Adorama Rental Co has been in business since 1988 and has become the ultimate industry source for professional cinematographers, videographers and photographers. ARC rents and supports the full range of Still and Motion cameras (including Lenses & Accessories), Lighting, and Grip Equipment. We are a “one-stop” destination for all sorts of shoots, carrying the most comprehensive list of DSLR’s, Digital Backs, Video and Digital Cinema Cameras, Strobes & Continuous Lights, at rates that make sense.

OUR MISSION is to provide the creative community with the tools and services needed to achieve excellence.

OUR GOAL IS THAT YOU HAVE A GREAT RENTAL EXPERIENCE. ARC has by far the best prices in the industry, carrying a large inventory of the latest equipment, maintained under the most rigorous quality control. In addition, our experts in the different fields of image making are available to consult with you on projects of every level, complexity or budget. Easy online ordering and free Curbside service also set ARC apart from its competitors. Adorama has recently invested over 10 million dollars worth of new inventory to meet the demands of our customers, to keep pace with advances in technology and how images are created. We constantly work to improve, expand and diversify our product lines and services. We invite you to check out our inventory and look forward to providing our products and support for your next creative project. Happy Renting.

 

News & Press Clips

April, 2010 Resource Magazine
By Marc Cadiente

Adorama boasts a knowledgeable and friendly staff maintaining the feel of old photo shops where customers are provided for on a one-on-one basis. "We show people every product [in a range of what they're searching for] and put it in their hands" says Adoramas owner, Mendel Mendlowits. The philosophy is simple: serve customers properly and they become loyal. "When customers are looking for [photography equipment], I want them to think of Adorama first." Further, the company encourages their customers to rent equipment before they purchase it as a way to road-test it first. Mendlowits' concern for people doesn't end at the client. It extends to his employees. "When I come in I like to see my people smiling. We're a team; I'm not a boss. I always respect people's advice and ask for assistance."

Even if Adorama flourished, improvements always need to be made to increase customer loyalty and improve areas that were slumping-in particular, their rental department. Helping to change the way photographers look at Adorama is Director of Business Development Miguel Goodbar. Born in Argentina, Miguel came to the United States in 1993 with a passion for photography. Here, he attended the International Center of Photography before moving on to a photography assistant job. But, as most assistants know, the pay tends to be low and slow, so he turned to equipment rental where he learned firsthand about new products. Miguel became an expert in the field and he passed this knowledge on to photography professionals whom he encountered on the job. Soon he became well known and well liked. "People rely on [my] expertise, but I do this because I like to help people."

The first steps in improving the department was to physically renovate the space. On the sixth floor, walls came crashing down revealing windows that had been forgotten for years. Natural light poured into the space, marking a new era. Furthermore, Adorama invested $2 million to replace old equipment. The rental department also boasts the lowest rental fees in the US, and they have it down to a science. The team spent months studying all the variables to determine prices of equipment; how many times products could be rented, labor that goes into it, resale value, etcetera, and took those numbers and redesigned their fee structure. Rental is retail, and in this business, fast nickels are better than slow dollars. "People love us; competitors hate us," Miguel says with a smile. After much restructuring, Adorama's rental department, now known as ARC (Adorama Rental Co.)-Miguel's idea to create a hip, catchy name and image-is being recognized for all the right reasons. And since the improvements were made, business has doubled.

Miguel took on the large task of transforming Adorama Rentals into ARC, updating its branding and creating a more relatable identity that promised to carry the company through to the next level. So far, his work has been nothing short of successful. ARC's ads now feel more modern and carry on the message that it is a powerful resource for anyone interested in photography.

Adorama has become an establishment that fits in perfectly on that bustling block in the middle of New York. But it's more than just a business; it's a tradition that allows people to capture the world the way they see it through equipment, and most importantly knowledge.