Education Sessions

Download the Conference Program (PDF)

Friday, February 19

12:00 noon - 5:00 p.m.
Registration Open

12:30 p.m. - 5:00 p.m.
SPAA Ultimate Field Trip
San Clemente High School

2:00 p.m. - 6:00 p.m.
DIMA Annual Conference

3:00 p.m. - 5:00 p.m.
School Portraits by Kranz: Facility Tour

6:00 p.m. - 7:00 p.m.
DIMA Welcome Reception

6:00 p.m. - 7:00 p.m.
PSPA Welcome Reception

6:00 p.m. - 7:00 p.m.
SPAA Welcome Reception

Saturday, February 20

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

9:00 a.m. - 10:10 a.m.
Management
PBC1
Business Practices 101: How to Stay Out of Trouble
Even the most talented photographer has a slim chance of survival without a solid base of business practices. Experienced entrepreneur John C. Pittman outlines some practices that keep his photography business growing, including adopting a code of ethics, simple business record keeping, the necessity of having an employee handbook regardless of the number of employees, and more.
Speaker: John C. Pittman, Sports Stars Inc.

9:00 a.m. - 5:00 p.m.
DIMA Annual Conference

9:00 a.m. - 5:00 p.m.
PSPA Annual Conference

9:00 a.m. - 5:00 p.m.
SPAA Annual Conference

10:30 a.m. - 11:40 a.m.
Techniques
PBC2
Posing and Lighting Basics
The goal of every photographer is to put the client’s best face forward, and the proper use of lighting and posing can make or break a job. We’ll present the basics of indoor and outdoor lighting, as well as posing tips and techniques for various situations.
Speaker: Bambi Cantrell, Cantrell Portrait Design Inc.

11:45 a.m. - 1:00 p.m.
Marketing
PBCL
Luncheon: Singles Bar Lessons for Your Photography Business
If you’ve worked in the photography industry for any amount of time, you know the most recent years have been the hardest. (It’s not you; it’s the recession!) Despite feelings of desperation and uncertainty, photographers need not act like the lonely guy in the singles bar who, instead of meeting someone interesting, ends up sitting alone. Take action now to reduce or avoid negative feelings. Tony Blei will show how, during slow times, to posture yourself to be ready for new challenges when the economy improves.
Speaker: Tony Blei, Tony Blei Photography

12:00 noon - 3:00 p.m.
PMA Sneak Peek 2010 – Press Only

1:00 p.m. - 2:10 p.m.
Management
PBC3
Photographer’s Legal Guide
Attorney Carolyn E. Wright, aka the “Photo Attorney,” discusses legal and business issues affecting photographers, including copyrights, restrictions on photography, contracts, insurance, taxes, licenses, and more. Wright’s presentation is adapted from her book, the “Photographer’s Legal Guide,” and her blog at www.photoattorney.com. Time is allotted for questions and answers.
Speaker: Carolyn E. Wright, The Law Office of Carolyn E. Wright LLC and PhotoAttorney.com

1:15 p.m. - 9:00 p.m.
E3
PIEA Photo Safari at the Getty Museum and Venice Beach
The annual PIEA Photo Safari travels to the Getty Museum in Los Angeles for a chance to see the exhibits. Displays in February include: “In Focus: The Worker”; “A Record of Emotion: The Photographs of Frederick H. Evans”; and “Urban Panoramas: Opie, Liao, Kim.” More details on the Getty Museum and exhibits can be found at www.getty.edu. Tripods and monopods are not allowed at the Getty Museum and must be left on the bus. The bus then heads to Venice Beach for some photo opportunities. Dinner is on your own in the Venice Beach area before heading back to Anaheim. Along the way, faculty members from the Brooks Institute of Photography will offer some 10-minute “quick lessons” on everything from architectural photography to location lighting. Bus departs from the Best Western Raffles Inn & Suites at 1:15 p.m. and returns to the hotel by 9:00 p.m. Tickets are $45 member/$55 nonmember.
Session Chair and Tour Guide: Marcia Rubenstein, Brooks Institute of Photography, Santa Barbara, Calif.

