‘Roadside Photography Guide’ latest for Louisville entrepreneur

LOUISVILLE — The “Colorado Roadside Photography Guide” takes readers “to the end of the road and a step beyond,´ said author and photographer Robert Castellino. The recently published 112-page guide shows roving amateur photographers how and where to focus their lenses to capture the state’s natural beauty.

An accomplished photographer and owner of Whispering River LLC, Castellino decorates his Louisville home office with his signature images ranging from close-ups of a blue columbine to a panoramic landscape of Owl Creek Pass.

Castellino collaborated with the Colorado Board of Tourism and the National Parks and Forest services to create the guide, his fourth photography-based publication. In addition to recommending optimal locations, he shares tricks of the trade with readers.

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“It really isn’t that difficult (to make good photographs). Most of the time you have to get up before everyone else is awake and stay after everyone leaves.” Each guide photograph is numbered matching a corresponding location on a plastic coated pullout map. Organized into seven geographic sections, the book details area geology and history.

“The premise for Whispering River is to connect people with nature through art,” he said. Castellino founded the business in 1995 as a vehicle to publish his photography in fine art posters, greeting cards, calendars and books. A particularly scenic spot in Dinosaur National Monument was the inspiration for the name Whispering River.

Castellino’s own road to success wasn’t always picture perfect. “In the early 1990s, I was looking for an escape from the corporate world. I was in national accounts in sales for MCI Telecommunications and pretty unhappy.”

With the encouragement of friends and family he pursued his interest in photography and created a poster and greeting cards of the Flatirons formations in Boulder. But his dream was to publish books of his photography. “I took one step after another and ultimately went into the publishing business. Every time I presented the books to other publishers they always said the markets were too narrow and there wasn’t enough interest,” he said, adding that he insisted on maintaining editorial and quality control. “I never received a (publishing) contract. The only route was to take the chance.”

Two previous businesses that produced greeting cards and calendars were not as financially successful as Whispering River. Even though his first design venture showed a profit each year, the start-up costs to produce new products was overwhelming, he explained.

“I learned to increase sales volume to the point where it keeps up with the production demand,” he said. Another key was to pre-sell the books by showing the cover, photographs and chapter outline. “For the guide, I sold between 25 and 40 percent of the press run. It was an indication that we had both retail and consumer interest in the product. We had hard written orders to carry to the bankers and printers to establish the necessary financing.”

Now he works with office manager Donna Schlosser and a team of project design contractors to manage the concept, writing, editing, design and print production. Retail outlets include Costco, Art Mart, area book, sports and photography stores.

More than 15,000 “Boulder: Heart and Soul, People and Place,” 11,000 “Colorado: Heart and Soul” and 6,000 “Denver: Gateway to the Rockies” have been purchased. In fact, the Boulder Book Store sold more than 2,000 copies of “Boulder” making it one of the store’s bestsellers, according Promotions Manager Susan Nuzum. The subject matter and expertise make his calendars and books popular holiday gifts, she added.

Employees as well as customers buy the $22.50 photography guide, according to Mike Dobson, store manager at Mike’s Camera. “It is a good concept, clearly laid-out. The map is a nice addition.”

Castellino declined to state his revenue, but noted that sales increased 10 to 15 percent annually. Books represent 35 percent of sales, while 60 percent is generated from photographic calendars sold to retailers and university alumni associations such as the University of Colorado. He also conducts workshops, lectures and sells fine art posters.

The environment and social responsibility are as important as profitability, said Castellino, a member of 1% For The Planet, an organization whose members commit 1 percent of sales to environmental groups. He donates “a self-imposed tax” of one percent of net sales to support environmental causes. Castellino estimated he gave a total of 5 to 10 percent of net sales in cash, trade and in-kind donations to local charities including Imagine, the Community Foundation, Sierra Club and Cerebral Palsy Foundation.

Castellino said he finds professional satisfaction as an adventurous entrepreneur. “Today I was up at 5 a.m. to shoot sunrise from 7 a.m. to 9 a.m. Then it’s back in office working for a full day sorting through images, generating sales and setting up conferences. I think I have found success. It would always be nice to have accumulated greater financial reward and wealth,” he admitted. “Still, I make a good living, and I live good,” he said with a smile.