The "Lakewood" Show

This coming Friday, August 13^th, 2010 the Lakewood cable network will interview me then video my show at Phantom Galleries on 350 East 3^rd Street in Long Beach. It will be the conclusion of a month long showing of my project “Lakewood, a Photographic Journal of Sacred American Suburb.” It has been an exhilarating experience that has occupied most of my thoughts and energies since the beginning of this year when Neil France, the curator of my show, said it was a go.

Although I have been working on “Lakewood” for nearly nine years this was my first opportunity to exhibit the work. I immediately ramped up my efforts and began printing and reprinting my best images. As well, I took more photographs hoping to create better images and the effort paid off. 80% of the photographs that were selected for the exhibition had were made within the last year. There is nothing like a show to stimulate creativity.

At the end of March I participated in portfolio reviews at the Palms Springs Photo Fest where I showed my “Lakewood” work to 13 different curators, publishers, and gallery owners. The suggestions and constructive criticisms I received about the substance of the project, the artistry of the images, and technical quality of the prints aided me greatly in preparing for the show.

At the end of April Neil informed me that he had secured a venue and I would open on the 11^th of June. I had just over two months to prepare. I was tremendously excited yet equally nervous; we were on! A month later I saw the gallery and freaked out. It was huge, and I realized the size of the prints I had been making were too small for this space.

A lesson I’ve learned from fifteen years being a professional photographer is when I’m given an opportunity make the most of it. So, I dipped deeper into my wallet, and within reason and a lot of resourcefulness I decided to present “Lakewood” as if I was showing my work at the Museum of Modern Art. Thus began the final 4-week mad dash of printing, framing, and preparation for the opening. There is nothing like a deadline to shoo away the distractions and become severely efficient.

About three weeks before the opening a colleague asked me how the publicity was going for the show. At that point I had the invitations designed, but I hadn’t really developed a mailing list or a strategy as to how I was going to promote the show. I had to work fast; I had not a day to loose. I called my mentor and colleague Aline Smithson, and she came through big time. I’ve experienced when you do the work help is available. She not only announced my show on her blog, she gave me a list of other relevant blogs and press resources in Los Angeles to contact. There was a lot to do, but I felt with the help of my dedicated wife I could get everything ready for the opening.

Two weeks before the opening night I dropped off an invitation to my friend and real estate agent Mark Shandrow, and he asked me if I was sending out a press release. My reply was, “a press release?” I had no idea. Fortunately that wasn’t difficult to arrange because I was prepared. I had a project statement, my bio, and most importantly I had the supportive writings about “Lakewood” by DJ Waldie.

I would never of had as much success with “Lakewood” if it hadn’t been for the backing of Donald J. Waldie who has been a supporter and a source of information on all things Lakewood. Soon after I began photographing Lakewood I sought Don’s council upon reading his book, “Holyland, a Suburban Memoir.” Don graciously wrote about my work for my website, and I was able to use this and his name to secure contacts with the Lakewood and Long Beach newspapers. Don was also kind enough to announce and write about my show on his KCET blog. In truth, it would have been difficult to acquire the press I received without Don. When I called both the Press-Telegram and the Lakewood community newspaper their interest in my project rose once I mentioned that Don was a supporter.

Ten days before the opening and a day after I had mailed out all the invitations I received a call from the head of Phantom Galleries, Liza Simone, to inform me that the space for my show at the Pike had been leased and my show would be indefinitely postponed. For two days I was in shock, and then I fell into a deep state of self-pity and depression. I had to call and e-mail everyone I had sent invitations to, to inform them that the show had been cancelled. Many wrote back with their support and told to me to keep my chin up, but still I felt like a royal schmuck.

In the same conversation that Liza had broke my heart, she assured me that she would do whatever she could to find another space for me to show Lakewood. She also told me that sometimes these things happen for a reason. Yea right! And sure enough three days later Neil called and told me they had found another gallery. However, initially, the new space did not inspire me. My vision was tainted by the appeal of the previous venue, so I declined Neil’s offer. Then I became more depressed as I began to believe all the hard work and money I put into presenting a show would be for naught.

But Liza, bless her, convinced me that the gallery would work and to give it a chance. Upon seeing the space a second time with my wife I not only visualized the possibilities, I realized the new gallery was a better venue to show “Lakewood.” This new arrangement forced me to make a tighter selection with my prints, yet it allowed me an opportunity to break up the work into themes. I now realized that “Lakewood” would look better than ever, and my depression instantly dissipated.

As Liza had guessed the month postponement was a blessing. With the delay I had more time to circulate my press release. Prior to the cancelled show I had missed the June edition deadline for the Lakewood Community newspaper. Now, I had time to meet with the editors before the July paper hit the streets. They wrote a very nice article about my project and announced the show and its location. I was surprised by the number of phone calls I received from Lakewood residents interested in my project and the exhibit. I followed this up with an interview with Pamela Hale-Burns of the Long Beach Press-Telegram. Her article with my picture on page A-3 of the Wednesday paper before the reception gave the show the necessary gravitas and press. Anyone who read newspapers and was interested in Lakewood, photography, or both was now aware of my show.

In hindsight sending out the initial invitation, then e-mailing and calling everyone to warn them that it had been cancelled, followed by sending those same contacts a second yet altered invitation announcing that the show was indeed happening at a later time and different location only enhanced “Lakewood”s publicity. By the night of the reception almost every newspaper, event and art blog had something written about “Lakewood.” The word was out.

We opened “Lakewood” on the 10^th of July to coincide with opening of the Long Beach Art Exchange. It was a good opportunity for those who could not make the reception on the 17^th to have a chance to attend. Also many who were not aware of me or my work randomly walked into the gallery. The opening also gave us the chance to work out the kinks, so a week later everything was near perfect for the reception.

The reception was a smash. On the hottest day of the year over a hundred people showed up. They came from as far away as Ventura, and I sold two more prints and ½ of the books I self-published. At the end of the evening my back was sore from all the pats I got on it.

Because my wife had purchased enough wine to get all of Long Beach tipsy we did two more Saturday evening receptions, and I made sure anyone who missed the opening or the first reception knew they had another chance to see “Lakewood.” Of course there were those who flaked- some whom I had really counted on. I learned who my true supporters were, but I can’t complain because “Lakewood” was a success.

Was my show a financial success? Of course not, but I knew that going into it. Very few people buy photography from a photographer who is not acclaimed; however, the show was a major stepping-stone to obtain the necessary credence to one day become acclaimed. Yet, the fact that I sold three works in a horrible economy I consider a great success.

More important, at this point in the project and my career, than selling work was getting “Lakewood” out there. And here I succeeded greatly. The press I received along with the video the Lakewood cable network will create carves out a new notch on my resume and will assist me to connect with other galleries and curators.

The “Lakewood” show was not the end of my work on Lakewood; it was a celebration of it. As long as I live in Lakewood and am able I will continue to photograph it. There is so much more about my suburb I have yet to discover and tell, and now with the success of the show and the press I’ve received it will be much easier. At times photographing Lakewood has been awkward. Quite often my motives have been questioned- sometimes aggressively. Now that my work has been validated I’m sure it will be easier to gain more trust of Lakewood’s residents, and I’ll have greater access to new domains of my city.