pma 2010
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Education Sessions 

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Friday, February 19
 
12:00 noon - 5:00 p.m.
Registration Open

2:00 p.m. - 3:10 p.m.
Commercial Imaging
D11 - Professional Image Production Techniques in Photoshop
Lee Varis will demonstrate color imaging basics for the professional imaging artist. This class covers practical color correction and file preparation techniques used to produce commercial and editorial images used in print and on the web all around the world.
Speaker: Lee Varis, Varis Media

2:00 p.m. - 3:10 p.m. 
Retail Imaging
D12 - Dazzling Window Displays 
Presented by the Fujifilm Marketing Know-How Series
Window display is the new mantra in retailing, and window displays are now recognized for the power to divert a customer who is walking by and to prompt an impulse sale. Learn new trends in window display and how to design for success.
Speaker: Sharon Loeff, Shopworks

2:00 p.m. - 3:10 p.m.
Photo Publishing
D13 - Trinkets, Trash, and Treasures
What new products and services have the wiz kids of photo publishing come up with for 2010? This highly entertaining session will put your note-taking speed to the test. (Actually, you can relax and soak it in, because we’re providing the presentation after the session.)
Speakers: Phil Gresham, Fotofast; Gabrielle Mullinax, Fullerton Photographics

2:00 p.m. - 4:40 p.m.
Hands-On Computer Lab
CL1/LAP1 - Creative Portrait Retouching
Sponsored by Wacom, X-rite, and Adobe
The whole point of retouching an image is to make it look convincing enough that it doesn’t look retouched at all! This class will address improving skin texture, accentuating eyes, fine-tuning hair, applying digital makeup, and using creative effects to add depth and enhance the personality of subjects. Working with real-world examples, learn to apply body lifts and tucks, minimize uneven facial features, remove glass glare, and enhance clothing and backgrounds.
You may share access to an imaging workstation (up to two per workstation).
Speaker: Jane Conner-Ziser, Jane’s Media Art

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

3:10 p.m. - 3:30 p.m.
Refreshment Break

3:30 p.m. - 4:40 p.m.
Commercial Imaging
D14 - Advanced RAW Workflow
Sponsored by Nik Software

The enhanced feature set of Nik NX2 is extraordinarily powerful; learn how to take advantage of its potential. Learn the 100 percent nondestructive workflow with RAW data, working on both global and local granular adjustments to images. Be prepared to say “Wow!” as you learn to control color and light by creating complex masks on the fly, without brushes, selections, or curves, letting the software do the heavy lifting. Learn how to enhance images in file sizes that are not hundreds of megabytes, but tens of megabytes, saving you disk space and processing time.
Speaker: Vincent Versace, Digital Natural Light Photography

3:30 p.m. - 4:40 p.m.
Retail Imaging
D15 - Bright Ideas for Photo Classes for Retailers
Retailers are doing some extremely progressive things by offering photo classes to their customers, resulting in huge increases in loyalty and revenue. Hear three new business models for offering photo classes to the public, and walk away knowing one will work for you!
Speakers: Jirair Christianian, Mike’s Camera; Kevin Harayda, Dan’s Camera City; Glynn Lavender, Creative Photo Workshops

3:30 p.m. - 4:40 p.m.
Photo Publishing
D16 - Making the Horse Drink
We are in the middle of a photo product and services renaissance, but innovation only goes so far if no one knows about it. Develop actionable new product and promotional strategies that truly engage customers. This session is about educating, inspiring, and creating ongoing (profitable) relationships.
Speaker: Wendi Spiess, Ninebird Publishing

5:00 p.m. - 6:00 p.m.
DK1 - DIMA Opening Keynote: Six Pixels of Separation
Companies still struggle to understand online marketing as a new generation of digital opportunities unfolds. Consumers have never been so powerful; consumers have never been so connected. Mitch Joel unravels the fascinating world of new media, consumer-generated content, and social media. Learn how these marketing touch points are creating conversations for which the results are staggering and loyalty is off the charts. Phrases like “social media” and “Web 2.0” control every boardroom discussion in relation to growing market share and new marketing opportunities. Learn how to take part in these communities and conversations.
Speaker: Mitch Joel

6:00 p.m. - 7:00 p.m.
DR - DIMA Welcome Reception
Time to let your hair down and have a cocktail with old friends, and meet some new ones, too. Talk about the amazing sessions, or just give your brain a rest; but have a drink on us and wind down after a big day of learning.

