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SPOA Names Interim Executive Director


We are excited to announce the SPOA Governing Board has voted and hired a new Interim Executive Director effective March 1st, 2024.  One of our very own board members is in a position to help and is stepping up to lead the organization until the Governing Board’s Executive Director search is complete.  Having an existing board member with intimate knowledge of the association, current relationships & partnerships, our upcoming conference, and industry initiatives was key to this decision.

Doyce Crandall was unanimously elected last week to be the Interim Executive Director starting on March 1st.  Doyce currently owns Focused School Photography in Oklahoma and became a member of SPOA nearly four years ago, just after its establishment, succeeding where PSPA had previously concluded its efforts.  Doyce previously served as the President of the SPOA Executive Board before being elected to be on the Governing Board this past summer.  She brings years of experience and a vast breadth of knowledge to the association not just with industry experience, but also being a certified professional development trainer at Sandler with her husband, Mike Crandall. 

We invited Doyce to share a short message with all our members, partners, and industry suppliers:


A very heartfelt hello!
My name is Doyce Crandall and I am excited to announce I am stepping into the role of Interim Executive Director for School Photographers of America.  I have been involved in SPOA since we began in 2020.  I served as President of the Executive Board and am now active on the Governing board.  I have been passionate in helping to steer the organization in our mission to Educate, Advocate, Promote, and Preserve the tradition of school photography.
My passion in school photography began 27 years ago as a photographer in Amarillo, Texas.  Throughout my career I have had the privilege to experience working in a multitude of different roles. I started off working in a corporate environment running large territories across the country.  Then I worked with my husband’s Sandler business helping clients with hiring and employee training/retention.  Lastly, over the past 7 years I’ve partnered with Anne Hull to open and grow Focused School Photography in Oklahoma City, Oklahoma.  Each venture I have had has taught me so much. I truly believe the culmination of all the various roles I have had has brought me to this place and equipped me to serve SPOA, our members, future members and partners with my all my heart and passion.
I am fortunate to have a supportive husband, Mike Crandall and two amazing children, Courtney and her husband Ryan in Denver CO, and Zachary located in OKC.  Libby, our Whoodle (dog), works hard at our office as the Chief Happiness Officer!  We are expecting our first grandbaby in June!
I am here to support and help as we continue our search for the permanent Executive Director!  I am excited to continue the momentum going into the conference and leading the organization and supporting all of you.  Over the next few weeks David Crandall and I will be working together to ensure that nothing is missed and that we deliver to you even more incredible membership benefits as we continue to grow and support this incredible industry.  I am so looking forward to seeing everyone in Las Vegas at the M Resort and Casino this July. 

I personally have worked with Doyce at the conference this past year and have found her to be an incredible talent and could not be more excited to support her as she takes on this new role.  Rachel, David, and I will be preparing for her arrival in March and look forward to supporting her and her vision for SPOA.

"I am so excited that Doyce will be taking the torch and continue to ensure our industry is represented in Washington, DC and our organization remains the leader in educating, advocating, promoting, protecting and preserving the great traditions of school photography and yearbooks for generations to come." says David Crandall.

I am excited to say that with the boards help and support we are further ahead in conference planning than in prior years.  We have almost all of our booth spaces sold and we sold over 90 tickets during our month opening special.  Things are really coming together and I am so excited to be at such an incredible hotel and property in Las Vegas.  We have had an amazing response to the speaker forms and this year’s sessions are lining up to be world-class and the best our industry has ever seen.  So, make sure you book your tickets today and reserve your place at this year’s conference.  We will be sharing Doyce’s new email and new contact information here in the coming weeks.  Until then, on behalf of SPOA we hope you have an incredible rest of your spring season!

Author: Michelle Osabel

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