setup for picture day. What to do and not to do on picture day. How to wow! your clients and book new leagues. 2. How to use posters and fundraising banners in high schools, travel teams and youth leagues to build additional income. 3. Making additional money with your youth leagues through individual banners. 4. Tips and tricks on the actual photo day to increase efficiency and save you time. And much, much, more. The Next Generation High Volume Photographer

10:30 a - 11:30 a Haley Hamaker

Our clients have changed. Parents have changed. The rulebook for our entire industry has changed. Studios that focus on speed, quality, and convenience are

the ones that will survive. In this session, we’ll share the sales techniques and technologies that have set us apart from our competition. Find out how you too can successfully bring your business online and streamline your workflow while increasing sales and lowering costs.

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S P A C 2 0 1 9 E D U C A T I O N A L S E S S I O N S

thursday JAN. 24

Selling to the New Generation School & Sports Client 1:30 p - 2:45 p Wes Kronlinger Have you found it more difficult to meet the expectations of your new generation of parents/clients? Are clients ordering less or are you losing schools or sports leagues?

Why Re-invent the Wheel when It’s already Rolling Full Steam ahead? 1:00 p - 2:45 p Joy Cahill With an ever-changing industry, we need to continually educate ourselves on industry best practices and technology

The new generation of parents & clients have completely different buying habits. We’ll explore how they are shopping and what they are looking for.

Raise the Barre with Dance Portraits

changes. We are striving to preserve the time-honored tradition of Professional School Portraits while embracing the changing school, consumer, and market demands for digital image files. For many, a school picture is the only professional portrait they will ever have taken and parents, grandparents and students still like and buy printed images. However, they demand access to those same digital files to share on social media with friends and family. Schools, sports teams, leagues and dance studios now rely on their school photographer to help build a positive brand and market themselves for recruitment in their competitive markets. Cahill Studios has utilized new workflows and sales techniques to meet the digital demands, increase participation rates and build the Cahill Studios brand. In her program, Joy will talk about ways to increase participation rates and sales by removing friction points associated with traditional pre-pay sales, successful digital delivery, automating workflow, data control, building their brand and brand marketing for their clients.

1:30 p - 2:45 p Nancy Tillberg

An introduction to the ‘Boutique Volume’ world of dance studio portraits. Increase your profits by adding this lucrative genre to your repertoire using proven

techniques. A dancer model will assist in this session and may be photographed. During this workshop you will learn: • How to secure the studio contract • Understanding your client – the dance mom • Equipment & prop setup along with tools and lighting • Posing & sales techniques for maximum profits • Photo day organization and dance technique overview The Ultimate Workflow - Tether Your Way to Perfection 1:45 p - 2:45 p Wes Magglo this session you will learn the benefits of a tethered workflow for high-volume school and sports. You’ll also learn what it takes to get started in tethered photography. From hardware and software options to set up and process. It’s easier than you think! International/Europe SPAC Meeting 2:45 p - 4:45 p Harri Olkinuora Whether you are a new photographer or a seasoned veteran, tethered photography can open up a whole new world of productivity and quality in your work. In

Today’s LED Lights, Ready for High Volume?

1:00 p - 2:45 p Will Crockett

Sports: Posing and Lighting Demonstration 1:30 p - 2:45 p Roch Eshleman Knock Your Sports Photos Out of the Park John Roch Eshleman from Romaguera Photography as he shows you how the family owned volume business from the 90 minutes long, covering how, when and why to add LED lighting to a high volume photo business.

In this meeting, we will discuss hot topics which is concerning all the players in the industry, like GDPR, and how we can cope with this challenge together as an industry.

New Orleans area expanded state wide, adding a new brand, RomaPics, and is proving success and profitability through high school sports, printing on site and going the extra mile. You’ll learn the sales concepts and branding behind the expansion, how to maximize pre sales and on site sales, and how to print, deliver and be done before you leave a job site. In addition, he will go over the lighting and posing used to get through this fast paced, high volume scenario efficiently.

We will also discuss how we can create a resource - and advice center for volume photographers, by forming an European/ International organization ran under the ethos: “Collaborate not Collide”. SPAC Style Speed Dating-Networking About Business-Group One

3:00 p - 5:00 p Chris Garcia

Host: Chris Garcia One on One networking, moving at a fast pace! Come join the fun, and enjoy a great way to meet and learn from your peers!

