Breaking the Bandwidth Barrier: SoHo

Setting up shop in New York City’s picturesque SoHo district is a dream come true for scores of companies – until they try to get connected to the Internet.

Fast-growing firms often get an unwelcome surprise after they move into one of SoHo’s airy lofts: the historic cobblestone streets outside can’t be disturbed, making it impossible for fast-moving fiber to be laid down below them. That’s why an increasing number of SoHo-based businesses are turning to Rainbow Broadband, a powerfully efficient IT resource that’s providing them with high-bandwidth Internet, Voice Over IP, carrier-class WiFI, and beyond.

Advertising agency Sub Rosa has been making waves in its short history, creating innovative campaigns for the likes of GE, AT&T, Axe, Absolut Vodka, Nike, SyFy, Nissan and more. Complete with living quarters for the owners as well as event space, their West 12th Street townhouse HQ almost had it all – except for access to a desperately needed fiber link. Rainbow Broadband made high-speed Internet possible, quickly providing the award-winning agency with a 100Mbps connection, bypassing the old copper wires in the streets outside.          

As “the first video news network for the mobile and social generation,” it follows that NowThis News would need dependable, high-bandwidth connectivity. Started by an executive team that includes former execs from the Washington Post, CNN and ABC News, NowThis first tapped Rainbow to connect its offices at 36 West 37th Street. Its 30+ team is continuing to grow, and they’ll be staying with Rainbow Broadband as NowThis moves to larger quarters at 560 Broadway. Their Internet pipeline for streaming news, sports, and entertainment will be growing as well – ramping up from 50Mbps to 100Mpbs at their new location.    

Bandwidth restrictions don’t necessarily ease up north of Houston street. Just a block uptown from NowThis you’ll find underwear purveyor Fresh Pair. Located in the famed – and landmarked -- Cable Building at 611 Broadway, Fresh Pair’s only viable option for obtaining a sufficient Internet link was with Rainbow Broadband. Equipped with a 100Mbps connection, they’re 100% focused on expanding their business – instead of worrying about bandwidth.  

SoHo Internet doesn’t have to be slow. For extra-wide bandwidth, comprehensive IT support, and more, Rainbow Broadband is the enabling force in one of NYC’s most fashionable neighborhoods.