Saturday, February 20

7:00 a.m. - 6:00 p.m.
Registration Open

8:00 a.m. - 9:00 a.m.
Continental Breakfast

9:00 a.m. - 10:10 a.m.
Commercial Imaging General Session
D21 - Killer Applications – Coolest Installations of 2010
Building graphics? Been there, done that. Vehicle wraps? Big freakin’ deal! Give me something that’s REALLY challenging. Get inspired by the coolest custom graphic applications not on any product list or price sheet. Learn how these whacky jobs were won and what production had to do to pull them off.
Speaker: Brian Mundy, Photomation Photo Lab

9:00 a.m. - 10:10 a.m.
Retail Imaging and Brand Boot Camp Joint General Session

D22 - Brand Power!
Sponsored by ROXIO
What is the importance of developing a strong brand? Glenn Omura will introduce contemporary approaches to successful brand growth strategies and how they can be the saving grace for the imaging industry. If you’ve been trying to “reinvent” yourself in the minds of customers, plan to attend this eye-opening session.
Moderator: Glenn Omura, Ph.D., Michigan State University
Speakers: Peter Dixon, Prophet; Eloy Trevino, Prophet

9:00 a.m. - 11:40 a.m.
Hands-On Computer Lab
CL2/LAP2 –  Adobe Photoshop Lightroom for Portrait Photographers
Sponsored by Wacom, X-Rite, Adobe
In this hands-on session, learn how to use Adobe® Photoshop® Lightroom® to handle important production tasks, such as importing, managing, developing, and showcasing portrait and wedding images. Specific topics include creating and applying develop settings to one or dozens of images, printing and presenting high-quality contact sheets and large-format prints, and organizing and preparing images for slide shows and web galleries.
You may share access to an imaging workstation (up to two per workstation).
Speaker: Julieanne Kost, Adobe Systems

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

10:10 a.m. - 10:30 a.m.
Refreshment Break

10:30 a.m. - 11:40 a.m.
Commercial Imaging
D31 – Color Managing Digital Press and Photo
Sponsored by Fineeye Color Solutions
Customers don’t ask you to make the color on their digital press jobs and photo jobs match, they simply expect it to happen. Matching output from a minilab to a “dry” printer is often advertised as just a few clicks away, but in practical production, it’s rarely that simple. This session will take an in-depth look at the challenges to managing color across processes; exposing the root cause of color inconsistencies, reviewing techniques and tools that improve the situation and discussing on-going developments that promise to solve the problem for good.
Speaker:
Michael DiCosola, Fineeye Color Solutions

10:30 a.m. - 11:40 a.m.
Retail Imaging
D32 – Target Local Searchers  
Part of the Fujifilm Marketing Know-How Series
Did you know 97 percent of internet users gather shopping information online. Of those, 51 percent “shop online and purchase off-line.” Using all the local search tools available is more important to retailers than ever – and luckily most are free. Learn about the most effective tools available and how to use them.
Speaker: Bob Cavilla, UpWord Search

10:30 a.m. - 11:40 a.m.
Photo Publishing
D33 – Photo Publishing Software Shoot-Out
With all the options of photo publishing software on the market today, which one is best for you? Industry leaders have innovated and new players have come on the scene. This session will line them up side-by-side to demonstrate only the highlights and new features.
Speakers: Vahe Christianian, LifePics; Philippe Hugron, Dakis; Jorge Simal, HP; Andrew Friedland, DigiLabs; Michael Moore, RocketLife; Joseph T. Kowalik, Graphx Inc.
Moderator: Paul Worthington, Future Image

10:30 a.m. - 11:40 a.m.
Brand Boot Camp
D34 –  Marketing Genius Camp
Sponsored by ROXIO
This session will present the essential principles of good advertising and marketing messages. PMA® member ads and marketing materials will be candidly critiqued by advertising industry experts, and then real-world examples of effective marketing communication will be provided, with a focus on the newest “home run” products for imaging retailers. The session will conclude with the presentation of PMA-created marketing materials, available through our new PMA+ program.
Moderator: Glenn Omura, Ph.D., Michigan State University
Speakers: Brad Fornaciari, Lighthouse Branding Inc.; Gene Del Vecchio, Lighthouse Branding Inc.; Bill Stenton, Lighthouse Branding Inc. 