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S P A C 2 0 1 9 E D U C A T I O N A L S E S S I O N S

thursday JAN. 24

SPAC Style Speed Dating-Networking About Business-Group 2

3:30 p - 4:00 p Chris Garcia

Creating Fortune with “Non-Traditional” Volume Photography-How to Stay Busy in Your Off Season

Host: Chris Garcia One on One networking, moving at a fast pace! Come join the fun, and enjoy a great way to meet and learn from your peers!

friday JAN. 25

3:00 p - 4:00 p Rodney Getz

Topics that will be covered: - Fire, Police and EMS - Boys Scouts and Girl Scouts -

Wrangling Big Groups 8:30 a - 9:30 a Danny Izzo

Daddy Daughter Dances - and more.

Size Matters! 3:00 p - 4:00 p

Many people, myself included last year, talk about lighting big groups. We are going to talk about the nuts and bolts of physically lining them up to prepare for the picture. Things we will discuss include: How many

Christian Perry, TJ Rak, Jonathan Dantes From 3 dudes that know about image size in the industry. A light and informative presentation on why uploading, image quality and image resolution are not always about the largest size for making Relationships/Disrupting the Game & Growing Sales-Avoiding Burnout 3:00 p - 4:00 p Jaimie Ford Content Topics: CUSTOMERS: -What defines a customer? -Do you know your target customer? How do you define this?

students are there? Do I line them up by height? Or by some other criteria? How many rows do I need? And how many in each row? Are you setting up for a normal 8x10 format or for a panorama? Risers vs No Risers (what about benches?) We will cover these and other details with charts and graphs that will be handed out, with sample pictures and with some class participation. Come with plenty of questions, be prepared to participate and learn a ton about making your groups look great. Marketing to Schools & Sports 8:30 a - 9:30 a Eric Miller build your brand Class info Part 2... 1) Calculating Buy Rates 2) Calculating Commissions 3) Net Pricing for Packages 4) Using that data for Bids and Proposals to win New Leagues and Schools Photography Will Survive Going Forward 8:30 a - 9:30 a Larry Peters Underclass photography along with studio business. This program is designed for all to see that you can operate a studio with the traditional types of business while branching out to a volume operation in order to add additional income to the bottom line. Check out where he is with traditional studio photography and what underclass has added in the form of diverse products. Along with underclass on site sports, in studio sports, banners,etc, Peters Photography is busy all year. Larry Peters has been a long time educator as well as a studio owner. Recently with senior, family and children’s photography stalling, there is more interest in doing Class info Part 1... 1) Marketing to keep and increase business volume - the Coca Cola theory 2) Presentation ideas 3) Design and Layout of Mailers, Brochures, Forms, What Works 4) Overall Customer Experience to

money.

-What is your expectation of the relationship? -What do you give in return? (FREEBIES DON’T COUNT) -How does a customer become your brand ambassador? -Indicators the relationship is out of balance Sales Campaigns: -Making yourself an exclusive option -Creating curiosity around your brand -How to stand out from the pack or ordinary wolves -Calculated risk and social media -How to get noticed in a crowd -I don’t use contracts or “agreements” or anything else they sign. (Neither should you) Productivity vs Being Busy: -What does it mean to be productive? -What does it mean to be busy? -Are you carving out time for “nothing” each day? (You should be) -Employee mentality vs owner mentality -Why do people who “work less” seem to be more successful? -How being “busy” creates a burnout culture -Do you love what you do? If not, why? -How to define what ignites you Dare to be Bold. Dare to be a disruptor. Dare to create the business you dream about! Virtual Assistants

3:00 p - 4:00 p Becky DeSenti Virtual Assistants are the key to low overhead and can work the same schedule as the photographer. How to choose the right virtual assistant for your business. What tasks a personal assistant can do

for you and what they shouldn’t. Having more than one personal assistant that do different tasks. Whether your personal assistant should be located domestically or foreign.

