Every year about this time so many blogs, emails, and other forms of communication mention things like, “Can you believe it? Another year has passed so fast.” Oh well… hasn’t it? Let’s take a look and discuss the photography workshop “State of the Union“.

The photography workshop “business” is still growing but at what rate, I don’t really know. There are so many new leaders out there, which is good and bad. In Nature Photography 2023,  leading workshops is one of the best ways to earn income. Stock photography and print sales are not anywhere close to where they were just a few years ago. Therefore, lots of folks are trying to make their way into this business. Establishing a reputation and name is getting tougher and tougher. I’m glad I have been doing this for 30 years now. When I started there was NO internet. However, with all of the factors that everyday folks have to deal with daily, getting into a changing business is , to say the least challenging.

It’s been an interesting year to say the least. Post Covid challenges are still abounding in some respects. Other things in the photography workshop industry are also changing in other ways. In 2023 I am beginning my 30th year leading photography workshops I have a few interesting observations about the current state of things related to the photo workshop industry. For those interested in possible taking your first workshop or those looking for new experiences, I have a few thoughts on the current ” Photo Workshop State of the Union“”

Lots of people I meet are anxious to get out after the 2020 lockup. 2021 was kind of “wait and see what is going on” year but 2022 got back to normal in may respects and became challenging in others.

DEMOGRAPHICS are always changing

  • The typical (with exceptions) photography workshop clientele is:
  1. 45-60 + years old. I see few folks under 40. Many clients are retirees. 
  2. The male to female ratio is now at 50%-50%.
  3. Folks are not enjoying travelling. Once they reach the destination, all is good. Until then lots of clients are not at all happy travelling these days. I see more folks driving than flying.
  4. Almost every client is extremely interested in learning, being inspired ,  and being part of a group of like-minded folks. They are of the age where direct, in the field learning meets their needs better than YouTube University and a Google search!
  5. Attendees are expecting a great experience now more than ever. We workshop leaders provide a service, not much different from a plumber, auto repair person etc. Clients are now more than ever looking for a return on their investment. in other words, getting what they are paying for, now, more than ever.

As far as I notice, there are very few people taking workshops under the age 40. I think that folks  under about 40 years old are more accustomed to online learning, and do not see the overall value of in person learning from those of us who have been successful for many years. I rarely see a person under 40 years old on a workshop. This does not look positive as far as the future of our business. This is quite a shame, but it is the way of the world in 2022. I can guarantee that if you choose do on-hands photo learning and work with a leader like me, directly in the field and classroom,  you WILL  come away with a far better learning experience and learn a great deal more than you can  on “YouTube U” ! Yes, field workshops are usually more costly, but frankly, you do get what you pay for. Simply put, there is NO substitute for what I, and many of my co workshop leaders provide.

I always tell my attendees that if you are just wanting to know locations, and where to set your tripod down, you do not need me. Websites are filled with pictures and GPS coordinates etc. that can get you to the right spots. For example, just put the in the name of the most remote lake you know of  into Google Images and you’ll see endless photographs and maps of these places. Remember, I (we workshop leaders) am there to teach, inspire and motivate you to becoming a better photographer. You can’t get this from Google….. Enough said. You get the picture!

 

  • Costs are through the roof. I do not have to tell you this. You all deal with this every day. We workshop leaders also deal with this every day. Let’s be honest, taking a class or a photography workshop is something that you don’t really need to survive. It’s a luxury. Believe me we workshop leaders know this and without exception thank you all who have participated on one of our events sincerely. This is my livelihood. It’s not a side job. We feel your pain and I for one am doing my absolute best to keep my costs down, and still deliver a memorable experience. A photography workshop can be costly after you pay for our services, food, travel, lodging etc. I am sure I am not telling you anything you don’t already know.

From my (our) perspective, we have factors that I bet some of you may not be aware of.

  1. We must be competitively priced.
  2. We also schedule out workshops at or even over a year in advance to advertise and gain interest.
  3. Prices are and have increased exorbitantly over the past 2 years and are showing no signs of coming down. For example, if today, I announce a workshop in late 2023 at a price of “X $” I have little or no control of any price increases that always seem to increase. I do not have a crystal ball and I certainly cannot come back to you, who already paid deposits and say “Sorry, the price is going up”? A plumber or electrician might be able to get away with that, but I can’t. We sometimes build in a little cushion, but at least on my end, it’s never enough. When I set my 2022 schedule in stone, gas was over 2.00 less, hotel costs were about 25% less. Food etc. was also quite a bit less. Again, we can’t ask you to pay more than you agreed to pay us in th first place. It’s just the nature of the beast.
  4. When you stay at a hotel or eat in a restaurant, I bet you notice the higher than expected prices, I do! In may cases the hotels or restaurants are trying to make up for the losses in 2020 and 2021. I get it. They don’t tell you that,  but it’s a fact. I do not operate like that. For example, in 2020 I wrote over $25,000 in refund checks. Sadly, Covid unfortunately affected everyone’s life and business, not just mine. I have always taken the attitude to treat my clients the same way I expect to be treated. It’s just the right thing to do. I am not “padding” my workshop price to make up for the losses in 2020 and 2021. The horse is dead… get off! Most responsible workshop leaders (and there are many!) echo my sentiments.
  5.  

