Lloyd's Photo & Digital

By Charlie Mathews, Herald Times Reporter

Lloyd's Photo & Digital owner Todd Kresheck's prediction has come true.

Four years ago, he said digital cameras comprised about 60 percent of sales at his sotre located at 1207 Washington St. in Manito-woc, with film cameras the remaining 40 percent.

"Five years from now, film cameras may be about 10 percent and digital 90 percent," Kresheck said in 2004. Actually, the digital revolution has progressed at an even faster pace, with those figures already the sales norm.

"As always, the key to success is delivering what the customer wants, and keep changing as the customer changes," Kresheck said Wednesday.

He has the inventory in stock, or available in a few days, to satisfy photographers of any sophistication and budget.

Disposable film cameras are as cheap as $10, with ultra-sophisticated film and digital cameras costing several thousands of dollars, especially when adding high-end lenses.

By July, Lloyd's Photo & Digital (named after Kresh-eck's father and the original owner), will have a Web site where customers can upload digital images for creation of prints or specialty products.

"Customers will be able to create their own theme DVDs with slideshows and music," said Kresheck, 57, who took over the business from his father in 1981.

Season reviews of youth sports teams, as well as family reunions and vacations, should prove to be popular DVD productions.

A couple visiting Hawaii could upload digital photos of beach scenes, and have Don Ho singing "Tiny Bubbles" on the soundtrack as images of hula dancers flow by on the DVD.

This is all part of the current trend of more innovative ways of using one's photos, including embedding images in crystals or, perhaps, creating oversized 2-by-6-foot prints for the living room or bedroom walls.

Images shared online

What has slowed is the production of 4-by-6-inch digital prints, as individuals, especially teenagers, share their photos with friends by uploading to Facebook and MySpace pages.

It's all about speed and convenience, and Kresheck has witnessed it first-hand.

"Back in the 1950s and '60s it took a week to get color print film developed and prints made," he said. "Now, it only takes a minute and costs a fraction of what it used to cost, and there's no need for film.

"And, instead of a studio client waiting weeks for photo proofs, we can show the client the entire photo session in seconds," Kresheck said.

He continues to rely on a veteran staff including Mike Brauer, digital lab specialist, and Peter Bonk, service and sales. They've been with Kresheck for more than 20 years apiece. Theresa Schroeder takes most of the studio photos, including senior portraits.

Kresheck hopes to run the business another five to 10 years and then sell it to another party. It will be a challenge.

"Our customers come from Sheboygan County, too, which doesn't have a camera store anymore," he said. "Nationally, there used to be about 10,000. Now, there are about 30,000.

"Every day I am tempted to do something else," he said. "It's a tough business to make a living with the Wal-Marts and Walgreens."

But running a camera store is practically in his blood, and continues to be his passion. Kresheck enjoys taking photos of race cars at Road America, and also delights in the history of photography.

He has more than 1,200 vintage cameras of many different types, and said he may open a museum some day.

For now, he and his staff will concentrate on satisfying customers, in this the first decade of the 21st century, with the theme, "If it has anything to do with photos, Lloyd's does it."

The business is open 9 a.m. to 5:30 p.m. Monday through Thursday; 9 a.m. to 7 p.m. Friday; and 9 a.m. to 4 p.m. Saturday. The telephone number is (920) 682-7294.

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