Self-Storage Canada Spring 2026
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Contents
The modern exterior of a Woodbridge Self Storage building with "Drive Thru" and "Climate Controlled" signs.
D
Cover Story
International Winner Woodbridge Self Storage in Vaughan, Ont.
By Brad Hadfield
Columns
Gimmick-Free Marketing For Attracting More Customers
By Jessica Johnson
Remembering Denee Burns, Chief of Staff at Bluebird Self Storage
By Brad Hadfield
Sharpen Your YouTube Strategy To Rank On Google
By Giselle Aguiar
Feature
Growth And Expectations For The Canadian Self-Storage Industry
By Robert Madsen
News
For the latest industry news, visit our website, ModernStorageMedia.com.
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Editor’s Letter
Portrait orientation photograph of Erica Shatzer, a smiling woman with black hair and prescription eyeglasses standing with one hand on her hip; She is wearing a black blouse top with ruffles, a red and black striped pleated skirt, and black cross-over strapped sandals
Join The Winner’s Circle
W

elcome to the spring 2026 issue of Self-Storage Canada! This edition of the magazine honors our 2025 International Facility of the Year winner, Woodbridge Self Storage, a sleek facility in Vaughan, Ont., with a façade befitting a red-carpet gala—down to its clever monogram logo that resembles a tux and bow tie! Not only does Woodbridge Self Storage offer upscale and modern amenities that cater to its local clientele, but it would also pass a white-glove test for cleanliness and receive five stars for customer service. Additional details about this top-notch facility are found within the cover story starting on page 6.

With that award in mind, MSM is now accepting entries for its 2026 Facility of the Year contest. Canadian owners, operators, developers, and management companies are encouraged to submit an entry for a self-storage facility in their portfolio that is worthy of being named the next international winner at THE Show during MSM’s first red-carpet awards gala from Nov. 4 to 6 at the Georgia World Congress Center in Atlanta, Ga.

Imagine walking on stage, enveloped in applause, to claim a stunning personalized trophy for you remarkable self-storage facility! Within an awe-inspiring setting, this prestigious ceremony, appropriately dubbed the “Oscars of self-storage,” is sure to be a memorable experience for winners and attendees alike!

Find more details about about the annual contest on pages 48 and 49. Please note: Because the winners will be announced live in November at THE Show, the deadlines for submissions are shorter than previous years. To provide ample time for preparations, no late entries will be accepted.

Don’t miss your chance to be a part of self-storage history! Now is the time to get your applications ready for submission and make arrangements to attend. Visit www.modernstoragemedia.com/the-show to learn more.

See you at THE Show!

Best wishes,

Erica Shatzer signature custom digital typography in red
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Creative Storage Solutions
Relocatable units; portable containers; hallway systems; roll up doors
www.boxwell.co 303-317-5850
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Meet The Team
Travis M. Morrow headshot
Travis M. Morrow
CEO
Poppy Behrens headshot
Poppy Behrens
Publisher
Lauri Longstrom-Henderson headshot
Lauri Longstrom-Henderson
Director Of Sales & Marketing
Erica Shatzer headshot
Erica Shatzer
Editor
Brad Hadfield headshot
Brad Hadfield
Lead Writer / Web Manager
Carlos Padilla headshot
Carlos Padilla
Creative Director
We are a forward-thinking team of knowledgeable professionals with more than 100 years of combined experience in self-storage. Through modern technology, we reliably deliver high-quality content and cutting-edge advertising opportunities. We strive to provide clarity in a rapidly changing industry by informing others with expert insights, accurate data, and authentic products. We are MSM.
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SPRING 2026

A PUBLICATION OF MSM
  • PUBLISHER

    Poppy Behrens

  • Director Of Sales & Marketing

    Lauri Longstrom-Henderson
    (800) 824-6864

  • Editor

    Erica Shatzer

  • LEAD WRITER / WEB MANAGER

    Brad Hadfield

  • Creative Director

    Carlos Padilla

  • Unsolicited manuscripts, artwork, and photographs must be accompanied by an addressed return envelope and the necessary postage. Publisher assumes no responsibility for the return of materials.
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  • All correspondence and inquiries should be addressed to:
    MSM
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    Wittmann, AZ 85361-9997
  • © 2026, Storelocal® Media Corporation. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Printed in the United States.
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Cover Story
2025 Facility Of The Year
International Winner: Woodbridge Self Storage in Vaughan, Ont.
By Brad Hadfield

2025 Facility Of The Year

International Winner: Woodbridge Self Storage in Vaughan, Ont.
By Brad Hadfield
T

hings don’t always go as planned in self-storage development. But sometimes, that’s by design. Woodbridge Self Storage, MSM’s 2025 International Facility of the Year, was originally conceived as a simple single-story facility, a straightforward build in a busy corridor of Vaughan, Ont. Through bold reimagining and meticulous design, it became something extraordinary: a two-story, modern, Class-A facility that’s as functional as it is visually striking.

