arizona Professional Photographers Association
January 2010
Starting a new business is an exciting but daunting task. There is so much to learn and do. AzPPA member Ivan Martinez shares a look back at his first year in business.
2009 was my first complete year in business. Two years ago after being laid off from the newspaper industry, I found myself contemplating whether to go back to the corporate world or to take the plunge into the entrepreneur pool.  It was then that I made the decision to start a business of photography.  In June of 2007, I officially started Ivan Martinez Photography LLC.
Let me share with you some of the things that have helped me build my business.  I hope that some of them may be able to help you as you develop your existing business or as you contemplate to get started in photography as a profession.
 Click here to read the rest of "A Message from the Board."
 by Ivan Martinez, Director and Sponsorship Chairman.
Photography Events
Remember the AzPPA is your local connection to the best photography programs the industry has to offer.

Debbie Allen 
AzPPA Monthly Meeting
Monday, January 4th, 2010 
Speaker: Debbie Allen
"Attracting Customers Like Crazy"
Fiesta Resort Conference Center
2100 S Priest Drive Tempe, AZ 85282 Tel: (480) 967-1441

Instantly Improve the Effectiveness of Your Advertising, Direct Mail and Website Copy. Uncover powerful take-away strategies that will get prospects calling you. Discover the secrets to winning over more prospects and turn existing customers into shameless fans for life. Learn how to create effective advertising that touches your customers' emotions and prompts prospects to buy.

Learn how to create benefit-rich and emotionally-charged advertising and web copy that sells. Discover how to develop direct mail that gets noticed - not trashed. Use power words in your marketing that trigger customers' responsiveness.

Gain powerful insight from this information-packed and interactive presentation and walk away with easy-to-implement marketing strategies guaranteed to work.

Learn How To:
· Create emotionally-charged sales copy that gets noticed - not trashed
· Get more from your advertising dollar and attract more customers
· Maximize the effectiveness of your website copy instantly
· Implement proven marketing strategies with "how to" ideas that work fast
· Instantly improve the effectiveness of your business card

Learn more about Debbie Allen at
6PM Speed Mentoring, Networking and new member orientation. 6:45 Member Spotlight. 7PM Main Program Begins. Meetings ends at 9:30PM. 
First meeting is free. Non-members $25. Held at the Fiesta Resort Conference Center2100 S Priest Drive Tempe, AZ 85282 Tel: (480) 967-1441 Download Directions  

PPA Imaging USA
PPA's Imaging USA 2010 in Nashville, Tennessee, Jan 10-12!

Imaging USA presented by Professional Photographers of America at Gaylord Opryland Resort & Convention Center. Mark your calendar now! More information and details of covention and pre-convention classes and registration form here 

Tonto PhotoWalk 
Tonto National Monument Photo Walk
January 13 & 28, 2010

Limited to 5-7 photographers the Tonto photo walk is a great way to see the ruins at Tonto National Monument. Travel the back country trail to the Upper Ruins lead by Master of Photography and Photographic Craftsman Rex & Peg Lavoie who are in their 2nd year of volunteering and leading photo tours at Tonto. The cost is only the $3 park admission per person. Call for reservations 928-467-2241 Ext. 25

 Mark your Calendars Now For Our Next Full Day Program:
AZPPA All Day Sunday January 31, 2010
Registration: 8:30am 
Program Ends: 5pm
Full Day Workshop with Art Suwansang                LightRoom - Concept Singularity