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friday JAN. 25

Sales Approach 9:45 a - 10:45 a Brad Scott The sales approach takes as much as 90% of your selling time. Learn the various ways to approach schools and how to maximize each on your way to earning a presentation. Your Studio: Turned On. Technology & Marketing in Volume Photography 9:45 a - 10:45 a Lisa Mallis Today’s always-on consumer expects speed and convenience. Why shouldn’t they get it with their child’s picture day? Pre-Schools and Daycares... the possibilities are endless 11:00 a - 12:00 p Robin & Jennifer Jansen There are many genres within the Volume category: Schools, Sports, and Special Events and Jennifer and Robin photograph them all. Yet the most profitable for them Sports Shooting Demo (Classroom and Outdoor Demo) 9:45 a - 11:00 a Dave Stock First 30 minutes in classroom then outside to the Pool Deck to put it to use!

Adding eProfits with Volume Talking Portraits 8:30 a - 9:30 a Will Crockett 60 minutes long, covering my ongoing progress to make talking portraits & hybrid photography part of the mainstream. Simplified Outdoor Portrait Lighting (Classroom and Outdoor Demo) 8:30 a - 9:40 a Marion Hughes This training centers on the photographer who needs a teachable method of environmental portraiture. A system that

Whether you’re seeing declining sales, or you’re ready to reach that next level of growth, technology is essential to getting you there. In this session, you’ll learn how to bring technology into your business in a way that can drive higher sales, save time, and reduce costs. You’ll walk away with new marketing strategies, and you’ll see just how technology makes the entire volume photography workflow much simpler. Are you ready for your studio to get turned on?

can be passed on to subordinates who have less experience. SOPL does not require expensive hot and cold running helpers to hold scrims or mind the strobes. A single photographer can manage a small portrait or sports shoot alone and still have excellent images to sell. This is Mr. Hughes’ most popular class. A simplified method to calculate correct exposure, white balance and flash fill in any situation out of doors. These techniques apply to environmental portraits as well as volume sports. Reduce post-processing time by 80%. Best of all, this system does not require a team of helpers holding scrims and reflectors. Complete documentation will be provided.

Employee Management: Setting Up Your Business to Grow/Scale 9:45 a - 10:45 a Danny & Dianne Rabalais Nobody gets into photography to hire, manage or fire people, right? Now you find yourself either shooting or wanting to shoot volume sports or schools. In this Round table discussion of In-house labs and the benefits and hard ships of running your own lab. In-House Labs are they worth it? 9:45 a - 10:45 a Mychalene Black

are Pre-Schools. Some call them Childcare Centers, Early Learning Facilities, MOD – Mother’s Day Out…call them what you may they are extremely profitable and there is no better way of introducing your brand than at the start of a new family. This is the perfect opportunity for all photographers who are wondering how to get started or considering adding a new revenue stream to their existing business. They will share with you proven marketing and sales techniques that cross over into all genres of volume. You will learn how to prepare for photo day, lighting techniques and how to pose children under the age of six, all the while achieving consistent results. They will also discuss workflow options and what they have discovered works best for their business. So, come join Jennifer and Robin and learn how to effectively and efficiently start and maintain a successful volume business.

presentation we are going to get into the perils of employees and how to find, hire and train them from start to finish. · Employee applications, interviews and who to hire · Background checks, training and supervising · Written guidelines and employee handbooks · Written shoot evaluations and critiques · How to set yourself up for success before they even take a photo for you · When employees go bad… In the voice of Princess Elsa, Let em GOOOOO, Let em GOOOOO…

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friday JAN. 25

Global Cyber Security Best Practices to Safeguard and Drive your business 2:30 p - 3:30 p Edge Team