Strategic Location
Located just North of Toronto, the city of Vaughan is one of Canada’s fastest growing areas. This vibrant and prosperous community is home to more than 340,000 people, and its globally competitive economy includes more than 19,500 businesses, employing approximately 227,000 people. The site for Woodbridge Self Storage was placed strategically along a main corridor of Weston Road and backing onto Jevlan Drive in the Weston and Highway 7 corridor, where major nearby city-building projects like Vaughan’s emerging downtown, Canada’s first smart hospital, and the 900-acre North Maple Regional Park continue to generate momentum and excitement. All this development, happening adjacent to subway stations and Go Transit, is leading to increasing access and better infrastructure, which will be driving more traffic past the facility very soon. The area’s evolution, from light industrial into a mixed-use urban hub, means facilities like Woodbridge Self Storage are positioned not just for today’s needs but for the city Vaughan is becoming.
An Ambitious Build
Like any ambitious build, the first battles were bureaucratic. Numerous hurdles had to be cleared before shovels hit the ground, including securing site plan approval, obtaining the building permit, and attending various public hearings. Because two-story storage developments can exceed height limits in low-rise zones, variances were required. Traffic impact, noise, and lighting assessments were also mandated due to the proximity of residential neighborhoods. “Early coordination with local planning authorities and consultants proved essential to streamlining the approvals process,” says Matthew Conti with Kintel General Contractors.

Design challenges were just as complex. Customer access, truck maneuverability, and loading zones demanded wide drive aisles, generous turning radii, and both external and internal loading areas. “We wanted the location to meet the needs of individuals and tap into area transport and logistics flows by offering drive-up units and a truck-friendly design,” says Onorio Moscone of XTX Engineering, “so we installed a 26-foot-wide drive aisle and designed an extra-large 50-by-40 loading area with two oversized loading doors to accommodate any size moving truck.”

The internal layout was also configured to prioritize pedestrian safety while accommodating the large vehicles. “It had to function like a well-planned logistics hub,” adds Moscone. “Every turning radius, drive aisle, and doorway was mapped to reflect the real-world activity of people and vehicles.”

A Change In Plans
Construction began in October 2023 following the initial plans. So how did the facility go from one to two stories? Midway through construction, owners Mario and Angelo DeCicco made a decision that would have sunk lesser projects: complete a redesign to add another upper level within the original exterior design. With decades of construction development and design experience, adaptability and vision become paramount. Market conditions quickly change in today’s environment. Understanding trends and having intimate knowledge of the location, its dynamics, and city planning forecasts provides the necessary analytics and confidence based on experience to make immediate decisions and follow through.

This change required a structural overhaul. New columns, footings, and reinforcements had to be integrated into a framework already in progress. Owners’ oversight during the construction phase directed all team participants. The engineering team quickly got to work, revising structural plans and construction sequencing with surgical precision to accommodate the new load, maintain safety, install an elevator, and keep the schedule alive.

What could have been a disaster turned into a defining moment. Flexibility, meticulous documentation, and strong trade coordination carried the project through without compromising the vision. It became proof that adaptive engineering can save even the boldest midstream gamble and that detailed documentation of subcontractor work and active planning for potential changes can allow for pivots while keeping projects on time, on budget, and to the highest standard of excellence.

Modern exterior of Woodbridge Self Storage featuring a gray and black facade, large glass windows, a green lawn, and young trees. Signage reads "Climate Controlled" and "Rental Office."
Facility’s exterior and landscaping
Large indoor drive-thru area with a polished dark floor marked with yellow traffic arrows. Rows of white storage units with roll-up doors extend down corridors beneath support pillars.
Facility’s interior drive-thru feature
“We wanted the location to meet the needs of individuals and tap into area transport and logistics flows by offering drive-up units and a truck-friendly design, so we installed a 26-foot-wide drive aisle and designed an extra-large 50-by-40 loading area with two oversized loading doors …”

– Onorio Moscone
Architectural Excellence
When it came to the exterior of the facility, the municipality imposed additional design stipulations to improve street presence. To balance budget constraints with code requirements, the team opted for a cost-effective structural solution using steel framing and precast panels to deliver a clean, minimalist aesthetic and high-quality finishes. Commercial glazing, aluminum composite panels, and precast elements in timeless shades of black alongside white and grey were then combined with programmable LED lighting to create a distinctive architectural statement. It was topped off with two approved, double-sided pylon signs for high-visibility branding.

For safety, the facility employed non-combustible construction with a one-hour fire-resistance rating and installed a full sprinkler system, standpipe, and fire alarm designed to meet OBC Group F2 low-hazard industrial standards while maintaining one-hour fire separations across floors and strategic rated partitions for compartmentalization.

