VR_Photography_Vision

Creative ServiCeS teamCorporate photography strategy

Re-imagineCorporate photography



Photography plays a centric role in communicating and representing an “experience of a lifetime” to prospective guests, existing guests and employees.


We hear your feedback... n Need more signature resort photography

n Need more authenticity and emotion in every photo

n Less posed, overly bright photos

n Need to redefine role of photography team and resorts

Corporate Photography team Overview

397PHoto

requests

246Handled

internally

151outsourced to freelance PHotograPHers at a cost

of $95,474.00

(financed and managed by photo budget)

60%40%

one PHoto request requires:

Pre-Production Post-ProductionsHoot


Corporate Photography team Overview

20% signature

PHotograPHy

80%Utility

PhotograPhy


Corporate Photography team Challenges n Small team - Small group of three working to solve the photo needs

of ten resorts, other LOB’s and Corporate.

n limited talent - Due to the nature of these low level “errands,” we populate the productions with “Found Friends and Family.” Reliability and authenticity becomes a challenge.

n Free PhOtOgraPhy - No correlation between “asks” and cost from budget.

n laCk OF Strategy - No vetting of requests as they pertain to how they affect our overall marketing efforts.


re-imagine the Corporate Photo team Our rOle: We are the leadership team for photography. We work with the resorts to set the tone, style and quality of our signature imagery for our ten mountains and the company overall.

Our visiOn: Focus on producing breathtaking photography by creating distinctive signature imagery for each resort, while maintaining a common essence that ties all resorts together and defines our company overall.


Mu

lti-

re

sO

rt

re

sO

rt

sp

ec

ific

We do focus on photography that is authentic,

emotive and tells a story.

We dO nOt capture phOtOgraphy that is

flashyoverly bright

80sunattainable

posedsterilecheap

cookie cutter

The foundaTion

We utilize personasas a tool to identify

our audience for each shoot

moving Forward

signature photography:- iconic -

- Breathtaking Moments -- Memories in the Making -


Our signature photography is defined by the following three “buckets:”

moving Forward

iCOniC

Breathtaking mOmentS

memOrieS in the making


These images are the most recognizable, representative areas at our resorts. They are stunning and there is no question as to where these places exist. These iconic photos showcase authenticity, the fine details and unique attributes of the place and experiences themselves. They exude a larger than life, grand and important feeling.

iCOniC


iCOniC


BreathtakingmOmentS

Choose scenic and action images that are so awe-inspiring they are surreal. These images are dreamy, astonishing and in the moment. The surroundings are unimaginable; they stop you in your tracks and make you aspire to be there. These are the truly Breathtaking Moments.


Breathtaking mOmentS


These are the authentic interactions between family, friends and loved ones. These are unforgettable moments, experiences of a lifetime. Choose photos that are truly authentic, not posed and have a softer tone. They are up-close moments portraying happiness, laughter, excitement, joy, surprise, spontaneity, relaxation and fun.





how are we going to do this?

20% utility PHotograPHy

80%signature

PhotograPhy

n shift responsibilities and pare down lists: iconic, Memorable, epic resort Photography: corporate Photography team

Big snow: corporate Photography team, snow Messengers

utility: epic Mix, Videographers, Pr and Marketing teams, freelancers and snow Messengers

n reallocate utility assignment dollars to support signature photography


execution Strategyn Work with Resort Marketing Team’s to collect resort needs. Timing:

- Winter requests received by november - Summer requests received by June

n Develop a photography committee that will decide what shoots will happen over season (i.e. global decision versus in a vacuum)

n Focus on quality versus quantity

n Define process

Season Submission

Committee meets

top 25 to Photo

team

Creative Brief

Submission

mood Board r1 + revisions

mood Board r2 + revisions

Final mood Board

approved by rmd

Pre- Production

deck + Budget

Shoot

raw Selects to rmd

r1 Post Production requests

r2 Post Production requests

approval

loaded to hindsight


execution Strategy

resOrt teaM rOle- Submit season requests- Submit creative briefs- Review and approve mood boards- Attend shoot if able- Select shots and provide

post-production feedback- Report back on any results

or metrics

cOrp phOtOgraphy teaM rOle- Create Mood Boards - likely with an Agency

- Determine best production set-up

- Plan and iron out production details

- Shoot and provide selects

- Upload to photo library

n Define roles


Signature Photography ProcessDefine visual identity of photography style for each resort.Each resort already has its own brand “Look and Feel”. All signature photography should emulate the overall vision of the resort. It is important to establish a distinctive photographic style that demonstrates how the tone of the images plays out across the 3 signature photo buckets: Iconic, Breathtaking Moments, Memories in the Making.


Pre-production book review and approval

Pre-production & budget prior to shoot

raw selects

develop unique mood board for request

Shoot

retouching

Uploaded for distribution

Shot list / Set upsTalent SuppliesAdditional resources

Creative Brief Request

Mood board review and approval

Selects review and approval

Retouching review and approval

Scout locationsTime of day

Scrap photography

Wardrobe stylistHair/Makeup stylist

CateringArt Director

Casting Extras

Resort Staff

WardrobeProps

LightingEquipment

establish visual identity for each resortOverall look and feel for the 3 buckets


© CANYONS 201247

IMAGERY AND PHOTOGRAPHIC STYLES

auTHENTiC iNTEraCTioNs

Choose human interactions that feel emotionally

authentic and relatable, as though they were candid.

