Education Tracks

Building Self-Storage Profit Through Innovative Facility Expansion
Location: Versailles Ballroom 4
Self-storage operators looking to expand their facility and increase their bottom line have few options they can consider without having to increase their building footprint. This seminar will outline a few innovative expansion alternatives outside of traditional ambient storage. Our presenter will talk about adding space by building up instead of out, when to consider climate-control storage, and how to capitalize on the immediate demand for boat and RV storage in many markets. He'll also discuss the construction processes and costs associated with facility expansion.

You will learn:

• When to consider expansion and how to prepare for it
• How to choose the right expansion type for your property
• The “double up” case study: how owners are building up without tearing down
• How to tap into the demand for climate control and boat/RV storage
• How to budget for your expansion

SPEAKER

Caesar Wright, President, Mako Steel Inc.

The Real Cost of Building a Self-Storage Facility
Location: Versailles Ballroom 4
Over the years, there have been many misconceptions about the actual cost of building a self-storage facility, due to incorrect and misleading numbers that are shared within the industry. This session reveals the actual cost of constructing a storage project. Attendees will see case studies of real facilities with data regarding all aspects of development including land costs, permitting, dirt work, drainage, concrete, steel packages, HVAC, electrical and more. Our presenter will also share key construction steps and answers to common questions.

You will learn:

• Key points of developing a facility
• Actual costs related to self-storage development
• Steps a first-time developer might miss
• How to develop an accurate budget
• Answers to common construction-related questions

SPEAKER

Danny Clemons, President, DCD Storage LLC

Friendly Self-Storage: Innovative Facility Design
Location: Versailles Ballroom 4
Self-storage design has evolved greatly in the industry's relatively short life span. Modern projects are designed to better serve customers and present a more refined and user-friendly community image. This session will address a wide range of issues pertaining to successful facility design. Our presenter will cover site selection, zoning issues, design options, costs, construction do's and don'ts, and more. He'll talk about design as it pertains to buildings, ramps, the management office, exterior architecture and landscaping.

You will learn:

• The essentials of site selection
• User-friendly design techniques
• Construction do's and don'ts
• Design for conversion projects
• Community relations and facility design

SPEAKER

Bruce Jordan, President, Jordan Architects Inc.

Self-Storage Retrofitting: Post-Construction Considerations and Case Studies
Location: Versailles Ballroom 4
Retrofitting an existing property to a self-storage use can be challenging work. Though conversion often opens new avenues of development, there are special considerations for evaluating a retrofit opportunity and completing the construction. Our presenter will talk about pitfalls to avoid, the financial risks involved, and construction issues you can expect to face during the process including fire district, signage, infestation and tax appeals. By way of example, he'll draw on details and operating performance from four recently completed retrofit projects, including suggestions that would have helped these operators accelerate their lease-up. He'll talk about pro forma vs. actual results, and what these results might mean for future project projections.

You will learn:

• Special issues associated with retrofits
• Post-construction regulatory issues: fire district, signage, infestation, tax appeals
• Compendium of results: pro forma vs. actual
• The financial risks involved in attempting a retrofit
• What these results mean for your future project projections

SPEAKER

Lewis Pollack, Managing Principal, StoreSmart Development LLC

**SESSION FOR SPANISH SPEAKERS**
Discusiones de Mesa Redonda
Locación: Bordeaux
¿Tiene preguntas sobre el desarrollo, construcción, operaciones y mercadeo? Entonces asista a este evento donde tendrá la oportunidad de participar en grupos facilitados por expertos en las materias acerca de la industria del Auto-Almacenamiento. También tendrá la oportunidad de cambiar de un grupo a otro para participar en todos los temas presentados.

Conferencistas:

Ernesto Arzac,President, Bodegas Usted Guarda (Mexico)
Lucia Darnell, Directora de Negocios en Español, PhoneSmart (USA)
Arie Rezepka, CEO, Aki KB Minibodegas (South America)
Nancy Torres, Directora de Desarrollo Comercial-Latinoamérica, Janus Internacional (USA)

Self-Storage Around the World: Investment and Development
Location: Versailles Ballroom 1
Get a global perspective of self-storage from the developer/investor side of the equation. This panel brings together facility operators, developers and investors from around the world to discuss issues of site selection, financing, real estate and more. Our panelists will talk about their challenges and strategies in building self-storage in their respective regions, observing parallels and differences between markets. Bring your questions and get ideas for a new development or investment.

Panelists will discuss:

• Site selection
• Financing
• Real estate
• Project design
• Facility construction

MODERATOR

RK Kliebenstein, Vice President of Acquisitions, Metro Storage LLC

PANELISTS:

Jay Lynne Fleming, President & CEO, Storage For Your Life Solutions Inc. (Canada)
Wadih Haddad, Founder and CEO, The Box (United Arab Emirates)
Graham Lomax, European Director of Sales, Gliderol Self Storage Solutions (Europe)
Federico Rolz, CEO, Mr. Bodeguitas (Guatemala/El Salvador)
Additional panelists to be announced

Self-Storage Around the World: Business Operation
Location: Versailles Ballroom 1
Self-storage facility operation is an art that changes based on facility location and the surrounding culture. For operators stateside and abroad, the trick is to understand the local community and its expectations and needs. But while U.S. markets are largely homogenous in terms of culture, operating a facility in other countries is an incredibly diverse venture. This panel discussion gives you an international perspective of self-storage operation, providing insight from professionals representing many areas of the world. Our presenters will talk about the challenges and strategies of running a facility in their regions, touching on topics like legal issues, public awareness, customer expectations, staffing, marketing tactics and more.