Sustainability was another priority for Woodbridge Self Storage (and the municipality). The LED lighting reduces energy draw, while the rooftop HVAC systems are zoned to avoid wasted conditioning and overloading localized roof framing; this also helps ensure stable temperature and humidity control for sensitive storage without excessive HVAC loads. Additionally, multiple roof drains and scuppers have been positioned to handle heavy rainfall, complying with municipal stormwater retention/detention requirements. Site-complementing landscaping completes this scope of the “green scene.”

Leveling Up
Both levels of the facility’s interior are as thoughtfully designed as the exterior, though there were challenges here too. “We needed to determine how to maximize rentable units while meeting building codes, service requirements, and municipal design expectations,” says Giancarlo Garofalo of Architect Inc. “Striking a balance between larger unit sizes and total unit count required careful planning to achieve efficiency, compliance, and market appeal for Woodbridge Self Storage.”
“We needed to determine how to maximize rentable units while meeting building codes, service requirements, and municipal design expectations. Striking a balance between larger unit sizes and total unit count required careful planning to achieve efficiency, compliance, and market appeal …”

– Giancarlo Garofalo
The first-floor layout was purpose-built with contractor storage in mind, offering a total of 170 units, many of which were built at sizes greater than 10-by-10 (the largest bays are 15-by-30). This design provides small business owners in the area with convenient, affordable storage, fostering long-term tenancy, stability, and sustained growth. This main, at-grade level also allows large trucks and vehicles to drive directly inside and right up to their units, enabling tenants to unload tools or belongings with maximum convenience.

The second upper floor has just been completed due to a materials delay. It was strategically designed to maximize floor space and rental yield. By focusing on units smaller than 10-by-10, even including small 5-by-3 lockers, Woodbridge Self Storage can optimize both tenant demand and price per square foot, ensuring strong operational efficiency and revenue growth.

Both inside and out, the facility has been built to meet barrier-free design standards to ensure accessibility for all users in compliance with OBC (Ontario Building Code) and AODA (Accessibility for Ontarians with Disabilities Act) requirements. This means everyone, including people with mobility challenges, can use the facility safely and independently via level or ramped entrances, automatic door openers, accessible elevators and parking spaces, and so on.

“Every technical choice was made with long-term durability, efficiency, and cost-effectiveness in mind,” says Garofalo.

Securing The Site
Security at Woodbridge Self Storage is woven into the building’s DNA. The facility is powered by the OpenTech Alliance smart entry system, giving every tenant a unique access code and the option to enter through a mobile app. It’s a sleek, frictionless way to move in and out while also giving the management team full visibility over who’s on site at any given moment.

Above each unit, the usual wire mesh has been replaced with solid burglar bars—an upgrade that adds superior strength to the facility’s security strategy. More than 90 cameras cover both the interior and exterior, leaving no blind spots. Every corner is monitored, every movement recorded.

Access runs from 6 a.m. to 11 p.m., with the alarm system automatically arming after hours. Any off-hours activity triggers an immediate response from the monitoring station. “It offers a secure environment where tenants feel confident their belongings are protected around the clock,” adds security provider Alessandro Marchetti.

Catering To The Community
The experience at Woodbridge Self Storage is designed to feel a step above the ordinary. Music plays softly throughout the building, Wi-Fi is complimentary, and the atmosphere is warm and modern rather than sterile. Staff are on site during most access hours and remain available after hours when needed—a level of service that gives the place a human touch that some self-storage operators have abandoned. Tenants can have packages delivered directly to their units, and weekly professional cleaning keeps the facility spotless. It’s practical, welcoming, polished, and thoughtfully run.
Two black roll-up garage doors on a dark textured wall. Each door features a yellow and white stylized "W" logo with a bowtie and white text reading "LOADING AREA (NO PARKING)."

Roll-up doors of loading bays

A long, brightly lit interior corridor lined with white and black storage units featuring shiny diamond-plate metal trim and a polished, reflective floor.

Interior hallway

Indoor storage area where a U-Haul truck is parked with its ramp extended. One person works inside the truck while two others move boxes and household items into an open storage unit.

Customer moving into unit

But the real difference is the sense of community. Complimentary water, coffee, espresso, and candy bars greet tenants at the door, turning routine visits into something a little more personal. “Our entire management team is made up of locals who understand the rhythms of the neighborhood, which means service isn’t just efficient—it’s familiar,” says Mario DeCicco of Woodbridge Self Storage, who knows that having that connection builds trust, encourages word-of-mouth growth, and makes Woodbridge Self Storage feel less like a storage facility and more like a place people actually want to visit.

Making Their Mark

Woodbridge Self Storage opened in a competitive market, making it a David among Goliaths like SmartStop, Public Storage, and Access Storage. Competing on price as a single-site operator could have cratered the business before it even opened its doors. The team says the greatest challenge was conceiving a way to stand out without the bottomless budgets of large REITs. That’s when they decided to compete with brains, not brawn.