Acquisitions 11:00 a - 12:00 p Wayne Barksdale

Kaboom! Thoughts on the Future of School Photography 3:45 p - 5:00 p Mark Schoenrock The competitive landscape is changing in the volume photography segment. Legacy photography companies are either innovating and transforming their model or failing and going out of existence. Consumer buying habits are changing and are requiring a new kind of photography product and experience. If we don’t innovate as an industry and as individual businesses we’ll evaporate. How we respond is up to each one of us. Presentation Agenda First we’ll look at the changing competitive landscape including Shutterfly’s acquisition of Lifetouch. Is this acquisition transformational? Shutterfly has mapped out a go-to-market strategy and expects to extend and monetize their reach to a new low cost channel of millions of customers provided by Lifetouch. Second, a short history lesson. We’ll take a quick look at the evaporation of some of volume photography’s biggest brands and what we can learn from their experience. Third, what about the consumer and school pictures? What has mom been telling us about our product and is there more that we can do to stay relevant. Fourth, just who is the competition anyway and how does tradition fit in? Finally, we’ll take a look at the Power of New and determine if it has a role in school photography. As a result of attending the session participants will be able to identify the following: The status of the Shutterfly acquisition of Lifetouch Shutterfly’s reported Go to Market strategy Five reasons businesses fail Consumer feedback on school photography The Millennials buying behavior and use of mobile devices Five categories that impact consumer participation rates The use of “new” in marketing and photo development. Join cyber security global thought-leader Ken Taylor for a dynamic panel discussion on the impact data privacy and cyber security can have on the school photography industry. The current President of the International Cyber Security Protection Alliance (ICSPA) and recognized as a global Cyber Security leader, advising G5 government agencies, global 500 Corporations, etc., Ken has deep ties within the Intelligence and Special Forces community throughout the world. Additional industry experts will speak to the overall school photo landscape and what both recently instated and future legislation means for our industry. Panel will include: - Dan Boudreau, CEO, Edge Imaging; a recognized leader known for crafting and implementing strategic plans with 25+ years of experience - Mike Watkinson, CTO and Co-Founder, Edge Imaging; systems design engineer and architect of Edge’s end-to-end closed loop system During this session, moderator Jordan Moore, Director, Marketing and Communications, will facilitate a fulsome discussion that includes a balance of expert input and audience participation. Leaner Outcomes: · By the end of the discussion, attendees will know how to identify the most effective methods for achieving compliance per new and pending legislation · From the session, attendees will understand how to implement best practices to protect their customers’ sensitive data · After attending, attendees will have a comprehensive understanding of how to balance and navigate customer-centric values and offerings with legislative compliance and marketing automation tactics *25 spots available.

In the business world, companies merge all the time. An acquisition involves buying a company and changing it to fit the way you do business. Buying a company gives you access to new resources, new products and fresh talent. Conversely, if you’re looking to sell, and retirement is your goal, this session is a great

place to start. Whether buying or selling, Wayne can help you navigate the process from building an acquisition team to negotiating terms. Cheerleading is a Sport

2:30 p - 3:30 p Becky DeSenti

The topics I will be covering are why you should not overlook cheerleading as part of your sports program. What their season looks like in a calendar year. The different segments of cheerleaders. How to take great photos of cheerleaders and what shots NOT TO TAKE. What if School and Youth Photography was run like Disney? 2:30 p - 3:30 p Rob Mauldin Disney realized that in order to grow their photography business, they needed to transform the business model and technology to better align with consumer

How to locate cheer programs, and which are the best to target.

expectations and behavior. As the former Director of Imaging at Disney Parks and Resorts, Rob Mauldin was at the heart of executing Disney’s digital transformation that resulted in significant improvements in revenue and guest satisfaction. Rob will share valuable insights into how volume photographers can take pages out of the Disney playbook and apply their customer-centric focus to drive future growth.

Online Ordering - You need more than a webshop to succeed! 2:30 p - 3:30 p Harri Olkinuora Photographer: “Hi Harri, I would like to change my business model to online sales. I know you have more than 15 years of experience and have helped hundreds

of companies all over the globe going online. Can you please give me some advice.” Harri: “I would love to help, but may I ask WHY you would like to change your business model? Also, are you and your colleagues motivated to change?” Photographer: “Hmm! Good questions and to be honest I have not really paid too much attention to this. I’m realizing it requires more than just having a webshop to create a success. I am currently loosing schools to competitors who have gone online, and I just need to follow the trend. Where can we meet?” Harri: “I am deeply honoured to be listed as speaker at SPAC USA in Vegas, where I will share my experience in transforming online proofing into success. Please join forces with everyone else on Friday 2:30 pm.” Photographer: “Brilliant, see you there!”

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saturday JAN. 26

Shutterfly Acquisition-One Year In 9:00 a - 10:15 a Jeff Edwards How will you take advantage of the Lifetouch / ShutterFly acquisition? Or will it mean the end of our industry as we know it? There’s no doubt that the mass-market photography landscape will change as

Lean Business Practices 9:00 a - 10:15 a Jeff Williams

The core idea of Lean Business Practices is to maximize customer value while minimizing waste. Simply, lean means creating more value for customers with fewer resources. A lean organization understands customer value and focuses its key processes to

Shutterfly applies their high-volume, low-cost model to School, Sports and Event photography using Lifetouch as their new surrogate. Some of our colleagues see doom, while others see new opportunities for growth as an independent photography company. This session will offer more than just information about what’s going on. We’ll discuss ways for you to update your business plan, go on the offensive and PROFIT from it! Owners of Labs are strongly encouraged to attend this session to find out how to succeed in these changing times.

continuously increase it. The ultimate goal is to provide perfect value to the customer through a perfect value creation process that has zero waste. This session will cover many of the concepts, terminology, and benefits of adopting Lean Business Practices.