Panelists will discuss:

• Public awareness
• Marketing tactics
• Legal issues
• Customer expectations
• Staffing

MODERATOR

David Blum, President, Better Management Systems LLC

PANELISTS:

Dallas Dogger, Managing Director, Centreforce IT Pty. Ltd. (Australia)
Marilyn Leslie, President, MiniCo Asia Ltd. (Asia)
Robert Madsen, President, U-Lock Mini Storage (Canada)
Orlando Wong, General Manager, Mega Storage (Panama)

Establishing and Operating Self-Storage in Europe: An Operator's Perspective
Location: Versailles Ballroom 1
Hear the experiences and insights of a small U.S. company that ventured overseas to open several self-storage facilities in Madrid, Spain. The story is rife with lessons for anyone seeking to build or operate self-storage in international markets. Our presenter talks about dealing with cultural differences, the language barrier, accounting disparities, and tax, business and labor laws.

You will learn:

• How to assess foreign opportunities
• How to hire a team of players
• Insight to financing in the Euro zone
• Tips to educate the public about self-storage
• Insight to meeting the challenges of cultural differences

SPEAKER

Kenneth Weiner, President, JK Investment Properties

Self-Storage? What Is That? Industry Marketing in Virgin Territory
Location: Versailles Ballroom 1
Marketing self-storage to potential customers in regions where the product is new or still largely unfamiliar is a particular challenge for global industry operators. Our presenter, who has worked with investors and developers in Europe, Latin America and the Middle East, will talk about circumventing obstacles of public ignorance and provide insight to facility branding and promotion in unschooled markets. He'll share case studies and examples of specific projects, discussing the process, timelines and resources necessary to market a first-class self-storage facility to a unique culture.

You will learn:

• How cultural differences and lack of awareness affect facility marketing
• How to make use of color and branding
• The services expected by certain cultures
• How to create culture-specific marketing materials
• Unique advertising issues

SPEAKER

David Blum, President, Better Management Systems LLC

**SESSION FOR SPANISH SPEAKERS**
Operando Con Éxito en el Auto-Almacenamiento
Locación: Burgundy
Si está tratando de aumentar los niveles de ocupación de su local, aquí escuchará exitosas técnicas de venta, monitoreo de clientes potenciales, así también como un buen servicio al cliente le ayudará a ser mejor que la competencia. Aprenda cómo los gerentes y empleados combinan el manejo cotidiano de sus sucursales con un adecuado plan de ventas para mejorar la productividad. Igualmente le ofreceremos ideas para lograr un buen plan de mercadeo.

Usted aprenderá:

• Las tendencias en el mercado Latinoamericano
• Ideas exportadas del mercado Norteamericano
• Operando una sucursal: Personal, física y financieramente
• Cómo incrementar rentas y su plan de mercadeo
• Importancia de las relaciones con nuestros clientes

CONFERENCISTAS:

Lucia Darnell, Directora de Negocios en Español, PhoneSmart
Nancy Torres, Directora de Desarrollo Comercial- Latinoamérica, Janus Internacional

Self-Storage Feasibility: Whether You Buy or Build, Can You Still Make Money?
Location: Versailles Ballroom 1
Whether you are building a self-storage project from the ground up, converting an empty building or buying an existing facility, the most important question to answer is: Can you still make money? A thorough feasibility study will help determine the answer, but it's critical that you're totally honest with yourself during the study process. Our presenter will talk about how to avoid costly mistakes when buying, converting or building a self-storage facility. He'll lay out the steps necessary to help you gather information and make an informed investment decision. He'll also share resources to help you make sound business judgments before you put your money at risk.

You will learn:

• How to avoid making costly mistakes at the beginning of the process
• Resources available to you
• What details are critical to your decision-making and success
• The need to independently verify all information
• How to assemble a winning team

SPEAKER

Jim Chiswell, President, Chiswell & Associates LLC

Self-Storage Valuation: What You Should Understand About the Appraisal Process
Location: Versailles Ballroom 1
Here's your chance to put yourself in the appraiser's shoes. This session provides an introduction to the self-storage valuation process. Attendees will hear about the appraisal's five distinct components and become familiar with each. You'll also learn about the variables that make up a capitalization rate and how they affect facility value. You'll walk away with an understanding of the entire process and what appraisers look for in developing an estimate of property value, both from the surrounding market and the financials.

You will learn:

• An overview of the self-storage valuation process, including pitfalls
• The factors that affect facility value
• Approaches to estimating value
• What appraisers look for during the site visit and in the facility operating information
• How the appraisal process can be somewhat controlled by the owner

SPEAKER

John O’Dwyer, President, JSO Valuation Group Ltd.

