Anyone who has ever stared down an angry bull coming full throttle across an arena, aimed right at your gut, will understand why Louise Serpa adamantly and often uttered the adage that became her motto. “Never Don’t Pay Attention:” The Life of Rodeo Photographer Louise L. Serpa chronicles the amazing account of a New York society woman who ended up out west with her nose buried in the dirt and her eye glued to a camera, loving every minute of becoming the first woman endorsed by the Rodeo Cowboys Association to venture inside the arena and shoot some of the most exciting and incredible photographs of rodeo action.

Click here to see the video of the Louise Serpa Biography Celebration in Sonoita, AZ