Bluewater Photo

Type: Underwater photography retailer, travel agency, and media publisher
Founded: ~2009–2010 (by Scott Gietler, Los Angeles area, California)
Location: 2501 Wilshire Boulevard, Santa Monica, California (retail store opened February 2011)
Key people: Scott Gietler (founder/owner), Mark Strickland (co-operator, photographer), Todd Winner (co-operator, photographer), Nirupam Nigam (Editor-in-Chief of Underwater Photography Guide / partner)
Key products/services: Underwater camera systems retail, Bluewater Travel (dive travel agency), The Underwater Photography Guide (uwphotographyguide.com), Ocean Art Underwater Photo Competition, SoCal Shootout

Overview

Bluewater Photo is an underwater photography specialty retailer and media company founded by Scott Gietler in Southern California. The company operates across three interconnected businesses: a retail store selling underwater camera systems and accessories, Bluewater Travel (a dive travel agency organizing international photography trips), and The Underwater Photography Guide, a comprehensive online resource providing camera reviews, tutorials, and buying guides for underwater photographers at all levels ([1]).

Bluewater Photo became increasingly prominent in the Wetpixel ecosystem from 2010 onward, establishing itself as a major US retailer for underwater camera systems from Nauticam, Ikelite, Sea & Sea, and other manufacturers. The store carries inventory from more than 15 manufacturers, covering everything from inexpensive point-and-shoot setups for casual divers to sophisticated DSLR systems for professional use, including video housings and lights ([2]). The company also offers rental systems, monthly photography classes (underwater, nature, and beginner), and local and international dive trips ([3]).

Through the Underwater Photography Guide and the Ocean Art competition, Bluewater Photo evolved from a local retail operation into one of the most influential platforms in the underwater photography community, with the Ocean Art competition growing to attract entries from over 96 countries and offering prize purses exceeding $100,000 by 2022 ([4]).

Key People

Scott Gietler founded and owns Bluewater Photo, Bluewater Travel, and the Underwater Photography Guide. He is the organizer of the Ocean Art competition and the SoCal Shootout. He was named LAUPS (Los Angeles Underwater Photographic Society) Photographer of the Year in 2009, and is the author of the “Underwater Field Guide to the Flora and Fauna of Southern California.” His work has been published in magazines, aquariums, coffee table books, and field guide books. Gietler also serves as a judge for the Ocean Art competition alongside the invited panel ([5], [6]).

Mark Strickland is a professional underwater photographer who co-operates the store and serves as a “photo specialist at Bluewater Photo.” He is also a published author and award-winning underwater photographer. He has served as a judge for the SoCal Shootout ([7], [8], [9]).

Todd Winner is a frequently published underwater photographer who co-operates the store. He placed 4th in the wide-angle category at Ocean Art 2011 ([10], [11]).

Nirupam Nigam emerged as a key figure in Bluewater’s operations, described by 2022 as “Editor-in-Chief of the Underwater Photography Guide and a partner in Bluewater Photo and Bluewater Travel.” He first gained prominence as an 18-year-old winning Best of Shootout at the 2013 SoCal Shootout ([12], [13]).

The Underwater Photography Guide

The Underwater Photography Guide (uwphotographyguide.com) is Bluewater Photo’s online media platform, providing camera reviews, tutorials, buying guides, and competition hosting for underwater photographers at all skill levels. The site serves as the primary platform for the Ocean Art competition, hosting entry submission, rules, and winner galleries ([14]).

The Underwater Photography Guide predates the retail store, with the Ocean Art competition first announced through it in August 2010, roughly six months before the physical store opened ([15]).

Ocean Art Underwater Photo Competition

The Ocean Art Underwater Photo Competition is one of the world’s largest and most prestigious underwater photography contests, organized by the Underwater Photography Guide. First held in 2010, it has grown continuously in scope, prize value, international participation, and number of categories. See the dedicated page at Ocean Art for full details.

