Self Storage 2007 Volume 1 FOCUS SSA UK European Conference Le Meridien Montparnasse Paris 7-9 March 2007

● Dedicated SSA UK retail products

● Members’ Meeting report

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Self Storage Self Storage Focus is published on behalf of The Self Storage Association by Stephen Webb Associates Kestor House, Shore Lane Bishops Waltham Hants, England SO32 1DY Tel/Fax: +44 (0) 1489 890944 Mobile: 0783 359 0919 FOCUS E-mail: [email protected] Editor: Steve Webb

IN THIS ISSUE: SSA News 8 Strong winds blow in the necessity for a continuity plan Company Law 2007 has arrived and with a bang. Not only has the weather been unseasonably warm but the News 10 UK (and much of Europe) has been hit by fi erce gales. I fl ew in and out of Dublin during one of Drive up units arrive at them which was exciting enough but I also spent the morning cocooned in a self storage facility. Crown in Cornwall… If As we came out of the building at lunch time it was brought to my notice that much of the you can’t beat them, join cladding on the similar building next door had been stripped off by the wind. In wishing you them…Armadillo acquired all every success for the forthcoming year may I therefore remind you that such disasters do by HSBC… Look what’s in happen; it will do you absolutely no harm as one of your New Year’s resolutions to dust off (or store for a former foundry. perhaps even write!) your business disaster and continuity plan. We have been warned that we are likely to face more of the same or even worse! Packaging 18 Personally I have always been confused by the titles of the editions of Focus and in particular Dedicated retail with the one called “Winter” as it was published in February which, to me, notwithstanding the products for self storage weather, is the beginning of Spring. Hence from this edition onwards we will number them; customers… Driving your librarians and Focus connoisseurs please note! retail revenue forward A year ago I mentioned in this foreword that the three-year process leading to a full European through retail sales standard for self storage had just started. As a result of a meeting in Brussels last month, the draft, which has been written by the UK, will soon be sent out formally to all 30 nations Members’ Meeting 21 in Europe for initial comment and preliminary acceptance. Hence we are well on track to It’s all in the marketing… providing you with the standard well within the three years. It will further serve to emphasise The benefi ts of mystery the point that the industry throughout Europe is able to self-regulate itself on most aspects of shopping to the self its business. storage industry… Taking The self-regulating relationship which we have built up over the years with the anti-terrorist advantage of your mystery branch and Revenue & Customs is stronger than ever. There have been a few occasions this shopping programme… year where their local representatives have visited your facilities and we have been able to pass Want more square feet? on the relevant details to their central contacts. This sort of feedback is vital; please do not hesitate to tell Head Offi ce of any such visit, if necessary in confi dence. Letter from the USA 31 Finally I have to return to the subject of FIRE REGULATIONS. The update of Building Self storage trends from Regulations, Approved Document B – Fire Safety has been published by the Government the USA and is set to come into effect on 1 April 2007. It is a large document which our advisers are currently studying. It will affect new builds and probably any new conversion. Self Storage now Agony Aunt 35 falls within the Shops and Commercial area where sprinklers are required for compartments Dealing with the over 2000 sq m or 21,550 sq ft. Hence it would seem that new Christmas party fall out facilities over 21,500 sq ft will either have to have, on every level/ fl oor, sprinklers or be partitioned by a fi re wall. We will circulate further advice once the new regulations have been digested. Now we are off to Paris where we hope to meet many of our members. Please do try to join us and bring your colleagues, competitors and friends. Front Cover Yours sincerely Rodney Walker Come to the show! The CEO greatest self storage trade FOCUS may be subscribed to by applying to the SSA Head Offi ce at Priestley House, The Gullet, Nantwich, Cheshire show and conference in CW5 5SZ. Tel +44 (0)1270 623150. Fax +44 (0) 1270 623471 E-mail [email protected]. Current annual subscription is £4 per issue in the UK and Europe. EDITORIAL: Contributions on all aspects of the self storage industry are welcomed, Europe is being held in together with photographs if appropriate. Opinions expressed in Self Storage Focus are not necessarily those of the Self Paris 7 -9 March 2007 Storage Association. ADVERTISING: In the fi rst instance please contact Jane Rowe, Commercial Department, SSA, PO Box 5220, Southend, Reading, RG7 6YE. Tel +44 (0)1635 869427. E-mail [email protected] . 6 JOHNSON REED FINANCE - IT ALL FITS

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SSA News Company Law Amendment Directive - UK Law From 1st January 2007 all companies must provide all company information on their websites and email footers.

In brief: Companies in the which must be in legible into UK law. According to a ‘business letter’ or not. UK must include certain characters, should also to a Department of Trade Many companies do this regulatory information on appear on order forms and in and Industry spokesperson, already because the term their websites and in their emails. Such information is the law will take effect on ‘business letters’ was thought email footers before 1st already required on ‘business 1st January, one day later likely to include emails even January 2007 or they will be letters’ but the duty is than the Directive requires. without this new clarifi cation. in breach of the Companies being extended to websites, (The Companies (Registrar, For websites, contrary Act and risk a fi ne. order forms and electronic Languages and Trading to the fears of some, the Every company should list documents. Disclosures) Regulations specifi ed information does its company registration The change is being made 2006 has now been passed.) not need to appear on every number, place of registration by a Statutory Instrument The information is likely to page. Again, many websites and registered offi ce address that has been passed and appear in the footer of every will already list the required on its website as a result of implemented in European email sent from a company, information, perhaps on their an update to the legislation law, the First Company to avoid having to decide ‘About us’ or ‘Legal info’ of 1985. The information, Law Amendment Directive, whether each email amounts pages. New Members Dates of Meetings

On behalf of the Directors Yacht Havens The programme for 2007 includes: and members of the - Plymouth Association we would like to Wednesday 7 – Friday 9 March 2007 extend a warm welcome to: Overseas SSA UK Conference and Trade Show, Paris. Full Operators U-Store-It Bletsoe-Brown - Cleveland, Ohio, USA Tuesday 26 June 2007 - Kettering Members’ Meeting at the Heritage Motor Museum Limerick Self Storage Suppliers Digitech International (US) - Limerick Deadline for contributions to the Next Issue of Focus Manor Storage – Access Control Systems - Eye in Suffolk Contributions on all aspects Steve Webb at: Need More Space Web Site of the self storage industry [email protected]. - Dublin Members will only be able to are welcomed. They should The deadline for the next Ready Steady Store enter the members’ section be sent initially to the Editor, issue is 5 April 2007. - Leeds using their own company Storage King Europe username and password. Management Services If you have not already More holidays proposed Store-It been contacted by the Head The Government is paid holiday from four weeks - Dublin Offi ce team, who are the consulting on detailed to 4.8 weeks from 1 October Wight Self Storage only ones who can input this proposals and draft 2007 and from 4.8 weeks to - IOW information, please contact regulations to increase 5.6 weeks on 1 October 2008, William O’Brien Public them as soon as possible so employees’ holiday subject to a maximum statutory Storage that you do not miss out on entitlement. The proposals entitlement of 28 days. - Cork any important news. implement the manifesto Hence from 1 October U-Store-It They will also keep a log of commitment to make paid 2008 bank holidays would be - Dublin your details just in case you time off for bank holidays included in the entitlement. forget it. additional to the current four The consultation closes Provisional Operators There will only be one week holiday requirement. on 13 April 2007. On line Green Developments password per company – the The Government proposes response forms are available – Sutton-on-the-Forest, York company lead may, of course, to amend the Working Time from www.dti.gov.uk/ Stratford Self Store pass it on to whoever requires Regulations 1998 to increase employment/holidays/index. – Long Marston access to this section. the statutory entitlement to html 8

Self Storage Focus 2007 Volume 1 www.ssauk.com

News Drive-up units arrive at Steel Storage has moved to Crown Self Storage in Cornwall new offi ces to accommodate Steel Storage Europe has its ever increasing team. The completed the construction new open plan premises in of what it claims is the largest Twickenham have allowed external drive-up system in for the recruitment of the UK. Crown Self Storage many more staff members in Roche, Cornwall, identifi ed specialising in different areas by its trade mark fl ag pole, of the company. now has 198 internal and The company welcomed external units built at its new new members to the facility located on the A30 company. Kevin Wilkins between Bodmin and Truro. joined in February as a project In order to carry out a manager with an expertise in project of this scale months the area of large construction of planning were involved projects. Tony Plumbridge for each of the construction joined as operations director, stages beginning with John Ferreira as a project the erection of the steel manager, William Maricourt joined us as a sales consultant structural frame followed by Crown Self Storage drive-up facility in Cornwall roof cladding, wall cladding, and David Lyne, our newest general offi ce and reception and money, by the entire Streamline on addition, joined as UK and fi t-out, partitioning fi t-out project being undertaken by Ireland sales director. There with roller doors and swing Steel Storage Europe. show in Paris have also been additions to doors, electrical works and The company’s next the administration team as fi nally security using PTI turnkey construction project Steel Storage will have its well as the design team. Integrated Systems. begins at the site of Lock new Streamline system at Having successfully & Leave in Wandsworth the trade show in Paris. completed a project of this where it is undertaking the Last year saw the launch scale, Steel Storage Europe complete new build of a self of the company’s patented is paving the way towards storage building adjacent to Streamline system. a fully operational in-house the existing Lock & Leave As any operator knows, be Wolfgang Koenk from Secur development of self storage site. it a small or large facility, in Hamburg was the winner sites, literally from concept This new building, with a maintenance time is needed of our Steel Storage’s trade to completion. height of 15m and a footprint for general upkeep of any show competition in Prague The company says the square footage of 12,000sq ft, facility. This costs the last year. He won an HCD benefi t to the customer is will have a total of fi ve fl oors operator both time and Plasma Screen! Steel Storage that new build self storage, of storage and approximately money that otherwise could was the main sponsor of the which may have been 40,000sq ft of net lettable be invested in developing SSA confernce and trade outsourced to a number of space. Having won the tender the facility or meeting new show where the team had the different companies in the for the project, Steel Storage customers. opportunity of meeting both past, can now benefi t in time began by demolishing the The new Streamline system familiar and new faces and concrete frame and brick is a plastic insert which were able to introduce the building, previously used as a slots in quickly and safely to newest members of the team factory, in order to begin the internal partitioning in order to visitors. essential ground works for to cut down on cleaning times On display was a mezzanine the new building including and prevents nicks and cuts structure designed in-house, extensive piling. from steel due to its patented as well as the storage unit Steel Storage Europe will safety edges. system. Also introduced was be keeping track of the the newest innovation by the Mezzanine projects company - the Streamline Now you see it, now you development of this project system - designed to increase don’t. The Lock & Leave site in via the Focus magazine, so safety in facilities and reduce Wandsworth before and after keep an eye-out for the next Last year saw massive maintenance time needed demolition stage of the project which increases in the demand will include the construction for mezzanine fl oors in the for cleaning units by the self of the new ground fl oor self storage industry. With storage operators. with a reinforced concrete constant investment in The Steel Storage team is slab including an attenuated research and development looking forward to welcoming drainage system and lift pits. Steel Storage’s products have delegates to its stand at this Following this will be the ensured that its mezzanine year’s trade show in Paris. erection of the steel frame system is one of the best on Keep an eye out for the and mezzanine structure. the market. competition. 10 We add something extra to our self-storage insurance

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News If you can’t beat them – join them!

