To safeguard an attraction’s brand, it’s important to have photo policies in place—including photo release forms when photographing people for promotional purposes.
“There’s a fine line between news shots used in editorial and advertising,” explains Ron Gustafson, director of marketing and public relations at Quassy Amusement & Waterpark in Connecticut. “When we do photo shoots at the park used for advertising, and I know I’m going to do close-up shots of guests having fun, I have photo release forms with me.”
Gustafson notes that he sometimes sends releases prior to the event to season passholders who want to participate. “We make sure everyone has signed off, including a list of names for any minors with the parent initialing it,” he says. “Just putting a sign out that we’ll be doing photos in the park and your photo may be taken, I don’t think that’s legitimate anymore,” cautions Gustafson. “It’s better to be safe than sorry.”
What should the release form include? Cover at least the basics, Gustafson advises, which includes an agreement for the photo being taken, release of all rights to the photos, rights for the images to be used for promotional purposes, and acknowledgement that the individual won’t seek any legal recourse against the property.