10:30 a.m. - 11:40 a.m.
What’s Next?
D35 – Imaging Soothsayers Bare All
Step into the tent, relax your mind, and look into the crystal ball. The top analysts in the imaging industry reveal their latest research in consumer photography and make predictions of the major trends affecting the way you do business in the future. Put your “strategic planner hat” on, and join us for a glimpse into the future of imaging.
Speakers: Liz Cutting, The NPD Group Inc.; Steve Hoffenberg, Lyra Research Inc.; Ed Lee, InfoTrends, Inc.; Gary Pageau, PMA; Lawrence Wu, J.D. Power and Associates

11:45 a.m. - 1:00 p.m. 
DL1 – DIMA Luncheon
Sponsored by HP

Transforming the Photo Industry

HP is at the forefront of the biggest transformation in the photo industry’s history, accelerating category growth and new revenue opportunities for retailers.  An industry once based on the static content typically stored in a scrapbook or dusty box, photo retailers are now grappling with dynamic content that is both found and created everywhere.  Thanks to HP’s technologies and services, consumers around the world now have more options than ever to publish and share content that was once out of reach.  These options signal a significant opportunity for savvy retailers prepared to capitalize on the industry’s transformation. 

VJ will share deep customer insight, discussing how HP is helping retailers to profit from people’s desire to access and personalize content anytime, anywhere by creating new technologies that connect the physical and digital worlds in ways never imagined.

Speaker: Vyomesh Joshi (VJ), HP

1:00 p.m. - 2:10 p.m.
Commercial Imaging
D41 – Fabric and Other Profitable Substrates for Inkjet Printing
Go beyond using canvas and watercolor paper for inkjet products. Fabrics and other textiles have become more and more popular in the display graphics world and other specialty applications. This session will highlight some of the coolest alternative media available, as well as tips for handling and finishing.
Speaker: Ramon Barba, Graphics Solutions Business, HP; Jimmy Lamb, Sawgrass Technologies

1:00 p.m. - 2:10 p.m.
Retail Imaging
D42 – DIMA Marketing Idea Exchange
From big marketing concepts to little promotional gems, the DIMA Marketing Idea Exchange is guaranteed to provide at least three actionable ideas to implement immediately into your marketing plan. If you’ve never been to the DIMA Marketing Idea Exchange, come see why this DIMA tradition is considered the most cutting-edge marketing hour you’ll have … It’s a tradition that is 100 percent new – every session with the latest, freshest, and hottest moneymaking concepts in imaging.
Speaker: William J. McCurry, McCurry Associates

1:00 p.m. - 2:10 p.m.
Photo Publishing
D43  – “Dry” Printer Roundup
What new printing equipment will let you break into the photo publishing market or take a current photo publishing operation to the next level? This unique format will “interview” equipment vendors to reveal which equipment is best for your operation.
Speaker: Brian Segnit, Xerox; Alex Liff, HP; Michael Abergel, MGI USA; Ron Kubara, Noritsu North America; Rowan Lawson, Eastman Kodak Company; Tony Barlow, Konica Minolta Business Solutions
Moderator:
Paul Worthington, Future Image

1:00 p.m. - 2:10 p.m.
Brand Boot Camp
D44 – Baby, Let Your Website Shine
Sponsored by ROXIO
The highest growth area in imaging is online ordering. Your web presence is more than just an extension of your store; it is the No. 1 way customers find and interact with you. If you do not have a solid web strategy in place, including a good home page, a good search engine optimization (SEO) strategy, and a viable ecommerce presence, customers will find a way to fill their needs somewhere else. We will show elements of a fantastic home page, how to make a website potential customers can find easily, tools to compare photo-publishing software, and how to put it all together. The session will conclude with the presentation of PMA-created website templates, available through our new PMA+ program.
Moderator: Glenn Omura, Ph.D., Michigan State University
Speakers:  Bob Cavilla, Upword Search; Amber Wallace, Web Marketing Therapy; Kim Larson, Life is Art

