Southwest Images Etc is s new enterprise started by Sal La Rocca. Sal was born and raised in the Northeast. He migrated with his wife Sandra to Cave Creek from Massachusetts in 1996 following a successful 32 year business career in Sales and Marketing. The last 28 years was with Polaroid Corporation where he honed his skills in photography. He is a self-taught student in darkroom processing and astrophotography. Sal added to his photographic knowledge while capturing images through his 11 inch telescope housed in his home built observatory. Over the years he developed his photographic skills and accumulated in excess of 10,000, 35mm slides from his travels but always retained a special place in his heart for the southwest following a business trip in 1973. Over the years he and his wife took vacation time in the southwest and upon retirement moved west settling in Cave Creek.
Sal realized his ambition to develop his passion into a commercial enterprise in April of 2005 after prodding from friends and family having seen his work over the years.
The goal of his work is to take the ordinary and transform it into an interesting and vibrant image captured at an instant of time never to be repeated. Using the elements of the environment and his imagination, his images introduce emotion and style into his creations for others to enjoy. The viewer is transported to the location and shares the excitement of the moment the same way Sal did in capturing it. The Southwest offers all the elements nature has to deliver and to capture its many moods and vibrant color palette on a piece of film or a digital chip is for Sal a wonderful and challenging experience.
Sal La Rocca
Web site: southwestimagesetc.com