Photography by BOONE SPEED & RICHARD FOULSER

Visual GuiDEliNEs

© CANYONS 201245


VasTNEss oF NaTurE

Choose images that emphasize the breathtaking

grandness of nature. Natural surroundings occupy more

of the composition than the adventurer, making them

appear small but mighty in comparison. The magnitude

of these activities are highlighted by their juxtposition in

languid, wide-open landscapes.

Photography by BOONE SPEED

Visual GuiDEliNEs

© CANYONS 201246


iMMErsiVE aCTioN

Try to convey a closeness to the action by choosing

images that are immersive and candid. Camera lenses

poised at just that the right angle – cropped tight on an

awesome feat, or in the details of a special moment.

Photography by BOONE SPEED

Visual GuiDEliNEs

Canyons visual identity

- IconIc - BreathtakIng moments

- memorIes In makIng


example mood Boards

HIGH FASHION SHOTS

These shots will convey Shaun’s sophistication, stature, and cultural and business sense. He will be wearing a black, two-button high-fashion suit (Armani or Prada) with a crisp, white shirt and a thinner, non-patterned black tie (not a tuxedo or three-piece suit). He will wear black, Italian-leather shoes and a nice watch. His face will be cleanly shaven and his hair will be clean-cut and slightly styled. Evoking confidence and swagger, he will look relaxed and sure of himself because he has been preparing for Sochi for months – and is ready to take it by storm.

TYPES OF SHOTS:

- Shaun leaning up against a wall with one arm and looking off in the other direction

- Shaun with his jacket open and buttoned

- Shaun with his hands in his pocket

- Shaun with his arms crossed/uncrossed and head looking down and up, legs strong on the ground/outward “V”

- Variety of profile shots

- Shaun putting his jacket on and off, rolling up sleeves

INTENSITY SHOTS

These shots will convey Shaun’s singular focus and determination. He will be featured in his signature black snowboarding gear – from the chest up, with his jacket slightly open and his collar up. He will be look-ing directly into the camera – so the viewer can see the details of his face, the intensity in his eyes – with a shadow on the right side of his face. His demeanor will be serious and determined, illustrating that he is thinking hard about one thing: how he will win the gold at Sochi.

TYPES OF SHOTS:

- Shaun slightly grinning looking head on and with head slightly cocked down

- Shaun with hands on lap (not shown) shoulders relaxed

- Profile shots

- Head slightly up

- Looking diagonal (up and down)

LINDSEY VONN PHOTO SHOOT EPICLIFE MAGAZINE

SCENARIO #1: INTENSITY AND STRENGTH (I CAN PLAY WITH THE BOYS)

These images will capture Lindsey in motion, showing the intensity and power of her training. They will showcase her commitment to (and confidence in) her own strength. They should be an illustration of just how formidable Lindsey is – both today and when she finally reaches Sochi.

• Movements: big-muscle exercises - intense, powerful movements

• Wardrobe: brightly colored tank top or sports bra; fitted black shorts or workout pants

• Hair/make-up: hair in loose ponytail or bun; natural-looking make-up

• Her eyes focused: - into the distance (focused on her goal) - directly at camera (“game on” face)

Note: This image is for inspiration only. Lindsey cannot do any jumps or lateral movements at this point.


Final deliveryn Distribution into library

~40%~60%exclusiVe

for sPecific resort onlysHared

across tHe resorts and corPorate, stock

PHotograPHy


Photography dept Budget Changes Fy14 (aS OF 9/18)

snOW Message:Resorts are responsible from their own budget’s for $3,000 ($300 per day; $200 for photographer and $100 for model) for ten days of snow messaging photography. Once their ten days are used they are eliagible for a new contract with the resort.

MOdels:The Photography Department is responsible for one high-production photo shoot with professional models for ten lines of business per fiscal year. $7,500 total for the year.

A second high-end production with professional models will come from the LOB’s budget. LOB’s are expected to set aside $7,500 and provide an accounting string to the Photo Department prior to the production to comply with procurement’s process.

tahOe resOrts:Tahoe Resorts have $7,500 for models and $7,000 for contract freelance photographers. Thus far, Heavenly and Kirkwood are under contract to spend 50% of their allotted money.

Winter trip for Photo team TBD.

n Photo department’s budget remains flat with agreed upon changes with resorts:


Overall Schedule and next Steps


“everyone cares about photos, particularly if you have kids. research shows that pictures are a huge part of every vacation,

from planning to remembering the trip. everybody, especially families, put a huge value on that.

- Rob Katz Ceo, Vail resorts

“thank yOU


Utility


addendUm


30 million email messages with photos

Snow messaging

Public Relations imagery

Marketing and Campaign driven

Social Imagery: postings to Facebook, Blogs,

Instagram, UGC and more

Epic Mix Photography

vail reSOrtS PhOtOgraPhy


Videographers

Guests

Snow Messengers

Agency Contracted Freelance Photographers

Epic Mix Photographers

Resort Marketing Teams

Corporate Photography Team

WhO iS ShOOting OUr PhOtOgraPhS?

Documents

VR_Photography_Vision