1:00 p.m. - 2:10 p.m.
What’s Next?
D45 – The 6Sight Vision
What’s next for the imaging industry? Alexis Gerard, founder and chair of the 6Sight Future of Imaging Conference, shares his vision of the top 10 most compelling technologies that will change the industry in the next 2-5 years.
Speaker: Alexis Gerard, Future Image
 
1:00 p.m. - 3:40 p.m.
Hands-On Computer Lab
CL3/LAP3 – Let the Computer Do the Work!
Sponsored by Wacom, X-Rite, and Adobe  
This seminar will reveal the multitude of key features in Adobe® Photoshop® CS4 and Bridge to automate and speed up image processing. Learn more productive and creative techniques to build, customize, and apply Photoshop Actions to many images. Work with Batching, Image Processor, and Image Variables to customize workflow to your needs and to speed up the tedious, yet essential, aspect of processing dozens to hundreds of images a day.
You may share access to an imaging workstation (up to two per workstation).
Speaker: Michael Ninness, Adobe Systems

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

2:10 p.m. - 2:30 p.m.
Refreshment Break

2:30 p.m. - 3:40 p.m.
Commercial Imaging
D51 - Discover the Value of a Gallery Wrap
What is a gallery wrap? What makes a canvas wrap so popular? What are the Photoshop® techniques for the gallery wraps? How do you stretch a gallery wrap? How do you stop the edges from cracking? How do you make the gallery wrap a museum archival 100-year product? How do you embellish a gallery wrap? This session will answer these and many more questions and will open your eyes to the world of high-end canvas products.
Speaker: Randy Hufford, Institute of Visual Arts

2:30 p.m. - 3:40 p.m.
Photo Publishing
D53 - The Future of Photo Publishing
Photo publishing is clearly the new direction for physical incarnations of photography. Knowing the vision for this market from 10,000 feet will allow you to position your rudder and move your ship in the right direction for success. Visionary and the Rochester Institute of Technology (RIT) dean of the College of Imaging Arts and Sciences Frank Cost will provide the view of the future of digital photo printing.
Speaker: Frank Cost, Rochester Institute of Technology

2:30 p.m. - 3:40 p.m.
Brand Boot Camp
D54 - Social Networking Glue
Sponsored by ROXIO
This session will discuss the major social networking tools being used successfully to develop a community of photo enthusiasts and loyal customers. Facebook, Twitter, Flickr, LinkedIn, and other new vehicles are used to connect in a meaningful way. We will focus on what works, citing industry examples, and how to start connecting using these new media. Walk away with step-by-step instructions on how to be a social networking expert. The session will conclude with the presentation of PMA-created content templates and really simple syndication (RSS) widgets, available through our new Photo Publishing Quickstart program.
Moderator: Glenn Omura, Ph.D., Michigan State University
Speakers: Gabe Cano, Specialty Color Services Custom Photo Lab; Glen Hodges, Specialty Color Services Custom Photo Lab; Glynn Lavender, Creative Photo Workshops

2:30 p.m. - 3:40 p.m.
What’s Next?
D55 – The Print Is Dead! How 20-Somethings Use Photography
How young consumers use photography has changed in the last few years. Instant sharing of camera phone pictures has taken over printing or even emailing their favorite shots. Playing with and improving their shots is now commonplace, and their zest for learning how to use their cameras has never been greater. We will share examples of how stores can and are tapping into these new activities to create new services and new customers.
Speaker: Amit Gupta, Photojojo

3:40 p.m. - 4:00 p.m.
Refreshment Break

4:00 p.m. - 5:00 p.m.
DK2 – DIMA Closing Keynote: The Art of Vision – Managing Rapid Change
As the landscape for business continues to change, a clear vision is the key to successfully navigating the uncharted waters of tomorrow. The Art of Vision is a program specifically designed to help companies utilize unconventional wisdom and build a vision for the future. No matter what kind of organization – from small companies to large corporations – employees at all levels can better embrace the future by becoming more innovative. Discover how to sharpen your creative skills and identify a personal style for inspiring yourself and others.
Speaker: Erik Wahl, The Wahl Group

5:00 p.m. - 6:00 p.m.
PMA Welcome Reception
Reconnect with friends from around the world who share your excitement and anticipation about the opening of PMA 2010! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

