Capturing the Spirit of South Dakota: A Portrait Photography Assignment for Valuation Magazine
One of the joys of working in photography is the opportunity to travel and experience new places, all while capturing the essence of a person and their environment. That’s exactly what happened when the photo editor of *Valuation Magazine* reached out with a special assignment. They needed portraits of the new Appraisal Institute president, who happens to live in Rapid City, South Dakota. I’ve had the pleasure of working with *Valuation* before, photographing their previous president, so when they asked if I’d be willing to travel for this important shoot, I was more than happy to say yes.
Trust and Consistency in Photography
The editor mentioned how much she appreciated the work I had done in the past, which was incredibly gratifying to hear. As a photographer, building trust with clients is key, and it’s always rewarding when they come back to you because they know you’ll deliver. For this assignment, the challenge was not just about capturing a strong portrait of the new president but also about showcasing a sense of place—an element that’s essential in most of my commercial photography work.
With Valuation Magazine, they always like portraits that offer a bit of local flavor or incorporate an interesting architectural element. It’s a creative challenge that I love, and in this case, it was all about showcasing the unique character of Rapid City, South Dakota.
Planning for the Shoot: Always Have a Backup Plan
This shoot took place in November, and anyone who’s familiar with South Dakota knows that the weather can be unpredictable that time of year. Winter photography always comes with its own set of challenges, so I had to plan for the possibility that we wouldn’t be able to shoot outside.
As a backup plan, I scouted indoor locations and came across the beautiful lobby of the Rushmore Hotel in Rapid City. The space had a striking architectural element that felt like a subtle nod to the Mount Rushmore monument nearby, which made it the perfect backup option.
But as luck would have it, the weather cooperated on the day of the shoot, and we were able to capture some outdoor images as planned. However, I was so drawn to the Rushmore Hotel’s lobby concept that I shot it anyway—and I’m glad I did because the client ended up preferring that look for the final portraits!
Incorporating Local Architecture into Photography
For the outdoor shots, I wanted to find a location that would represent the more modern side of Rapid City, so I did some scouting and found Elevate, a brand-new building downtown with a sleek, contemporary design. It provided the perfect contrast to the more traditional backdrop of the hotel lobby, giving us a variety of visual textures to work with. The sharp lines and modern aesthetic of Elevate made for a clean, professional portrait that still felt connected to the local environment.
When it comes to portrait photography, especially in a commercial setting, the environment plays a crucial role in telling the story of the subject. In this case, it wasn’t just about photographing the president of the Appraisal Institute—it was about conveying his connection to Rapid City and showing a bit of the city’s character in the process. Whether through the architectural details of the Rushmore Hotel or the contemporary feel of Elevate, the locations became an essential part of the portraits.
Weather and Timing: The Photography Balancing Act
Even though the weather worked in our favor, shooting in November still comes with challenges, especially with the changing light. As a photographer, you always have to be conscious of the time of day and how natural light will play into your images. In this case, the light was soft and diffused—ideal for outdoor portraits.
For the shots in front of Elevate, I timed it just right to get that perfect balance of natural light without harsh shadows, which helped bring out the modern lines of the building and gave the portrait a polished, professional feel. The indoor shots in the Rushmore Hotel had a completely different lighting setup, but I was able to use the lobby’s ambient light combined with my own strobes to create a moodier, more atmospheric portrait.
It’s always important to be prepared for multiple lighting scenarios, especially when you’re working on location and don’t have full control over the environment. Having both indoor and outdoor options allowed me to make the most of the day, no matter what the weather or lighting conditions were.
Why Versatility is Key in Commercial Photography
This shoot reminded me of one of the most important lessons in commercial photography: versatility is key. Not only do you need to be prepared for anything that comes your way—from weather changes to client preferences—you also need to be able to deliver a variety of images that speak to different aspects of the client’s vision.
By offering both the lobby shot at the Rushmore Hotel and the outdoor portrait in front of Elevate, I was able to provide the client with two very different, but equally compelling, options. One had a more traditional, historic feel that subtly referenced Rapid City’s famous landmark, while the other presented a sleek, modern take on the city. Both spoke to different aspects of the president’s role and the city itself, giving the client plenty of variety to choose from.
Final Thoughts: Flexibility and Creativity Go Hand in Hand
This assignment for *Valuation Magazine* was a great reminder of how important it is to stay flexible and creative in photography. You never know how the shoot will unfold, but if you have a plan, and a backup plan, and can think on your feet, you’re bound to come away with images that exceed expectations.
Capturing the personality of a subject is important, but so is capturing the essence of their environment. For this shoot, I was able to combine both—a portrait that reflected the president’s professionalism and connection to Rapid City, all while showcasing the architectural beauty of the locations we chose.
Photography is all about problem-solving and storytelling, and when you get the balance just right, the results can be incredibly rewarding.