Fox Group has joined the in Cardiff, to ask Steelclad is conventional SSA after operating self to put in mezzanine fl oors removers’ wooden storage for over ten years. – initially to house three- warehouse Managing director Paul Fox piece suites but designed so containers. The joined his father Roy in the it could be converted to self reception area has family removals and storage storage which subsequently also been updated business headquartered in occurred. to self storage Cwmbran, Wales, when The Group operates ten standards. he was 16 and worked his warehouses in England and “Removals way up to managing a Wales. These include a is a telephone small three van company in modern 14,000 sq ft store on generated business, Cardiff by his 20th birthday. a main road into Stourbridge, self storage is retail Paul took over the running West Midlands, liveried under with the customer of the company in 1995 on the new Fox Self Storage visiting the facility, his father’s retirement and brand, which has been partly so a good reception also followed in his father’s converted to self storage. area is important footsteps as a President of “The pilot scheme initially with staff to greet Paul Fox the British Association of took up a quarter of the them straight away. Removers. space over two fl oors. The “The added advantage is we own. “Self storage, poses Phil Kirk of Steelclad scheme was delayed by two are a one stop shop for all the greatest threat to the Systems gave a presentation years by a lengthy lease moving and storage services; traditional removal company at a BAR Conference on renewal. As soon as the ink whether it’s an international since the advent of van hire the building of self storage was dry another quarter was removal or a door-to- in the 70s. If you can’t beat facilities in the early 90s. converted to self storage by door container storage them then join them! We This prompted Paul, who Active Supply and Design, requirement. For commercial have a bold and exciting was struggling to fi ll a new with DeSeM providing a companies we can also offer expansion plan based on 700 container warehouse goods lift. The remaining half offi ce moves and archive adding self storage services storage,” said Paul. to all of our branches.” According to Paul The company has now conventional container joined the SSA for its storage is a shrinking market, trade information, contract but Fox Group, with a conditions and access to blend of aggressive sales and suppliers. acquisitions, is holding its Big Storage equals big funding Big Storage has secured a giving a fi nal net lettable, £9.2million funding line from once fully developed, in the National Westminster the region of 200,000 sq ft. Bank. The funding package Active Supply and Design has has allowed BiG Storage to undertaken all fi t-out work open four stores to date and acting as principal contractor. extend two of them with BiG Storage hopes to open a 42,000 sq ft of new buildings further two stores in 2007. Fox’s Stourbridge facility

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News Safestore approaches Armadillo acquired the 100 stores mark by HSBC for £40mn Safestore has opened its Nuneaton, Northampton and latest self storage facility in Leamington Spa, as reaching Coventry. With three business us is proving easy via the M6 Armadillo has been sold to the “The strong level of interest centres, 19 stores in Paris and and A444.” property and infrastructure expressed in our business another new store opening in The store provides a wide arm of HSBC. According to underlines the confi dence Slough in February, Safestore selection of unit sizes, press reports the price for of investors in this property will be only one store away suitable for all our customers’ the ten stores – Dundee, backed service industry, and from having 100 trading sites requirements. The ground Derby, Hull, two in Liverpool, I’m very pleased we have in its portfolio. fl oor has full 24-hour access Peterborough, two in concluded a deal with HSBC,” The new store in Coventry with individually alarmed Sheffi eld, Stockton and Alister told the Scotsman, provides 50,000 sq ft of units accessible both Stoke – was £40mn. Alister adding that he is looking storage space, in an excellent internally and externally. Jack founded the business in for sites for a third storage location with easy access for The development at Cyan May 2003 having previously business, to be called Alligator local residents and businesses. Park totals 135,000 sq ft sold Aardvark Self Storage Self Storage. Coventry’s store manager, and all units have been to Mentmore Spaces in Armadillo has also sold its Jon Sexon, said: “In two let. Other companies on the September 2002 for £30mn. French business, Armadillo months from opening we development include Tallon Self-Stockage, received 286 enquiries. The International, Euro CarParts with stores response from both local and Initial CityLink. in Paris, Lyon residents and businesses The success of Cyan Park and Nice. has been excellent with as a new distribution and However, a number of customers industrial centre has been no Alister has already recommending surprise with the construction retained us to their friends, family of Phoenix Way, which the Jenners and work colleagues. Our provides direct access to the Depository excellent location has M6 motorway at Junction in Edinburgh resulted in enquiries, not 3, and Coventry’s buoyant which he just from Coventry but market. bought a year also from Rugby, Leicester, The city of Coventry has a ago. The purpose-built Peterborough store Commenting on the sale Rodney Walker, CEO of the population of 305,000 and SSA UK, said: “Armadillo has seen major regeneration is a well-respected and in the north of the city. Apart experienced operator and this from Cyan Park, other deal is a sign of the health developments in this area of the UK storage industry include the creation of Arena which is growing at 10 to15% Park, Ricoh Way and Prologis every year, in terms of the Park. number of companies joining Safestore adds to the the industry and the space number of self storage given over to storage. It’s very operators based in Coventry good news for the industry providing the local population that another major bank, like with easy, affordable and HSBC, should be taking an modern self storage solutions. interest.” Safestore’s Coventry facility

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News Simply Self Storage Two new directors for opens in Aberdeen Lok’nStore Group plc Simply Self Storage opened service puts the customer Two new non-executive company. He was the chief a new personal and business in complete control, which directors have joined the executive of Legal and storage facility in Aberdeen is very reassuring when board of Lok’nStore Group General Ventures from at the end of last year. Simply you are dealing with your plc. Edward Luker and 1988 to 2000 and was a Self Storage is the latest own possessions or perhaps Charles Peal have been director of various quoted venture from Huntly-based valuable stock for your appointed following the private equity investment temporary space specialist business. It’s also a good fi t company’s rapid expansion. trusts and management RB Farquhar. The new self for our business: our goal is to Edward Luker, (57) is a buyouts. He is currently a storage facility which offers take care of the space issues well known fi gure in the UK director of Warnborough 631 rooms over three fl oor – whether that’s temporary property industry, having Asset Management, levels was designed and accommodation or storage worked for CB Richard Ellis an independent fund fi tted out by Active Supply & - leaving our customers for 33 years, where Edward management business, Design (CDM) Ltd. free to get on with what has been a director and and other private equity The project involved really matters to them. Our partner for 20 years. investments. Active installing a two-tier temporary accommodation In 1997- 98 Edward was “The opportunities for mezzanine fl oor system, business is thriving and we chairman of the Investment investors in Lok’nStore are complete with 60 minute have been looking for ways Property Forum, the industry very compelling and I look Fire Rating, which included to extend this concept to the body, and has acted for a forward to working with sub division walling and an consumer sector. number of pension funds this dynamic operation to enclosed lift shaft. The 631 “We are, quite simply, in the creation of property capitalise on this attractive partitioned storage rooms offering people space back investment funds. He is a market,” Charles said. include 128 on the ground in their lives. It is a feature Fellow of the Royal Institute Welcoming the two fl oor, 250 on the fi rst fl oor of modern living that of Chartered Surveyors and to the board Lok’nStore and 253 on the second fl oor we accumulate far more is currently the discretionary chairman, Simon Thomas, level. The nett lettable area stuff than we can actually portfolio manager of one said: “Edward and Charles totals 53,500 sq ft. Fire accommodate. of the UK’s largest public bring a raft of valuable protected enclosed stairwells “Simply, Self Storage offers sector pension funds experience in property were included in the project people the opportunity to de- investing in property. and fi nance to our board. and all electrical work, such clutter their lives, but keep Commenting on his With LoknStore’s strong as general and emergency their things easily accessible appointment, Edward operational model this will lighting and smoke detection, – a unit in our purpose-built said: “Lok’nStore is a fast- be a powerful combination. were also carried out by store is a great deal more growing company with a Edward’s depth of property Active. secure than a garage or strong market position. Self experience and contacts will Kevin Shand, stockroom.” storage is a growth area of greatly contribute to our Simply Self the property industry which site acquisition programme Storage’s has the potential to become and portfolio management. managing director, a major asset class. This is Charles’ fi nancial skills will explains: “I fi rst an exciting opportunity and complement this, and further came across I am looking forward to help us to get full value from the concept in helping Lok’nStore’s capable Lok’nStore’s proven ability America, where executive team.” to grow assets and cash- the idea has Charles Peal (52) started fl ow.” really caught his career in 1977 at 3i on. What struck Group, the leading UK me was that this quoted venture capital

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News Look what’s in store for a former foundry House price infl ation cools A new self storage facility occupies a brown-fi eld site in West Bromwich. U Can House prices rose for the Store It has launched a 2.5 fourteenth consecutive acre storage centre in Phoenix month in December, but Street, at the site of the the pace of increase eased to former Rudge Littley foundry. August levels. The container storage offers House price infl ation a low-cost self storage facility has cooled following the with units in a variety of sizes November interest rate rise, to suit customers’ needs. says the recently published Customers can drive right up RICS UK housing market to the door of each storage survey. unit. The pace of increase Managing director Michael remains strong, above the Jones said: “The launch long run average of 21%, but of U Can Store It at West this is the fi rst real evidence that the November rate rise Bromwich so early in the new Managing director Michael Jones (right) and Phil Nicol, who is has started to take some of year means it is going to be in charge of running the West Bromwich facility a very exciting 2007 for our the heat out of the market. company. Our existing site at 2.5 acres of our secure self 365-days-a-year. Although the market Aldridge, which has over 330 storage facility is covered Access to the storage experienced its fi rst storage units, has been a huge by intruder detection and unit compound during slowdown since 2004, it success. recording CCTV cameras our extended hours is by remains fi rm, sustained by “The regeneration of large that are professionally authorised swipe card entry a booming city economy parts of West Bromwich and monitored 24-hours-a-day, only.” and strong fi nancial services other Black Country towns sector. means more people are being Big Yellow opens two more stores attracted to the area and we ACH payments are confi dent that there will Big Yellow has recently storage space on four fl oors. be a large demand for our opened two new stores. The fi nal area will be 80,000 E-SoftSys has joined with high security storage service. Gloucester with 40,000 sq sq ft. money transfer systems, We are delighted to be at the ft of space is a purpose built, Both facilities offer storage AchXchange in the US, to forefront of a new generation modern facility on four fl oors. rooms which are typically 8ft offer ACH processing service of businesses located at the Situated off the A38 Eastern high and range in size from 10 users of its Self Storage site of the former Rudge Avenue opposite Curry’s and sq ft to 400 sq ft. Manager software. Littley foundry.” Staples, it will have a fi nal He added: “We use area of 50,000 sq ft. The individual steel units with manager is Billy Robinson. Yellow Pages closing dates integral marine plywood Big Yellow Self Storage Yellow Pages has submitted the following closing dates for fl oors. Security padlocks are Edmonton is situated on advertising in its directories: Bolton & Wigan: 01/03/07; Gatwick: housed in a tamperproof Advent Way, just off the 08/03/07; Tunbridge Wells: 12/03/07; Aberdeen: 14/03/07; Blackburn: shroud. The storage units A406, North Circular at 16/03/07; Swansea & SW Wales: 20/03/07; Southampton: 22/03/07; are very secure and totally Cooks Ferry roundabout, Lincoln: 27/03/07; Grimsby: 27/03/07; Highlands & Islands: 02/04/07; weatherproof. Customers are near Curry’s and Ikea. It Glasgow South: 05/04/07; Ayr, Kilmarnock & Irvine: 05/04/07; Glasgow the sole key-holders to their comprises a purpose built, North: 05/04/07; Stirling, Falkirk: 05/04/07; Walsall & West Bromwich: 17/04/07; Sutton Coldfi eld: 17/04/07; Birmingham Central: 17/04/07; storage units. modern self storage facility Wolverhampton: 17/04/07; SW Birmingham: 17/04/07; Solihull & SE “In addition, the entire providing over 60,000 sq ft of Birmingham: 17/04/07; Isle of Wight: 11/05/07.

