In the Tetons, Ed met a new friend and mentor who had a breathtaking collection of original Strand, Adams, Weston, Bullock and Cunningham prints. Those images permanently altered Ed's perception of photography as an art form. His experiences in the Tetons convinced Ed to make Jackson Hole his home, and he lives there still.

Ed married Lee Carlman, a graphic designer. Together they opened an advertising agency in Jackson, and handled accounts for local, regional, and national clients. Projects often featured the stunning work of world-renowned photographers. Riddell Advertising won national recognition from every industry publication. During the 23 years of running the agency Ed’s love for photography remained potent. He practiced his art at every opportunity and taught photography workshops.

In 1999, at the age of forty-seven, Ed and Lee fulfilled a promise to themselves to begin new careers. They sold their agency, and Ed is realizing his enduring passion for creating fine, contemporary photographs. His every image captures the pristine magic of the landscape Edward Riddell calls home.

In 2005, Clark City Press published Ed's first book, The Range of Memory. The book is a large, coffee table format, 12"x12" with 120 pages featuring 58 beautifully reproduced black and white photographs as well as essays by nationally acclaimed nature writer and Ed's close friend, Terry Tempest Williams. Terry and Ed first dreamed of doing such a book back in 1975 when they met while working at Teton Sciene School in Grand Teton National Park.