Concept: Lifestyle images of guests enjoying a new hotel concept and Architectural images 0f the property itself
Licensing: Advertising, Collateral and Publicity Use of 17 images, US Only
Location: Hotel property in Northern California
Shoot Days: Two
Photographer: Up-and-coming architectural, hospitality and lifestyle specialist
Agency: Mid-Size Chicago-Based Agency
Client: International Hotel chain
Here’s the estimate:
Concept, Licensing: The goal of the project was to promote the new hotel chain in a series of three web and print ads featured in a variety of business and travel publications. The client also wanted to capture additional shots to populate the hotel’s website. The shoot would take place over two shoot days at a newly renovated hotel property in Northern California. The photographer would need to create lifestyle images of professional talent enjoying the various amenities (spa, business center, restaurant, gym, etc.) and architectural images of the property (with and without talent). The “hero” shots for the ad campaign would consist of two lifestyle images and one architectural image highlighting the new hotel vibe. The 14 other images would consist of a mix of lifestyle and architectural images and be used only on the web, although the client requested the same licensing to be granted across the board.
Based on the number of hero shots, the number of secondary images, the photographer’s experience, the straight forward concept and the licensing restrictions (1 year, US only), along with my experience with similar projects, I set the pricing for the hero shots at $10k for the first and $5k each for the second and third for a total of 20,000. Since the usage was primarily in those first three images, I set the 4th and 5th at 2000.00 each, and 6-13 at 1000.00 each and 14-17 at 500.00 each. This brought the total licensing fee for all 17 images to 34,000 (which only coincidentally pro-rates out to 2000.00/image). I then checked my rates against a handful of previous estimates and outside pricing resources. For an “up-and-comer” Blinkbid suggests 6900.00-12,075.00/image/year. Corbis prices the “All Marketing Pack” at 17,500.00 for one year (or 14,356.00 for 1 month). Photoshelter‘s stock pricing calculator prices the “All Advertising and Marketing Pack” at 9,654.00/image for 1 year or 15,761.00/image for five years. Though the time ranges are different, you can see that the stock pricing calculators heavily front load the value of licensing, just as we do.
Photographer Travel/Tech Scout Days: I estimated two days for the photographer to travel to and from the location and to scout. Since the Photographer would be flying west, it was possible to travel in and do the tech scout on the same day.
Equipment Rental: We priced out the cost to rent two camera bodies (600.00/day), two power packs (150.00/day), and lenses (150.00/day). The photographer would be bringing her own grip and decided not to charge for it to keep the budget down a bit.
Basic File Prep, including upload: This covered the cost to handle basic color correction and blemish removal and the upload of the images to the agency’s FTP. Anything over and above the basic processing would be considered retouching and billed at 150.00/hr.
Retouching Hours: The agency requested we include retouching for the three hero images. We estimated 2 hours per image at a standard retouching rate (not only to compensate her for that time and expertise, but to cover her if she got busy and had to farm it out to a freelance retoucher).
Producer Days: I included 6 producer days. 2 prep, 1 travel/scout, 2 shoot and 1 travel home. Since the photographer would be flying in for the shoot, it would be OK to fly her usual producer in for the project.
Production Books: We budgeted for the time and cost to produce a printed production book. Since we would be shooting a fairly extensive shot list in a sprawling location with a sizable cast and crew, it was important to create a comprehensive production book to keep everything on track. A production book typically consists of 5-10 pages of pertinent contact info, location info, directions, calendars, schedules and concepts, basically a summary of the production for quick reference throughout the shoot.
First Assistant, Digital Tech, Production Assistant: The photographer typically travels for most of her shoots and doesn’t have a regular 1st assistant, so we budgeted for a local first assistant. We included a digital tech and a production assistant (PA) to use as a runner and extra set of hands.
Casting & Talent: We estimated for a local casting agent to hold a live casting to source the 6 talent we needed (3/shoot day). The model rates were dictated by the agency. I would have preferred to push the rates higher to ensure we drew the best talent.
Stylists & Wardrobe/Props: We budgeted for a four person styling crew to handle hair/make-up, wardrobe and minor props like suitcases, briefcases and electronics. Had the prop requests been more substantial, we would have brought in a dedicated prop stylist. Our wardrobe stylist estimated and average of 400.00/talent for non-returnable purchases and rentals.
Catering: I budgeted 40.00 per person for up to 20 people on set each day. The cast, crew, agency, client and location contact list added up to 18. As is the case on most shoots, the client or agency will inevitably bring more bodies to set, so I accounted for 20 per day.
Travel Expenses: Using Kayak.com, I estimated the cost for airfare (including baggage fees), car rentals (including insurance and gas) and lodging (the hotel we were shooting at was fully booked) for the photographer and producer.
Miles, Parking, Meals, Tolls, Shipping, Certificate of Insurance, Misc.: I estimated 150.00/day on site to cover non-catered meals and expendables, 100.00 to secure a certificate of insurance (COI), and 250.00 in meals, mileage and parking for the return travel day.
Housekeeping: Some of the shots would feature hotel staff and/or food prepared by the hotel so I made sure to indicate those would be provided by the hotel. And of course, the location would be provided as well. I also noted advance requirements and that the client/agency would be responsible for any applicable sales tax.
Results: The photographer was awarded the job.
If you have any questions, or if you need help estimating or producing a project, please give us a call at (610) 260-0200. We’re available to help with any and all pricing and negotiating needs—from small stock sales to big ad campaigns