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Sentinel Systems Europe For more information contact: Barry Frost UK & European Sales Director. Tel:-+44 (0)870-429-6033 Fax:-+44 (0)870-429-6034 E-mail: [email protected] Self Storage Focus 2007 Volume 1 www.ssauk.com

Packaging Dedicated retail products for self storage customers by Rodney Walker, CEO Self Storage Association

The Self Storage Association is always packing knives all come in blister packs direct from you; with an option to have looking to provide new benefi ts for its ready to hang on your wall displays. deliveries to their home or business. membership. It therefore gives me great These together with many other items Simply email the request to our retail pleasure to announce the arrival of our allow you to make maximum use of wall partner’s who will deliver direct. own retail packaging products which space, keeping the fl oor area for your Add more value to your business by we recently launched at the members’ box displays. offering customers a comprehensive range meeting on 6 December 2006. This is of products to buy when enquiring about the one you have all been waiting for! self storage. Now, take it a step further and make it easy for your customers to One supplier for all your retail products buy fi ve boxes shrink wrapped and ready to take out of your centre – as just one As a potential revenue source and example. The range of items we have with the growing need to provide developed are to help you sell more and members with products dedicated to present this in a way that makes it easy the self storage market we have set up for the customer to buy. a partnership with Smithpack Group Don’t stand still and let others take - Retail Packaging Products - to create a your share of the market by assuming dedicated range of Retail Products for you have got it right. There is always self storage customers. I believe this is Packaged for retail room for improvement, and no retailer the fi rst time members will have access Carefully developed and designed, all stands still. Even the best retailers in the to one supplier for all their needs. retail products are: market place continually change their These exciting new products are Relevant for the home and business products to keep their customers and available for all members of the SSA. self storage market; attract new ones. There are approximately 50 items, Quality items you will be proud to professionally packaged and branded sell; with the SSA logo, and these have all Easy to Use by the customer; been chosen to give you the best quality Packaged to create customer interest products in the market. in your retail display; Boxes have been made stronger; Designed to generate more revenue with hand holes and sensible sizes for than you currently experience. customers to carry their goods in and Deliveries direct to homes and out of your centre. These are available businesses are now available for all shrink wrapped in fi ves to make it easier members to use. Simply buy the new to pick them up; and to create more SSA retail products and the range of revenue than the sale of single items. storepaks are delivered direct.

Range of items to protect goods whilst in storage and in transit

If the self storage market does not maximise this opportunity to upgrade its packaging products, DIY and other stores will take over and you could lose out. Take the time to fi nd out more and maximise your revenue potential. To fi nd out more simply contact Smithpack and see the complete range of products on: Boxes made stronger and with hand holes Storepak range for direct deliveries www.retailpackagingproducts.co.uk Bubble wrap is pre-packed in rolls of You can also benefi t from some free fi ve metres, saving time for the centre web pages promoting the new retail team and looking more professional than products. These have been designed hand cut rolls. Delivered to the store in to sit within your own website and branded and ready-to-use fl oor standing can be topped and tailed with your displays; the sales impact is immediate. own branding and pricing. So when a Marker pens, tape measures and customer clicks for boxes they can buy 18 www.ssauk.com 2007 Volume 1 Self Storage Focus Packaging Driving your revenue forward through retail sales By Martin Canty – Chairman Smithpack Group - Retail Packaging Products

With highly competitive pricing in this partnership is to: Items packaged for wall displays create storage every extra item sold per Ensure that stock is delivered on time a professional retail look. Also some of customer is a vital part of the sales and at your convenience; the products have been blister packed revenue. Insurance is sold as an essential Hold suffi cient supply of retail and this has eliminated theft in some part of the storage and retail sales are products to ensure you are never out stores. For example, the marker pens are viewed as less important, and only acted of stock; often loose in coffee mugs or on shelves. upon if the customer takes an interest. Provide you with one supplier for all A simple suggestion to blister pack had Revenue growth through retail sales is your product needs; prevented this. in fact a major growth area for many of Supply good quality items to the larger centres, yet the smaller ones encourage customers to buy more; do not view this as adding very much to Package all the items professionally, their bottom line. creating an attractive retail display. Last year we researched the current Looking good in retail is vital for all products available in the market, and of these products to stand out in your then worked with a variety of SSA reception areas and websites. Customers members to understand the key areas walk past less attractive items, but which slow down the sales effort in notice those which look smart – bubble retail products. wrap is a good example. A tidy display Everyone talked about the quality of containing pre-cut roles has resulted in a items. Often boxes are sourced from 40% increase in sales in some centres. two suppliers because not everything could be purchased by one company, for example, the archive and the standard boxes. Another key issue was delivery on time. Late deliveries mean centres are out of stock and have nothing to sell, resulting Wardrobe cartons have strong separate in reduced revenue from retail products. lids and two doors for ease of access. Some of the larger players see this as a key issue because they make substantial Improvements have been made to current revenue from these sales and see these products in the market, with hand holes just as important to having available on all boxes to make it easier for the space to sell. Yet some of the smaller Pre-packed bubble and foamwrap is customer. Wardrobe cartons have strong businesses accept and live with the late supplied in fl oor standing displays separate lids, and two doors for access deliveries, partly because they have not to clothes. This has been created to yet experienced the potential revenue. help the customer get to their garments Stock holding was discussed in detail without having to re-tape each time also with some centres saying they had to the strong lids are good for customers to pay their supplier’s for storage in order stack further items whilst in store. to produce suffi cient stock. Others had to take delivery of all the stock in one go and this caused problems with valuable space taken up. A variety of suppliers to deliver the products seems to be the method used by most of the self storage companies. Two box suppliers, a padlock company and bubble wrap together with other ancillary products from a variety of sources is not uncommon, yet time consuming and ineffi cient. Our partnership with the SSA has Small, medium and been set up to provide dedicated retail large archive boxes products for all members. The key to all available shrink wrapped in 5s with The wall displays are in reuseable boxes seconds to make up - an improvement to plastic which gets through the unique ripped and cannot be reused. Ideal for click mechanism. tissue papar which needs to be stored fl at. 19 Self Storage Focus 2007 Volume 1 www.ssauk.com Packaging

The well known archive box is available in three sizes and comes in a unique easy to assemble click mechanism, taking seconds to make up and no longer requiring the A, B, C assembly guide. These have been made stronger to cater for the archive market, where stacking and durability are vital. New items have been developed for you to test out. These include bottle dividers, plate dividers, glass and crockery dividers – ideal for moving home. Foam corner protectors for pictures, tables, mirrors and glass tables are available in two sizes to cater for most needs. We are delighted to be working with the SSA and thank the members who have worked with us over the last fi ve months. We hope all members feel they can benefi t from using these products and welcome the opportunity to show these in more detail so that we can support your business driving retail sales forward. Visit our website and view our retail product range on: www.retailpackagingproducts.co.uk Flat packed dividers available for bottles, plates, glass and crockery www.ssauk.com 2007 Volume 1 Self Storage Focus

Members’ Meeting It’s all in the marketing

thought it was about 20% in the London area, and much less elsewhere, but we now believe it is much higher,” said Rodney. There is no doubt the industry is growing fast. To gauge the growth and other measurable facets, the SSA, together with Mintel, has produced a report based on a members’ survey in late 2005. “It is the only public document on the industry from this association. One interesting statistic is that 50% of those that responded to the last report indicated they intended to SSA Chairman David Milton (ABC) open at least another site in 2006. I look The Americans are great at marketing. forward to seeing the statistics quite Hence, the Self Storage Association soon to see how right that fi gure turns in the US sells its association at every out to be!” CEO Rodney Walker opportunity and is clearly there to Rodney reported support the commercial health of its that the 2006 members. survey will be This was one of the aspects that SSA completed by Chairman David Milton and CEO members on-line. Rodney Walker noticed when they Initial indications visited the US SSA meeting in Las are that the Vegas last year. industry is growing, They brought home this message to year-by-year, by delegates attending the recent UK 10% to 15%. But Members’ Meeting and Christmas with the growth of the industry come more issues. “One of the things that we have to face up to, as an industry and as an (Above) Rose Cookes (Arden) and Kevin Angell Association, is how (Personal Storage) to deal with the (Left) Coffee break increasing number (Below) Smithpack delegates: Chairman Martin of enquiries from Canty with Kevin Allwood, James Logan and the public, the Linda Schofi eld national and local press, and all the other forms of media.” dinner sponsored by RADical Systems To meet this (UK) Ltd and held at the Copthorne challenge one Hotel, Slough. of Association’s Rodney informed the meeting that Advisory Groups without doubt the industry in the UK, has recommended and the UK Association, is gaining a contracting in a higher profi le in the media. Watch out professional fi rm for the forthcoming BBC programme on to assist with the subject! responses to media “Furthermore public awareness of requests, whether the industry is more signifi cant than pro-active, positive any of us have been thinking so far. We or negative. “With 21 self storage