2:30 p.m. - 3:40 p.m.
Marketing
PBC4
How I Changed My Website to Grow My Photography Business
Improve your website and convert visitors into paying clients? Yes! It’s possible, and it’s been done! Kim Larson has tips and tricks to position your website higher in search engine results; the scoop behind the power of social networking tools, such as blogs and Facebook; ideas on how to handle email inquiries from potential clients; and more!
Speaker: Kim Larson, Life Is Art

4:00 p.m. - 5:00 p.m.
Technology
PBC5
Developing New Product Lines
Panel participants, representing professional labs from around the country, outline the latest in unique photo products you can use to differentiate yourself from the competition. See samples and learn how successful photographers are putting a personal spin on products to create promotional opportunities.

5:00 p.m. - 7:00 p.m.
PR2
PSPA/SPAA Lab and Supplier Reception
Discover the newest technology and hidden gems from photography product vendors, meet with lab owners to learn more about their photofinishing services, and relax with peers at this two-hour reception. Included with the All Conference Connect Pass; $29 member/$39 nonmember

6:00 p.m. - 7:00 p.m.
PMA Welcome Reception
Reconnect with friends from around the world who share the 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. - 9:00 a.m.
SPFE
500
Customer to Lab Color Management
Color management procedures provide detailed methods on how to manage the printing environment from customer to lab using profiles to "see" on a monitor how the printer will reproduce the file. Yet the resulting print is never exactly as seen on the monitor.  This session will explain why this problem exists. Color gamut of capture, display and printer devices will be discussed as well as how the eye and brain may be tricked to see colors that do not exist. Once aware of all the obstacles, then procedures can be implemented to eliminate or reduce their impact and improve the printer-monitor accuracy.
Speaker: Ron Kubara, Noritsu North America

8:00 a.m. - 9:00 a.m.
NAPET
501
Hatching, Matching, and Detaching Employees
Employees – finding, training, team building, and terminating can be daunting tasks. Learn short-cut management techniques on ways to make your daily “Employee Life Better!”
Speaker: Chris Miller, Pacific Store Design

8:00 a.m. - 2:30 p.m.
DIMA Annual Conference

8:00 a.m. - 2:30 p.m.
PSPA Annual Conference

8:00 a.m. - 3:30 p.m.
SPAA Annual Conference

8:00 a.m. - 5:00 p.m.
PPFA Annual Conference

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 Color 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
 

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

12:30 p.m. - 1:30 p.m.
DIMA Official Business Luncheon

12:30 p.m. - 2:30 p.m.
S1
Spouse Luncheon: Going Green
Going green doesn’t mean going without. Sophie Uliano is a passionate environmentalist who has developed an earth-friendly lifestyle appealing to women who don’t want to compromise their glamour or style. She is the author of The New York Times best-selling book “Gorgeously Green,” the modern girl’s guide to living in sustainable style. Lunch will be served. Tickets are $39 member/$49 nonmember.
Speaker: Sophie Uliano, Gorgeously Green

3:00 p.m. - 4:00 p.m.
Retail Portrait/Event Photography
502
On-Site Printing: A Win-Win
On-site printing will open up a world of new opportunities for expanding your reputation and market share. This hands-on session will show photographers how to easily set up a new niche service using most of the same equipment already used daily. Our speaker will demonstrate fast, reliable, and easy-to-use portable solutions, including green screen and dynamic backdrops that are cheaper to rent than buy.
Speaker: Jan Lundberg, Jan Lundberg Photography

3:00 p.m. - 4:00 p.m.
International Session – Español
503
¿Qué Hacer Para Vender Más Productos Digitales?
El consumidor de hoy tiene mucha incidencia en el proceso de impresión, pero desconoce la gran mayoría de productos digitales que puede comprar en la tienda fotográfica. Esta sesión mostrará tácticas exitosas para crear consciencia en los consumidores de los productos digitales que se pueden lograr partiendo de una imagen fotográfica. Todos los detallistas, dueños de negocios, y gerentes de habla hispana.
Conferenciante: Carlos Sánchez, Noritsu

3:00 p.m. - 4:00 p.m.
International Session – Deutsch
504
Kiosk 2010 – 1001 Möglichkeiten für mehr Ertrag
Fototerminals werden von Kunden gut angenommen.Welche wichtige Punkte sind bei der Auswahl zu beachten? Welchen Stellenwert hat die Software.
Sprecher: Ali Özer, Silverlab Solutions GmbH
Vorsitz: Martin Wagner, Ringfoto GmbH & Co. Alfo Mktg KG

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. - 7:00 p.m.
AIE Reception

6:00 p.m. - 7:00 p.m.
NAPET Reception

6:00 p.m. - 8:00 p.m.
GL
Global Gala International Reception
One big world, three amazing receptions! Worldwide members and attendees, including delegation receptions from Australia/New Zealand and Canada, are encouraged to join in the joie de vivre for this truly unique taste of the world and celebration of fellowship. Tickets are $39 member/$49 nonmember (discounted to $29 member/$39 nonmember with the purchase of an All Conference Connection Pass).