Understanding Your Options in Today's Self-Storage Finance Market
Location: Versailles Ballroom 1
This informative session will provide a comprehensive overview of the financing options available to self-storage owners in the market today. The finance markets are dynamic and ever-changing. Our presenters will provide valuable, up-to-the-minute information outlining the loan programs lenders have available for self-storage including commercial mortgage-backed securities, Small Business Administration, bank, credit union and insurance companies. They'll discuss variables that can affect your loan options such as loan size, property characteristics, market dynamics, timing and transaction costs. Finally, they'll go in-depth to provide actual case studies of recent transactions in the marketplace.

You will learn:

• Loan programs available for storage owners
• Rates and terms available through the various programs
• Availability of construction financing
• Variables that can affect your loan options
• Actual case studies of recent transactions

SPEAKER

Shawn Hill, Principal, The BSC Group
Devin Huber, Principal, The BSC Group

Getting Ahead and Being Prepared to Obtain Self-Storage Financing
Location: Versailles Ballroom 1
The self-storage industry is well into its recovery and is relatively the healthiest of all property types. Lenders are still very thorough, however, and cautious to conform to banking policy, regulatory requirements and securitizations limitations. It's more important than ever that you be prepared when approaching a lender. This session will go beyond finance basics and delve into specific issues to consider when seeking a new mortgage for your self-storage property. Our presenter will discuss pre-application preparation, how to prepare the loan-request package, choosing a lender, negotiating terms, and the application and closing process.

You will learn:

• Considerations for the pre-application
• Tips for getting the most out of your loan presentation
• How to choose the lending source that's most suitable for your financing objectives
• Areas to consider when negotiating loan terms
• How to work your way to the loan closing

SPEAKER

Neal Gussis, Managing Director, Corvis Capital Markets

Turning Distressed Properties Into Self-Storage Opportunities
Location: Versailles Ballroom 1
In today's distressed real estate market, not all properties and sellers are created equal. Between bank-owned properties, foreclosures and over-leveraged sellers forced into short sales, there are opportunities for the adventurous and aggressive buyer. This seminar will cover such topics as what kinds of due diligence a buyer can perform before the foreclosure auction, things to keep in mind when negotiating directly with the banks, and how to work with short-sale sellers to get deals closed. Our presenter will also discuss techniques for negotiating with players who may not have significant experience with or understanding of self-storage facilities.

You will learn:

• How to negotiate directly with banks on bank-owned properties
• What banks often don’t know about the self-storage facilities they own
• How to find short-sale opportunities, the paperwork needed, and how to tell who is really running the deal
• How foreclosures work and the risks involved
• The risks and benefits of note sales

SPEAKER

Scott Frank, Principal, Law Offices of Scott A. Frank

Investment Trends in Major Self-Storage Markets: Cap and Interest Rates
Location: Versailles Ballroom 1
It's all about the rates! Self-storage facility owners always want to know about current capitalization rates in their area, but it's equally important to understand the historical trends. This session dives deep on cap-rate trends by region over the past decade, and then focuses on current rates. Our presenter will also discuss the general state of the self-storage real estate market and the effect interest rates have on property value. Finally, he'll share predictions for what could be on the horizon with limited industry development and new buyers entering the market.

You will learn:

• Cap-rate trends over the past 10 years
• Where cap rates are today
• The effect of interest rates on property value
• How to position your property for the future
• What’s driving the self-storage real estate market

SPEAKER

Brett Hatcher, Senior Associate, Marcus & Millichap Real Estate Investment Services

Creating a Self-Storage Security Program That Attracts Tenants and Deters Criminals
Location: Concorde B
Customers may shop for self-storage based on convenience or price, but if they don’t think your facility is safe, they won't rent with you. In this session, our presenter will discuss how to develop and market a security program that attracts customers and deters criminals. He'll walk you through an imaginary facility, outlining the cost and benefits of various security options. He'll share case studies of three successful operators who have used a security image to succeed in their very different markets. Finally, he'll examine ways to prevent all varieties of criminal activity, highlighting the critical role of well-trained staff in the mission.

You will learn:

• The cost and benefits of a wide range of security tools and technology
• How to assess the options for marketing security features
• How to broadcast your security features to deter crime
• How to minimize your exposure to criminal activity
• Insight to the security and crime-prevention programs of successful operators

SPEAKER

Richard Morahan, Marketing Consultant, Lock America International Inc.

Self-Storage Tenant Insurance: 39 Shades of Grey and Much More
Location: Concorde B
There are 39 states in which the licensing and regulating of tenant-insurance programs supposedly falls into a grey area. It does not—it is very black and white! In this session, you'll learn about common myths and misconceptions regarding tenant insurance from a former director of insurance. Many states have similar rules and regulations, so find out how a particular state views your program. Our speaker will cover a wide range of insurance topics that will appeal to operators who may own or participate in an off-shore captive or one domiciled in the United States. You'll learn how to generate revenue with a tenant-insurance program, the right and wrong way to set up your program, and some of the many options available. You'll also discover how to avoid illegal programs, respond to a cease and desist order, handle rebating, contend with price pressure and more.