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Members’ Meeting their assistance it is our intention to you all of impending challenges,” fi rst meeting was very positive to what start building up an SSA press briefi ng explained Rodney. we have drafted so far. The next draft pack which will be available to all The best way of dealing with such is now available; its original structure, members.” challenges is to be one step ahead of which is very much based on our UK Rodney explained the intention the legislators, increasingly now based membership criteria, is still intact. was to encourage all members to in Brussels, by the sound principles of We genuinely feel we are making good answer queries in the same way, if self regulation, both in the UK, and in progress on putting this together. possible, on specifi c subjects, and most Europe through FEDESSA. It is supposed to be a three year importantly, for the Association and With this message in mind Rodney process, and it is my ambition to reach its members to be able to respond reported that it is important that agreement on the standard in well effectively in light of any particular proper industry standards are set. under three years if we can.” incident. “Your Board and all members are Continuing the theme regarding One of the functions of an association aware of the UK membership criteria. self regulation to prevent outside is to forewarn its members of You may not be aware that in the last pressures, the Association is putting impending legislation that will impinge year I, with considerable help from together an advisory note on late on their operations. However, it is some of our members, have started payers and debtors, lien, foreclosure often the case that the messenger is the process of drafting a European self and lien sales. “The relevant Advisory blamed for bringing these unwelcome storage standard. I’m personally very Group has been working on this changes to the notice of members, on grateful to those who not only helped for about six months. Once it is the misguided belief that it will go me in the drafting, and have given up introduced then everybody in the away if you ignore it. precious time to join the UK’s mirror Association, and preferably in the “I am sometimes accused of group. This Group meets occasionally industry right across Europe, will introducing regulations to this industry. to make sure that what we have know what to do when you have late I don’t do that but what I will drafted is correct for the industry. payers. Our licence agreement, which continue to do, and what I think is a “We have actually also taken the in the draft standard we are calling very vital part of our work, is to make fi rst draft through the European-level the Self Storage Contract, and its sure that we are watching on your committee in Brussels. For those terms and conditions of service, is behalf any issues that might come to who like the technical jargon, this critically relevant. We would like to the fore. I believe it is part of our job committee is part of the Central see everyone in Europe using the same to be the lighthouse, to make sure that European Organisation for Standards. one,” concluded Rodney. we can, wherever possible, forewarn “I can tell you the response at the Self Storage Focus 2007 Volume 1 www.ssauk.com members’ meeting and CHRISTMAS DINNER

Copthorne Hotel, Slough was the venue for the Members’ Meeting and Christmas dinner sponsored by RADical Systems UK Ltd

David Milton (ABC), Paul Fahey (Big Storage) and Paul Glenister (Easistore)

Carol Blackford-Mills (MRS) and SSA CEO Rodney Walker

Abigail James (Innerspace) and Michael Homan (Steel Storage) share a joke

Evelyn Hayward (Triple Eight) and Adam Lacey (Easistore)

Laura Tully (Steel Storage) and Mark Redfern (Shurgard) Graham Lomax and Barry Frost (Sentinel Systems Europe) 24 www.ssauk.com 2007 Volume 1 Self Storage Focus

Lindsey Hemingway (Rooks Rider) and Steve Bent (Unrivalled Consulting)

John D’Aprano (PTI) and Jimmy Gibson (Big Yellow)

Carol Blackford-Mills (MRS), Ian Allen and Rachel Dave Betts (Storage King) Michael Homan (Steel Storage) and Mark Sivyer (Keepsafe) Holme (Active Supply & Design)

Shona Galloway and Christine Murfi

n (Evans Easyspace)

Rip Bucks (RADical) and Jason Stamp (Blue Box) 25 Self Storage Focus 2007 Volume 1 www.ssauk.com Members’ Meeting

The concept of mystery shopping and what to do with the fi ndings of a survey were explained to members attending the pre-Christmas members’ meeting. First Graham Hardiman of The Mystery Partnership set the scene explaining the benefi ts of mystery shopping, followed by Geoff Langston who explained the virtues of recruiting, induction and customer care training for staff. Steve Bent completed the presentation by showing that a 5% increase in the conversation rate, following training and could lead to an increase in profi t of 25%. The benefi ts of mystery shopping to the self storage industry Graham Hardiman MHCIMA, who gave a presentation at the systems, whilst also receiving valuable independent and fresh feedback. recent SSA Members’ Meeting, is managing partner of The Mystery In the beginning Partnership an International Mystery shopping organisation. Before you can measure anything you have to know the type of information Seeing your own organisation with a you want. After all, how do you know fresh and independent perspective where you are going if you don’t know is the basic principle behind mystery where you are in the fi rst place? A good shopping. It is the process of measuring mystery-shopping programme provides and reporting covertly on customer an analysis of training and development service standards at the moment of needs, as well as an incentive and purchase or service delivery. Leading deterrent to all of the front line service Graham Hardiman proponents use mystery customers team. All mystery customer projects the highest end of the achievable scale both as an intrinsic part of their staff start by looking at the various quality in order that programme does not motivation programme and to measure standards and factors that the client measure against a median standard of customer service standards against a company is working towards. service, but assesses up to the highest standardised benchmark across their These may include: optimum standard possible. This business. Standard Operating procedures; allows superior performing members Mystery shopping is used: Quality initiatives such as BS5750 or of the team to be recognised as well as To measure, independently, service ISO standards, TQM etc; identifying training and development delivery standards; An Investor in People project; needs for weaker members of the team. To create management focus; Sales and Marketing plan. To encourage staff involvement; There are also unwritten standards Communication For training needs analysis and that are used within most organisations evaluation; that are considered as custom and Vital to the success of a programme, As a mechanism for staff reward. practice. These should be written is agreement with the client company Mystery shopping has traditionally into the programme. It is necessary to and all of its operational team that the been carried out in the retail bring all of these standards together, questions asked by the programme, in environment and in the business-to- and agree upon the key performance each of the assessments, are relevant consumer environment, but its use is indicators that relate to the service and are agreed upon by all concerned. now being valued across a much wider being offered. From the senior management down spectrum of customer service situations There are both ‘hard’ standards, to those people working at “the including business to business. such as the number of rings before sharp end”, the very people who are Some self storage companies the telephone is answered, response delivering the service, there has to be a have been using mystery customer times or adherence to sales techniques, consensus that these are the standards programmes for a number of years as a and assessments identifying ‘soft that everyone is working towards. The long-term quality management system, skills’, such as customer interaction measurement criteria used within every and as an objective and independent and friendliness of staff members, programme has to be fair and seen feedback from the customer’s and might include a ‘smile’ report, to be fair to have validity when the perspective on the level of service being evaluating fi rst contact and welcoming reports start to appear. offered. The process may be used to of customers. It is interesting that when all of a reinforce brand and company core Standards used within the programme team is involved in the writing of the standards or manage company quality must be aspirational, they must be at standards to be used within a mystery 26 SELF STORAGE SECURITY www.selfstoragesecurity.co.uk Make a more informed and Make a more informed and educated decision Learn the difference between whole saving money today versus of life savings Increase bottom line profitability Increase site efficiency A wind of change is blowing across A wind of change the Self Storage Industry.... and As installers of both WHAM our Sentinel access control systems Globaleye customers appreciate that Self are the only company in the genuinely Storage Industry today to offer a choice. Thus allowing you to: Plus of course all Globaleye systems are designed to: • • • • Contact us today to book your free place on the 2006 facility education programme backed by the Partners of Choice.

7HFKQRORJ\0DGH3UR¿WDEOH Tel: +44 (0)1462 735511 Fax: +44 (0)1462 835111 Copied by many, surpassed by none! by many, surpassed Copied Head Office: Unit 5, Fen End, Stotfold, Hertfordshire SG5 4BA. Head Office: Unit 5, Fen End, Stotfold, Hertfordshire Self Storage Focus 2007 Volume 1 www.ssauk.com Members’ Meeting customer programme that almost All organisations look at their ability to weakness, the independent analysis allows invariably, there is a common agreement offer the highest level of service. Their them to highlight this weakness through that the organisation should be aiming primary objective should not be just to the outside source, whereas if they had at a higher level than are presently provide the highest level, but to provide a raised it internally it could be problematic contained within documents such as consistent level of service. You are rarely and possibly counterproductive. This Standard Operating Procedures. judged on the highest level, but you are independent analysis compliments the How does the system of reporting back frequently judged on your consistency. It existing management systems. to clients operate? What is the time is quite a feat of management to ensure Assessments also highlight key service frame? that consistency is maintained, and in past indicators, such as language skills (or lack It is an ongoing programme with an experience we have found that quality of them), service response times and the annual agreement and will be for a invariably follows when consistency is effective communication of response predetermined number of mystery achieved. times to customers, be they internal or customer calls and or visits. No one The lead partner working with you external customers. A mystery customer within the organisation will know when must have a detailed knowledge of the programme can highlight all of these, and the visits will take place. company and what the programme is bring in much more detail in order that Most clients, when they receive designed to assess. The lead partner management and their teams can effect the report, will look initially at the will guide you and help you through the change. statistical analysis. Have we improved whole process to develop a programme or declined? Whilst statistical analysis is that ensures the company as a whole gets Post report training and advice important, the commentary is equally the best from the programme. important. Each issue identifi ed, be it The Mystery Partnership made a positive or negative, is backed up with Benefi ts decision many years ago not to provide signifi cant explanation and observations remedial training. “We felt that offering to justify marks awarded and to provide The benefi t of an objective independent these services may compromise our management with suffi cient information analysis is that it provides a conduit for independence, which is of the utmost to allow them to take corrective action senior management to communicate with importance. If we were to sell training if appropriate. There are always positive the team members ‘at the sharp end’ services, how independent or objective experiences that will come out of the more effectively, as the use of an outside may our mystery customer report be? report, which are just as important as the source lends impartiality. So rather No, we prefer to be a quite independent negative experiences. than have senior management identify a measurement service.”

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email:[email protected] www.mrbox.co.uk www.ssauk.com 2007 Volume 1 Self Storage Focus Members’ Meeting Taking advantage of your mystery shopping programme by Geoff Langston

Mystery shops have regularly implemented the very next day on highlighted missed business their return to work. opportunities in both independent Some months later, the owner of and multiple self storage the organisation recognised that warehouses. he had seen a change, not only Clearly it makes sound economic in the mystery shopping results sense to ensure that we maximise but also in the staff themselves in the potential value of each and terms of confi dence and positive every customer. To achieve this, attitude. As a result of this he put one of the keys to success is to into place a series of workshops recruit the right people and then for his managers, followed by a provide them with the appropriate set of workshops for the assistant skills to carry out their duties as a managers in the organisation. representative of your company. This investment in his people So why do mystery shopping subsequently allowed the owner Geoff Langston results very often fail to meet to step back from the day-to- our expectations? Perhaps it is day business operations as his three motivators, and think about because sometimes we get so team had the competency to take the example described above, immersed in our everyday activities, responsibility for the running of when your people have received the routines, reports, tasks appropriate training, you are likely (maintenance activities) etc., that to be more confi dent in allowing we neglect one of the most critical them to take responsibility for their ingredients of running a successful role, which is likely to lead to them business – our people! It is so easy having a sense of achievement. with the day-to-day pressures of The last motivator, which is very business, the speed of what goes often overlooked, is recognition. A on around us, and the need to get recent piece of research indicated things done yesterday, that we get that what 82% of people really sucked into doing “stuff” all day want from their boss is a thank you! every day. How often do you take the time to Your business is only as good as say thank you to your people? the people you employ, and I would the operation. The owner himself So, if you recruit the right people, suggest that if more organisations embarked on some personal induct them effectively, train them spent more time recruiting the development and also used the and recognise their contribution right people, inducting them time he had freed up to focus (regularly and consistently) to the effectively and then training them on developing the business for organisation, this investment is (development activities), the the future including signifi cant likely to pay dividends for both you benefi ts are almost immediately expansion plans. He now sees and your team. tangible. training as an investment rather Some of the benefi ts that you are To put this into context, a client than a cost, and has an ongoing staff likely to see are: who was getting consistently poor development programme. Improved productivity; results from his mystery shops Research regularly confi rms Improved staff retention; decided to invest in some customer that pay comes well down the Improved staff morale; care training for his staff. It was list of motivators at work. The Reduced costs; clear from initial discussions that real motivators are things like More effective use of your time; he saw the training as a cost rather responsibility, achievement and Potentially improved bottom line. than an investment. The whole recognition. As suggested earlier, it seems to of the organisation’s team were Training your staff goes a long way make sound economic sense to taken through a full day’s customer towards meeting these potential invest in training your people. service training, with some motivators, with often little or no practical next steps that could be investment. If you consider these 29 Self Storage Focus 2007 Volume 1 www.ssauk.com Members’ Meeting

can successfully increase storage rates or number of enquiries by 25% or cut your costs by 20% then please email me immediately to missionimpossible@ unrivalledconsulting. co.uk! So how do we create this increase? Use Measurement