Competition growth

YearEditionPrize valueCountriesCategoriesBest of Show
20101st$67,00050+11Keri Wilk ([16])
20112nd$82,00050+12Tobias Friedrich ([17])
20134th50+12Viktor Lyagushkin ([18])
20145th$70,00050+12Ray Collins ([19])
20156th$75,00015Jeff Milisen ([20])
20167th$75,00060+16Matty Smith ([21])
20188th$80,00070+16Duncan Murrell ([22])
20199th$80,000+16Greg Lecoeur ([23])
202010th80+12Gaetano Dario Gargiulo ([24])
202111thLuc Rooman ([25])
202212th$100,000+9614Kat Zhou ([26])

Judges

The competition has maintained a consistent panel of distinguished judges throughout its history. Long-serving judges include Martin Edge (author of The Underwater Photographer), Marty Snyderman (Emmy winner published in National Geographic), and Tony Wu (author of Silent Symphony). Bonnie Pelnar served as a judge in the early years (2010-2011). Mark Strickland joined the judging panel from 2020 onward, replacing Martin Edge. Scott Gietler has served as a judge from at least 2014 onward ([27], [28], [29], [30], [31]).

Category evolution

The competition started with 11 categories in 2010, including both DSLR and compact camera categories. It expanded to 12 categories in 2011, then 15 in 2015 with the addition of mirrorless camera categories and a Pool/Conceptual category. By 2016, it offered 16 categories including a new Reefscapes category sponsored by the Reef Check Foundation. In 2019, mirrorless and “open” categories were merged, and two new specialty categories — Blackwater and Underwater Conservation — were added. In 2022, the competition debuted a Mobile Phone category to lower the barrier to entry, settling at 14 categories ([32], [33], [34], [35], [36]).

Prize structure

Winners choose from available prizes based on their ranking, making it more likely each winner receives a desired prize. Prizes are predominantly dive resort packages and liveaboard trips donated by international sponsors, supplemented with gear from manufacturers including Sea & Sea, Ikelite, Kraken, and Think Tank Photo, plus gift certificates from Bluewater Photo and Bluewater Travel. The competition has maintained partnerships with dozens of resorts and liveaboards across the Indo-Pacific, Caribbean, and beyond ([37], [38]).

Conservation partnership

By 2016, Ocean Art partnered with the Reef Check Foundation as its non-profit partner. Reef Check sponsored a $1,000 Bluewater Photo shopping spree for the winner of the new Reefscapes category ([39]).

COVID-19 response

During the pandemic, the Ocean Art team helped raise money for the WHO and CDC. The 2020 competition (9th annual) received entries despite global travel restrictions, with competitors photographing “in their own backyards” or revisiting archives. The category count was reduced to 12 for that year ([40]).

SoCal Shootout

The SoCal Shootout is an annual weekend-long underwater photography competition organized by Bluewater Photo, held in Southern California waters. The event was first held in September 2011 and runs annually, typically over a Friday-through-Sunday weekend in September ([41]).

Format

Participants dive and photograph anywhere in the Pacific Ocean south of Point Conception and north of the Mexican border during the competition weekend. Major editing is not allowed, so the competition tests a photographer’s ability to capture stunning imagery in-camera. Entries must be shot during the designated competition window, enforced by requiring participants to set their camera dates before the contest begins. Entry fees have remained at $40 throughout the competition’s history ([42], [43], [44]).

Competition history

YearEditionPrize valueBest of ShootoutNotable
20111st$16,000Nayan Savla ([45])Images from Channel Islands, SD wrecks, OC oil rigs
20122ndPatrick Smith (compact camera Mola mola portrait) ([46])Expanded dive sites
20133rd$15,000Nirupam Nigam (18 years old) ([47])Youngest winner, sarcastic fringehead image
20144th$14,000— ([48])Added “Edited Video” category
20155th— ([49])Added mirrorless categories
20177th$20,000Helen Brierley ([50])Blue-Banded Goby image
20188th$25,000+Josh Musselwhite ([51])Record prizes; participants from East Coast

Judges and sponsors

Regular SoCal Shootout judges include professional underwater photographers Andy Sallmon, Todd Winner, Mark Strickland, Richard Salas, Roger Carlson, Jim Lyle, and Scott Gietler ([52], [53], [54], [55]). Prize sponsors include international dive resorts (Wakatobi, Wananavu Fiji, Crystal Blue Anilao, Club Cantamar), liveaboard operators (Rocio del Mar, Quino el Guardian), and gear manufacturers (Sea & Sea, Ikelite, Light & Motion, Aquatica, Kraken) ([56], [57]).