To Summarize

Choosing a photograph workshop these days i not easy. It can be costly and vetting a leader can be interesting to say the least. Back in 2011 I wrote an article pertaining to this. Some things have not changed. You can read it HERE

  • 2022 was a good year. I ran about 80-100% capacity on all workshops. I have made the decision NOT to lead or participate in workshops with any more than 5 or 6 attendees per instructor. I enjoy smaller groups and believe it’s a better value for my clients to offer smaller groups for obvious reasons.
  • I expect 2023 to be a decent year as well. If I could accurately predict this, I should be in a casino, not here writing this document!
  • I (we) had to raise our prices to cover our incurred costs, just like everybody else. As a good friend, Bruce Borenstein (a non-photographer and from who I learned much from) often said “The customer will vote with their pocketbook” if I(we) are delivering an excellent product or service and value. So far, so good!
  • For may years, we offered a 10% returning customer discount as well as an early registration (pre-Jan 1) discount. Unfortunately, we had to discontinue these as well. Yes, we could build 15% into our pricing and offer these discounts, but I always want to be honest with my clients and prospective clients and offer a price that is competitive and fair without the “Creative Accounting” that some other folks produce. I also DO NOT include lodging or food in my workshop price. Some leaders do and they “upcharge” the client, thus making additional profit. I tell my clients where I stay and where we awe will be based out of If they choose to stay elsewhere, so be it. Maybe they might save a few valuable dollars. Food and lodging is not a profit center for me. Again, honesty is the best policy!
  • What does the future look like? Who knows. Will the younger aspiring photographers participate in photography workshops? That’s to be determined. Will prices come down, and if they do will our costs (travel etc.) reflect that? Who knows. So, for now, I stay positive, hope for the best and thank my clients, followers, and friends for allowing me to have the best job in the world. Staying positive and delivering a wonderful experience for our clients is important to me.

Finally, to those who may read this that I have not met personally yet, as well as my returning attendees and friends, please understand the values that I(we) provide. You cannot learn equally from online or indirect experiences.

  1. Get with someone who knows his or her craft and has a proven track record .
  2. Avoid participating in photography workshops from those who do not know the area they are working in like the back of their hand (so many falls into this category). For example because of the many years photographing and leading workshops in the places I go, I have literally  dozens of possible locations to choose from. This is important so if we need to deviate from our itinerary due to weather, light etc., we will be in good shape. This isn’t the case all the time. I constantly see  (usually the newer leaders) going to places they are not familiar with to fill their hard drives with images, on your dime!
  3. Avoid big groups. A seminar or a tour  is a NOT a workshop. The experience is totally different. Lots of leaders’ pack in lots of people to make lots of money. This is a template for a terrible experience on your end.

Please let me know your thoughts, ideas, and input. Yes, I’ve been at this for 30 years now and I am still learning.

 

FINAL THOUGHTS

I would like to personally thank my best friend in the world, mentor and now co-leader for many years, Bill Fortney for more than I can express. Without Bill, I would not be writing this to you. I would also like to thank and acknowledge John Pedersen, my other co- leader on a few workshops. John’s a good teacher, excellent communicator as well as accomplished photographer. His future is going to be great. Frankly if I were not there, John would deliver a wonderful experience for you all. Thank, you John for having me aboard. A special thank you goes out to all the other pros out there who were my teachers and sources for inspiration back in the day and now are folks I consider good friends.I am so fortunate to have some any great friends in our industry. There are too many to name who have inspired me, taught me, and drove me to share my passion.

Finally, I would like to thank my wife Linda, who has supported me while dealing with prolonged periods of time away, late night calls and all that comes with the nature of this business.

I wish you all a happy holiday season and a healthy and enjoyable 2023. For me I have a lot going on, some exciting news coming, and you will hear about it soon!

Sincerely

Jack Graham

LATE ADDITION: A THOUGHT FROM BILL FORTNEY:

“It has been my honor to work with you too Jack, I’ve learned a great deal from you as well!  Back in the Spring 2022,  we had a workshop together in the Great Smokies and on the first night an attendee said he came to hopefully get their joy back in photography, that he had sadly lost it!  On the final night of the workshop with tears welling up in his eyes he said, “I’ve found my joy again!”

Next year will be my 54th year of doing this, and I look forward to it in hopes we can do the same for another photographer!  That’s why I keep coming back when I think I should retire, if I can keep doing that with you, count me in!”….Bill Fortney

All Text and Images are ©Jack Graham/ Jack Graham Photography LLC/ All Rights Reserved