Senior Portraits 9:00 a - 10:15 a James Schmelzer

Yearbooks 10:45 a - 12:00 p

Ralph Romaguera, Jr., Wayne Barksdale Want to add additional revenue to your business? Join us for the A B C’s of the yearbook business.

Join Master Crafstmen Photographer James Schmelzer as he takes you threw all the details of posing and lighting to produce that Signature Look with your Senior Sessions by using Camera , Lighting and posing techniques and simple details to set your work apart.

Global Trends from the Fuji Perspective 9:00 a - 10:15 a Manny Almeida How are today’s target customers different? We target parents with teen or pre-teen children. Has this demographic really changed in the past 50 years? What

Overhaul Your Workflow 10:45 a - 12:00 p Walt Smith In business it seems there is never a good time for drastic changes, however, there comes a time in the lifecycle of every company that change is not only inevitable but it is vital for survival. In this breakout

IS the core demographic, how do they shop, what products do they want? There are clear changes in the wants and values of our core target customer as well as how they shop and how they want to access goods and services. How can I cultivate the next generation of customers? Gen Z’s are coming up fast. They are a large group with significant economic impact, and they are second generation digitals. What makes them different? How do I maximize value for my customers and for me? Are the days of 500 prints for $9.99 gone? Is this a bad thing or is there greater untapped value waiting to be unlocked. What products can I offer and how do I offer them?

session Walt Smith, owner of Impact Images in Dallas, TX will show us what it took for him to realize change was needed and how he overcame the challenges of a sweeping overhaul of his workflow process. Bold moves in a 30,000 + volume business is no small task but when the writing was on the wall that something needed to change Walt took the leap and never looked back. If you are looking to make either a large or even small change in your business or photography workflow, this session will help motivate you and show you how beneficial change can be. Walt will outline how he changed his entire workflow from an in-house model to an outsourced model and gained profit and extra man-hours along the way. He’ll show what he did with that newly acquired time and how even more changes are in the future. Whether you photograph 200 or 30,000 subjects a year this session is for you. Walt will discuss: 1.) Dollars and Cents - Hard numbers of the growth he achieved by shaking things up 2.) The Pains - No change is without it’s hardship but it’s how we react to the pressures 3.) Staff - How to manage seasonal staff with a new workflow structure 4.) Change Never Stops - How once you realize it is possible it makes future decisions even easier

How building content can help you generate more revenue 9:00 a - 10:00 a Robert Ste-Marie In this session, Robert will go over strategies that are often overlooked, but that will help you boost sales and reconnect with your clients. The digital

world has created new opportunities for us, and now it is up to us to integrate these new revenue and communication channels. Building content is key in today’s marketing world. Robert will share ways you can integrate content into your business. He will share how drip marketing and marketing automation will help you build sales and client loyalty. Join this presentation to learn about the latest marketing strategies and tools.

SEE THE FULL SCHEDULE ONLINE! www.spac-usa.org/schedule

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saturday JAN. 26

Millennials-Your Customer, Your Employee, Your Boss! 2:30 p - 3:30 p Ed Monahan Has the world gone mad or just gone Millennial! Are your client’s motivations and needs more from being a Mom or being a Millennial? What’s with the workforce

Create Demand for Your Brand with Social & Content Marketing

10:45 a - 12:00 p Marissa Latshaw

today (and tomorrow) – how do I acquire and retain those with a Millennial mindset? And OMG – how do I manage my boss if they’re a Millennial!! It seems like we’re surrounded by this new generation and overwhelmed by their attitude and behavior, and impacted daily as we work with them (and more and more for them), sell and market to them, and try to manage them. And you may be them! This talk will focus on the unique characteristics that define this demographic and reveal what motivates them and how to overcome the generational divide. It will help you as a photographer to discover how to sell to the Millennial Mom, and help you as a lab to manage your Millennial employees and sell to the Millennial photographer. Hey, in the same way the Millennial Mom is a portrait buyer, many are portrait photographers – understanding them will allow you to better win and work with them!

