Once named Freddy's Colors, the newly renovated photo studio run by Freddy Alcantara for over 20 years, is now named "Real Photos" and has undergone a massive renovation in honor of the two-decade anniversary.
Story and photos by Sherry Mazzocchi
Video by Sherry Mazzocchi
There's a new development at Freddy's Colors.
The photo shop on West 191st St. and St. Nicholas Avenue has been re-named, re-christened and renovated.
Now called Real Photos, the shop owned by Freddy Alcantara, has shed its Kodak-yellow and red awning. Now, the exterior gleams with modern chrome signage.
The inside glistens with cut-chandeliers and hums with new equipment.
But it's the same old-fashioned service that has kept customers coming back.
Araina Moreiras, marketing specialist for Real Photos, said owner Alcantara wanted to do something special to celebrate the grand re-opening.
A party for customers, a ribbon-cutting ceremony attended by New York City Councilmember Ydanis Rodriguez and the special blessing by Father Enrique of St. Elizabeth's Church wasn't enough.
The bulk of Real Photos' business is taking school, graduation and yearbook pictures. Alcantara decided to ask the schools he works with to submit the name of their best student.
Those high-performing students will receive a free graduation photo package, courtesy of Real Colors.
Then, two students will be randomly selected to receive free Dell computers.
By all accounts, Alcantara is an all-American success story, by way of Washington Heights.
He had a photo studio back in the Dominican Republic, but thought he could build a better future elsewhere. So he moved to New York in 1989. He worked long hours and odd jobs, first in a bodega, then driving cabs.
Just when he thought success would elude him forever, a friend asked if he wanted to start a business.
Fast-forward 20 years. Alcantara's photo shop does business in every borough of the city. In 2010, his business took photos for 60 New York City schools.
Last year, it was 80.
Councilmember Rodriguez said that on his way over to the ribbon-cutting ceremony, he'd noticed several storefronts that had gone out of business.
"So that when we see one local business that has been able to expand and grow, it's also a signal that we will do better in our economy," said Rodriguez.
"Everybody knows Freddy," said Moreiras.
The shop is filled with employees, most of them from right in the neighborhood, but customers always ask for Alcantara.
"Everybody loves Freddy," she said.
In order to keep up with demand—and the technology—Alcantara re-configured his shop. He brought in new, faster equipment and added an upstairs studio. The service is speedy, more efficient and produces higher quality photos.
Alcantara's business model is more than just providing state of the art service. It's also about going the extra mile. Several customers recalled things he did that kept them coming back.
Beatrice Dones of the Bronx High School of Business recalled the time a graduating student couldn't come to school for photos because she was in the hospital. So a photo shoot was organized at her bedside.
"It's things like that," Dones said, "that make you keep working with them."
Dersa Gonzalez of the High School of Media and Communications at the George Washington Campus has known Alcantara for more than 20 years.
She said he's always tried to make the photos affordable for parents. In addition, he often holds special events at the school, like a combination Dominican/American Mother's Day program, where he entertains families and hands out gifts.
"He's someone who works for the community, lives in the community and believes in the community," Gonzalez said.
Elio Valdez met Alcantara when he was working at a Head Start program.
Alcantara took photos of the pre-kindergarten children. The parents were so impressed with him and his work that they asked him to help with their Thanksgiving dinner.
"He gladly did it," Valdez said. "He bought all of the Thanksgiving food that we had for the staff and the families." Valdez never forgot that gesture. After he started working at a junior high school, he introduced Alcantara to the principal.
"We've been running with him for two years," he said. "I hope that they stay in business for a very long time."