Understanding that online marketing tactics such as using broad high-cost keywords weren’t sustainable, they partnered with The Storage Group, which built a focused digital strategy that blended SEO with precision PPC campaigns. By tightening local listings and fine-tuning on-site content, they boosted search visibility and drove qualified traffic without spending unnecessary dollars. Paid search targeted cost-effective, high-intent keywords, bringing in tenants who were ready to rent—not just browse. The result was a lean, efficient marketing engine that put Woodbridge Self Storage in direct competition with national brands and held its own.

Number Crunching
Woodbridge Self Storage opened on May 12, 2025, comprising 10,820.36 square meters and 683 units across both stories. The facility immediately began to outperform projections. Occupancy continued to grow, from 15.7 percent in May to 35.8 percent in August. Including reservations, that number gets a boost to 44.7 percent. Plus, with a tenant mix of 45 percent residential and 55 percent commercial, the leasing model is stable and resilient. “Unlike nearby competitors—major national chains, some offering deep discounts—we have been filling units without promotions, relying on Woodbridge’s thoughtful design, convenience, and service,” says Mario.
Exterior view of the modern Woodbridge Self Storage building lit up at night, showing bright interior lights through large glass windows, illuminated signage, and vertical light accents.
Facility lit up at night
“The architectural layout, engineering solutions, and unique features incorporated into this project are unlike anything else in the marketplace, ensuring that our facility is not just functional but truly iconic.”

– Angelo DeCicco
Angelo adds, “Our lease-up performance over the initial opening months has been remarkable, providing clear evidence that our facility is not only unique in concept but also outstanding in execution. Few facilities can point to such rapid momentum so soon after opening, and we see this as a direct reflection of the innovation and strength of our vision, the design, our team, and our strategy.”
Redefining Self-Storage
From an initial single-story warehouse plan to a two-story architectural landmark, Woodbridge Self Storage embodies foresight, agility, and excellence. The project team overcame bureaucratic hurdles, midstream redesigns, and a hyper-competitive market to deliver something genuinely distinctive. But what makes Woodbridge Self Storage remarkable, and MSM’s International Facility of the Year, isn’t just its sleek architecture or impressive leasing stats. It’s the way every part of the project, from zoning battles to marketing strategy, was built on deliberate, forward-thinking choices. The owner’s had a unique vision. Engineering solved problems most developers run from. Operations delivered real value to tenants without gimmicks. And the community responded favorably.

In just a few short months, Woodbridge Self Storage became more than a storage facility. It became a benchmark for modern storage development—proof that innovation, adaptability, and customer focus can outshine brawn and budget. It’s truly a case study in how thoughtful design and operational discipline can turn a basic concept into something extraordinary.

“From the very beginning, this project was shaped by extraordinary vision, meticulous planning, and the ability to adapt to significant challenges in both design and construction,” says Angelo. “What started as a conventional development quickly evolved into something entirely new for the self-storage industry—a bold, innovative design that sets our facility apart and redefines the customer experience. The architectural layout, engineering solutions, and unique features incorporated into this project are unlike anything else in the marketplace, ensuring that our facility is not just functional but truly iconic.”

Congrats to Woodbridge Self Storage and all involved in the project! As MSM’s 2025 International Facility of the Year, it’s truly a standout on the global stage.

Brad Hadfield is MSM’s lead writer and website manager.
Development Team

Owners/Developers: Mario and Angelo DeCicco
Construction Company: Kintel General Contractors
Engineer: XTX Engineering Inc.
Architect: Giancarlo Garofalo Architects Inc.
Management Company: Woodbridge Self Storage
Access System: PTI Security Systems
Security Provider: CEG Group
Management Software: SiteLink
Roof: Las Roofing LTD

We don't follow trends - we build them.
40 Years. 150 Facilities.
1 Unmatched Development Team.

Bluebird doesn’t just develop storage—we build premium, institutional grade assets that dominate the market. With over eight decades of combined experience and a proven track record across North America, we know what it takes to win. Canada’s self-storage future belongs to those who can execute. That’s why it belongs to Bluebird.

To learn more visit bluebirdstorage.ca

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Facility Spotlight
Modern multi-story Pandora self-storage building featuring bronze-colored metal siding, large glass windows, and a yellow sign.
Pandora
Self-Storage
Kirkland, Que.
By Brad Hadfield
L

ocated on the western edge of Montreal, Kirkland is one of Quebec’s most desirable communities to call home, offering a blend of residential neighborhoods, major retail corridors, corporate campuses, and convenient highway access. To top it off, the new Montreal REM light rail system is reshaping the area’s transportation network. In short, Kirkland checked all the boxes for self-storage development and Pandora Self-Storage was ready to plant its flag.