Sunday, February 21 

7:00 a.m. - 8:00 a.m.
Continental Breakfast

7:00 a.m. - 6:00 p.m.
Registration Open

8:00 a.m. - 8:50 a.m.
Commercial Imaging
D61 - Marketing Giclée: A Passion for Selling Art
The fine-art printing market is a complicated, yet very profitable, one. To break into this market, it is necessary to have a superior product, knowledge of the fine-art market, and the skills to properly position and market yourself to this group. In this session, learn about the various tools and techniques for creating excitement and sales for giclée output. Get inspired with simple and unique methods to increase sales and get the best return on marketing efforts.
Speaker: Randy Hufford, Institute of Visual Arts

8:00 a.m. - 8:50 a.m.
Retail Imaging
D62 - Best Practices in Email Marketing
Part of the Fujifilm Marketing Know-How Series
It’s a proven fact: email is one of the most effective marketing tools for business. Learn the top 10 best practices to create effective email, including list acquisition, creative content and graphics, mail frequency, and key metrics to measure success.
Speaker: Ron Cates, Constant Contact

8:00 a.m. - 8:50 a.m.
Photo Publishing
D63 Finish the Job
Anyone can print pages; but it takes a true photo publisher to put the finishing touches in place, making those pages come to life and become great products customers will value. This group of bindery experts will be discussing binding methods and materials that will allow photo publishers to enhance and differentiate the photo books they sell and allow them to be creative geniuses for their clientele.
Speakers:  John Jacobson, On Demand Machinery; Lang Wightman, LBS; Mark Hancock, X-Press-N Digital; David Robbins, Eco Fibers
Moderator: Debbie Nolan, Library Binding Institute

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote: Success in an Upside Down World
Peter Sheahan will interview our distinguished panel of retailers on the important issues facing our industry today and in the future. Sheahan has spent a decade teaching business leaders how to flip their thinking and find opportunities where others cannot. He believes the real money gets made in the cracks, and the opportunity for mind-blowing success is all around us. Join us for an insightful look into innovative and entrepreneurial thinking!
Traducción simultánea al Español. Free for all registration types; no ticket required.
Panelists: Gabe Cano, Specialty Services Custom Photo Lab; David Guidry, Lakeside Camera Photoworks; Richard Moross, MOO; Gaby Mullinax, Fullerton Photographics; Brad Jefferson, Animoto; Robert L. Hanson, Harold's Photo Center
Moderator:  Peter Sheahan


9:00 a.m. - 11:50 a.m.
Hands-On Computer Lab
CL4/LAP4 - The Professional Lightroom Workflow
Sponsored by Wacom, X-Rite, and Adobe
This session is an in-depth examination of setting up and implementing a professional imaging workflow with Adobe® Lightroom® to speed up image processing and management. The class will work with various images (from import to output) illustrating wide varieties of imaging challenges. The session will also address essential digital asset management (DAM) issues, including automating backup, managing redundancy, and intelligent expansion strategies.
You may share access to an imaging workstation (up to two per workstation).
Speaker: Kevin Kubota, Kubota Image Tools

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

12:30 p.m. - 1:50 p.m.
DL2 - DIMA Official Business Luncheon
Join us for the DIMA official business meeting and the election of the 2010 DIMA board. Lunch will be served, followed by roundtable discussions on various “hot” topics for the industry.

2:00 p.m. - 2:50 p.m.
Retail Imaging
D65 - Hatching, Matching, and Detaching Employees
Employees – finding, training, team building, and terminating can be daunting tasks. Learn shortcut management techniques on ways to make daily employee life better. Learn three “Never Do’s” when hiring, interview questions that can weed out weaker staff members, how to build a team that gets along, and correct ways to terminate or get people to resign in a positive way.
Speaker: Chris Miller, Pacific Store Design

2:00 p.m. - 2:50 p.m.
Photo Publishing
D66 - Mastering the Greeting Card and Stationery Market
Two hot new products are creating new revenue streams for photo publishers: personalized greeting cards and stationery. What paper should be used? How do you package them? How do you market these products? This session will feature the innovators in this product category and how they have become successful.
Speakers:  Bob Hanson, Harold’s Photo Center; David Guidry, Lakeside Camera Photoworks