Winning images have been featured in California Diver Magazine and California Diving News ([58]).

Bluewater Travel

Bluewater Travel (also known as Bluewater Dive Travel) is the company’s dive travel agency, organizing trips to international destinations and coordinating winner trips for both the Ocean Art competition and SoCal Shootout. The agency provides travel certificates as prizes and has arranged trips to destinations worldwide. By 2016, Bluewater Travel was described as a “premier scuba travel agency” in Ocean Art press materials ([59], [60]).

In 2016, a Bluewater Dive Travel group was aboard the Nautilus Explorer liveaboard at Guadalupe Island when a great white shark entered a submerged cage during a dive. The group later posted an account of their experience on the bluewaterdivetravel.com website. Neither incident at Guadalupe resulted in injury ([61]).

Monthly Photo Contest

In March 2011, shortly after the store’s grand opening, Bluewater Photo launched a series of monthly themed photo contests on Facebook. Images were submitted for public voting, with winning images determined by vote count. The first theme was “blue” with a deadline of March 31, 2011. The contests were free to enter, with prizes for winners, and all images had to have been taken within the previous year, limited to three entries per contest ([62]).

Community Role

Bluewater Photo has been deeply active in the California diving community, promoting local dive boats and dive sites through magazine articles, classes, and workshops ([63]). The SoCal Shootout in particular was conceived to “showcase the excellent diving and marine life in Southern California” and bring together the local community of divers and underwater photographers ([64], [65]).

The company has also facilitated international connections through its partnership with Mike Bartick’s Crystal Blue Resort in Anilao, Philippines. Bartick described Gietler as “a good friend of mine” who “started bringing groups” to the resort, helping build the Anilao region’s reputation as an underwater photography destination ([66]).

Through the Underwater Photography Guide and Ocean Art, Bluewater Photo also played a role in highlighting the work of Wetpixel community members, with competition results articles regularly noting “it is great to see so many Wetpixel members in the results” ([67], [68]).

