DURANGO, Colo. - “Brainstorm.” According to Merriam Webster dictionary’s primary definition, this is “a violent transient fit of insanity.”

When applied, however, to Brainstorm Internet, Durango’s home-grown internet service provider (ISP), informed locals are likely to disagree with the venerable dictionary’s late 1800’s definition, opting for something a bit more contemporary – and, in this instance, accurate – “the clear (and often sudden) understanding of a complex situation.”

At times Brainstorm CEO Phil Bryson might have agreed with the dated definition, perhaps wondering what possessed him to become fully immersed in an arguably risky business that remains a mystery to many even today. But for the community of Durango, and the Western Slope region stretching from Grand Junction to Farmington, N.M., Brainstorm Internet has been the backbone of virtual connectivity to the world for this relatively isolated region. Other companies exist, and some have come and gone, but Brainstorm perseveres, backed by Bryson’s commitment to remain local and sustain Durango. Beyond providing internet service, Bryson is an active proponent of local economic development, Downtown Durango, buying “local” and independent business, and quality of life.

“In the genesis, Brainstorm was really about the community, not about how can we make a million dollars,” said Bryson, who is also co-developer of The Crossroads Durango and principal of On the Edge Productions. “That was the starting place.”

Indeed, when Brainstorm founder Calvin Cooke had the “brainstorm” to launch the company in 1999, “community” was primary in his thoughts. Then called Brainstorm Industries, the business was launched as chiefly a web development company, but quickly evolved into an internet service provider, as Cooke recognized the need for a company to take the lead on bringing technology to the region. The road was not without its pitfalls.

Bryson bought into the financially and organizationally challenged company in 2002, becoming president and chairman, and together Bryson and Cooke negotiated the buy-out of Frontier Internet – Durango’s first ISP – for $1.3 million in August 2003. This brought Brainstorm’s customer base to roughly 15,000, including customers beyond Durango in Cortez, Grand Junction and Montrose. Bryson bought out Cooke in 2005.

“Once he (Cooke) moved on, (we realized) a local ISP doing dial-up and DSL wasn’t going to be enough,” said Bryson. “We started looking around – how can we really be a full technology player, particularly for businesses, and be competitive with Bresnan and Qwest. Over the last several of years, we’ve been working hard, and struggled, and completely redid the network, spending hundreds of thousands of dollars to really upgrade our network to be a future player. We’ve also revamped the whole team, bringing in people from around the country.”

Brainstorm employs a team of 35 – admittedly more than needed at the moment – but Bryson has kept them on board. Primary is to have a well-staffed local call center, with knowledgeable employees who provide top notch customer service, but also to be set for what is to come. And what is to come could ensure Durango and the region’s economic viability for the future: completely wireless technology.

Though Durangoans do enjoy wireless “hot spots” in and around Downtown, next up is likely to be phone and data service (and perhaps television) via new wireless technology. The closest comparison is the cell phone and BlackBerry, but according to Bryson, cell phone technology is still restricted when it comes to data.

“You won’t need a phone line in to your house to connect to your email or the internet,” said Bryson. “The future is in wireless. It’s a reality. And the footprint for the region is the perfect kind of test market for the technology.”

While the need will remain to connect with in-the-ground “fiber” to move data out of the area to the worldwide web, the infrastructure is already in place in Durango with existing lines to Albuquerque and Grand Junction and on to Denver, and then beyond.

“The good news is that we have the right stuff to offer. The bad news is that you still have to get out there and let people know. People just don’t line up,” said Bryson.

Perhaps the most disconcerting thing for Bryson – and something to which he maintains that he has come to grips – is the relative lack of local support for Brainstorm as an internet service provider. While many applaud Brainstorm’s effort in support of local non-profits and the community, the better perceived “deal” offered by out of the area companies pushes them to providers such as AOL, gmail, or Bresnan.

“People don’t understand,” said Bryson, who is working with the newly forming “buy local” efforts to explain to residents the benefits of keeping the dollars in Durango, even if it might not seem to be the “best deal.” “Not only do we keep the money here, but supporting businesses like Steamworks and Durango Coffee and even Pat Murphy and Jim Morehart – they’re not only providing jobs, but they’re giving back to the community and helping sustain our quality of life.”

Bryson used the example of one car dealer who had been approached for a donation by a local non-profit. He gave to the organization, but then looked out the window to see the individual driving away in a vehicle purchased in Aztec.

At Brainstorm, beyond supporting non-profit organizations with web hosting and internet service, and donating dollars back to organizations through the community give-back program, the company offers free wi-fi throughout the Downtown area. Though Brainstorm reaps no financial benefit from the effort, knowing that the wi-fi pulls in customers for Downtown businesses is gratifying. The disconnect by the local community for efforts such as this to promote the viability of the town is, however, discouraging.

“I’m not going to be mad about it. It’s a reality,” said Bryson, who doesn’t consider withdrawing his community support. “So what we do – we’re being competitive against all odds (with Brainstorm services). We’re able to go in and offer the best prices around and good service – especially to businesses.”

In addition to the internet and what is now standard, voice over internet protocol (VOIP), businesses and individuals can also look forward to on-line data back-up. The off-site server facility, with back-up power generation, is currently under construction at The Crossroads.

“Then the other piece, looking down the road from where we are today and where we’re going,” said Bryson, “is being a partner with any business that comes in the area. We need to be a sustainable, local economic driver and provide economic technology support and be able to say we’re on a playing field with an Albuquerque or a Denver or wherever.”

Bryson recognizes that the better the connectivity, the better the jobs can be brought to the region, and he wants Brainstorm to be a leader in that effort. He also believes that leading edge technology can be one of the replacements for natural gas as it exhausts its life as an economic driver.

“I would like to say that we can really become a technology hub,” said Bryson of Durango. “The Brainstorm team is good, the network’s good. Our biggest challenge is to get the word out about what we can do.”

To learn more about Brainstorm Internet, visit www.brainstorminternet.net.

indiana@durangodowntown.com