You will learn:

• How to increase revenue with tenant-insurance programs
• Right and wrong ways to arrange your program and the many options available to you
• How to avoid illegal programs
• What state insurance directors look for when examining programs
• What to do when the same product has a different price down the street

SPEAKER

S. David Childers, Former Director of Insurance, Arizona State

Hurdles to the Courthouse: Actions You Can Take to Reduce Your Chances of Being Sued
Location: Concorde B
While there's no such thing as a "bullet-proof" lease, there are clauses you can include in your self-storage rental agreement and other actions you can take to lower your overall legal risk. These measures are designed to protect the self-storage operator by making a lawsuit unattractive and hard to file by a tenant. When combined, they greatly lower your risk of being sued and the risk of a high-dollar judgment if you are. Our presenter will share clauses you can insert into your rental agreement that act as "hurdles to the courthouse" for tenants. He'll also share actions items that further reduce the risk of lawsuits or help you avoid high-dollar judgments.

You will learn:

• The most common types of lawsuits against self-storage facilities
• Specific lease clauses to avoid or reduce the dollar value of common lawsuits
• Actions that expose operators to legal claims
• Changes operators can make to reduce the likelihood of legal claims
• How courts enforce these types of clauses today

SPEAKER

Jeffrey Greenberger, Partner, Katz, Greenberger & Norton LLP

You Don’t Control the Climate! Terms to Avoid Using in Your Self-Storage Vocabulary
Location: Concorde B
There are common words and terms that many self-storage operators have adopted in the course of running their business, but some create negative repercussions for the industry. If you stopped to look up the definitions for some of these terms, you'd be shocked to realize what you're really saying to customers and the public! Our presenter will share 13 commonly used terms you should avoid using as part of your self-storage operation. Steering clear of these words and phrases could help you avoid misunderstandings with customers and even litigation.

You will learn:

• Negative connotations of industry-standard words and phrases
• Terms that unnecessarily expose you to potential litigation
• Vocabulary that needs to be changed
• Good substitutes for “bad” terms
• Words you must simply remove from your business language

SPEAKER

Jeffrey Greenberger, Partner, Katz, Greenberger & Norton LLP

The Three Cs of Self-Storage Insurance: Catastrophes, Claims and Coverage
Location: Concorde B
Catastrophic insurance claims can have a devastating impact on a self-storage business, including its employees and customers. It's important that facility owners understand the risks and perils that may lead to a catastrophic claim—such as fire, hail, tornado, windstorm, earthquake, flood and customer lawsuits—and the coverages that may help protect the business operation. This session addresses those options, information on risk management and more.

You will learn:

• How to manage risk and mitigate loss
• Policy-limit considerations and how to secure adequate coverage
• How to train employees in risk management
• Where to find information on disaster preparation
• How to comply with statutes

SPEAKER

Mike Schofield, President and CEO, MiniCo Insurance Agency

Solving the Mystery of the Insurance Markets: Understanding Your Premiums and Terms
Location: Concorde B
Every self-storage owner/operator needs property and liability insurance for his business. Some buy it because they want to protect their assets. Most buy it because a lender requires it. In either case, understanding the way insurance is evaluated by an insurance company can be a mystery. Our panel of insurance veterans will help you solve it! This session will provide insight to the underwriting process insurance companies use when reviewing your business. You'll also get an overview of the insurance marketplace and how the global economy and losses affect risk analysis and premiums.

You will learn:

• What information to provide to your insurance agent and underwriters
• How this information generates policy premiums, terms and conditions
• How financial markets and investments affect insurance premiums
• Why catastrophic events affect insurance rates in the self-storage industry
• The value of working with an experienced insurance representative

SPEAKERS

Mike Gong, Self Storage Practice Leader, Arthur J. Gallagher Insurance
Mike Schofield, President and CEO, MiniCo Insurance Agency
Ann Pilla, Self Storage Underwriter, Chubb Group of Insurance Cos.
Tom Laden, Program Manager/Underwriter, Storage First

Using Technology to Be a Better Self-Storage Manager
Location: Champagne Ballroom 1
Technology is the basis for everything now. For the self-storage industry in particular, new technology offers time-saving and money-making opportunities you do not want to miss. Whether you're a single-store operator or a part of a multi-store conglomerate, you need to make friends with new tools and trends. This session will teach you how to better use technological tools including call centers, mobile apps, kiosks, automatic locks, automated payment systems, management software and security equipment to run a more efficient and profitable business.

You will learn:

• How to work with call centers to streamline efficiency
• How to use mobile tools and apps to run the facility and communicate with customers
• How to implement self-serve tools
• How to maximize automated payment systems via the phone and online
• How to use management software and reports

SPEAKER

Tron Jordheim, Director, PhoneSmart

Handling Customer Reviews and Complaints in a Facebook World
Location: Champagne Ballroom 1
It's the age of social customer service. Today, more and more self-storage customers solicit recommendations from their friends and followers on Facebook and Twitter and visit websites like Yelp and Google to help them make informed decisions about where to rent. When they feel disappointed with the service they’ve received, they go online to vent their frustration to their social network and to the Web at large. It's more important than ever to provide legendary customer service at the counter and craft a great social customer-service strategy. This session will teach you how.