2:00 p.m. - 4:40 p.m.
Hands-On Computer Lab
CL5/LAP5 - Beauty Retouching A-Z
Sponsored by Wacom, X-Rite, and Adobe
Learn the professional retouching workflow used in high-end glamour studios by world-class retouchers. Starting with the camera RAW file, discover how to best process the image in Adobe® Lightroom® and Adobe Camera RAW. Upon critically reviewing the file in Photoshop®, the retouch will be broken into essential components to be tackled one by one. Learn the professional techniques used to color correct; sharpen; and enhance the skin, eye, and body shape seen on every high-end fashion magazine cover today. You may share access to an imaging workstation (up to two per workstation).
Speaker: Chris Tarantino, Vaught Studio

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

6:00 p.m. - 7:00 p.m.
PMA Get Acquainted Reception
Reconnect with friends from around the world who share your excitement and anticipation about the opening of PMA 2010! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

6:00 p.m. - 8:00 p.m.
PMA Night School
N1 - Cantrell Couture Weddings
Join us for an action-packed program by one of the American PHOTO magazine 10 Best Wedding Photographers, Bambi Cantrell. This exciting program will be full of tips and techniques guaranteed to inspire and educate on the art of the couture wedding. Cantrell will demonstrate many of her best concepts in posing, lighting, and capturing the essence of weddings today. Tickets are $49 member/$69 nonmember ($39 member/$59 nonmember with the purchase of an All Conference Connection Pass).
Speaker: Bambi Cantrell, Cantrell Portrait Design Inc.

6:00 p.m. - 8:00 p.m.
PMA Night School
N2 - 25 Ideas to Increase Sales Overnight!
Time for a change? Learn 25 new and improved ideas to inject enthusiasm into your store. Whether it’s marketing, advertising, in-store promotions, sales techniques, add-on sales, merchandising, window displays, or remodeling, Chris Miller will share his secrets of 30 years and more than 3,000 stores … “The only given in retail is change!” Tickets are $49 member/$69 nonmember ($39 member/$59 nonmember with the purchase of an All Conference Connection Pass).
Speaker: Chris Miller, Pacific Store Design

6:00 p.m. - 8:00 p.m.
PMA Night School
N3 - Get Web Marketing Savvy!
The future of marketing is online. If you are ready to put the web to work as a stellar marketing medium to generate awareness, distribute information, communicate your message, serve customers, and make sales, then this is the right session to attend. Get web marketing savvy! Tickets are $49 member/$69 nonmember ($39 member/$59 nonmember with the purchase of an All Conference Connection Pass).
Speaker: Lorrie Thomas, Web Marketing Therapy

6:00 p.m. - 8:00 p.m.
PMA Night School
N4 - Canvas Giclée Opportunities
Even with the equipment to produce true giclée reproductions, there are “best practices” to creating and finishing giclée prints essential to a successful business. Learn about various canvas fabrics and available finishes, and get tips on the best methods for displaying canvas prints. Get a firsthand look at these proven methods by watching live demonstrations on how to make a gallery wrap, add protective coating to a canvas, stretch a canvas, and embellish a canvas. Tickets are $49 member/$69 nonmember ($39 member/$59 nonmember with the purchase of an All Conference Connection Pass).
Speaker: Randy Hufford, Institute of Visual Arts

6:00 p.m. - 8:00 p.m.
PMA Night School/Hands-On Computer Lab
N5/LAPN5 - Real-World Beauty Retouching
Sponsored by Wacom, X-Rite, and Adobe
The greatest challenge for professional fashion and glamour retouchers is to make the model look flawless while concealing the imperfections, wrinkles, and sun damage. Learn the secrets the best retouchers use to create the flawless skin, perfect hair, and amazing makeup seen in magazines and advertisements. This advanced session will address refining body shape, enhancing eyes and lips, and adding subtle sharpening effects for sparkle and pop. You may share access to an imaging workstation (up to two per workstation). Tickets are $69 member/$89 nonmember ($59 member/$79 nonmember with the purchase of an All Conference Connection Pass).
Speaker: Carrie Beene, CarrieNYC.com

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

7:00 p.m.
E7 - PIEA Evening with an Artist – Featuring Lynn Goldsmith
Sponsored by Nikon
Lynn Goldsmith’s imagery is in numerous collections and museums: The Smithsonian Institution, The Polaroid Collection, The Kodak Collection, The Museum of Modern Art, The Chicago Museum of Contemporary Photography, etc. A multi-awarded portrait photographer, her work has appeared in Life, Newsweek, Time, Rolling Stone, Sports Illustrated, People, Elle, Interview, and The New Yorker. Her thirty years of photography have not only been an investigation into the nature of the human spirit, but also into the natural wonders of our planet. Free to all registrants; registration is required.
Chairperson: Carole Lichty-Smith, Cincinnati Country Day School

Monday, February 22  

7:00 a.m. - 8:00 a.m.
Continental Breakfast

7:00 a.m. - 6:00 p.m.

