VR_Photography_Vision

Creative Services Team
Corporate photography strategy
Re-imagine
Corporate 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
397
PHoto
requests
246
Handled
internally
151
Outsourced 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.

Multi-Resort
Resortspecific
We do focus on
photography that is authentic,
emotive and tells a story.
We do not capture
photography that is
flashy
overly bright
80s
unattainable
posed
sterile
cheap
cookie cutter
The foundationThe foundation
We utilize personas
as 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

Breathtaking
Moments
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.
memories in
the making

memories in the making

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 Strategy
n 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 Process
Define 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 locations
Time of day
Scrap photography
Wardrobe stylist
Hair/Makeup stylist
Catering
Art Director
Casting
Extras
Resort Staff
Wardrobe
Props
Lighting
Equipment
Establish visual identity for each resort
Overall 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 Delivery
n Distribution into library
~40%~60%
Exclusive
For specific resort only
shared
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?

VR_Photography_Vision

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