Capturing Aloft Tallahassee’s Vibrant Essence: Case Study

Welcome to the first installment of our case study series! In this blog, I delve into the stories behind my recent professional hospitality photography projects. Today, I’m shining a spotlight on my recent shoot for Aloft Downtown Tallahassee, a place in the heart of Florida’s Capital City that has the energy and a downtown feel I love to photograph.

The Challenge: Capturing Bold and Inviting Hotel Images

Aloft’s open and eclectic design demanded photography that was both bold and inviting. My goal was to highlight not only the hotel’s stylish design elements but also its energetic atmosphere as a hub for visitors connected to Florida’s government and the nearby university. Whether it’s officials attending legislative sessions or families visiting students. One of the most intriguing challenges of this shoot was capturing the early morning exterior shot.

The Early Morning Exterior Shot: A Test of Patience and Timing

Photographing the hotel (See above photo) during golden hour—the brief window of perfect light just after sunrise—was key to creating a warm and inviting first impression. However, this came with unique challenges:

? Limited Time Frame: The golden hour lasts only about 10 minutes, requiring precise timing to capture the perfect balance of ambient and artificial lighting.

? Traffic Obstacles: As you can see in the photo above, the ideal angle was across North Monroe Street, the busiest main road in Florida’s capital city, right during morning rush hour. You can also see the view down Monroe Street from my hotel room below. Just look at that traffic!

? Avoiding Cars in the Shot: To create a clean composition, I timed my shots to coincide with traffic light changes and gaps in vehicle flow from all four directions.

With immense patience and careful anticipation, I waited for the perfect alignment of traffic lights and a lull in vehicles. Just as the golden hour was ending, I captured a clean, car-free shot. This challenge highlighted the importance of planning, anticipation and experience in professional hospitality photography.

Key Highlights of the Shoot

1. The W XYZ Bar: I captured the lively ambiance and eclectic nature of the hotel’s main hub of activity by visually layering its distinct social spaces. The foreground featured a mix of varied and potentially chaotic furniture pieces, but I carefully arranged them to guide the viewer’s eye into the space, culminating at the main bar as the focal point. This shot incorporates a lot of elements. I chose this vantage point and composition to harness the straight lines of the pillars, bar, walls, and rug, creating as much symmetry as possible. By aligning the furniture and positioning myself thoughtfully within the scene, I feel I brought a sense of calm and order to an otherwise potentially chaotic and cluttered space.

2. Fitness Room: Highlighting the well-lit and accessible gym, I used perspective and leading lines to capture the modern vibrant feel.

3. Early Morning Exterior (Top Photo): Despite the challenges, I framed the hotel in golden hour light, creating a warm and inviting image that give potential guests a welcoming first impression online. I was also careful to not get surrounding buildings in the frame, so the hotel was the sole focus without distractions.

The Impact of Professional Hospitality Photography

The final images encapsulate Aloft’s youthful energy and functional elegance, perfectly aligning with the brand standards to ensure a cohesive fit and feel across their online presence. By adhering to these guidelines, the photos enhance the hotel’s digital appeal and contribute to increased booking potential. Overcoming the challenges to deliver these results reaffirmed my commitment to creating exceptional photography that not only meets but elevates the expectations of hospitality brands.

Learn More About Professional Hospitality Photography

If you’re interested in seeing more from this shoot or learning how professional hospitality photography can elevate your brand, subscribe to my newsletter for updates, tips, and insights. Ready to take your property’s online presence to the next level? Contact me today for a consultation.