You will learn:

• The importance of social customer service
• How to better serve customers online
• Why you need an online recovery strategy
• Great examples of social customer-service successes and failures
• How to respond to an upset customer via Facebook and Twitter

SPEAKERS

Mark Beck, Owner, StorageAlly

Delivering the Total Service Experience to Self-Storage Customers
Location: Champagne Ballroom 1
The world is changing and so is the way we interact with our self-storage customers. Although technology opens new avenues of communication and revenue, there's no way to truly replace the one-on-one interaction and experiences created by good customer service. Service is an experience, and the memory of each transaction—good or bad—stays with us. In this session, you'll learn how to create the total service experience customers crave. Our presenter will talk about how to handle inquiries, how to promote positive "chemistry" between your company and customers, how to handle customer objections and complaints, common service mistakes and more.

You will learn:

• How to handle inquiries and complaints in ways that create better, longer-lasting customer relationships
• How to promote positive "chemistry" between your company and customers
• How to handle customer doubt, misunderstandings and objections
• 10 customer-service mistakes to avoid
• How to create a customer-service training program

SPEAKER

Susan Haviland, Owner, Haviland Storage Services

Improving Your Self-Storage Collections: Effective Skills to Get the Rent!
Location: Champagne Ballroom 1
While no one was likely born to collect money, any self-storage operator can learn to effectively manage his accounts receivable by using proven techniques to reduce past-due amounts, uncollected rent and the facility's number of lien auctions. Our presenter will teach you skills that will have an immediate positive and lasting impact on your self-storage operation including methods guaranteed to increase revenue and reduce your collections headaches.

You will learn:

• Why successfully collecting rent is one of the most important skills you can learn
• The most effective collection techniques in the industry
• How the collections effort starts during the sales process
• How to start the tenant off on the right foot
• How collections affects the viability of your self-storage operation

SPEAKER

Bob Copper, Owner, Self Storage 101

Perfecting Your Self-Storage Sales Presentation
Location: Champagne Ballroom 1
Sales skills are essential in the self-storage industry, and so every facility manager and operator must master them. In this session, you'll learn ways to improve your sales presentation and bottom-line profitability, including how to set yourself apart from competition by building value and trust with each customer. Our presenter will discuss ways of engaging the customer, how to present your unique advantages, and how to set more appointments. He'll teach you how to convert more callers and walk-ins to actual customers, and how this will improve your revenue management and profit.

You will learn:

• How to master the sales presentation and earn the customer's business
• Five critical steps to selling and converting more callers to customers
• How to discover your customers' needs
• How to overcome customer objections and close the sale
• How to present your facility's features and benefits

SPEAKER

Brad North, President, Advantage Consulting & Management

Plugging the Holes in Your Customer Pipeline: How to Stop Losing Sales to Competitors
Location: Champagne Ballroom 1
Too many self-storage operators are content to convert only 30 percent of potential customers to renters, believing it's good enough to meet the "national average." But why should you watch 70 percent of your business walk out the door and rent from a competitor? Too often, we spend time and money trying to find new sources of business rather than convert our existing leads into customers. That's more expensive! In this session, you'll learn how to identify and plug the holes in your sales pipeline. Our presenter will talk about technology that will help you track and convert leads, proper follow-up techniques and more.

• How to identify the holes in your sales pipeline
• Proper follow-up techniques
• Best practices for sales scripting
• Tools available for determining ad performance and return on investment
• Approaches to employee training and evaluation that will get more out of your staff

SPEAKER

Philip Murphy, President, Next Door Self Storage

Effective and Sensible Discounting in Self-Storage
Location: Champagne Ballroom 1
Discounting is sometimes helpful in the self-storage business, but you have to be sensible about it, and you must know when to rein it in and raise rates. This session will demonstrate how discounts and concessions affect the profitability of your storage property and teach you how to effectively use them to improve business profitability. Our presenter will discuss a variety of specials and help you determine if you're giving too much away to get each new customer. She'll also discuss economic vs. physical occupancy and why it's important to focus on the former.

You will learn:

• How to effectively offer concessions
• Why it's important to focus on economic rather than physical occupancy
• A variety of specials that entice customers to rent without giving away the store
• How to effectively sell storage in a recession
• The difference between giving time and discounts and how it affects income in the long and short term

SPEAKER

Carol Mixon Krendl, Owner, SkilCheck Services Inc.

Self-Storage Maintenance and Curb Appeal: More Than Making It 'Pretty'
Location: Champagne Ballroom 1
Far too many self-storage operators take for granted their most valuable asset: the facility itself. The condition and appearance of your property have a great deal to do with its rentability. The most successful operators know how to maximize their asset's value by maintaining high standards of maintenance and curb appeal. In this session, our speaker will address the most effective strategies for increasing occupancy using your physical asset. You'll learn to see what the customer sees when he looks at your property and little things that can become big problems. You'll also get a curb-appeal checklist and learn an effective maintenance schedule.

You will learn:

• How your physical facility helps or hurts your ability to rent space
• What the customer sees when he looks at your property
• The little things that can become big problems
• How to use a curb-appeal checklist
• An effective maintenance schedule

SPEAKER

Bob Copper, President, Self Storage 101

Trimming the Self-Storage Fat: How to Control Facility Costs and Achieve Fiscal Fitness
Location: Champagne Ballroom 1
Is your self-storage business a lean, mean operating machine, or does it carry the weight of a few extra expenses? Research shows the average person gains about a pound a year unless he's careful about his habits. The same is true about your self-storage operation. Year after year, expenses can creep up unless you make a concerted effort to watch what your spend and make regular adjustments. Our presenter will give you insight to a "self-storage diet" that will help cut expenses back to an "ideal weight." He’ll talk about maintenance costs, pay raises, utility costs, tax expenses and more. Learn how to watch the pennies, control the dollars an achieve fiscal fitness!