Timeline

References


Sources

  1. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  2. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  3. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  4. Wetpixel article, Sep 26, 2022: Ocean Art 2022 Is Calling For Entries
  5. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  6. Wetpixel article, Jan 7, 2015: 2014 Ocean Art Competition Winners Announced
  7. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  8. Wetpixel article, Sep 26, 2022: Ocean Art 2022 Is Calling For Entries
  9. Wetpixel article, Aug 20, 2015: Bluewater Photo Announces The Socal Shootout
  10. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  11. Wetpixel article, Dec 13, 2011: Winners Of Ocean Art 2011 Announced
  12. Wetpixel article, Jan 17, 2023: Results Ocean Art 2022
  13. Wetpixel article, Sep 25, 2013: Results Socal Shootout
  14. Wetpixel article, Aug 4, 2010: Call For Entries Ocean Art Underwater Photo Competition
  15. Wetpixel article, Aug 4, 2010: Call For Entries Ocean Art Underwater Photo Competition
  16. Wetpixel article, Dec 14, 2010: Ocean Art Competition Winners Announced
  17. Wetpixel article, Dec 13, 2011: Winners Of Ocean Art 2011 Announced
  18. Wetpixel article, Dec 18, 2013: Results Ocean Art Contest 2013
  19. Wetpixel article, Jan 7, 2015: 2014 Ocean Art Competition Winners Announced
  20. Wetpixel article, Jan 6, 2016: Results Ocean Art 2015
  21. Wetpixel article, Jan 11, 2017: 2016 Ocean Art Winners Announced
  22. Wetpixel article, Jan 15, 2019: Results Ocean Art 2019
  23. Wetpixel article, Jan 13, 2020: Results Ocean Art 20191
  24. Wetpixel article, Jan 14, 2021: Ocean Art 2020 Results
  25. Wetpixel article, Jan 20, 2022: Results Ocean Art 2021
  26. Wetpixel article, Jan 17, 2023: Results Ocean Art 2022
  27. Wetpixel article, Dec 14, 2010: Ocean Art Competition Winners Announced
  28. Wetpixel article, Aug 9, 2011: Call For Entries 2011 Ocean Art Photo Competition
  29. Wetpixel article, Jan 7, 2015: 2014 Ocean Art Competition Winners Announced
  30. Wetpixel article, Jan 14, 2021: Ocean Art 2020 Results
  31. Wetpixel article, Sep 26, 2022: Ocean Art 2022 Is Calling For Entries
  32. Wetpixel article, Aug 4, 2010: Call For Entries Ocean Art Underwater Photo Competition
  33. Wetpixel article, Aug 14, 2015: Call For Entries Ocean Art 2015
  34. Wetpixel article, Jan 11, 2017: 2016 Ocean Art Winners Announced
  35. Wetpixel article, Sep 9, 2019: Ocean Art 2019 Is Open For Entries
  36. Wetpixel article, Sep 26, 2022: Ocean Art 2022 Is Calling For Entries
  37. Wetpixel article, Aug 9, 2011: Call For Entries 2011 Ocean Art Photo Competition
  38. Wetpixel article, Sep 6, 2018: Ocean Art 2018 Is Calling For Entries
  39. Wetpixel article, Jan 11, 2017: 2016 Ocean Art Winners Announced
  40. Wetpixel article, Jan 14, 2021: Ocean Art 2020 Results
  41. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  42. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  43. Wetpixel article, Sep 25, 2013: Results Socal Shootout
  44. Wetpixel article, Aug 20, 2015: Bluewater Photo Announces The Socal Shootout
  45. Wetpixel article, Oct 5, 2011: Results Of The Socal Shootout Announced
  46. Wetpixel article, Oct 2, 2012: Socal Shootout Results Announced
  47. Wetpixel article, Sep 25, 2013: Results Socal Shootout
  48. Wetpixel article, Aug 20, 2014: Announcing The Socal Shootout
  49. Wetpixel article, Aug 20, 2015: Bluewater Photo Announces The Socal Shootout
  50. Wetpixel article, Sep 18, 2017: Winners Of The 2017 Socal Shootout Have Been Announced
  51. Wetpixel article, Sep 30, 2018: Results 2018 Socal Shootout
  52. Wetpixel article, Oct 5, 2011: Results Of The Socal Shootout Announced
  53. Wetpixel article, Oct 2, 2012: Socal Shootout Results Announced
  54. Wetpixel article, Aug 20, 2015: Bluewater Photo Announces The Socal Shootout
  55. Wetpixel article, Sep 18, 2017: Winners Of The 2017 Socal Shootout Have Been Announced
  56. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  57. Wetpixel article, Jul 17, 2018: Call For Entries 2018 Socal Shootout
  58. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  59. Wetpixel article, Jan 11, 2017: 2016 Ocean Art Winners Announced
  60. Wetpixel article, Aug 20, 2014: Announcing The Socal Shootout
  61. Wetpixel article, Oct 18, 2016: Clarification Recent Events At Guadalupe Island