An Ambitious Project
Pandora Self-Storage was founded by Robert Vineberg in partnership with Broccolini, one of Canada’s largest privately owned builders, developers, and investment managers, through the newly created Self-Storage Fund. Broccolini serves as the fund’s asset manager, while Pandora acts as development manager and property and operations manager.

To date, Vineberg has developed more than 1.6 million square feet of self-storage and managed more than $1 billion in real estate transactions. However, he’d spent the past decade focused on industrial, commercial, data centers, and other real estate asset classes. To mark his return to the industry, he wanted an ambitious project.

The land he was eyeing sat along the TransCanada Highway, one of the busiest roadways in the country, which would make the facility hard to miss. Pandora lives by the motto “See the Walmart, smell the McDonald’s,” and Vineberg could certainly see the retail: Walmart, Staples, Winners, a grocer, and the largest Canadian Tire in Quebec were all within throwing distance.

A sleek office lobby with wood panel walls, a long white desk, hanging lights, dynamic digital screens, and stacked moving boxes.
Rental office
A brightly lit hallway inside a storage facility showing clean concrete floors and secure white roll-up storage unit doors.
Interior units
An indoor loading bay area featuring concrete floors, a wide garage door opening to the outside, a fire extinguisher, and green moving carts.
Loading bay area
Two silver elevators set into a bright lime green accent wall, featuring diamond-plate metal wainscoting and a small floor map display.
High-speed, high-capacity KONE elevators
Branded moving boxes reading "Pandora mini-entrepôts" and "Broccolini" stacked neatly onto two low green moving dollies.
Handcarts and boxes available
The architectural scope of the project would also ensure Pandora itself caught people’s attention; spread across five stories, the Class-A property would encompass 150,000 square feet with 112,500 square feet of net rentable space. It would feature more than 1,000 drive-up, dock-level, and interior storage units, as well as a coworking component with 15 offices and three boardrooms.

But finding the right parcel was just the beginning.

“Many purpose-built storage facilities can feel cramped. This approach creates a more comfortable environment. It also makes financing easier. Banks and investors prefer buildings that have a second life because it provides an exit option if needed.”

– Robert Vineberg
In The Zone
Opened May 8, 2025, Pandora Self-Storage is the first self-storage development ever permitted in the town of Kirkland. However, that distinction did not come easily. Kirkland had historically opposed self-storage development and did not permit the use within its borders. Obtaining entitlement ultimately stretched beyond two years and, by Vineberg’s own account, became a lesson in patience and persistence. He compares the process to raising children. “The days are long, you’re the only one who seems to have a sense of urgency, and sometimes it feels like you’re negotiating against a brick wall.”

Pandora eventually secured a first zoning change that allowed self-storage, but the square footage was less than half of what the company hoped to build. That opened the door only slightly. To gain additional density, Pandora focused on education as much as design. The team worked to ensure municipal officials understood the self-storage business model, in particular the Pandora approach and how it serves businesses and residents. The inclusion of coworking space and a commitment to greenspace also helped reinforce community benefits. That eased concerns and laid the groundwork for a second zoning change, which ultimately allowed the project to be built as it stands today.

Forward Thinking
Even with approvals in place, Pandora knew that a standard building would never fit in with the city’s surroundings. “It was evident that we had to come up with something amazing that would satisfy the town, ourselves, and most importantly, the people of the community,” says Vineberg.

Working with GKC Architecture & Design, the team created a bespoke design that aimed to be highly visible, functional, attractive, and future-ready all at once. The result is a facility wrapped in contemporary, custom-fabricated, copper-colored panels and curtain wall glazing; as the light shifts throughout the day, the façade plays with shadow and reflection, giving it the appearance of a modern commercial building rather than a conventional storage facility.

Three smiling men standing in a modern lobby holding playful, hand-shaped photo booth props featuring thumbs-up and finger-heart signs.
Jason Pollard, Steven Pirollo, and Robert Vineberg
Pandora also designed the building with future adaptability in mind. The property could easily be converted to another type of commercial space, with basement and ground levels that can potentially be turned into parking. The site could even accommodate a future parking ramp without major structural or architectural modifications.

“Realistically, that sort of conversion will probably never happen, but designing it this way also results in a better building with more height and a feeling of openness,” says Vineberg. “Many purpose-built storage facilities can feel cramped. This approach creates a more comfortable environment. It also makes financing easier. Banks and investors prefer buildings that have a second life because it provides an exit option if needed.”

The Kirkland facility was carefully laid out for ease of access as well. Two separate high-security gates at either end of the site create a unidirectional traffic pattern and the entire property is access controlled with restrictions by floor, improving both security and efficiency. Its loading docks are set at 24 inches high, making them workable for most personal vehicles while also allowing trucks to line up flush or ramp down as needed. A large ramp provides grade-level access while ensuring full handicap accessibility.