This one-day workshop with LightRoom will demonstrate the importance of file organization within the program. You will get a first-hand experience of how to set up your folder structure properly, which will make missing images a thing of the past. Learn the Library module and its various preferences that will make your daily usage of the program more effective. Then learn, through hands-on control group images with mini sessions, on how to perform digital magic in the Development module where you will get creative ideas of how to speed up your workflow and take your image processing to new heights.
Topics covered in these mini session will includes: the creative use of collections, image enhancement in under 15 seconds, image retouching utilizing the various localize editing tools as a skin softener, eyes enhancer, and blemishes retouching tools. Practice quick adjustments using the Hue - Saturation - Luminance slider, makes instant slideshow with branding logo and the usage of LightRoom with dual monitor as a sales tool.
"East is East and West is West.." and the two have met and melded successfully in Art Suwansang. Born in New York City, Art spent part of his formative years being educated in Thailand, returning to the United States to finish his education in Southern California.  Growing up in two cultures has given Art the added dimension of opening up to choices and seeing through multiple perspectives. This duality has repeated itself in his choice of careers, giving him great insight and knowledge in the digital revolution and high proficiency in the world of artistic expression.
Members $79 Non-members $99 Non members recieve $50 credit toward AZPPA Yearly dues if application to join is received 30 days before the event. AzPPA members attend this event FREE if you renew your annual membership by November 30, 2009. Plus you recieve a $25 discount on next year's membership. A $104 extra VALUE!! If you renew your AZPPA membership by December 31, 2009 attend this program for FREE. If you renew by January 15, 2010 you can attend this program for HALF price. Download membership form.
Fiesta Resort Conference Center 2100 S. Priest Dr. Tempe, AZ 85282 Tel: (480) 967-1441 Download Directions
adam postcard 

AZPPA Monthly Meeting
Monday, February 1st, 2010
Speaker: Art Suwansang
"Fine Art Fashion Wedding Photography"
Art returns Monday evening with a whole new program on wedding photography after teaching an AZPPA All DAy on Adobe's Lightroom. A mixture of classical and contemporary styling highlights Art's approach to wedding photography. By combining a unique style of fine art fashion and an innovative methodology, Art is able to differentiate his work from the average. Come and find out about the philosophy and thought process behind this up to date technique and be inspired by its simplicity. Learn how Art simplified his camera settings to give him more time for concentration and more intuitive choices on the imagery he is shooting. Let Art show you how to frame and use camera angles and lenses with greater creativity to punch up your own work. The images you want are there, discover a new way to capture them!
6PM Speed Mentoring, Networking and new member orientation. 6:45 Member Spotlight. 7PM Main Program Begins. Meetings ends at 9:30PM. 

First meeting is free. Non-members $25. Held at the Fiesta Resort Conference Center2100 S Priest Drive Tempe, AZ 85282
Tel: (480) 967-1441 Download Directions   
AzPPA Con 2010
Mark your calendar now for the next AZPPA Convention. We have another great line-up of speakers and education! Registration Form. 
It will be held at the Fiesta Resort Conference Center 2100 S. Priest Dr. Tempe, AZ 85282. Hotel rate of $129 Single or Double for attendees. Deadline February 5 for hotel rate. Mention Arizona professional Photographers Association.
Download Directions  