  62. Wetpixel article, Mar 22, 2011: Bluewater Photo Launches Monthly Photo Contest
  63. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  64. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  65. Wetpixel article, Jul 17, 2018: Call For Entries 2018 Socal Shootout
  66. Wetpixel article, Jan 6, 2019: Conversations With Underwater Photographers Mike Bartick By Henley Spiers
  67. Wetpixel article, Dec 14, 2010: Ocean Art Competition Winners Announced
  68. Wetpixel article, Dec 13, 2011: Winners Of Ocean Art 2011 Announced
  69. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  70. Wetpixel article, Aug 4, 2010: Call For Entries Ocean Art Underwater Photo Competition
  71. Wetpixel article, Dec 14, 2010: Ocean Art Competition Winners Announced
  72. Wetpixel article, Feb 8, 2011: Bluewater Photo Opening Event
  73. Wetpixel article, Mar 22, 2011: Bluewater Photo Launches Monthly Photo Contest
  74. Wetpixel article, Jul 26, 2011: Call For Entries South California Shootout
  75. Wetpixel article, Aug 9, 2011: Call For Entries 2011 Ocean Art Photo Competition
  76. Wetpixel article, Oct 5, 2011: Results Of The Socal Shootout Announced
  77. Wetpixel article, Dec 13, 2011: Winners Of Ocean Art 2011 Announced
  78. Wetpixel article, Oct 2, 2012: Socal Shootout Results Announced
  79. Wetpixel article, Sep 25, 2013: Results Socal Shootout
  80. Wetpixel article, Dec 18, 2013: Results Ocean Art Contest 2013
  81. Wetpixel article, Aug 20, 2014: Announcing The Socal Shootout
  82. Wetpixel article, Jan 7, 2015: 2014 Ocean Art Competition Winners Announced
  83. Wetpixel article, Aug 14, 2015: Call For Entries Ocean Art 2015
  84. Wetpixel article, Aug 20, 2015: Bluewater Photo Announces The Socal Shootout
  85. Wetpixel article, Jan 6, 2016: Results Ocean Art 2015
  86. Wetpixel article, Oct 18, 2016: Clarification Recent Events At Guadalupe Island
  87. Wetpixel article, Jan 11, 2017: 2016 Ocean Art Winners Announced
  88. Wetpixel article, Sep 18, 2017: Winners Of The 2017 Socal Shootout Have Been Announced
  89. Wetpixel article, Sep 30, 2018: Results 2018 Socal Shootout
  90. Wetpixel article, Jan 15, 2019: Results Ocean Art 2019
  91. Wetpixel article, Sep 9, 2019: Ocean Art 2019 Is Open For Entries
  92. Wetpixel article, Jan 13, 2020: Results Ocean Art 20191
  93. Wetpixel article, Sep 23, 2020: Call For Entries Ocean Art 2020
  94. Wetpixel article, Jan 14, 2021: Ocean Art 2020 Results
  95. Wetpixel article, Jan 14, 2021: Ocean Art 2020 Results
  96. Wetpixel article, Jan 15, 2021: Wetpixel Live Ocean Art 2020
  97. Wetpixel article, Jan 20, 2022: Results Ocean Art 2021
  98. Wetpixel article, Sep 26, 2022: Ocean Art 2022 Is Calling For Entries
  99. Wetpixel article, Jan 17, 2023: Results Ocean Art 2022
  100. Bluewater Photo hosts opening event (article)
  101. Call for entries: Ocean Art 2010 (article)
  102. Ocean Art 2010 winners (article)
  103. Bluewater Photo launches monthly photo contest (article)
  104. Call for entries: South California Shootout (article)
  105. Call for entries: Ocean Art 2011 (article)
  106. SoCal Shootout 2011 results (article)
  107. Ocean Art 2011 winners (article)
  108. SoCal Shootout 2012 results (article)
  109. Call for entrants: SoCal Shootout 2013 (article)
  110. SoCal Shootout 2013 results (article)
  111. Ocean Art 2013 results (article)
  112. SoCal Shootout 2014 announcement (article)
  113. Call for entries: Ocean Art 2014 (article)
  114. 2014 Ocean Art winners (article)
  115. Call for entries: Ocean Art 2015 (article)
  116. SoCal Shootout 2015 announcement (article)
  117. Ocean Art 2015 results (article)
  118. Guadalupe Island cage diving clarification (article)
  119. 2016 Ocean Art winners (article)
  120. SoCal Shootout 2017 results (article)
  121. SoCal Shootout 2018 call for entries (article)
  122. Ocean Art 2018 call for entries (article)
  123. SoCal Shootout 2018 results (article)
  124. Conversations with Mike Bartick (article)
  125. Ocean Art 2018 results (article)
  126. Ocean Art 2019 call for entries (article)
  127. Ocean Art 2019 results (article)
  128. Ocean Art 2020 call for entries (article)
  129. Ocean Art 2020 results (article)
  130. Wetpixel Live: Ocean Art 2020 (article)
  131. Ocean Art 2021 results (article)
  132. Ocean Art 2022 call for entries (article)
  133. Ocean Art 2022 results (article)