Classic Style, Modern Edge:
Nick Adams Photography
By Linda L. May
In 2002, soon after attending their first WPPI Convention, Nick and Signe Adams started Nick Adams Photography in St. George, Utah. These two
make perfect partners. Combining their creative skills and talents, they produce striking images that are a fearless blend of classic style and
modern rebellion. The worlds of fashion, art and music have strong influences on their work. Their clientele is diverse. Weddings generate about
50% of their total studio revenues. Other work includes babies, children, high school seniors, family, bridal and engagement portraits;
commercial, advertising and editorial make up the balance. They believe in being diversified so they stay creative and keep a steady cash
flow year round.
"A few years ago, we started photographing weddings, but I had to twist Signe's arm to sell her on the idea of opening a studio," Nick says.
"She needed some major convincing that we could actually make a good living in this profession. But I really needed her help. Signe has an
amazing sense of style and is outgoing and gregarious, which is perfect for dealing with clients. She has an amazing eye for composition and
a natural talent for art in general, whereas I'm more quiet and technical, so our talents complement each other really well."
"During the time Nick was trying to convince me to start this business," Signe says, "we attended our first WPPI Vegas convention, which
made all the difference in the world. After that, I was hooked too! Several interesting programs really grabbed our attention. Photographers
like Joe Photo, Mike Colón, Becker and John Barber were a huge influence on us. I remember I actually cried at some of these wonderful,
informative, impressive programs because I was so moved by the beautiful images. Before this experience, I had no idea the vast potential
for wedding photography. When we returned to Utah, we opened our studio shortly thereafter-because of that first WPPI Convention."
Background/History
Nick's mother had a huge influence on his photography career. When he was a teenager, she bought him a Nikon EM camera, which he used
to document friends and family. Nick spent a few years playing music in Southern California's underground music scene in the 1980's
before concentrating on a college degree in anthropology at the University of California, Berkley. After college graduation, fate stepped
in when Nick took a job at the photo desk of The Spectrum, a small St. George newspaper. Soon he was shooting pictures for the
paper and gaining real-world experience as a photojournalist and digital imaging technician. By the time he resigned to open his own
business, he was working as the paper's photo editor and had a world of photography experience under his belt. Signe was never associated
with photography before meeting and marrying Nick; however, her natural eye for detail and keen instincts made her a natural as the
second shooter on weddings.
Studio
Nick and Signe's first studio was located in their home, but with two small children, they soon realized they needed to separate the
business from their private life. They rented the basement of a house in the Historic District of St. George. However, they outgrew
the space in about a year. They moved their studio to an 850-square-foot storefront location in a low-traffic mall, which is open by
appointment only. Signe spends her days at the studio meeting with clients, while Nick works at his home office, which serves as his
digital darkroom.
"When clients walk into our studio, they see a stylish seating area," Signe explains. "Our logo and colors are red, black and white,
and our décor reflects this theme throughout. It's a mid-century modern look mixed with French antiques-not an ordinary combination,
but it works for us. Our camera room is right there, which is used mostly for family portraiture. Portraits and fine art work are
displayed on the walls. We also have a projection room and my office in that building. Nick's office is at home where he does the
digital imaging work."
To date, the two of them operate the whole studio. However, when they need assistants for larger jobs, they hire local freelancers
to help out. Signe says she does not make a good assistant, so her job at weddings is more as stylist and second shooter.
Equipment
Although Nick started out shooting film for the newspaper, these days he prefers digital capture, in RAW mode, using Nikon D200
and D2X cameras. Nick prefers RAW because of the flexibility it offers, including fine-tuning the exposure, color temperature,
contrast, saturation and other settings.
Creative lighting is Nick's specialty, and he's very good at it. For location shooting, he uses several Nikon SB-800 flash units
with their built-in wireless optical triggers. In the studio, he uses White Lightning monoblocs. When extra light is needed on
location, he uses battery packs for power. He and Signe prefer traveling as light as possible.
"Many photographers ask me how I do my lighting and are amazed when I tell them I mostly use those small Nikon SB-800 flash
units," Nick says. "With digital capture, I don't even carry a light meter any more. I've been doing this so long I just get a
feel for the image and how to set up my flashes and go to work. Basically, I set the camera on manual exposure and control the
slave flashes from the on-camera master flash. I read the value of ambient light with the camera's built-in meter and set the
aperture and fine-tune the ambient light with the shutter speed."
Marketing/Promotion
When getting out the word on their business, Nick and Signe use several avenues and methods. Of course, their website plays
a major role in their advertising effort. Their most powerful marketing tool, however, has been their blog. Signe explains,
"By posting recent images, it's amazing how much interest we generate from our blog. Clients can see their photographs soon
after their session or wedding. They get very excited and send their friends and family to our site."
Still, the best source of new business remains word-of-mouth referrals from other vendors and happy clients are priceless.
Nick and Signe have images displayed all over town, in retail shops, hair salons, florists and wedding venues.
Annually, they participate in at least two bridal expos, where they display their work and meet face to face with
new prospects. St. George holds an annual Women's Expo event where one lucky woman is selected for a complete makeover.
After the winner has a new hairstyle, makeup and clothes, Nick photographs her. This "after shot" is then displayed
at the expo, which generates a lot of publicity and new clients all year long. They also donate photography sessions
and images to local charity auctions, which keeps their name in the public eye. The couple does run ads in a local
bridal magazine, and for the past four years, their work has been chosen for the cover, which is a great boost.
WPPI Membership
Since joining WPPI in 2002, Nick and Signe have strived to become more active members. They enter prints into the
annual WPPI competitions and began winning awards their very first year-right out of the chute. Because WPPI has
helped them so much, they wanted to give back. They have volunteered to assist with the behind-the-scenes logistics
of print competition for the upcoming 2007 convention. Nick also feels he has knowledge and experience to share with
the industry and would like to be one of the WPPI featured speakers some time in the future.
Future Plans
If their short, successful past is any reflection on their future, then Nick and Signe are headed for brighter
tomorrows. They plan to maintain the boutique feel of their operation and continue learning and growing their
business incrementally in the future so they can remain true to their core philosophy.
"We are so grateful for the invitation to share important events in our clients' lives and to witness their love.
To be trusted to portray a personality, or tell a story through our unique perspective is a gift from our clients.
Many of our clients over time have become good friends as well as repeat customers. Nick was right, opening the
studio is the best move we've made in our career to date," Signe concludes, smiling.
Readers may contact Nick and Signe Adams at Nick Adams Photography via e-mail at
signe@nickadams.com or nick@nickadams.com;
view their website at www.nickadams.com.
Linda L. May is a freelance writer/photographer based in the Midwest.
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