Don't forget...Monthly Meetings have Switched to Mondays
For all of 2010 Monthly meetings are the first Monday of the Month except July and September because of holidays, those meetings will fall on the second Monday of the month. Pick up our 2010 calendar of events postcard at the registration table, see the education page on the website, and stay updated by viewing the newletter and e-mail blasts.
2010 AzPPA Membership Drive--SAVE by signing-up Early!
Take advantage of special incentives and benefits available for early bird 2010 Memberships, just complete your membership application by the following deadlines:  
By November 30, 2009:EXPIRED
   Free Full Day Lightroom program (normally $79 for members, 
   $99  for non-members) plus additional $25 off membership.
By December 31, 2009: Only two more days!
    Free Full Day Lightroom program.
By January 15, 2009:  
     1/2 Price Full Day Lightroom program. 
Nominating Committee for 2010 AzPPA Board
Members of the AZPPA it's time to take a look at being of service to the organization. At the convention in February the new board will be elected to serve for another year. Some of the current board members have to take a break from their service which will leave some positions open. If you have any interest in serving on the board please let the Nominating Chair, Bob Coates know so we can present a good governing body to the rest of the membership in February. You may call, email or see Bob at the January meeting to let him know. 928-284-0200
On another, but related note, Shelly Fields our VP who would normally take the next step to steer the association as president finds herself in the position of having too many out of state jobs in the coming year to be able to make the required number of meetings.
Congratulations to her on her business success! She will still be holding committee positions but can't serve on the board.  Bob Coates has volunteered to step into the position but would like to hear from anyone who is qualified to take the presidency if they would like to do so. (a qualifed canidate must have served on the board and at least have held the VP office in the past).
PPA Continuing Education Merits
If you attended Tony Corbell or Don MacGregor's program, and were registered with your PPA membership number for continuing education, then you may pick up your merit(s) from Frank Rigo at the registration table at January's monthly meeting.
Imaging USA January 10th-12th
If you are going or are interested in going to Imaging USA, contact Wendy Newman. We are helping Arizona photographers connect to share buddy passes and hotel accommodations to save on expenses.It's less than two weeks away--don't delay any longer. 
Prep for the CPP Exam
The written exam, 100 multiple-guess questions will be given on Sunday, February 21st, the first day of the AzPPA Convention someplace at the convention site.  The exact time and room location will be announced later to those taking the test.
Three weeks prior to the exam, Ty Bass, the CPP Liaison will be giving a three-part "Review of Photography" in the private dining room at the Denny's I-17 and Dunlap Avenue near the Northwest corner from 4 - 7 PM.  The investment is $6.00 for course materials plus a meal each night; That way the room is free.
Those interested in taking the review, whether or not they'll be registered for Certification need to contact Ty well in advance of the first night: Sunday January 31st.  Phone: (623)846-8304 or e-mail
Program Reviews:
Fall Fest Video on Don MacGregor's Program
Click here to see the video posted on Facebook.
Tony Corbell's Full Day Lighting Workshop
Tony Corbell Train Shoot-1 
For the 25 lucky attendees to Tony Corbell's lighting program, the day was full of hands on learning and opportunites to ask for technical assistance from one of the industries top lighting instructors. Here are just a few of the many praises we received about this program and some of the outstanding images created that day. More images can be seen on the AzPPA Fanpage on Facebook.   
"The Tony Corbell workshop was a great experience. It was informative and entertaining. I enjoyed hearing Tony describe his approach to lighting and then having the opportunity to practice these techniques with a wonderful group of models in the unique setting of the Arizona Railroad Museum. You know a workshop is really great when you are sorry that it is ending!!!"
                                          ~Ted Wendel, AzPPA Member
lane Bigler image-train shoot
Image by Lane Bigler 
Barns-train shoot
"Tony was very giving about his ideas and sharing his experiences.
His talk was as much about the philosphy of being a photographer and an artist, as about lighting techniques."
"A few key points I found most useful were:
  • Use of the lightmeter will always help you get the exposure right and get the shot, don't overthink the exposure process or "Just Follow Directions", it is just that simple.
  • Focus on the relationship between you (the photographer) and the client/subject, and don't fiddle with the camera controls between shots.  That is distracting and takes away from the interaction.
  • Know when to follow the rules (and why you would be doing so), and know when to break them and go your own way (such as single source lighting, he used an Annie Leibovitz example). "
"Tony's workshop inspired me to rething how I approach lighting. Thanks for a great workshop." 
                                      ~James M. Dzierzanowski-AzPPA Member
Clarissa Hicks I
Image by Clarissa Hicks
Membership Spotlight
Karen Carrasco Headshot
Karen Carrasco
Associate Photographer,
Wendy Newman Designer Portraits 
Karen Carrasco Baby imageWhat is your background, education, training, work experience if other than photography? 
 "I have an extensive background in business and customer service.        I owned and operated a dance and fitness franchise for over 10 years, as well as an Event & Promotions business. My education includes marketing and graphic design, which have been assets in developing my skills as a photography professional."