Inside, customers have access to two high-speed, high-capacity KONE elevators in a large loading zone equipped with complimentary carts, jiggers, and washrooms. The coworking component adds another layer of service for small and medium-sized businesses, tying back to Pandora’s broader vision of supporting local entrepreneurs “one door at a time.”

Wide shot of the Pandora self-storage facility at twilight, showing illuminated interior storage units through large glass corner windows.
Photo Credit: Adrien Williams
A Solid Foundation
That same attention to detail extended to the building’s structure and systems. The superstructure is primarily cast-in-place concrete, which created a cleaner project that did not require the use of cement fire spray systems normally required for projects constructed out of steel. Electrical conduits were embedded within the slabs, creating clean ceilings and reducing surface-mounted elements. Because the site is in a seismic zone, the use of concrete enabled the team to minimize intrusive structural bracing that can interfere with storage unit layouts.

The top floor uses steel, reducing weight on the foundations and helping with rooftop water retention requirements, an important consideration in the region. Meanwhile, the fully electric facility features high-efficiency VRF climate-control systems, humidity control, heating, DLC Premium motion-activated lighting, and a reflective TPO roof membrane. The property is Zero Carbon Design Certified, and Pandora says its investment in green technology is expected to generate nearly $40,000 in annual operational savings, in addition to utility rebates and improved financing terms through a green loan.

Even the ground beneath the building posed challenges. The soil lacked the bearing capacity to support a project of this size, requiring piles. The building also includes a basement level that features the same design considerations as the upper floors. Pandora designed an expansive French-drain network tied into redundant pumps and a permanent standby generator to ensure the building remains dry at the desired humidity levels.

Open For Business
The team was determined to stay on schedule, but Mother Nature did everything in her power to push things off track. During excavation, Montreal was hit by what Pandora describes as the largest rainstorm on record, with more than six inches falling in less than an hour. The deluge flooded the city and filled the project’s 30,000-square-foot excavation pit, costing the team several days while the site was drained. Winter construction in Quebec brought another round of complications. “The construction team had to heat the site, curing concrete in a controlled manner,” recalls Vineberg. “And then there were all the other challenges that come from working with cold, frozen hands.”
“One advantage of starting from scratch is that our leadership team could take their collective experience of successes and failures and apply them to our platform. There were no legacy systems or procedures we were forced to live with.”

– Robert Vineberg
Despite it all, construction began in May 2024 and the facility opened a year later. The property is already more than 25 percent leased by units, ahead of underwritten absorption estimates.

Building from the ground-up presented several advantages. “One advantage of starting from scratch is that our leadership team could take their collective experience of successes and failures and apply them to our platform,” says Vineberg. “There were no legacy systems or procedures we were forced to live with.”

That philosophy extends to both operations and marketing. Pandora emphasizes employee training, professional development, and a collaborative culture, while its marketing strategy combines digital best practices, social media, community involvement, and advertising with a little tongue-in-cheek humor. “You should see the ideas that never make it through,” Vineberg says with a laugh.

With a prominent location, a distinctive design, strong sustainability credentials, and a carefully considered customer experience, Pandora Self-Storage has made an ambitious debut in Kirkland. More than just the company’s flagship, the facility represents a new chapter for self-storage in a market that once refused to allow it at all.

Brad Hadfield is MSM’s lead writer and web manager.
MetalCor Building Systems logo
A two-panel image showing teal indoor storage unit corridors on top and red outdoor drive-up storage units on bottom.
MetalCor Building Systems logo
Our Process: Idea, Design, Detailing/Engineering, Production
(226) 242-3043
No Tariff Exposure; Manufactured in Canada
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(226) 271-4295
A long, clean indoor corridor lined with bright white corrugated roll-up doors for self-storage units.
A close-up, selective-focus shot of a modern, heavy-duty grey sliding lock on a corrugated white storage door.
A factory worker wearing safety gloves installs hardware onto the end of a rolled-up metal storage door sheet.
Heavy-duty orange machinery presses down on a sheet of corrugated silver metal during manufacturing.
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Candid Conversations
Nylan Raufaste
Co-Founder of
Self-Storage.ai
By Brad Hadfield
Nylan Raufaste
M

any in the self-storage industry get into the business through family ties or a happy accident. Nylan Raufaste entered the business out of necessity. The Martinique-born French entrepreneur came to Canada in 2018 to study at HEC Montreal. As part of the curriculum, he was required to complete an exchange in another country.

“I had never been to Asia, so I chose to go to Singapore,” says Raufaste. “It’s modern and English is widely spoken, so it felt like a good place to spend a year.”

Knowing he would return to Montreal, as he loves Canada and Quebec, Raufaste didn’t want to take all his belongings, but he also didn’t want to be paying rent in two cities on opposite sides of the globe either. Naturally, he began looking for self-storage solutions online.

“I was having a hard time finding pricing, and I didn’t feel like calling around,” says Raufaste. “This was before COVID forced everyone to go contactless, and a lot of operators hadn’t yet posted their prices online—a lot of them weren’t even online at all.”