6:00 p.m. - 8:00 p.m.
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.
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.
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.
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.
Night School
Hands-On Computer Lab
N5/LAP5
Real-World Beauty Retouching
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, Cinncinnati, Ohio

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. - 2:30 p.m.
DIMA Annual Conference

8:00 a.m. - 2:30 p.m.
PSPA Annual Conference

8:00 a.m. - 3:30 p.m.
SPAA Annual Conference

8:00 a.m. - 5:00 p.m.
PPFA Annual Conference

8:00 a.m. - 9:00 a.m.
SPFE
600
Photo Books: On-Site Solutions for Retailers
Currently outsourcing photo books? Increase profits by bringing the photo book process from creation to construction into your lab. This panel of experts will detail what you need to know, enabling the on-site creation of great photo books for customers.
Speakers: Nicolas Series, Kis Photo-Me Group; Stephen Giordano Jr. Lucidiom

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

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

11:30 a.m. - 12:00 noon
NL
NAPET® Luncheon
Tickets are $29 member/$39 nonmember.

12:00 noon - 3:30 p.m.
S2
Spouse Program: Whale Watching
Come aboard for a two-hour cruise and have a totally different, intimate, and unforgettable experience! February is gray whale season in Southern California; there will also be opportunities to see fin whales, humpback whales, killer whales, minke whales, sharks, large pods of dolphin, sea lions, birds, and other exciting marine life. Every trip is a new experience! Bring sunscreen, a hat or visor, a sweatshirt or sweater, comfortable shoes, and, of course, a camera! Arrive early because the shuttle departs the main entrance of the convention center at 12:00 noon sharp!  A boxed lunch will be provided.  Tickets are $59 member/$89 nonmember.

3:00 p.m. - 4:00 p.m.
NAPET
601
NAPET Speaks
Join us for a great opportunity to network with peers at our idea-exchanging roundtable session.

3:00 p.m. - 4:00 p.m.
Retail Portrait/Event Photography
602
The Ultimate Senior Portrait Experience
Staying on top of current trends is hugely important to attracting the senior portrait market because their tastes and preferences change so rapidly. We’ll take you not only step-by-step through how to provide the ultimate senior portrait experience but also how to market to teens and tweens via Twitter, Facebook, and other social media.
Speaker: Peter Budabin, Photographic Services

3:00 p.m. - 4:00 p.m.
International Session – Español
603
La Reconversión de los Laboratorios y Empresas Fotográficas a Digital
Venga a conocer las estrategias y las claves para el paso de lo analógico a lo digital y logre una reconversión exitosa de su negocio. Conozca también lo que debe hacer, cómo y cuándo, para mantenerse en el mercado conforme a las exigencias de los actuales consumidores. Todos los detallistas, dueños de negocios, y gerentes de habla hispana.
Conferenciante: José Zanotti-Cavazzoni, Rochester Lab Color

3:00 p.m. - 4:00 p.m.
International Session – Deutsch
604
NEUE Produke ...
Home decoration – Bildergalerien, Einrahmungen, Canvas Vergrößerungen und, Passepartout- anfertigungen.
Sprecher: Armin Thorn, H. Kertscher & Co.

und NEUES Marketing ...
Inhalt teil 2: Welche neue Möglichkeiten der Komunikation gibt es heute.Oder wie sage ich es meinem Kunden.Twitter, Facebook Xing und Co...wie nutzt man diese Medien für lokales Marketing.
Sprecher: Ringfoto Junioren, Ringfoto GmbH & Co. Alfo Mktg KG
Vorsitz: Thomas Blömer, C.A.T. Verlag

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.
BN
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

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

9:30 a.m. - 11:30 a.m.
PPFA Annual Conference

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.