You will learn:

• How to avoid organic “expense creep”
• How to manage maintenance and repair expenses
• How annual pay raises can affect your bottom line
• How to tighten the belt on utility costs
• The difference between tax expenses and true operating expense

SPEAKER

RK Kliebenstein, Vice President of Acquisitions, Metro Storage LLC

Effective Time and Information Management for Self-Storage Managers
Location: Champagne Ballroom 1
How much time each day, week or month should you be spending on tasks such as social media, collections, report analysis, maintenance, marketing, etc.? Communication and prioritization are your secret weapons in meeting deadlines. In this session, you'll find out how one simple sheet can help you organize your self-storage management efforts for the whole year. Our presenter will even provide you with a sample to use! You'll discover what facility to-do’s should be done on a daily, weekly, monthly and annual basis, and how they serve your purpose of improvement.

You will learn:

• How much time should be spent on specific tasks
• How one simple sheet can help you organize your efforts for the whole year
• Why your choice of rent due date is so important, and pros and cons of different systems
• Which tasks should be done daily, weekly, monthly and annually
• Why you must assign timelines/deadlines to all your activities

SPEAKER

M. Anne Ballard, President of Training, Marketing & Developmental Services, Universal Storage Group

How to Use Social Media in Self-Storage
Location: Concorde B
When it comes to designing a social-media campaign for a self-storage business and executing your strategy, it's crucial that you establish a game plan for engaging your fans, followers and the local community. To do this, you must understand your audience and their interests. A challenge many facility operators face is generating fresh content and concepts to engage their audience and follow a consistent social-media posting schedule. Our presenter will teach what you need to know, including insider tactics and tips.

You will learn:

• How to develop engaging content for your social-media followers
• How to leverage content to draw consumers to your facilities
• How to create a consistent social-media posting schedule
• How to provide a great experience for your fans and followers
• Tactics that can be used to engage fans, followers and members of your local community

SPEAKER

Dave Wolf, Managing Partner, Linkmedia 360

Going Mobile With Your Self-Storage Website and Other Online Presence
Location: Concorde B
Websites have come a long way in recent years, but they're not quite good enough by themselves anymore. More and more Web surfers are using mobile devices for their Internet browsing, and savvy business owners must be prepared to accommodate them. This session will help you go mobile with your online presence, addressing the basics of mobile apps and websites and then delving into details about what makes a great mobile website. Our presenters will talk about mobile Web use and website deign, QR codes and more.

You will learn:

• The basics of mobile apps and websites
• Statistics about mobile Web use
• How consumers are using their smartphones
• What makes a good mobile website
• How mobile sites relate to the use of QR codes

SPEAKERS

Stacie Maxwell, Vice President of Marketing, Universal Storage Group
Christopher Baird, CEO, Automatit Inc.

Using Content Marketing to Tell Your Self-Storage Business Story and Engage Customers
Location: Concorde B
Content marketing is the creation and distribution of relevant and valuable content to attract, acquire and engage a clearly defined target audience and drive them to profitable action. To succeed today, self-storage operators must use content to continually connect with their customers, from the first time they meet through the entire relationship. In this session, you'll learn how to tell your business story and ensure it relates to tenants and prospects. Our presenter will teach you how to create valuable content and parlay it into all possible formats so customers get it via the method that works best for them, whether it be print, digital or mobile.

You will learn:

• What is content marketing
• Why self-storage operators must use content marketing
• How to look at your business story through your tenants' eyes
• How to tell your story through multiple methods
• How to create message consistency

SPEAKER

Christina Alvino, Marketing Manager, Guardian Storage Solutions

A Self-Storage Operator's Fundamental Guide to Web Marketing
Location: Concorde B
This presentation provides a comprehensive overview of basic Web-marketing strategies to help self-storage operators generate online leads. Because search engines such as Google, Yahoo and Bing do not distinguish between large and small facility operators, and all self-storage businesses cater to a geographically targeted customer base, you must implement a local-search marketing strategy to reach potential customers online. Our presenter will discuss basic strategies and tools you need to succeed, including website design, search-engine optimization, search-engine marketing, in-bound links, directory listings and social media. She'll talk about how to produce Web pages that rank high in organic search-engine listings and also cover best practices to maximize your online ad spend.

You will learn:

• Basic website strategy and design tips
• The essentials of local search
• How to take advantage of online directory advertising
• How to use in-bound links
• How to maximize your online ad spend

SPEAKER

Shari Sutton, Owner, Sutton Watkins Advertising & Marketing
Alicia Braach, Marketing Executive and Social Media Manager, Sutton Watkins Advertising & Marketing

The Art of Creating Your Annual Self-Storage Budget
Location: Champagne Ballroom 4
Your annual budget is the road map to the financial success of your self-storage operation. It helps you predict cash flow, set goals for revenue growth and create a framework to manage expenses. But the creation of a good budget takes time, preparation and research. In this session, you'll learn the importance of creating a realistic budget and the critical items it must address. Our presenter will provide insight on how to use your budget to manage revenue, expenses, bank relationships and staff. She'll also talk about ways to measure and report against the budget throughout the year, creating incentive plans, and avoiding common budgeting pitfalls.