Increasing performance using measurement is actually fairly simple to put in place: measure where you are Steve Bent Bottom Line now, decide where you want to be and long habits. It needs to be reviewed and keep track of your progress. However, revisited and measurement plays a very As I see it there are four steps to I have come across many mistakes active part in this process. increasing the bottom line: common to large and small businesses The training process has four well Cut costs; alike. documented steps: Increase rates; The biggest mistake of all is simply not 1 Do an analysis - what do we need to Drive more enquiries to store; measuring. After that, the main mistakes achieve our new goals? Improve performance. can be categorised into two main areas. 2 Design training to fi ll any gap; In keeping with the previous Firstly measuring one thing but asking 3 Deliver training to assist in achieving information from Graham and Geoff I’d staff to do another. This can become the goal; like to focus on improving performance more visible when you look at incentive 4 Review and follow-up the achievements. through measurement and training. structures: ask the team to do X but Remember it should be continuous! pay them to do Z - it shouldn’t be a big Again there are two common mistakes What’s the aim? surprise that X is not happening. when using training. How often have The second biggest mistake is incorrect you been on a training course that Let’s take a step back to remind action being taken from the result - no wasn’t really relevant to you? The ourselves of the actual aim of this action at all being the most common number one mistake I have seen is business… one! If nothing positive happens when simply this – training does not match Find or build a building, kit it out with the team perform, or nothing negative the need. units, fi ll our store with customers, and happens when they don’t perform, the The next biggest and slightly less when we reach a certain occupancy we team think “why bother”. obvious mistake is that skills are not increase prices. Simple! developed that can be used right I know that we’re looking at complete Use training away. Training has to have a practical basics here, but it points out that a key application or there’s no point in doing bottom line driver for the self storage The important thing to remember about it. industry is how quickly you can fi ll up training is that it is a process not an By the same token staff must have stores – the rate of conversion! event. A half day, full day or even a few the opportunity to put skills into action days training is not going to change year as soon as possible after the training Calculation otherwise the training is lost and ultimately a waste of Graham mentioned during his speech time. the value of a customer as £700. To So to recap “how to get me the cost of a customer is your total more square feet” – be sure costs divided by total sales; let’s say to measure what you want £500, giving an example profi t from one staff to achieve, then provide customer as £200. them with relevant training If we take a conversion rate of 20%, to help them improve, and 100 enquiries equals 20 customers. watch that bottom line grow. Profi t = 20 x £200 = £4000 However, if we improve performance by measurement and training to 25%. Profi t = 25 x £200 = £5000 A bottom line increase of 25% which is not only healthy but has also got to be better than the alternatives! If you The training process 30 www.ssauk.com 2007 Volume 1 Self Storage Focus Letter from the USA Self storage trends from the US By Denise Nunez

Many Americans see self storage as a less room for excess necessity these days, and the growth belongings, many in storage usage has propelled the homebuyers are industry’s expansion. In 2006, according choosing to purchase to MiniCo’s 2007 Self Storage Almanac, smaller homes and the average rentable square footage per store their goods person reached an all-time high of 6.40, elsewhere. Moreover, indicative of growth in demand for and as the home sales development of self storage facilities. market cooled in the As the industry has grown up over latter half of 2006, the past generation, it has experienced many would-be many changes. Once hidden in the buyers chose to rent backs of industrial centres, facilities now instead of buy. Since enjoy prominence and visibility, with apartment dwellings locations on main streets and in urban typically provide areas. Operators have become savvier, little extra space, self recognizing the need for more thorough storage facilities are site selection and marketing efforts. benefi ting from the More facilities are offering services like increase in apartment truck rentals and also selling ancillary occupancies. products to meet consumer demand for Positive demand one-stop shopping. forces were welcome The industry’s customer base is news to storage changing as well. Though residential operators in 2006, users still dominate, commercial clients especially in light Denise Nunez are emerging as a signifi cant source of of the industry’s storage demand. In 2006, the share recent development surge. Excluding about the importance of gauging of commercial clients rose to 20%, its facilities in rent-up, the national physical facility performance from an economic highest level in more than a decade. occupancy rate exceeded 87% in 2006, occupancy standpoint. Rapid growth in small businesses in fairly even when compared to the With occupancy levels fairly high the US has contributed to the increase previous year. However, it is taking new overall, owners were able to raise rents - commercial storage customers include facilities longer than before to reach the quite aggressively from 2005 to 2006. eBay® sellers, landscapers, and retail crucial 70% occupancy mark, a sign of Many unit size categories recorded store owners, among others. And storage increased competition. double-digit gains over this period, owners, recognizing the desirability of Economic occupancy is gaining some as high as 16% to 20%. New these long-term, prompt paying clients, popularity as a key indicator of facility development also fuelled rent growth, have intensifi ed their marketing to performance. Simply put, economic as newer facilities typically charge businesses. occupancy measures how a facility premium prices for their advanced That’s not to say that residential is performing in terms of income security features and amenities like customers aren’t important - in fact, generated per unit. In 2006, we climate control. they still make up nearly three quarters began tracking economic occupancy Owners have realised that customers of the industry’s client base. The record rates for the fi rst time, and found are willing to pay for the latest in low interest rates of the past few years that, on a national level, economic technology. Facilities with computerised created a home buying spurt that put occupancy lagged physical occupancy access and/or security garnered rents up many people in transition, increasing by about three percentage points. It to 36% higher than their competitors demand for storage. In addition, homes will be interesting to see if these two who lacked such advancements. in the US are becoming smaller as land measures move closer together as Indeed, a technological revolution is prices and construction costs soar. With owners become more knowledgeable underway in the industry, and more and 31 www.ssauk.com 2007 Volume 1 Self Storage Focus Letter from the USA

more operators are automating their In fact, nearly half of all facilities are facilities. Roughly three-quarters of using the Internet as a marketing tool. facilities in the US have automated Experts predict that this number will access control and/or have automated rise, if for no other reason than because their accounting/bookkeeping consumers increasingly expect a facility functions, and a majority of facilities to have a Web site, and those who don’t now accept computerised rent will appear antiquated. Search engines payments. tailored to helping customers fi nd and Kiosk systems, though in use at only reserve units, much as travellers use the a small number of facilities, are the Web to book a hotel room, are likely next wave as customers welcome the to become a signifi cant source of new convenience of being able to reserve, business. pay for, and access a unit at any time. As the self storage customer base About a quarter of facilities now expands and diversifi es, technological accept payments and/or reservations advancements are reshaping how online, proving that the Internet is facilities market themselves and reshaping the way facilities market conduct day-to-day operations. themselves. Favourable economic and demographic In 2006, we saw Internet usage make trends are pointing to increased huge gains in nearly every category demand for storage, creating an ideal tracked by the Almanac. Nearly a situation for owners and investors to quarter of facilities are gathering Shurgard installed Insomniac automated see higher occupancy rates and rents in demographic information on the Web, kiosks at some of its facilities in the US the next few years. another indication of the increased sophistication in marketing and site Perhaps most importantly for owners Denise Nunez is the president and selection. and investors, facilities using the publisher of MiniCo Publications, And the Internet is also helping Internet to market to potential which produces the Mini-Storage owners and operators stay current customers saw rents averaging 40% Messenger, Self storage Now! and the - more than a third of facilities use higher than sites who failed to take Self storage Almanac the Web to monitor industry trends. advantage of this important tool.

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Success in a box Storage King, the largest Self Storage Operator in Australia, has started providing operators with our successful franchise concept throughout the UK and European Self Storage Market. Limited areas are still available! Storage King rule You can join as an investor or as an owner operator and benefit from having the strength of the Storage King Brand behind your business. ● Rapidly expanding national brand ● Shared marketing and promotional costs ● Owner operator business that will out perform non-branded facilities ● King size capital and operating savings ● Group buying power and muscle ● Experienced, qualified head office team ● Proven success in the industry ● Specialist management packages for the investor. We’ll achieve success for your business with our complete self storage model. For Further Information Contact: Dave Betts Storage King Europe Limited, 95 Spencer Street, Birmingham B18 9DA Tel: +44 (0)121 523 1144 Mobile: +44 (0)7903 775165 Email: [email protected] www.storageking.co.uk We are a full service law firm. Our dedicated industry group has a wide range of expertise enabling us to focus and advise on the legal issues arising within the self-storage industry.