Registration Open

8:00 a.m. - 8:50 a.m.
Commercial Imaging
D71 -
Say Hello to My Little Solvent Friend

Solvent inkjet printing is not just eco-friendly; it is now reaching the quality standards of giclée printing! The implications of solvent printing being safe and art-gallery good will make you and your accountant do a double take. Find out what new markets and profit margins will open up advancements in solvent printing.
Speaker: Steve Olock, Dan's Camera City

8:00 a.m. - 8:50 a.m.
Retail Imaging

D72 - Become a PR Pro
Part of the Fujifilm Marketing Know-How Series
The world of media is very different today, and powerful press coverage is not simply local newspaper coverage. Learn new ways to draw customers to your store with powerful (and mostly free) public relations (PR) using various media, including traditional press releases, newsworthy events, blogs, social networks … and more.
Speaker: Scott Signore, Matter Communications

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote: Becoming a Retail Superstar
George Whalin’s recent book, “Retail Superstars: Inside the 25 Best Independent Stores in America,” tells the story of 25 stores redefining what independent retailers can do in a highly competitive environment. These amazing retailers are growing and prospering alongside national chains and big-box stores of all kinds, even during a recession. Whalin’s presentation is jam-packed with strategies, ideas, and business-building tools to help independent retailers stand out and thrive. He will provide retailers, sales reps, suppliers, photographers, and framers with insights and actionable ideas anyone in the photographic marketing business can use to grow and prosper as we emerge from the recession. Traducción simultánea al Español. Free for all registration types; no ticket required.
Speaker: George Whalin, Retail Management Consultants

9:00 a.m. - 11:50 a.m.
Hands-On Computer Lab
CL6/LAP6 - Power-User 10-Channel Image Repair
Sponsored by Wacom, X-Rite, and Adobe
This advanced session will explore cutting-edge techniques for image enhancement, going beyond the ordinary to create spectacular improvements to wide varieties of images. Learn how to use insider professional techniques, utilizing individual image channels in multiple color spaces to enhance color, tone, and contrast. Discover the power of image modes: apply image and advanced blending options that allow for extreme adjustments without damaging image detail or banding! You may share access to an imaging workstation (up to two per workstation).
Speaker: Lee Varis, Varis Media

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

1:00 p.m. - 1:50 p.m.
Retail Imaging
D75 - Social Media – Managing Your Facebook and Twitter Pages
This session will show how to set up a great Facebook page for your business and how to manage it to keep it fresh for your “fans.” Relating to customers in this effective, new media with a relevant message can be more successful than print or radio advertising. Come and find out how.
Speaker: Dirk Knemeyer, Involution Studios

1:00 p.m. - 1:50 p.m.
Photo Publishing
D76 - Advanced On-Demand Variable Data
Many in the photo industry are familiar with the capabilities of digital printing equipment when it comes to photo books and calendars. However, an entire market exists – using the same or similar digital printing equipment – that has nothing to do with “photo” products. Learn about the possibilities of new markets for your business, using digital printing and finishing equipment.
Speaker:  Yishai Amir, HP Indigo Digital Press; Brian Segnit, Xerox

2:00 p.m. - 4:40 p.m.
Hands-On Computer Lab
CL7/LAP7 - Multi-Shot Photography
Sponsored by Wacom, X-Rite, and Adobe
Whether you work on a shoestring budget with a point-and-shoot camera or have an unlimited amount of resources and resolution, the best images start in your camera. Learn the essential camera settings, shooting strategies, and recommended equipment to take the best source images for creating high-quality panoramas, high dynamic range (HDR) imaging, Helicon Focus and noise-free images, and time-lapse movies. Additionally, learn how to manage and process the source images with Photoshop® CS4 Extended to expand and explore the power and creativity of multi-shot photography. You may share access to an imaging workstation (up to two per workstation).
Speaker: Katrin Eismann, School of Visual Arts

Bring your own laptop (BYOL) for the Hands-On Computer Labs. Each class has 20 spots available for attendees who want to use their own laptops; choose the session number beginning with LAP on the registration form. We’ll email all the software details ahead of time, so you can have all software and class files loaded onto your laptop prior to the workshop.