You will learn:

• What you need to create your budget
• Tips for creating a realistic budget
• How to use your budget to manage the business year-round
• How to create a budget-based incentive program for staff
• Common budgeting pitfalls to avoid

SPEAKERS

Alyssa Quill, Vice President and Managing Partner, Storage Asset Management

3-Mile Domination: How to Lead Your Self-Storage Market
Location: Champagne Ballroom 4
Most self-storage facilities have a sphere of influence of three miles or less. Because of over development in many markets, operators must focus their marketing efforts in a much smaller area. This session will show you how to dominate your three-mile market using technology, guerrilla and conventional marketing, customer service, revenue management and sales training. You'll also learn ways to incentivize facility managers and keep your "house" in order by reviewing and cutting expenses.

You will learn:

• How to determine the boundaries of your market
• Ways to use technology to your advantage
• How to maximize the use of guerrilla and conventional marketing
• Leveraging customer service
• Ways to leverage revenue management and management incentives

SPEAKER

James Ross, Vice President, Cutting Edge Self Storage Management
Matthew Van Horn, Vice President, Cutting Edge Self Storage Management

Effective Performance Management: Motivating and Enriching Your Self-Storage Staff
Location: Champagne Ballroom 4
Effective employee management is an essential part of running a successful self-storage operation. From recruitment to training to motivating to evaluating, a lot goes into the cultivation of a great facility team. This session will help you motivate your facility managers, measure their performance, and positively influence individual and team performance. Our presenter will help you create a clear, specific plan for determining each employee's motivators and create a work environment that allows for personal and business growth.

You will learn:

• How to determine what motivates each team member
• How to build a productive work environment that stimulates growth
• How to improve each team member’s performance
• Effective evaluation techniques
• Ways to ensure overall team development

SPEAKER

Robert Bret, Executive Director, Florida Self Storage Association

Does Brand Matter in Self-Storage?
Location: Champagne Ballroom 4
In the world of self-storage, does your brand matter? Does a strong brand impact walk-in traffic? Do you need an online brand in the online world? Find out in this informative session. Our presenter will discuss how branding can impact your flow of potential customers online and at the property. You'll learn strategies that can increase your facility's presence in the marketplace and how they can improve your bottom line.

You will learn:

• The importance of self-storage branding
• The potential impact of brand on your walk-in traffic
• The new world of interactive marketing and why brand matters online
• How to increase your online brand
• The impact a strong online brand can have on your business

SPEAKER

Noah Springer, Director Strategic Partnerships, Extra Space Storage
David Rodecker, Founder and Chief Technology Officer, RelevantAds

Maximizing Your Self-Storage Investment: Market Trends and Their Effect on Facility Performance
Location: Champagne Ballroom 4
In any game, there are winners and there are losers. This is especially true of self-storage ownership today. This session will provide an overview of current U.S. market conditions and industry trends. Our presenters will discuss how the economy impacts the demand for storage, what owners should expect over the next 12 months, and what may be on the horizon by way of new construction. You'll learn how you can benefit from the performance guidance of the industry real estate investment trusts as well as how to track the performance of your own facility, which will enable you to compare its performance to that of others. You'll discover, from an unbiased source, what today's cap rates really are, and how and why the trailing cap rate is different from the pro forma cap rate. Finally, you'll learn who is buying self-storage and what they're paying per square foot, market by market.

You will learn:

• How the economy impacts industry demand and what to expect over the next year
• How you can benefit from the REITs' performance guidance
• How to track the performance of your own facilities
• What today’s cap rates really are
• Who's buying, and how much they're paying in each market

SPEAKER

Christian Sonne, Executive Managing Director, Self Storage Industry Group, Cushman & Wakefield
Charles Ray Wilson, Managing Director, Cushman & Wakefield Western Inc.

Simple Methods to Help Self-Storage Operators Compete in the New Economic Climate
Location: Champagne Ballroom 4
How do you as a self-storage owner compete in the new economic climate? The answer may be simpler than you think. In this session, our presenter will examine several key areas to help you determine where you're being competitive in your marketplace and where you might improve including technology, marketing, concessions, collections and others. You'll learn simple methods to evaluate your self-storage operation and make it more viable in today's economy.

You will learn:

• How to weigh traditional, proven methods against "high-tech" techniques
• Whether you should compete with specials or services
• A simple solution for reducing delinquencies
• How to increase referrals the old-fashioned way
• How to quantify your true advertising cost-to-benefit relationship

SPEAKER

Joe Niemczyk, President, Executive Self Storage Associates

Improving Self-Storage Facility Income and Value
Location: Champagne Ballroom 4
This session will help you take advantage of the recovering self-storage market and increase the income and value of your facility in as little as six months. Owning a storage property is unlike owning any other type of real estate, and close attention must be paid to your day-to-day business operation. If you can think outside of the box, you'll be amazed at what you can achieve in just a short amount of time. Using concrete examples, our presenters will teach you how to effectively increase your income while decreasing expenses. They will share actual case studies to demonstrate methods other operators have used to achieve success.