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James John - Commercial Property [email protected] Rooks Rider Solicitors Lindsey Hemingway - Company Commercial Tel: +44 (0) 207 689 7000 [email protected] Challoner House Karen Methold - Tax 19 Clerkenwell Close [email protected] London EC1R 0RR Caroline Doran - Employment www.rooksrider.co.uk [email protected] www.ssauk.com 2007 Volume 1 Self Storage Focus Employment Agony Aunt Dealing with the Christmas party fallout Caroline Doran, an employment law specialist with SSA Supplier Mr Bigg will be there. My PA has seen Member Rooks Rider explains how his recent e-mails to us in which he has offered to repeat the after Christmas to deal with common offi ce party Party “entertainment”. My PA has problems. been muttering darkly about this – even though any such entertainment will be after working hours. Should I Dear Caroline ask her if she wants to come along (to try and include her) or tell her to mind Help! I’m a company director and one her own business? of the areas I’ve got responsibility for Thanks for your help. is HR (by default rather than desire). Lindsey O’Lohan Normally I just deal with recruitment and the very occasional fi ring but I’ve come back to work in January with the Dear Lindsey worst Christmas hangover ever. There has been a huge post Christmas party It sounds like 2007 hasn’t got off to fallout. the best start for you! But don’t worry, things aren’t as bad as they may at fi rst Caroline Doran 1 Carrie, our marketing assistant, seem. has been on holidays since the party your facility manager actually did. This and has just returned to work. I’ve 1 Carrie and the octopus is a misconduct issue and potentially a received a letter from her saying that gross misconduct case in which he can one of our facility mangers made lewd If, for example, one of your employees be dismissed instantly without notice. remarks to her at the party. Also, when drives a company forklift truck they were getting a lift home from a negligently and knocks over a colleague Step 2 Hold a meeting with Carrie colleague he tried to kiss her and put at work – you know that the company to explain that the company does not his hand in her blouse. Surely what will be liable for the employee’s tolerate harassment and views it as a happens after a party is their own issue injuries. In the same way, if one of your very serious matter. Consider asking her to sort out between themselves? What employees discriminates or harasses if there is anything the company can should I do? a colleague – the company will be do to help her through this while it is liable if it’s done “in the course of his being investigated as disciplinary matter. 2 Samantha, a facility manager, has employment”. For example, if she works in with the complained about her level of bonus. If the harassment had taken place manager you will need to deal with this She says at the last Christmas party in the offi ce the company would – perhaps by suspending him (if there our fi nance director promised her probably be vicariously liable. The is a suspension power in his contract) that she would get a decent bonus for Courts have found offi ce parties, even or moving him. Whatever you do – do 2006. She has just been on the phone informal Friday night drinks between not suspend or move her. The company saying that the bonus she received colleagues, to be suffi ciently close to the must not be seen to be penalising her is pitiful and the fi nance director employment that the company should for raising a discriminatory harassment had made a contract with her at the be liable. allegation. Moving her in itself would December 2005 party about her 2006 The bad news is that this is potential be an action of discrimination by the bonus. She got £5,000 but said that sexual harassment (discrimination) company. she had expected and wants £25,000 and Carrie can claim unlimited It may be appropriate to ask her if “or else.” She pointedly mentioned compensation which the company will she would welcome the opportunity to that her best friend Miranda is a have to pay. The good news is that if speak to a specialist stress/harassment hotshot lawyer. Do we owe her the you take steps now you hopefully can counsellor. This will hopefully make it extra £20,000? nip this matter in the bud before it gets less likely that she will be inclined to that far and also take steps to reduce sue and if she does the tribunal will see 3 After the Christmas party Mr the risk the company is similarly liable you have taken all reasonable steps as Bigg, our new auditor, took several in future. soon as you knew about it. of our managers and directors to Peppermint Pony. We are due to have a Step 1 You need to arrange a Step 3 To signifi cantly lower the management meeting next month and disciplinary hearing to determine what risk (i) of future incidents and (ii) 35 Self Storage Focus 2007 Volume 1 www.ssauk.com Employment Agony Aunt that the company will be liable for any customers at all times (both in and Firstly, you should not ask Charlotte such further incidents, the company out of the offi ce) or risk summary to join you. She could see this as grossly must be able to show that it took such dismissal; insulting. As much as you will not like steps as were reasonably practicable to You may want to send a gentle my advice, you need to take a step back prevent the employee from doing the reminder prior to away days, training in order to repair the situation before discriminatory acts. conferences or parties etc that it becomes a problem. The alternative The company needs to reiterate or employees are expected to act in a is that Charlotte (or another female impress upon all employees its equal professional manner and adhere to member of staff) uses such trips to opportunities policy and that staff are their obligations under the staff Peppermint Pony against the company expected to treat co-workers with handbook, especially the equal if you ever decide to make them dignity and respect not just in offi ce opportunities/dignity at work redundant or promote other male staff hours but when they are socialising, sections. It should be possible to send over them. Also, gay male staff may training etc outside work. Not only out such a reminder without being say that the culture was one which must you make it clear to current staff seen as the Fun Police. discriminated against them – if they but you should also work out how you are not hired or promoted, etc. There will convey the message to future staff 2 Samantha and her bonus is no limit to compensation for sexual adequately. They must know that failure orientation discrimination. to do this will be a disciplinary matter The fi rst step to take is to check with Last but not least, staff with certain which can lead to instant dismissal, the FD what was actually said. We religious beliefs may also fi nd it without pay, for gross misconduct. will need this information to work offensive and they also could use out if she will be able to show it was these excursions against the company Step 4 Other reasonable steps a “contractual” promise or not. She to demonstrate bias or a hostile could include: would need to show certainty as to working environment. Again there is Specifi c training on “dignity at what the alleged agreement actually no limit to compensation for religious work” and equal opportunities for all entailed. discrimination. staff; On these facts alone I do not think A friendly word with Charlotte Asking all staff to sign a statement she will be able to show that there was explaining that you have decided confi rming that they have been certainty. What is a “decent” bonus? against any such entertainment in the trained/told by the company that This seems far too vague and uncertain. future and perhaps – if you can palate they must respect colleagues and Although the employees of Goldman it – an apology for any inadvertent Sachs may have a discomfort it may have made her feel different opinion, it and explain it was a one off and will not may be your FD’s happen again. view that £5,000 This will hopefully mend any bridges is in fact a decent and prevent her (or other sections bonus. of your staff) from being able to use Samantha will it against the company in future. also have to get Of course, you are then free to do over the hurdle whatever you want in your own time to show any such (when it is properly outside work). conversation was If you bear this in mind you, meant to be legally hopefully, will, quell any issues before binding rather than they fl are up and have hassle free a general but vague parties in future. statement of intent. Contracts can be Kind regards, made at parties but it is unusual. Caroline Doran Employment Group 3 Charlotte and Rooks Rider the Peppermint [email protected] Pony The content of this article is provided If something is for information purposes only and does discriminatory not constitute legal advice. It is not a during working substitute for obtaining legal advice hours it will also on a specifi c query and is not intended be discriminatory as such. Whilst every reasonable effort if it happens is taken to ensure it is up-to-date “during the course no responsibility is accepted for any of employment”- consequence of relying on it. including at work parties and functions.

36 Make sure your staff are ahead of the rest with

SSA Workshops www.ssauk.com 2007 Workshop Information* Facilitator Biographies:

Both Steve Bent & Geoff Langston Managers’ Operations - London have considerable experience Tuesday 27 March 2007 in the self storage industry and have devised these workshops on The course will cover behalf of the SSA UK. Trainer Geoff Langston Training Days available• Insurance in the inself storage Autumn industry & the SSA2006* approach • How to deal with enforcement officers particularlyEach with delegateregard to Fire and Steve Bent has extensive knowledge Security £200+VAT of training staff with skills & knowl- • Delinquency & Lien Sales edge in many areas including sales, Includes lunch • In all the above subjects delegates will build confidence, assertiveness & customer service & the associated and coffee breaks responsibility strategies from his hands on experi- ence with many ‘blue chip’ compa- Sales - Glasgow nies. Since 2003 Steve has been working in the self storage industry Tuesday 15 May 2007 devloping unique & personalised The course will cover Trainer Steve Bent training for all levels of staff. • Incentivised training • Designed to improve sales by covering:

• Sales communication Geoff Langston is a highly regarded • Presentation structure trainer specialising in customer care • Practical application of knowledge learned development. By focusing on at- titudes & behaviours, he encourages Advanced Customer Care - London people to take ownership & respon- Tuesday 12 June 2007 sibility of their roles, enabling them The course will cover: to deliver consistently high levels Trainer Geoff Langston • Overview of global service trends of performance. Geoff has worked • Best practice case study - setting the standard closely with the SSA & has an in • Begin with the end in mind - visioning depth understanding of the self stor- age industry. • Supporting the vision - some practical techniques • Service recovery - techniques and value Sales November 06 • Service as a marketing tool * Fun & well delivered - Mark, Safestore * Good ideas to take back... would have preferred • SMART action planning 2 days - Audrey, Matt Purdie & Sons * Presented with flair & expertise - Jeremy, City Self Storage

Sales - London Managers November 06 Tuesday 25 September 2007 * Informative... clear & precise - Garry, Derbyshire The course will cover Self Storage Trainer Steve Bent * Very instructive... good discussion time allowed • Incentivised training - John, Evans Easyspace • Designed to improve sales by covering: * Well presented & interactive-type discussion • Sales communication - Peadar, Need More Space • Presentation structure • Practical application of knowledge learned

For more information please contact the SSAUK of COST: £200 + VAT (including lunch & coffee) per delegate for each course, with a discount of 10% for any fice: additional delegates from your company. Inaugural course in Scotland: 10% discount for EVERY delegate. [email protected] or

01270 623150 Our courses employ speakers with hands on experience who use interactive & motivational techniques to achieve the most from your staff *Open to SSA Members only Self Storage 2007 Volume 1 EUROPE

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SINGAPORE AUST/NZ UNITED KINGDOM Tel +65 6862 9365 Tel +61 (0)7 3865 1600 Tel +44 (0)20 8744 9444 Fax +65 6862 0970 Fax +61 (0)7 3865 1713 Fax +44 (0)20 8744 9127 Email [email protected] Email Aust: [email protected] Email [email protected] Email NZ: [email protected] Self Storage Europe 2007 Volume 1 www.fedessa.org

2007 Volume 1 Self Storage Self Storage Europe is published on behalf of FEDESSA by Stephen Webb Associates Kestor House, Shore Lane Bishops Waltham Hants, England SO32 1DY Tel/Fax: +44 (0) 1489 890944 Mobile: 0783 359 0919 E-mail: [email protected] EUROPE Editor: Steve Webb

FEDESSA: Midwife to European self storage associations Welcome to the fi rst edition their two main cities (and the President and I intend to publications at members’ of Self Storage Europe for for the occasional morning- continue the visit programme prices. 2007, a year of many changes after headache!). You will, in 2007 to other countries. Please make every effort particularly in Brussels I hope, understand if I say The draft European to attend the UK SSA’s 2007 as described by Weber that visiting self storage Standard on Self Storage has European Conference and Shandwick, FEDESSA’ s centres is no longer the been discussed for a second Trade Show which will take support communications excitement it once was for time by Working Group 9. place in Paris from 7 to 9 company, on page 9. There me! The people who work We had a most successful March. There is still plenty is no doubt that 2006 saw in the industry, however, are meeting and the draft of room for what we believe growth throughout Europe special and I cannot speak standard is now ready for its will be the best European with, as far as I can judge highly enough of those that formal launch to all European Conference to date. It at the moment, signifi cant I met and their obvious countries. Each country is FIRST COME FIRST increases in France, Spain enthusiasm. One cannot be will then be expected to SERVED for the Dinner and the United Kingdom. anything but impressed by comment and indicate their Cruise on the Wednesday It is also clear that there the achievements of Shurgard acceptance in principle or night but numbers are not a has been some growth in Europe in Sweden as you can otherwise, to the latest hurdle for any of the other Germany and elsewhere with read in their own article on version. events. We look forward to both Shurgard Europe and page 5. Hence we need self storage seeing you there. City Self-Storage keeping up Next on my list was experts in every possible EU The Conference is also an the pressure. Furthermore, Ireland, a country I had never country to play their part in opportunity to increase our and not surprisingly, the previously visited. I describe this next phase. Meanwhile numbers. Wherever we are membership of FEDESSA that visit in a separate article the potential EU regulation in Europe we must all try to has also increased – by but again I was made most on the Security of the Supply recruit more members to our around 15% in the number of welcome. Chain, on which I reported Associations not only because self storage centres. As the fi rst main action in in the last edition, has been extra numbers help our Having assisted the 2007 the President and I put ON HOLD for the time fi nances but perhaps much Associations of both the followed up my visit with being. We will, of course, more importantly so that Czech Republic and Spain a meeting with most Irish keep a watching brief on it. we can genuinely say that to launch themselves in operators early in January I am pleased to announce we represent the majority 2005, I decided in 2006 to encourage them to set that FEDESSA has now of self storage companies in to start a visit programme up their own Association. signed an Affi liation Europe; this will give us extra to member countries and This they want to do; now Agreement with the Self negotiating power. associations. My fi rst visit the race is on as we are also Storage Association of the was to Finland and Sweden in the process of assisting United States of America. Rodney last Summer where I was Norway to do the same. Amongst other benefi ts this Walker treated royally. I must We need both associations allows member associations Secretary particularly thank Michael to ensure that we do not end of FEDESSA and their General Fogelberg in Sweden and up with a possibly unlucky members to attend US Tuomas Kurittu in Finland 13 members! I expect to Conferences/Conventions at for their kind hospitality and visit Norway as part of the Affi liate/Indirect prices and for conducting me around assistance to them and both to purchase any SSA-USA

