The VKP Way: How I Plan and Carry Out a Photo Shoot

Creating great photographs that will boost a hotel’s marketing needs more than just a good eye and a mastery of technique. If 15 years of experience in the industry have taught me anything, it’s that planning is vital. As Benjamin Franklin said, “Fail to plan and you plan to fail,” and that’s true here.?

Your photographer must understand what your marketing needs to achieve and what brand story you’re trying to tell. That’s why it is so important to choose your hotel photographer carefully. They should not only have skill and a knowledge of branding but also have a clear grasp of how a hotel operates so that they can capture the best images without disrupting the smooth running of the hotel more than necessary and that needs skill and planning.

Today, I’m taking you through the steps I take to plan and carry out a shoot so you know what to expect when you work with me.?

Before the Shoot: Setting Clear Expectations??

Once a client and I have agreed to the project and the contract is signed, the first thing I need to do is nail down what the client wants to achieve and how best to accomplish this. Most clients will give me a brand guide or a similar document so I know at a glance what their photos need to do to convey their unique look and feel.?

We will put together a shot list and I advise them about what will work and what won’t, how many shots of certain areas they’ll need, and come up with creative ideas to sell the experience guests have at their hotel.

In many ways, this is the most important step of all, and good communication is vital. While the scope of the shoot will be clear to both parties before the contract is signed, this is where we make sure we are completely on the same page about what the photos from the shoot need to be and achieve.?

Before the Shoot: Planning Time?

Once I know exactly what we need to achieve, I get into planning mode. This includes the timings of the shoot day (or days). First, I send the client a step-by-step guide explaining what I need from them in regards to how to prepare the hotel for the photoshoot so that nothing is left to chance.?

The timetable for the shoot is important for several reasons:?

• So the staff know what needs to be ready for me and when?
• So the staff know where I need to be or will be and when?
• We can work around guests if the hotel is open?

The latter is important as you’ve got to balance ensuring there are no guests in specific areas of the hotel while also avoiding disrupting the guests’ stay. For example, you don’t want to try to photograph the lobby and reception area at checking-in/out times.?

The timetable also helps the hotel staff understand how long I plan to take in each location and allows us to photograph when it’s convenient - for example, we can photograph the breakfast buffet before the restaurant opens for breakfast so there’s no need to set it up twice or waste resources.?

Day (or Two) Before Check-In?

Even with the plan approved, I always check in with the client a day or two before the shoot to find out if there are any problems that require changes. This ensures there is no wasted time on the day and everyone knows what to expect, even if we need to make last-minute changes.?

Shoot Day?

I work out timings as accurately as possible to ensure the day itself goes smoothly and everything gets done. Of course, the unexpected occasionally occurs, but most of the time all this planning (plus a little help from the hotel team!) ensures the day goes as planned.?

Generally, I’m happy to work without client input – just give me a set of keys for the interior shots and I’m away. After all, the previous discussions should have answered most questions! But if the client is not too busy I am equally happy to have them around and I can always show previews any time during the day.

If I’m working alone, I need to have a means of communication so I can get feedback or advice without wasting a lot of time. This can be someone on-site or someone at the end of the phone.?

Post-Production

After the photoshoot, my normal image turnaround time is between 15 and 30 days, depending on the number of photographs. That said, I can fast-track the most important pictures within a few days and I will always discuss with the client which ones these are before I leave.

So, why does it take so long? There is often a lot of post-production needed before the final images are produced, especially with interiors. Without going into detail, the camera doesn’t see like the human eye, particularly in terms of contrasting light levels. While the eye can adjust very quickly between bright light and shadow the camera is less forgiving and needs a little help.

In order to produce pristine pictures I have to spend time subtly manipulating the original photographs – it can’t be done at the touch of a button. Quick fixes don’t work.

When the job is completed I send through the pictures and allow the client 30 days to request a free revision of my editing if needed.

Project Complete?

With the photos delivered, my client can advertise with their new assets and see the effectiveness of beautiful hotel photography.?

I hope this gives you a good idea of the whole process and how important planning is to a successful photoshoot. I’ve developed this process because it produces outstanding results every time, and the satisfaction of my clients proves it!?

If you’d like me to help you make your hotel shine in your advertising and marketing please reach out to me here.?