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Alycia Alvarez:
Florida photographer connects best with youngest clients
By Christy Rippel
With the camera as her paintbrush, Alycia Alvarez aims to create works of art that are
not only loved and cherished by her clients, but beckon strangers to stop and admire them
as well. In the seven years since launching her business the Tampa, FL area photographer
has often received praise from strangers, but one portrait she recently took so captivated
a couple that they made a life-changing decision: They adopted the little girl in the
picture.
The portrait was of Danielle, an 8-year-old foster child with special needs who'd been
rescued from an abusive home. Alycia photographed her for the Heart Gallery as part of a
set of portraits showcasing children who need adoptive parents. Diane and Bernie Lierow,
formerly of Florida, saw the photo Alycia took of Danielle on a flier and couldn't turn
away. The heartwarming story made national news. "I am just so grateful that I could offer
my gift to help in this way," says Alycia. "I'm so humbled that a picture I took helped
this little girl get adopted."
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With a degree in social work from Arkansas State University, a love of photographing
children and her penchant for giving back, Alycia's work with the Heart Gallery is a
natural fit. While she never formally put her degree into practice, it was during her
time in college that she first stepped into a darkroom. "I took a film-based,
black-and-white photography class, and every moment I had I was in that darkroom,"
Alycia says. "I took pictures of people, places, rain drops, fireworks--you name it."
After having her two children, Andrew and Gabriela, Alycia picked up her camera again.
"I loved taking their pictures, and when friends saw what I was doing they asked me to
take pictures of their children too," she recalls.
One friend, who Alycia had photographed with her baby girl, brought some of her
portraits to work. The images were taken on Alycia's bed with a sheet draped over
the canopy. Her friend's coworkers were blown away, and approached Alycia about taking
similar photos of their own kids. She says, laughing, "I realized I couldn't have
everyone posing on my bed!"
A Studio is Born
Alycia's first studio was a 10 x 10 spare room down the hall from her master bedroom.
At the time Alycia and her family were living in Arkansas, but, two years later, a
move to Florida had Alycia searching for a new space where she could spread her wings
and grow her business. She settled on a home away from home--a house a few minutes'
drive from her own that a builder had trouble selling. "It sits adjacent to a business
complex," Alycia explains. "But it's also right on a lake, with great Spanish moss-draped
trees, a dock… it would be a strange place to live, but it's great for a studio. The
builder was going to rent it out, but I convinced him to sell it to me."
The 1800-square foot house gives Alycia and her clients plenty of room to roam. The
functional kitchen is convenient for moms who need to heat up bottles or store baby
food, and the bathtub is a favorite spot for baby photo sessions, or for cleaning up
after a messy shoot, like with a one-year-old child and a birthday cake. The ample wall
space allows Alycia to display portraits and the eclectic selection of albums, photo
purses and photo jewelry that she offers. One such product is her new "kid quotes"
album, a coffee table book full of a child's own original photos and quotes for a
result that Alycia describes as fun and quirky.
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Baby Love
Talking to Alycia, you can understand how she's able to capture the relaxed portraits
that have become her signature style. Her voice is warm and welcoming, exuding a
Southern friendliness. You can almost envision her in the studio, charming her way into
the hearts of her subjects. While her portfolio brims with subjects of all ages, the
youngest ones are her favorites. "I'm kind of goofy, so it's easier for me [to work]
with kids. And they're so real and genuine…I really enjoy it," she says.
She goes the extra mile to help her youngest clients loosen up. "I have different rattles,
a feather duster, a ridiculous rubber chicken--I have to gauge if it will make a kid
laugh or cry," she says. And lowering her voice, as if divulging a trade secret, she
says: "I can also snort like a pig, really loudly… kids are either amused or in shock.
Either way, it works for some great expressions."
Alycia's own experience as a parent of two is invaluable in her work. "I think you
could do this if you weren't a mother, but I do think it helps because I can relate to
the kids and the parents," she says. If a child doesn't warm up to her easily or is
having a tough day, she'll try different tactics like showing the child her treasure
box full of goodies, asking the parent to leave the room, or taking lots of breaks.
She might not pick up the camera for the first part of the session--but she always
seems to capture what she is after. In her seven years of work, she's only had to
reshoot once.
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There's one thing Alycia prefers when photographing children: she likes to be in the
controlled space of her studio, rather than in the great outdoors. "Sometimes kids get
too distracted outside, they've got too much freedom to roam around," says the
self-proclaimed "studio rat," who shoots in the studio with a Canon EOS 5D and EOS-1Ds
and 24-70mm f/2.8L lens. If a client does request outdoor shots, Alycia takes advantage
of her studio's lakeside setting. But no matter the setting, one thing is always
certain--Alycia has a good idea of what her clients want before they show up for
a session.
Client Service Locks in Repeat Business
Alycia and her assistant of four years, Laura Patterson, feel that providing good client
service is just as, if not more, important than capturing beautiful images in camera.
The attention to client service starts with understanding and managing client expectations
at the first contact. "Laura talks with each client beforehand, and takes tons of notes
so I know exactly what their preferences are," says Alycia.
Most of Alycia's customers are return clients and referrals. "My web site is my
portfolio, and I don't do a lot of advertising anymore," she says, although when her
business was in its infancy she advertised heavily. Unlike some busy professional
photographers, Alycia still does all of her own sales. "I love seeing my clients'
reactions," she says. "When they are in tears because they love the images… especially
if it was a rough session, it makes it all worth it."
Clients often solicit Alycia's feedback about what images she likes most, and she
enjoys helping them select what they want, often engaging in long chat sessions in her
studio. "I like the personal involvement," she says. Alycia keeps clients happy with
special offers, like complimentary sittings or portraits for those that refer business
to her or book sessions year after year.
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Rings to Rattles
While client service is a pillar of Alycia's successful business model, she knows many
photographers, while creative, can struggle with the business end of running a studio.
Alycia had been mentoring aspiring photographers on both creative and business aspects
through an online forum, and then began sharing her knowledge through speaking
engagements at photographer guilds and seminars. Alycia is now taking mentoring to the
next level with her new endeavor, Rings to Rattles
(www.ringstorattles.com), a
partnership between Alycia and colleague Kevin Jairaj, a wedding photographer.
"Since Kevin's strength is not in maternity and babies, I've photographed several of
Kevin's past brides while pregnant and with children," says Alycia. Alycia and Kevin
decided that they could combine talents and put on workshops that cover the
spectrum--everything from weddings to maternity to family portraits, including tips
about how they've managed to secure repeat clients and referral business. So far,
they've scheduled three seminars/workshops, and are already at a waiting list. Alycia
says the workshops will be kept small, allowing for one-on-one instruction.
Alycia's talent and her business acumen have made her successful--but how much of that
can be taught? "Lighting can be learned, the business side can be learned, the rule of
thirds can be taught, but at the end of the day you either have it or you don't," says
Alycia. "There is a natural talent that has to be there… and, most importantly, the
passion."
Looking at Alycia's work, there is no doubt she has both. You can view more of her
work at www.alyciaalvarezphotography.com.
Don't miss Alycia Alvarez and Kevin Jairaj's WPPI program, "Rings to Rattles," on
Monday, February 16th, 2009 at 6:30 p.m. in Room #319/320 at the MGM Grand during WPPI
2009.
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