FOCUS may be subscribed to by applying to the SSA Head Offi ce at Priestley House, The Gullet, Nantwich, Cheshire CW5 5SZ. Tel +44 (0)1270 623150. Fax +44 (0) 1270 623471 E-mail [email protected]. Current annual subscription is £4 per issue in the UK and Europe. EDITORIAL: Contributions on all aspects of the self storage industry are welcomed in the language of the correspondent accompanied by a synopsis in English, together with photographs if appropriate. Opinions expressed in Self Storage Europe are not necessarily those of FEDESSA or the Self Storage Association. ADVERTISING: In the fi rst instance please contact Jane Rowe, Commercial Department, SSA, PO Box 5220, Southend, Reading, RG7 6YE. Tel +44 (0)1635 869427. E-mail [email protected] . 4 www.fedessa.org 2007 Volume 1 Self Storage Europe

FEDESSA News Shurgard Europe flying high

Laurence Vandelanotte of Research report, published in 2006, Shurgard Self Storage Europe that 17% of the population crave for storage space. Even though the majority reports on recent developments of those people have not found the way and company philosophy in to a self storage centre as of yet, one Europe particular store in The Hague did catch the attention of the consumers. Successful business managers ask Shurgard was already operating two themselves continuously: “What makes facilities in the greater The Hague area my business tick? How can I convince but when the lighthouse was placed in customers to buy my services, my December 2005 at the third building product?” And the simple yet true site at the Lozerlaan in The Hague, answer is: “Differentiate and spread a neighbourhood buzz was created your message continuously”. Now that about self storage being an ‘innovative With 16 facilities in the Greater Stockholm may sound like an easy thing to do but offering’. When the store opened in area, the success of the Nacka site how do you defi ne what really makes a early 2006 orders fl owed in at such confi rms that self storage is becoming difference for the consumers? Shurgard a high pace that within six months part of the Swedish lifestyle. had a design director with a rather the store manager could report an building regulations and educate the creative streak, and the rest, as they say, occupancy rate exceeding 90%. local government offi cials on the merits is history. of self storage, before they could fi nally present their service offering to the new The lighthouse generation of Swedes settling in Nacka, a borough south-east of Stockholm city. Indeed, when the design There was a clear reason for Shurgard director came up with the to defend its wish to establish a storage lighthouse idea in the 1980s, centre in this area. Indeed population the company instantly and growth in Nacka is expected to increase literally stood out from the from 75,000 in 2000 to 90,500 in 2010 competition. thanks to an extensive offering of child The philosophy that still care, leisure, education facilities and underpins the lighthouse cultural events. concept today is that people Hence, a company like Shurgard is have a tendency to be attracted clearly an asset for the local government by a safe haven. Beyond the Location is key: the lighthouse at the Lozerlaan in that wishes to attract and retain a reassuring connotation from The Hague has, from the beginning, been attracting younger generation of professionals who the actual company name, the the attention of passers-by. work in Stockholm, and yet who like to lighthouse adds a “welcome home” “With 32 stores, a tier one branding, live in suburbia surrounded by nature. feeling to self storage facilities that and relatively petite housing facilities The self storage centre in Nacka otherwise seem rather impersonal. in The Netherlands, our self storage opened in May 2006, and on the It is the successful branding of that offering is a winning formula,” Eric opening day rented out the fi rst fl oor emotional perception that makes Schuurbiers, marketing manager completely. The rush continued in the Shurgard tick in Europe every day. explained. “When 1.2 million Dutch next few months with recent occupancy Exceptional operational achievements claim they have not enough storage rates exceeding expectations, easily throughout the different markets show room and you can offer a tailor-made breaching the 90% level. indeed that Shurgard has never been solution, that’s when you really can grow Confi dent marketing manager Bjarne performing better. the business.” Hekkelstrand: “We had a clear idea Meanwhile, over in Sweden, Shurgard about Nacka, stuck to our guns and our Success stories operates another 23 self storage stores customers proved that we were right. and is hugely successful in the country Self storage is a business the Swedes In The Netherlands, where Shurgard has that brought IKEA to the world. In one have learnt to appreciate and we are been active since 1999, the company particular store in the greater Stockholm their trusted supplier. In reality, that now runs 32 stores; it is Shurgard’s area, the company is reporting a means we work hard to retain that trust, second largest market in Europe after splendid performance in progress after every day.” France. This is a logical evolution when an initial “tough going”. What a difference a day makes when you learn from the Dutch Self-Storage Shurgard had to plough through strict you can differentiate! 5 ACTIVE ACTIVE PRODUCTS PROJECTS

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The Mill House, Crewe Green Road, Crewe, Cheshire, CW1 5NW +44 (0) 1270 215 200 [email protected] www.fedessa.org 2007 Volume 1 Self Storage Europe France The growth in the French self storage market

There are 165 sites open in France today. over 50% of the market but their growth The industry has grown by about 10% has been quite slow in 2006; in 2006. There are fi ve categories of self The Challengers who entered the storage provision: market in the last few years and are The Pioneers who are mainly centred providing third generation facilities. on Paris, Lyon and Marseille. They own They have grown strongly in 2006 (i.e. Annexx - 150%); Small Businesses who operate smaller facilities in one or more medium-sized cities; “Mom and Pop” entrepreneurs who have converted their real estate themselves in order to make an earning from it; Movers who are converting some of Philippe Peyrot their storage space The last three groups have grown by in order to widen about 30%. The number of new entrants The new Annexx store in Perpignan their sales offer. indicates the vitality of the French market. Self Storage Europe 2007 Volume 1 www.fedessa.org France Le paysage du self stockage français en 2006 par Philippe Peyrot

Que de changement depuis 2004 cette une gamme de services très large. Les Containeurs. Certaines entreprises année pivot où les nouveaux entrants Leurs sites font de 5000 à 8000 m˝. comme EuroBox et Abri-boxe utilisent construisirent plus de sites que les Arrivés plus tard sur le marché, ils des containeurs maritimes disposés sur pionniers du self stockage. Aujourd’hui ont su tirer parti de l’expérience des un parking. Cette forme primitive du l’essentiel de la croissance vient Pionniers. Ils montrent aujourd’hui self stockage, s’est peut développer en d’individus qui attirer par le potentiel une belle vitalité. Leur positionnement France à la différence de l’Angleterre. de ce marché tente l’aventure. A ce jour est aussi sur les grandes villes et leur Le développement des Pionniers s’est on compte 165 sites de self stockage emplacement étudié. Ils ont une sérieusement ralenti, seulement quatre en activité, mais plus de la moitié sont stratégie de développer une chaine, dans ouvertures sur un total de 86 sites. encore détenus par les Pionniers de ce le Sud Ouest pour Annexx et en région Avec une croissance de 5% en 2006, métier. En 5 ans, le nombre de sites parisienne pour FlexiStockage. Leur plus faible que la moyenne nationale il de self stockage s’est accru de 50%. La croissance est très soutenue, + 150% perde peu à peu leur hégémonie sur ce croissance est en 2006 de 9,7%. pour Annexx en 2006. marché. Les small business ont eu une Si les critères principaux du self Les Small Business comme Stockez- croissance de 30%. stockage sont respectés, soit des boxes vous-mêmes, ModuloBox ou Box Le marché s’élargit c’est indéniable individuels dont seul le client détient Max, qui proposent des sites soignés, et les écarts se creusent. Beaucoup ont la clé et un accès libre et gratuit, mais de plus faible envergure, 1000 démarré cette activité ces dernières le fonctionnement des sites et les m˝ en moyenne, une seule personne années, mais les investissements constructions varient considérablement à l’accueil, pouvant manager plusieurs considérables que cela nécessite pour de l’un à l’autre. sites en même temps, donc moins faire ce métier avec un bon niveau de services et moins de frais. Leur de qualité commencent à se faire Cinq catégories d’opérateurs se emplacement est sur des villes de taille ressentir. Certains peinent à sortir un distinguent dans ce marché grandes et moyenne, choisi souvent par salaire décent compte tenu du nombre opportunité. d’heures de travail, et du peu de Les Pionniers au nombre de trois: Les Artisans, cette catégorie a été notoriété de cette activité. Shurgard, Une Pièce en Plus et dénommée ainsi pour ne pas dire D’autres problèmes surgissent, la Homebox. Ce sont les derniers Divers, la typologie des exploitants étant responsabilité de l’exploitant sur les survivants de la vague de fusions et très variée, leur seule caractéristique biens entreposés, les mauvais payeurs… acquisitions qui a touché les premiers commune étant le qualifi catif car quelque soit le niveau d’excellence opérateurs qui se sont attaqués au d’entreprise unipersonnelle. Dans la du contrat, la profession n’étant pas marché du self stockage en France il majorité des cas, ils aménagent un local règlementée, les tribunaux règlent y a 7 ans. Ils ont beaucoup essuyé les existant, entrepôt, atelier, pas forcément au cas par cas et pas toujours à bon plâtres et on petit à petit adapté le bien placé géographiquement, souvent escient. modèle américain en France. Ils ont parce qu’ils en sont déjà propriétaire. Ils La diffi culté à trouver un fi nancement développé un modèle qu’ils dupliquent construisent généralement eux même et des assureurs sont les principaux maintenant. Leurs bâtiments ne sont le partioning intérieur. Cette activité freins au développement de cette pas toujours de dernière génération, permet un complément de revenus ou activité. ni forcément bien placés. Ce qui les fournir un salaire à son gérant. Le self stockage en France a de distingue c’est que leurs sites ont été Les Déménageurs dotés de garde- très belles années devant lui avant construits par des professionnels, et meubles, se lancent aussi dans l’aventure d’atteindre les ratios américains que la taille du bâtiment est grande en transformant partiellement leurs ou seulement anglais. L’évolution (de 3000 à 8000 m˝). On les trouve entrepôts, afi n de mettre des boxes à logique sera la mise en place de règles exclusivement dans les très grandes disposition. De plus en plus nombreux, spécifi ques à la profession, afi n que le villes et essentiellement sur Paris, ils sont attirés par cette extension qui concept soit clairement établi aux yeux Lyon et Marseille. Leur service est semble logique, de leur activité. des utilisateurs. généralement irréprochable, et au moins Malheureusement avec plus ou moins deux personnes sont en permanence à de succès, leurs emplacements ne sont Philippe Peyrot is president l’accueil. pas de premier ordre, l’activité est Les Challengeurs tels qu’Annexx, gérée en annexe du déménagement et of Annexx SAS, a self storage FlexiStockage conçoivent le self les efforts spécifi ques au self stockage company based in the stockage de dernière génération en ne sont pas toujours mis en œuvre par South of France respectant des règles précises et offrant manque de ressources. 8 www.fedessa.org 2007 Volume 1 Self Storage Europe European Union Changes afoot in Brussels New Year, new developments within the European Institutions