Raufaste gave up searching and stored his belongings in a friend’s garage. The problem had been solved, but his brush with the storage industry had just begun.

Entrepreneurial Spirit
While studying information technology at HEC Montreal, Raufaste’s interest in the university’s entrepreneurial initiatives grew. He recalls numerous contests and events, some in which participants were given only a set number of hours to develop an idea on the spot.
“It’s super risky to be an entrepreneur because the reality is that only one out of 100 startups in tech will actually become successful.”

– Nylan Raufaste
“The school really pushed students to build things, and I felt that drive,” says Raufaste. “I became involved in a few different initiatives and an association that helped students find job opportunities. I was trying to develop my skills and apply what I was learning in school to real life.”

Raufaste and several tech-minded classmates began meeting weekly to toss around ideas. Then it became more serious. “Over time, it became clear to many of us that we wanted to be entrepreneurs,” he says, acknowledging that there were some nerves on display despite their ambition. “It’s super risky to be an entrepreneur because the reality is that only one out of 100 startups in tech will actually become successful.”

They didn’t let that statistic stop them. “We’re young, and that’s the best time to take risks,” says Raufaste. “Twenty years from now, you may have a family, kids, a mortgage. It’s a lot scarier to take a risk then when you have big expenses and people counting on you, so that’s why we decided to do it now. And I think that was a very good decision for us.”

Storage Tech Startup
While in Singapore, storage was still on Raufaste’s mind, especially after hearing other students complain about the lack of available options. That’s when his first foray into the industry began.

“Me and [co-founder] Ange Blecon had the idea to create an Airbnb-style platform for self-storage where people with unused space at home could rent it to neighbors or friends so they could store boxes and other belongings,” he says. “Instead of going to a facility that might be far away, you could find someone in your neighborhood and store your things in their unused garage. They make money, and you pay less than you would at a facility, with the proximity benefit.”

Raufaste was aware of similar marketplaces in the United States, such as Neighbor, but the concept was new to Canada. The startup quickly ran into challenges. “There was a lot of hesitation about storing items from someone you don’t know. You never know what they may have packed in a box.”

Despite the platform being intended for peer-to-peer use, one operator decided to create a listing on the marketplace: Montreal Mini Storage. Raufaste was surprised and intrigued, so he decided to give them a call. “They were simply wanting to promote their storage units, regardless of platform,” he says.

That gave Raufaste and Blecon another idea: a marketplace comparing storage unit prices. He and his partner shuttered the peer-to-peer platform and created a new one where people could review units, compare prices, and rent online.

“We were basically generating leads for self-storage operators,” says Raufaste. “In terms of security, it was also better than working with the peer-to-peer model.”

Unfortunately, growth proved slower than anticipated. “In general, a marketplace is difficult because you have to spend money and energy acquiring both the supply and demand sides,” he says. “You only get paid when you make a connection between those two.”

To improve marketplace conversion, Raufaste realized they needed a tool to help users identify the right unit size. “We were able to identify this as a main challenge for people because many Canadians had never used self-storage before. They knew what type of items they wanted to store, but they didn’t necessarily know the number of square feet they needed.”

Three smiling colleagues pose in front of a self-storage.ai banner at a conference, wearing matching branded black shirts.
The Self-Storage.ai team
A laptop and smartphone display a 3D self-storage calculator website, showing how much space is needed for various items.
See It In Action!
Demo Self-Storage.ai
That insight led to the creation of SpaceStacker, a 3D visualization tool that shows how items can be packed into the ideal storage unit size. Raufaste compares it to Tetris that’s applied to the real-world logistics of self-storage. “There were already alternatives out there—calculators, size guides, videos, or photos of staged units—but we wanted something proprietary for the marketplace.”
Bootstrapping The Business
It wasn’t long before SpaceStacker began outshining the marketplace itself. Shortly after adding it to the site, operators began contacting Raufaste and Blecon asking to include it on their own websites. “That was unexpected but exciting,” says Raufaste. “Since growing the marketplace was proving to be a challenge, we closed it and went all in on the SpaceStacker project, becoming Self-Storage.ai in the process.”

The new direction made more sense. “Instead of trying to connect people with storage facilities, we had a product that could generate recurring revenue, with operators paying a monthly or annual subscription to access it.”

Was Raufaste concerned about taking clients in an industry he had never directly worked in? He shakes his head. “Even though none of us has ever worked at a facility or managed one, we’ve talked with a lot of operators over the years. When we had the pricing marketplace, we spoke with single-facility operators, mid-size operators, and large operators. We collected a lot of insight on how operators think and work depending on their size and their concerns.”

What concerned him and Blecon more was how they would bootstrap the new business. “There aren’t that many venture capitalists, investors, or family offices in Canada like there are in the United States and elsewhere,” says Raufaste. “It’s much more common to finance your company through grants.”

