Flying High
SkyShots Aerial Photography owner-operator charts flight plan to success
For more than 160 years, individuals worldwide have honed their skills in the art of aerial imagery. Dan Bigelow has been part of this creative collective for the last 15 years as the current owner-operator of SkyShots Aerial Photography (SkyShots), a Portland, Oregon-based company established in 1995.
Not Your Average Shutterbug
Dan is not your typical aerial photographer. Many in his profession are either trained pilots who shoot aerial imagery to pay for their flights, or photography enthusiasts who learn to be pilots to pursue their passion. For this Brigham Young University grad—who initially did photography as a hobby—a career in broadcast journalism was his vision for the future. But after spending 26 years working in jobs ranging from radio and newspaper to finance and technology, Dan ended up in Portland seeking an opportunity to escape the turbulent corporate world.
In 2003, he encountered Cal Abts, who owned SkyShots at the time and was looking to sell the business. On May 1, 2004, Dan bought the company from Cal, who continued his relationship with Dan as a mentor and friend. Equipped with incredible business savvy and great instincts for understanding clients’ needs, Dan turned his pastime interest in photography into a full-fledged profession.
“I’m unique in the photography world because I’m left-brain oriented and can make smart fiscal and business decisions. I’ve also got enough right-brain orientation to be a skilled, creative photographer who is intuitive about what customers need to market their projects and businesses successfully,” he says.
Soaring Expertise
Today, SkyShots provides aerial imagery to a variety of clients ranging from large corporations and construction companies to owner-operator businesses to families and individuals. According to Dan, the company delivers superior imagery by using “the best platform for the job” in the form of either a helicopter or small plane, depending on the location and access. Low-altitude obliques or angled shots are among his favorite styles to shoot, as he feels they best accentuate a site and give the client a high-impact shot. He typically uses a Nikon D810 camera with a Tamron AF 28-300mm f/3.5-6.3 XR Di lens.
While the company’s primary market is Greater Portland, for the last decade Dan has also traveled to other Oregon areas such as Salem, Corvallis and Eugene, as well as cities such as Seattle and Tacoma in Washington state.
Dan’s signature photography work in Washington includes the Tahoma National Cemetery expansion in Kent, various vehicle dealership projects for CarMax and Nissan and also a shopping center project. He’s also photographed the nation’s first multistory logistics facility—Prologis Georgetown Crossroads, a 590,000-square-foot building in Seattle featuring truck ramps leading to loading docks on the second level and a third floor, served via forklift-accessible freight elevators, for lighter-scale warehouse operations.
Some of his most iconic jobs in Oregon have been for the University of Oregon, where he’s shot the Hatfield-Dowlin football performance center, the Matthew Knight basketball arena, the PK Park baseball stadium and the Jane Sanders softball stadium. Other noteworthy assignments include an Amazon fulfillment center and a FedEx ground facility, both in Troutdale, Oregon, and the Daimler Trucks headquarters in Portland.
Visual Storyteller
An advocate for his craft, Dan explains how aerials are assets for many types of customers, as these images offer distinctive views of properties, projects and events. For clients in construction, he says there really is no better way to monitor a job’s progress. In addition, laminated enlargements serve as great visual references for planning meetings with crews and subcontractors or open-house events with the public and other stakeholders. Real estate professionals can elevate marketing potential by showcasing a property’s advantages, access and surrounding development. Businesses and municipalities can attract interest with an engaging bird’s-eye view of their locations. For outdoor activities—such as major sporting events, wedding receptions, fairs, marathons and parades—breathtaking aerials can be used for websites, social media channels, blogs, media releases or in promotional marketing materials.
With an understanding that providing high-quality photos and maintaining satisfied customers are two keys to his success, Dan works tirelessly to ensure that his product is the very best. “Just about anyone can take a photo,” he adds. “It’s an acute attention to detail and high-level customer service that make the difference.” This mindset has earned the business many accolades, including being named the best aerial photography/3D imaging firm for 2017 and 2018 by Oregon’s Daily Journal of Commerce.
Lessons Learned
This talented photographer has learned many invaluable lessons over the years. Some are hilarious (don’t market your aerial services to a contractor specializing in tenant improvements) while others are more consequential (always pocket your memory card after a shoot, as you never know when your camera might get stolen).
This business can be unpredictable in various other ways, especially in the northwestern region of the U.S., where the weather can change on a dime. Even though Dan monitors a variety of weather services daily, many planned shoots often dissipate with the sudden onset of rain or fog. For this reason, he usually books a backup flight, so that a pilot is readily available if the original flight is canceled.
“This approach helps to ensure inclement weather doesn’t negatively impact meeting the client’s deadline,” Dan adds. “Flights also get rescheduled due to aircraft maintenance and other unforeseen issues. This is a line of work where you are dependent on so many things outside of your control. Hence, I try to be as strategic as possible.”
Dan utilizes a variety of small, private firms that charter commercial flights. “Pilots enjoy flying with me because they appreciate my knowledge and experience. A good aerial photographer needs to be able to tell the pilots where to go, when to start circling, when to turn, when to level up, etc.,” Dan says.
While driving is statistically more dangerous than flying, safety is still a priority for Dan, a husband and father whose goal is to get both himself and the pilot home safely. “Most pilots pick up pretty quickly on my directives. The first time I fly with them, I jokingly ask, ‘You know how to fly this thing, right?’” he says, chuckling. “The second thing I usually tell them is, ‘You’re in charge of getting us both home safely today. If I ask you to do something dangerous (such as taking low, oblique photos on a really windy day), you need to tell me no.’” Dan’s frankness takes pressure off the pilots, who sometimes acquiesce to unsafe or imprudent directives to please patrons.
“Just about anyone can take a photo. It’s an acute attention to detail and high-level customer service that make the difference.” Dan Bigelow, Owner, SkyShots Aerial Photography
Business Ownership in Focus
Dan’s unique approach to business ownership involves meticulously tracking his expenses and earnings, enabling him to see whether he’s operating within profitable margins.
“A person once told me that one of the reasons companies go under is because they don’t keep tight financial control of their business,” he says. “Most small-business entrepreneurs know how to do the work, but they don’t know how to assume financial control, or market themselves to attract and retain clients. Fortunately, thanks to my diverse educational and professional background, I know how to achieve all three.”
This heightened level of business savvy, combined with a stellar product, has resulted in a windfall of repeat and new clients for SkyShots. “I’ve got some of the greatest, most loyal customers in the world,” Dan affirms.
His ultimate goal is to continue growing his business in both Washington and Oregon. “I plan on doing aerial photography as long as I am able,” Dan says. “There is a guy here in Portland who did aerial photography until he was 95. I hope I am that blessed!”
Seasoned reporter and editor, Erica Bender, writes articles for AEC publications nationwide and has received accolades for her in-depth and insightful reporting.