6:00 p.m. - 7:00 p.m.
PMA President’s Reception
Relax with peers and share insights about your PMA 2010 discoveries! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

7:00 p.m. - 10:00 p.m.
PMA Big Night – House of Blues
A buffet-style BBQ, combined with rockin’ live entertainment. Buses depart the Anaheim Convention Center at 6:30 p.m. sharp. The House of Blues is a moderate walk, approximately 0.5 mile from the convention center. Tickets are $49 member/$79 nonmember (discounted price of $39 member/$69 nonmember with the purchase of an All Conference Connection Pass), and include two complimentary beverage tickets for the PMA President’s Reception and admission into the House of Blues.

Tuesday, February 23
 

7:00 a.m. - 4:00 p.m.
Registration Open

8:00 a.m. - 9:15 a.m.
OBS3 - PMA Official Business Session Keynote Breakfast: Building Your Business with Social Media
Guy Kawasaki is a Silicon Valley venture capitalist, an internet expert, and credited as one of the first to use evangelistic methods to promote a computer brand. He also understands how important it is to stay ahead of the social media curve by interacting with an audience and educating them, while staying on top of current trends. In Kawasaki’s “Building Your Business with Social Media,” he gives expert insight into the lesser-known practices of social networking. His little jewels of advice provide many “aha” moments, and will inspire you to use social media and interact with the public in ways that have never even occurred to you. Tickets required; $29 member/$39 nonmember. No charge with the All Conference Connection Pass. Traducción simultánea al Español.
Speaker: Guy Kawasaki, Garage Technologies

9:00 a.m. - 11:50 a.m.
Hands-On Computer Lab
CL8/LAP8 - Sharpen This!
Sponsored by Wacom, X-Rite, and Adobe
Even with the best lenses, images may be in focus, but are they really sharp? This advanced session addresses wide varieties of sharpening strategies and techniques to master the entire sharpening workflow – from image input, to adding creative effects, to perfecting print sharpening. Go beyond the standard sharpening filters and learn advanced deconvulsion, masking, layering, and blending techniques to make images literally jump off the page without looking artificial. You may share access to an imaging workstation (up to two per workstation).
Speaker: Lee Varis, Varis Media

9:15 a.m. - 4:00 p.m.
Trade Exhibits Open

10:30 a.m. - 11:30 a.m.
PMA 2010 Retailer Hot Picks
Finding the new products at PMA 2010 can be a big task. Let our retailers and buying groups tell what they think will be the hot sellers this year. Located on the trade show floor. All PMA 2010 attendees are welcome. No ticket required.
Moderator: William J. McCurry, McCurry Associates

11:00 a.m. - 12:00 noon
Retail Portrait/Event Photography
PMA Pro Photographer Hot Picks
Finding the new products at PMA 2010 can be a big task. Let our experts tell what they think will be the hot sellers this year. All PMA 2010 attendees are welcome. No ticket required.
Moderator: Jeff Wilson, JW Party Pictures

4:00 p.m.
Parting Shot Reception
The closing reception for 2010 is your opportunity to reconnect with colleagues, as well as exchange notes and insights on the newest products, emerging trends, and events. Be sure to stick around: The $10,000 Grand Prize Drawing takes place at 4:15 p.m. sharp! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

4:15 p.m.
$10,000 Grand Prize Drawing
Someone could win big! Stick around and it might just be YOU! The drawing and announcement of the winning ticket holder is held at the Parting Shot Reception. All trade attendees with an All Conference Connection Pass or full trade show registration are eligible to win. Check your badge packet for the big win opportunity!
You must be present to win. No stand-ins allowed. PMA® officers, trustees, board members, member association board members, press, single-day trade attendees, exhibitors, staff, their families, and employees are NOT eligible for the Grand Prize Drawing. All decisions at the drawing are final.



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