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Rangefinder
Magazine Profile: Fran Reisner by Linda L. May Do what you love, love what you do, and do it.
When Fran was a Senior in high school, she took a photography class and was immediately hooked. She loved this profession so much that she attended Brooks Institute in Santa Barbara, California, graduating in 1985, with a Commercial Photography degree.
As for traditional cameras, Fran uses Mamiya RZ medium format and Canon 35mm, and prefers Kodak Portra VC films, in a variety of speeds. For the past few months, she has been shooting weddings digitally, using a variety of brands and models, testing to see which one she will ultimately purchase. “The one-to-one ratio of the new Kodak 14n and Canon 1Ds, is the answer to my prayers. Once I’m done testing, I’ll buy one of them. These cameras offer the quality of medium format and the spontaneity of 35mm with the unlimited creative options of digital files,” Fran Reisner says.
One of Fran’s favorite quotes is from Eleanor Roosevelt: “The future belongs to those who believe in the beauty of their dreams!” Fran is a true believer! That strong belief in herself, and her ability to accomplish her dreams, seems to be working successfully! Readers may
contact Fran Reisner via email at: franreisner@attbi.com or view her
website at: www.franreisner.com/. |
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This is
the philosophy that Fran Reisner, of Frisco, Texas holds for life
and photography; and it shows in her award-winning portrait and wedding
images. She has a natural gift for bringing out warmth and sensitivity
in her subjects. Fran owns and operates a successful, low-volume,
portrait and wedding studio, which she designed and built on her
residential property just north of Dallas. This Texas imagemaker
credits her success to the undeniable passion she holds for her craft,
plus the personalized service she gives her clients. Fran focuses
on the quality of her images, not the quantity.
Since she first started
in business, Fran has won numerous awards and honors for her outstanding
photographs, including Dallas Photographer
of the Year in both 1998 and 2000, along with several local, state and
national awards. She is a PPA Photographic Craftsman and a Certified
Professional Photographer. Fran Reisner is the current President of the
Dallas Professional Photographers Association and sits on the Board of
the Texas Professional Photographers. She is also a member of the American
Society of Photographers, PPA and WPPI.
Somewhere along the way, Fran switched
from commercial, to portrait and wedding photography, because she’s
a “people person;” however, she uses many of the techniques
she learned from the commercial photography to her advantage, giving
her a unique creative edge. Since she started her first business in San
Francisco, she has relocated three times, beginning from scratch with
each move. First she moved to Sacramento, where she met her husband,
Jeff Probasco. Fran moved her business back to the Bay Area when Jeff
was transferred there, and again six years later, when he was transferred
to Dallas. There, they bought a house on two acres and Fran set to work
designing her dream studio, which is only 20 steps from her back door.
“
I had a vision of how I wanted the building to be, and believed that ‘if
I built it, they would come.’ I’m a goal-oriented person,
so I studied the market, gaining a strong sense of who I wanted to reach,
and targeted that sector. Because my studio is on residential property,
I designed it so it would not be obsolete if we were to sell the property.
It could easily be converted to a guest house or pool cabaña or
recreation room. There’s even a tub in the bathroom, which is covered
to look like a cozy seat,” Fran explains.
When entering Fran’s
1700 square-foot studio, clients walk directly into the camera room.
However, when not in use, this room doubles as
the reception area. All the equipment can be easily tucked away behind
a decorative wall, so the space is more inviting. Fran has a rail system
on the ceiling for the lights, an electronic roller transport system
for the canvas backgrounds and a ceiling track with several muslins.
Even the tasteful furnishings, a creamy white sofa and several wooden
tables, serve a dual purpose, both as props and for client consultations.
The sales room, where Fran does all her presentations on slides, is next
to the the camera room. The studio is open by appointment only, so there
is no walk-in traffic. Usually, Fran books appointments between 10 a.m.
and 5 p.m and devotes two evenings a week to portrait sessions. Fran
does no more than two weddings per month. She has one full-time employee
in the studio, and two well trained assistants to help at weddings.
The
studio has two large glass doors, and three big windows, for available
light because Fran prefers “God’s Light” to artificial
light whenever possible. She says she often mixes natural light with
strobes, for the best effects. Whenever additional illumination is required,
she uses Broncolor equipment in the studio, and Norman flash units on
location. 
One way Fran’s commercial photography
experience has helped her, is in the digital capture area. “Having
been a commercial photographer, I used to shoot a lot of slide film,” Fran
says. “Many photographers
struggle with digital because the exposures must be more precise than
with negative film. Slide film has much less latitude. You can fudge
a couple of stops either way with negative film, and still produce a
good image. You can’t do that with transparencies or digital.”
Fran
Reisner is not only a talented photographer, but she’s a savvy
businesswoman, as well. Otherwise, she could not have started four studios
from scratch and succeeded. “Try setting new goals for yourself
periodically...once a month, or annually. Then, visualize the desired
outcome from your goals. That’s a great way to measure progress
and have something new to work towards. Whenever time allows, do self-assignments.
Challenge yourself to experiment with new ideas. You may just create
a new style that your clients will love. Learn to think outside the box!” Fran
advises. 
Through the years, Fran has discovered that she also
holds a strong passion for sharing her experiences with fellow photographers.
She feels the
photography business is not just an art, but a way of thinking, living
and giving. “It’s too wonderful a treasure to keep within.
It must be passed on. Just as I believe our images are our legacy, so
also, is the knowledge we share,” Fran says. 
And share, she does!
Twice yearly, she teaches a two-segment, in-studio seminar called “Focus
On The Passion,” where she covers every
aspect of operating a studio, from marketing and consultations, to hands-on
sessions and sales presentations. Fran also shares strategies on how
to stay passionate about your craft. She believes that every photographer
started out feeling a passion but the daily grind of business operations
can take its toll. (Fran’s informative program is also available
on DVD.) 
As for the future, as long as she keeps focusing on
the passion, and shooting from the heart, the possibilities are endless.
Incorporating
digital weddings is her next goal. 