You will learn:

• How to reduce expenses within one to three months
• How to raise your income the easy way
• How to improve your marketing plan and spend less
• How to determine if your managers are truly managing your property
• Actual case studies of operational success

SPEAKER

Jason Allen, Co-Founder and Owner, Performance Self Storage Group Inc.
Carl Touhey, Co-Founder and Owner, Performance Self Storage Group Inc.

More on Self-Storage Income Optimization
Location: Champagne Ballroom 4
With new, state-of-the-art analysis techniques, self-storage owners can improve their facility revenue significantly. Determining whose rents to raise, when and buy how much—without losing customers—is a science; but there's more to income optimization than just rate management. In this session, you'll learn about leasing velocity and acceleration analysis. Our speaker will teach you how to determine the proper unit mix to lease up faster than ever, reduce discounts and concessions, audit behind your managers, find ghost tenants and more.

You will learn:

• How much concession plans are actually costing you
• How to reduce rental discounts and concessions
• How to mitigate the rent and fees waived by facility managers
• How to automatically audit behind your managers 24/7
• How to find ghost tenants

Speaker:

Paul Darden, President, Paul Darden Co.

Alternatives to Self-Storage Consolidation: How to Avoid Being a Sellout
Location: Champagne Ballroom 4
If you're an independent self-storage operator, is it inevitable that will you will one day sell out to a real estate investment trust? These days, much discussion revolves around the competitive advantages of scale in our industry, such as Internet-marketing success, employee morale and camaraderie, streamlined operating systems, and vendor buying power. This session explores alternative ways of gaining the same edge without having to "sell out." Our presenter will present strategies smaller operators can use to compete.

You will learn:

• The competitive difference between large and small operators
• Why some form of industry consolidation is necessary
• How to capitalize on the competitive strengths of local markets
• How to create scale without selling out
• Why size matters, and how to create it locally

Moderator:

Peter Ingersoll, CEO, Safe Harbour Equity Inc.

Panelists:

Charles Byerly, CEO, Westport Properties Inc.
Robert Chiti, President, OpenTech Alliance Inc
Ajay Prasad, CEO, GMR Web Team
Kat Shenoy, CEO, E-SoftSys

Manager-Compensation Programs in Self-Storage
Location: Champagne Ballroom 4
When it comes to manager compensation, self-storage owners seem to want an instant “in the can” plan. But there's no one-size-fits-all solution when it comes to industry salaries. Employee compensation might differ based on a variety of factors: business location, facility size, manager skill level and more. This seminar will focus on conventional and alternative compensation plans for self-storage staff. Our presenter will provide specific examples as well as discuss analytic and personality-analysis tools that will help you develop the perfect incentive program for your specific operation.

You will learn:

• The factors that affect compensation
• How to know what your employees want
• Key performance measures
• Main reasons for performance gaps
• How to set goals that work

SPEAKER

Michael Rhoads, Executive Vice President, PFG Capital

Building a Solar Storage Facility: The Nation's Largest Project Shows the Way
Location: Versailles Ballroom 4
When it comes to building a solar self-storage or boat/RV-storage project, proper planning is the key to a healthy bottom line. From concept to completion, this session walks you through the development of the nation's largest solar storage project, showing you pitfalls to avoid and paths to success. You'll see a slideshow detailing the project as it was built including the timeline, financing process, construction planning and more. Attendees will see examples of a project market study (including rates and vacancy factors), shaded-parking analysis, solar-income analysis, and tax and development opportunities.

You will learn:

• Pitfalls to avoid in the development of a solar project
• Insight to a solar-project timeline
• Market factors behind building a solar project
• How to analyze for potential income
• Potential tax and development opportunities

SPEAKERS

Bob Hayworth, Owner and CEO, Baja Construction Co.
Robin Heuer, Partner and Chief Operating Officer, Elevated Solar

Weatherizing Self-Storage Facilities: How to Be More Energy-Efficient and Increase Profit
Location: Versailles Ballroom 4
Self-storage owners constantly battle unwanted air flow through metal roll-up doors and building-envelope walls. How is conductive or convective heat loss or gain affecting your bottom line? In this seminar, you'll find out how to reduce utility costs, stop air flow, be more energy-efficient and possibly provide an ancillary income stream. Our speakers will explain how you can capitalize on federal, state, local and utility tax incentives and rebates, which greatly reduce the cost to weatherize and protect your buildings from heat, cold and wind. They'll focus on ways to reduce energy loss through temperature control and increase your bottom line.

You will learn:

• How to generate a “green” image while increasing revenue and reducing utility costs
• The tax and other incentives available to help weatherize your storage buildings
• How to convert outside units into heated or cooled space and increase rental revenue
• How to moderate the temperature swings of non-conditioned buildings without mechanical equipment
• A financial summary of capital-improvement benefits

SPEAKERS

James Ciaciuch, President, Temperature Retention Systems, Inc
Douglas Martin, Vice President, Temperature Retention Systems, Inc.
Cindy Woudenberg, VP of Business Development, Capital Review Group