How long have you been a photographer? When and how did you get started? How did you learn photography?
Karen Carrasco Headshot"I have always been "the family photographer" - diligently documenting the lives of my children, as well as every family holiday, special occasion, and any event that gave me an excuse to use the camera I always seemed to have in my hands.  I progressed to being a more "serious" photographer after taking my first dark room photography class at MCC.  I was hooked!  I have continued taking classes related to all types of photography and photographic imaging, and have been photographing professionally for about two years."
What is your specialty?  
"As a new professional, I continue to explore many avenues to see where my interests and talents lead me.  To date, I have shot weddings, engagements, family portraits, special events, you name it.  But my true calling just may be babies and children.  I love sharing in the joy and sense of wonder reflected in their little faces!"
What are your goals for your business? Karen Carrasco Wedding
"As cliché as it sounds,      I really want to be a "great photographer."  Short term, I was hoping to become an Associate Photographer of a respected leader in the field -- and I am thrilled to have the opportunity to be working with Wendy Newman this early in my career.  I am already progressing to a whole new level, although I realize I have a lifetime of learning ahead of me.  My ultimate goal is to make a living doing what I love, while continuing to grow in an industry I feel privileged to work in." 
Karen Carrasco GlamourWhat has been your most successful marketing effort to date? 

"Photographing special community events has proven to be an effective and affordable way of promoting my business.  For example, photographing the annual Father-Daughter Girl Scouts dance, attended by more than 100 "couples", was personally rewarding, and generated numerous contacts and business leads." 
Why did you join the AzPPA?  
What has been the best thing youKaren Carrasco Headshot
have gotten out of being a member? Or what do you look forward to the most out of being  a member? 
"I joined AzPPA hoping to learn from experienced photographers. 
I have been so inspired by everyone's willingness to share their knowledge and expertise,
and I learn something new at every meeting.  I have also found the seminars and conventions to be
immensely valuable and attend as many as I can."

Issue: 22
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In This Issue
Photography Events
Membership Spotlight
Sponsor Specials
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AzPPA Board
Board Meeting Agenda
Get More Involved
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Bay Photo Lab
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President's Pot Luck Events
Free AzPPA Studio Tours
Free AzPPA monthly meetings
AzPPA Board
Frank Rigo

Frank Rigo,  
Wendy Newman 
PPA Councilor,
Program Co-Chair
Shelly Fields
Convention Chair
Rochell Planty
Bob Coates
Bob Coates,
PPA Councilor, Webmaster,
Program Co-Chair
 Monica Maxwell
  Monica Maxwell,
Student Liason,
Social Networking Chair
Jim Walls
Print Comp. Chair
Debbie Shaum 
 Deb Shaum,
Membership Co-Chair
Ivan Martinez
Ivan Martinez,
Sponsorship Co-Chair
Sara Goodnick
kristen Seale
Dan Hammel
PPA Councilor
 Greg and Andrea Reeves
Dale Holladay
Speed Mentoring
Please e-mail Monica Maxwell if you are interested in talking one-on-one with these two GREAT photographers! You don't want to pass up this one! 
"What is speed mentoring?" 
It's 15 minutes with a qualified photographer to ask whatever your heart desires. Well, about photography that is.
Who can participate?
Anyone who is a paid member of the AZPPA.
Who are the Mentors?
We will have new mentors every month. This month we have  We will announce January's mentors at the December meeting.
Why should I participate?
It's a great opportunity to meet some of the AWESOME photographers that we have right here in our very own association who are more that willing to share their success with you.  Plus, did I mention that you get to pretty much ask whatever you want about photography! There is NO holding back.
How do I sign-up?
You can sign-up at the monthly meeting. There is a limited number on who can participate monthly so it's on a first-come, first-serve basis.
What if I'm interested in being a mentor?
Fantastic!! You can contact Monica Maxwell at She would be so happy to work something out with you.
Board Meeting Agenda
Get More Involved:
Be in the Spotlight
We want to highlight more of our wonderful members and their outstanding photography, websites, marketing ideas, etc. If you have an interest in being in the "spotlight" in our Member Spotlight feature, just send an   
e-mail to Wendy Newman at  with your name, web address, and any information you think would make an interesting story. All submissions will be presented to the board for consideration.
Wendy Newman, AzPPA President 2008-2010
Arizona Professional Photographers Association