Event Coverage at Auto Show

This inquiry came in from a colleague. While I’d direct him to my pricing calculator on my site, here’s it for your consideration:

I’m in the communications office at {major governmental research institution}, and we are potentially participating in an announcement by the {government department} at the auto show on in two weeks. We’re looking for a freelance photographer to document the event for us, and I came across your site. I was wondering about your rates and availability for that day for about 3 hours.

Client did not state.

Client did not state.

Note: In a case like this, I’d make the assumption that the rights requested are “standard PR”, as I outline in my event contracts. I would estimate as such, and put forth an estimate with those figures and rights in mind. I’d factor in pricing for rush turnaround in addition to our standard turnaround.

So, how would you estimate this assignment? Do you have all the answers/information, either from the client, or me, to provide an estimate? Please give it some thought, and post your estimate details. As you learned in math class - 'show your work'. In other words, don't just present a single dollar figure. Break it out, creative/usage together (or separate, your call), and outline expenses, both probable and possible.

Setting aside how your estimate would be nicely and neatly laid out, put the crux of the estimate in your entry.

All entries are moderated. Your entry must be thoughtful, (and considerate of others when you're making a response) for it to be approved.

Something like this is bread and butter for me and I’m probably going to be one of the cheaper quotes.

Photography: $400
Post Processing: $125
Expenses: $50
Licensing: $100 though this is just a rough guess without more information, obviously if the images are going to be used in advertising this number goes way up.

Total quote: $675

For a half day event documentary shoot, I’d expect no additional equipment or editing beyond basic Bridge/ACR/Lightroom type work.

Total Fee: $650 to $1450 for basic use rights

Preproduction Charge: n/a
Creative Fee: $450
Equipment Charge: $50
Digital Production
up to 100 images: $150
up to 200 images: $225
Delivery on CD: $25

Basic License: images 1-50 included
(non-exclusive collateral & electronic use, 1yr)

images 51-100, Basic Use, 1yr: add $320
images 101-150, Basic Use, 1yr: add $220
images 151-200, Basic Use, 1yr: add $160

Hi,

I am not sure if this is the correct place to post this, but I feel it is of some relevance to the subject.

I just quoted a four day events coverage for an organisation that promotes vocational education here in Finland.

I was asked for an estimate for four full days of photography. The client also wants me to (at least to some extent) organize the work of two photography students, who will be producing additional material from the events.

The images are going to be used during and after the event on the organisations webgallery.

I quoted as follows:

Photography (creative fee): 800 € (1 152,74 USD)
Post processing: 150 € (216,14 USD)
Equipment charge: 100 € (144,09 USD)
Travel(very near): 50 € (72,05 USD)
Images for webgallery: 100 € (144,09 USD)
Total: 1200 € (1 729,11 USD)

I am just starting out as a photographer and am really unsure about my estimates. This was the first time I have quoted an event and I feel almost certain that the client is going to refuse and say that I am way too expensive. At the same time, I have no intention of selling my work for peanuts.

John, this site is really golden! Thank you very much!

-Niko Rakkolainen

In all honesty, with the licensing so undetermined I’d have to consider just offering a shooting estimate for a range of proof images (10-25) with licensing to be negotiated later once client has better determined their image and licensing needs. I’d gladly outline the range of licensing fees that might apply to various uses in advance though.

So, under this scenerio, I’d proposes:

Production fee (shooting and post-processing) $210

Licensing fee “to be determined”

plus expenses with 10% markup and sales tax, if applicable.

In a tactful, professional, respectful manner I would inform them they are not paying for the time it takes to take the photos. I would ask a series of questions, BUT I am going to pretend I couldn’t get any answers to my questions and as such I am going to send over an estimate for a generic “PR package”

Creative fees: $1339

Usage fees for this “PR package” includes rights that account for a number of the usual PR channels. There would then be communication between what the client and myself as to what rights they do and do not need, and for how long they need them.

Annual reports (100k-250k prints) $900
Nat’l Mag Ad/Editorial (100k-250k prints)$1,110
Trade Mag Ad/Editorial (100k-250k prints) $963
Press Releases (100k-250k prints) $524

CREATIVE / USAGE TOTAL: $4,836

OK, so I don’t really think my “PR” assumptions were even close to right. So if PR is predominantly unpaid mentions, etc. I would rework my figures to perhaps operate off of the old paradigm of day rate / half day rate + expenses (i.e. curier, packaging, etc.) which would bring it to about $700 - $850.

My first estimate… too high. This estimate...spot on or too low? You tell me.