Miami photographers tend to have homes
that incorporate a studio, and Hoeltzell
has had live-in studios for the past 25
years, with the same space for the past
10. “I’ve had a swim team and 25 cheerleaders lined up in here,” he says.
Arnold uses a 20-by-20-square-foot
room in his house for shoots but occasionally rents a studio, which is paid for by a
client and generally costs between $800
and $1,000 for eight hours.
THE BOTTOM LINE
TO REN T: $100 per hour.
Just north of downtown, Miami’s Carousel
Studios has two well-appointed rental
studios and is also popular for equipment
rentals. The most popular Nikon camera
body is the D800, which costs $150 per
day to rent. The AF-S NIKKOR 24-70mm
f/2.8G ED lens is another popular rental
and costs $50 per day. Weekly rentals for
all gear are priced at a four-day rate, says
owner Tommy Gonzalez.
Despite Miami’s near perfect light, lighting rentals are also popular from Carousel,
usually requested by the individual piece.
The most popular brand of lighting is
Profoto, with the Pro 7 A 2400WS pack
($70 per day) and the Pro Head ($25 day)
the most frequently rented.
THE BOTTOM LINE:
TO REN T: $295 per day (camera,
body, lights); $1,180 per week.
Koeth hasn’t done much marketing yet,
since she’s still working on a big school
project, but she does spend about $70
a month for mailers and her Web site.
Hoeltzell has always been a big proponent
of marketing and uses mailers, postcards,
and bursts of 30 or 40 small books to
send to specific clients. “If my costs are
$1,000, I’ll get that back in the first job,” he
says. He also throws social events at his
loft for clients, does regular e-mail blasts
and sends out prints. He estimates that
all his marketing efforts add up to about
$400 a month.
Arnold spends about half that ($150 to
$200) for Constant Contact, direct mail
and novelty items like coasters that he
sends to clients “to keep me fresh in their
minds.” Magill doesn’t do any marketing at
all, since he works through the zoo, which
THE BOTTOM LINE:
TO REN T: $215 per month.
Health-care costs for Miami shooters
range from $400 a month for Arnold and
his wife to $1,300 through the zoo for
Magill and his family of four.
Magill pays an additional $50 monthly
for equipment insurance—in a replacement policy for $35,000 worth of gear.
Arnold’s costs for equipment insurance
are similar, at $55 monthly. Their home
insurance is, respectively, $333 and $200
a month. “You pay through the nose for
homeowners’ insurance in Miami because
of hurricanes,” Magill explains.
THE BOTTOM LINE:
HEALTH CARE: About $400 monthly.
EQUIPMENT: $50 to $55 per month.
HOME: $266 per month.
The light in Miami might be great, but
photographers still have lighting costs.
Arnold has about $10,000 invested in
lighting, and Magill has five Nikon Speedlights that cost between $300 and $400
each. He also uses reflectors on occasion,
but costs for these are minimal. Hoeltzell owns all his own lighting gear (Tron
and Profoto) and says, “When I do need
additional lighting, I always add it to my
invoice or estimates when bidding a job.”
His lighting estimates start at $1,500
to $2,500 but typically go up from there
depending on what clients need.
Koeth doesn’t own any lighting yet
and spends around $100 monthly to
rent this type of gear. EDU
FLORIDA LIGH T: Ron Magill captured this graceful
Flamingo just after a classic South Florida thunderstorm, “the setting sun reflecting that incredible light
makes photographing here such a treat.”
Total population: 413,892
Median age (years): 39. 1
Under 5 years – 6.2%
5 to 19 years – 15.3%
20 to 64 years – 62.3%
65 years and over – 16.2%
Per capita income: $20,732
Median household income: $30,270
Median family income: $34,726
Owner-occupied Housing: 34.7%
Renter-occupied Housing: 65.3%
Median monthly housing costs,
Median Monthly housing costs, with a
Leading Occupations: Management,
business, science, and arts occupations
( 26.7%); Service occupations ( 24.8%);
Sales and office occupations ( 23.7%);
Natural resources, construction, and
maintenance occupations ( 13.9%);
Production, transportation, and material
moving occupations ( 10.8%).
Type of Industry: Educational, health
care and social assistance services
( 16.5%); Wholesale and retail trade
( 14.5%); Arts, entertainment, recreation, accommodation and food services ( 13.1%); Professional, scientific,
management, administrative and waste
management services ( 12.7%); Construction ( 11.9%); Finance, information, insurance, and real estate ( 6.3%);
Transportation, warehousing and
utilities ( 6.3%); Manufacturing ( 4.6%);
Public administration ( 2.8%).
Mean travel time to work: 26. 6 min.
SOURCE: U.S. Census Bureau, 2007 –
2011, American Community Survey