FEDESSA’s support communications does not revive the deadlocked charter. company Weber Shandwick Given that 2007 marks the 50th Worldwide, reports on recent anniversary of the European Union, developments in Brussels many EU offi cials hope that this will provide the perfect opportunity to conjure up the necessary political will For many EU offi cials there was little and move discussions on the unresolved time on 1 January for nursing any after- Constitutional Treaty towards a positive effects of the previous night’s festivities. conclusion. However, the progress The New Year saw Germany take up that Germany, and Portugal as its its demanding six month Presidency of successor, will achieve in relation to the the bloc - which has now expanded by Constitution in 2007 remains to be seen. over 30 million new inhabitants with While the Presidency can set the agenda the accession of Bulgaria and Romania and drive discussions when it is at the - while European politicians (MEPs) in helm, the other 26 Member States must Brussels began a mid-term reshuffl e of also be on board. many top posts. Bulgaria and Romania’s accession, the Looking fi rst to the German fi fth in the history of the EU, means Presidency, Chancellor Angela Merkel that the Union now has 27 members, took over in the midst of a very half a billion people and stretches as far challenging and politically complex east as the Black Sea. As of 1 January, environment. The coming on board 35 Romanian and 18 Bulgarian members of Bulgaria and Romania happened joined the European Parliament, raising at a moment when European citizens the total number of MEPs to 785. were demonstrating a high level of Two-and-a-half years since the last ‘enlargement fatigue’. Europeans, European elections, the corridors of the naturally enough perhaps, seem to European Parliament currently abound half years up until the next EP elections be more interested in how to resolve with rumour and speculation over who in 2009. On the same day, 14 vice- areas that concern them directly, such will fi ll some of the top posts as a new presidents were elected, among them as security (threats of terrorism), round of political musical chairs begins. Mario Mauro (PPE-DE/Italy), Alejo immigration, economic development Although the election of Parliament’s Vidal-Quadras (PPE-DE/Spain), Pierre and employment. new President was a fait accompli Moscovici (PSE/France), Diana Wallis These issues remain key in the eyes - thanks to a 2004 agreement to share (ADLE-liberal/UK) and Adam Bielan of Brussels decision-makers. Against the EP presidential powers concluded (United Europe of Nations group/ that background, the Germans have between the PPE-DE (conservative) and Poland). presented a number of top priorities PSE (socialist) groups - it is presently However, these fi rst weeks of January which they intend to tackle during their less clear who will fi ll the roles of chair have seen some leading German and tenure: the common European energy and vice-chairs for a number of key Polish MEPs in the conservative PPE-DE policy, implementation of the Lisbon parliamentary committees. group bicker over who gets to head the agenda for growth and employment, Moreover, infi ghting among centre- prestigious Foreign Affairs Committee, innovation, and education and research. right MEPs has led the sensitive decision while commentators look on as to who These are all areas which directly on the allocation of committee chairs to will end up chairing the biggest and infl uence the competitiveness of be postponed for two weeks (until end most active Committee - Environment companies in Europe, and will shape of January). Some parliamentary work & Public Health. Being German the European arena in which FEDESSA has effectively stalled, for the time being like President Pöttering, current fi nds itself throughout 2007. at least. Environment Committee chair Karl- One question refusing to go away is But what of the decisions that have Heinz Florenz could be forced to give that of the European Constitution. been reached? On 16 January, long- up the powerful chairmanship. Although Following earlier rejections of the draft standing German Christian Democrat the post will stay within his PPE-DE text by France and the Netherlands, MEP Hans-Gert Pöttering was elected group, it is likely to pass to someone and the inability of several previous EU as President of the European Parliament, who is not German. Presidencies to make progress on this taking over from Spanish Socialist Josep Perhaps most controversially of all, the front, Chancellor Merkel has warned Borrrell Fontelles. Herr Pöttering’s addition of new members from Bulgaria Europe it faces an “historic failure” if it mandate will last a further two-and-a- and Romania has allowed the creation 9 Self Storage Europe 2007 Volume 1 www.fedessa.org

European Union of an extreme-right group within the MEPs from the neo-Fascist parties Parliament. Lista Mussolini and Fiamma Tricolore, A new group called “Identity, one from Austria’s Freedom Party Traditions, Sovereignty” was announced (the former Party of Jörg Haider), on 12 January after fi ve members Bulgarian MEP Dimitar Stoyanov, and joined from the Greater Romania Party, Independent British MEP Ashley Mote. thereby gaining the minimum number Reactions in the EP to the new necessary to start a Group. Speaking political group have been mixed, time and around one million Euros in ranging from a proposal from the Parliament funding have therefore been Socialists for an outright cordon allotted to the group. sanitaire to isolate the newly-created Identity, Traditions, Sovereignty brings ITS group by refusing to elect any of together 20 extreme-right MEPs from their representatives to Committee seven countries. Its members include vice-chairman positions, to the seven MEPs from the French Front conservatives and liberal’s view that it National, fi ve MEPs from the Greater would be undemocratic to play with Romania party, three from the Belgian- the rules to isolate the new group, Flemish Vlaams Belang, two Italian which they believe will have little infl uence in any case. 2007 began with a number of Institutional changes which will Hans-Gert Pöttering, elected President of shape the way in which this political the European Parliament year unfolds. Will Germany use its EU Presidency to achieve progress group have any real impact on EU on the draft EU Constitution? How decision-making? FEDESSA and its soon will MEPs manage to agree on members will look on with interest the chairmanships and begin their as the answers to these and other parliamentary business in earnest? Will questions become clear. Commission President Barroso and the Identity, Traditions, Sovereignty German Presidency

Scan. Store. Manage. Deliver.ª

T. +44 (0)1908 635320 F. +44 (0)1908 635328 www.oneilsoft.com [email protected] OfÜ ces in California, Florida, UK, Australasia & India www.fedessa.org 2007 Volume 1 Self Storage Europe

Ireland The Secretary General at work “It rains in Ireland!”

Although I am well travelled Bulman of Mini Storage which has two internationally I had never been to converted buildings in Cork of a style southern Ireland, the total population not uncommon in UK. George took of which is just over 4mn, with almost a me round his Blackrock facility which third living in or close to Dublin. is combined with a most successful Hence when Jane Massey said that some business centre. Refurbishment was of the SSA UK’s Irish members required underway including a new dedicated upgrading to full operator status I leapt reception giving enhanced security to at the opportunity to visit the Irish self the facility. storage industry. Furthermore I sensed I was beginning to see evidence that that the time was nigh for the setting not only Steel Storage but also Active up of an Irish Self Storage Association. Supply & Design and Gliderol were Secretly, I also hoped to see the wonders playing their part in Ireland. of the green, green land that is Ireland. After an excellent lunch of corn beef In the event I visited lots of places with William O’Brien I visited his Public and met plenty of people (including Storage custom-built facility. As you many from eastern Europe), but sadly can see (top right) William’s interests William O’Brien of Public Storage the weather let me down – it rained are many and various and I was lucky more interesting, FREE, older roads. consistently throughout and I saw little enough to be present when he handed As a result and to my surprise as I of the countryside as a result! And when over a signifi cant cheque to the Great was leaving Fermoy I came across the it wasn’t raining I was in the permanent Chernobyl Charity. His self storage Sydney, Australia, Circus - a long way traffi c jam that is the M50 around facility is also huge, shiny, high profi le from home! Dublin! and state-of-the-art. That evening I In Dublin I visited the majority of self Last November I landed at Dublin spent time with TJ Ryan who hopes storage companies starting near the Red airport, picked up a hire car (with a to set up a facility in Skibbereen. If I Cow with Store-It (Bernard McAvinue SATNAV) and launched myself on remember it right he has three brothers and Jonathan Kavanagh are seen on the road to Galway. My immediate all of whom are jockeys – maybe we are the cover) in a large newly-converted impression was of a country on the about to see the fi rst self storage stud warehouse and then Harry Bridges in move – new roads, new housing, new being launched! Dublin Self Storage which he has now business parks. I arrived at Barons It was raining harder, the cloud base sold to U-Store-It. Harry and I caught Self Storage, in the rain, but was was lower and the wind was stronger up on old times later that evening. immediately impressed with the size as I headed back to Dublin. Being a The following morning I found Need of the facility – 10,000 sq m of Yorkshireman at heart I did not take More Space whose empire was covered available space, expertly converted by the toll roads but travelled on the in the last edition of Focus Europe. A Steel Storage. As the building is not in photo of the team at their Deansgrange a high profi le position Barons has had to facility is on the cover. work hard at marketing the product and Later in the morning I caught up with use a small team of sales people to assist Seamus Lonergan and Mick Clifford in them. My thanks are due to Damien their fantastic, new, high profi le, large Kelly for conducting me around. U-Store-It facility in Finglas - a photo Then I moved on to Limerick to visit of their home team is also on the cover. David Hickey in his higher profi le It was here that I confi rmed in my own centre – he can be seen with his mind that there was a strong case for colleague in one of the pictures on an Irish Self Storage Association to the cover. David and I had a long chat assist the industry in the event of any about the business - market awareness challenges to its operations. My fi nal is very low in the area – and about visit was to Elephant Self Storage where the advantages of setting up an Irish I met up with Rory and Jude O’Meara Association. That evening I was royally whom I had last seen in Las Vegas. entertained by Desmond Houlihan of I am very grateful to all concerned for Barons in a splendid fi sh restaurant in looking after Bunratty, close to the castle there. By me so well and now I knew I was amongst friends all I am delighted of whom went out of their way to treat that the Irish me specially. Self Storage The next morning I drove to Cork and Association is spent the day there and in beautiful now on its way. Kinsale. My fi rst call was on George Damien Kelly of Barons 11