If you want parents asking for your studio by name, this is the session for you. Social and content marketing are two sides of the

same coin and both are essential to establishing any brand in any market. We’ll go deep to uncover content strategies that work and apply them to a social plan that will help your business rise up and stand out from the rest.

SEE ALL THE UPDATES AND THE FULL SCHEDULE ONLINE! www.spac-usa.org/schedule

January 22 nd -25 th See you next year! S PAC 2 0 2 0 We are now on Instagram: SPACUSA and Twitter @SPACusaorg And a growing community on our Facebook page!

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Every GREAT Show has a Side Show!! Check out ours….

Wednesday, January 23, 2019 12:00-3:00pm- Fotomerchant HV & PhotoLynx Workflow Demonstration

Come and see how your studio can increase revenue per head and reduce workflow complexity from capture to online sales using Fotomerchant and the Photolynx product suite. Plus see how Fotomerchant’s Automated Behavioral MarketingTM (ABM) technology will increase the revenue you earn per head without creating extra work for your studio. This session will begin with a Keynote showcasing a streamlined workflow from pre-order to capture to publishing online, followed by questions and 1-on-1 demos available. Thursday, January 24, 2019 8:00-10:00am: Richmond Pro Lab’s Software Workflow Roundtable Sessions: BluePrint, FLOW, & CaptureLife (Room: Monarch) 8:00-9:00am: ImageQuix’s BluePrint: Learn the basics of the new full-featured studio solution from ImageQuix and get answers to any of your specific questions about BluePrint. 9:00-10:00am: PhotoLynx’s FLOW & CaptureLife: An open forum for all your FLOW questions, and everything you need to know about using CaptureLife’s digital delivery services. Gain valuable insights from our top software support technician and successful Richmond studio partners in a roundtable discussion, and then participate in general Q&A sessions with other attendees. Space is limited - everyone is welcome! 8:30am- 12:30pm ImageQuix- Hands-On Demos & Studio Testimonials (Room: Huntington) Visit us Thursday morning in the Huntington Room for a special hands-on workshop with ImageQuix’s new studio workflow suite, Blueprint. Joined by Cherished Memories’ very own Mike Norkin and Alex Ela, you’ll hear valuable feedback and live testimonials from a Fall season using Blueprint. Ask them any questions you’d like! The ImageQuix team will be standing by to help you evaluate the ins and outs of your own workflow and how Blueprint can eliminate unnecessary tasks, replace expensive software, and automate everything. Open door policy… come and go as you please! 10:30am- 12:30pm- Private Pixami User Group Meeting. (Room: Monarch) 1:00-2:00pm -Green screen extraction has never been simpler with 36Pix (Room: Laguna) With years of experience training both internal and external technicians, Kathy Comeau will be sharing her secret techniques to successful keying. Green screen photo setups aren’t always perfect. But you don’t have to worry about that with 36Pix’s Green Screen Software. In this session, we will show you how quickly and easily green screens can be extracted. 1:00- 3:00pm- United Portraits-Creating Market Disruption using Technology, Rapid Accelerated Client Growth, Taking Your Business to The Next Level. (RoomMonarch) How do you please the “I want it now” generation? Take their photo and get it to them within 15 minutes or less. Scaling from 5 to 50 accounts and beyond, and how to handle the challenges that come along with adding accounts. Speaker: Dan Serfilippi, United Portraits 3:30- 5:00pm- Is Accreditation right for you? Become a V.I.P. – A Volume ImagingProfessional™! (Room: Monarch)

With the rise and popularity of internet learning, almost anyone can buy a pro-level DSLR camera and call themselves a “professional” photographer. Even the Professional Photographers of America (PPA) have been willing to sacrifice competency standards just to increase their membership. The baseline now is that groups hiring photographers have no way of knowing how qualified their high-volume school, sports, dance or event photo provider really is. The Volume Imaging Professionals™ Accreditation program is poised to change all that. Attend this session to learn how to be the first in your area to get the professional credit you deserve from your experience, your specialized training and your commitment to quality and service excellence by becoming a Volume Imaging Professional™. Presented by Mitchell Moore and Chris Wunder, Co-Directors, Volume Imaging Professionals™

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