“… we’ve talked with a lot of operators over the years. When we had the pricing marketplace, we spoke with single-facility operators, mid-size operators, and large operators. We collected a lot of insight on how operators think and work depending on their size and their concerns.”

– Nylan Raufaste
Thankfully, the Canadian government has created initiatives designed to encourage innovation and support new companies within the country. That doesn’t mean the funding comes easily. “It’s an extremely competitive application process, and you also have to be supported by a government-approved entrepreneurial program.”

Self-Storage.ai found support from the Ministry of Economy, Innovation, and Energy in Quebec and has received substantial funding since 2021. “These grants are not debt, and you don’t have to give away equity in the company to receive them,” says Raufaste.

Of course, reporting requirements follow. “You have to keep reporting back to the government about how the funds are being used and how the company is progressing, but it’s non-dilutive funding, so the reporting requirements are a fair tradeoff.”
Ultimately, the government hopes those investments pay off. “They want you to build a company, create jobs, and help Quebec—and Canada in general—shine worldwide.”

Two professionals in blazers and jeans sit on a bright yellow tiered bench, smiling for a corporate photo.
Ange Blecon and Nylan Raufaste
How SpaceStacker Works
Today, Self-Storage.ai is a fully white-labeled tool that operates seamlessly on a facility’s website and helps increase conversions. “When people aren’t sure what size they need, maybe two out of 50 will reserve an oversized unit,” says Raufaste.

Most, however, either leave the site or call the facility for help. “Both outcomes create friction in the booking process and increase the risk of losing the rental. The real question is simple: Is losing conversions from many worth a couple of oversized rentals? Our clients and I say no.”

SpaceStacker improves the booking process by allowing users to select their belongings and visualize how they would fit inside different unit sizes using a 3D planner. “The user experience is better, website engagement and SEO are improved, and clients see more conversions and fewer dropouts,” says Raufaste.

Fewer phone calls also free up managers and agents for other tasks. If someone does call, staff can use SpaceStacker themselves to provide quick recommendations. To further demonstrate value, Self-Storage.ai tracks 3D planner engagement data and conversion rates for every client. As usage grows, the team continues refining the tool and introducing new features designed to make the process even more intuitive.

SpaceStacker is gaining traction across the industry and now serves clients across four countries, including Montreal Mini Storage with 24 facilities (coming full circle after having been the first facility to list on the original pricing marketplace).

Forward Thinking
The company may be called Self-Storage.ai, but does Raufaste ever see the technology venturing outside the industry? “Never say never, but we really like working in self-storage. It’s a cool industry and much more interesting than people think. Plus, it’s rather niche.”

With fewer tech start-ups focusing on the sector, he believes the opportunity for innovation remains strong. “There’s still a lot that can be done.”

When asked what’s next for the industry, Raufaste quickly points to customer experience. “There can be a lack of trust in the industry, especially among people who aren’t familiar with it,” he says. “Some of the recent pricing practices haven’t done the industry any favors either. Someone sees a price online, rents the unit, and then the rate skyrockets.”

He believes a shift toward more customer-friendly practices is inevitable. “In many ways, we’re solving the same problem I faced years ago in Montreal: helping people figure out exactly how much space they really need,” he says. “Even though our clients are operators and we’re helping them improve conversions, the end users of our solutions are tenants or potential tenants. They love using the product because it makes it easier to find what they need online and book online. We’re gamifying the experience a bit, so it’s a win-win for operators and their customers.”

It’s also a win for Raufaste, who, after a series of starts and stops, appears to have found his place as an innovator in the self-storage industry.

Two screenshots from a video call showing Nylan Raufaste speaking in a modern office space.
Neighborhood Watch
Before Self-Storage.ai, when Nylan Raufaste and Ange Blecon were trying to get their Airbnb-for-storage marketplace off the ground, they had to go back to basics. “We had no money and no listings,” recalls Raufaste, “so our strategy was to print flyers, walk around Montreal, and knock on doors with an iPad in hand to sign people up on the spot.”

On their first day out, they split up to cover more ground. As time passed, Raufaste realized he hadn’t heard from Blecon in a while. Calls and texts went unanswered. “I actually started to get concerned,” he says.

Eventually Blecon called back, and they met up again. As Raufaste began asking where he had been, saying he was nearly ready to file a missing persons report, Blecon simply grinned.

“We have our first listing,” he said, holding up his iPad.

As it turned out, Blecon had knocked on the door of an elderly woman who agreed to create a listing with one condition: He had to fix her WiFi first. He obliged. Then she asked him to set up her printer. Next came troubleshooting her computer.

A few cups of tea and two hours of free tech support later, Blecon finally convinced her to create the listing. Unfortunately, it didn’t last long.

That same evening, the woman called Blecon back furious, convinced he had installed a virus on her computer. “Obviously he hadn’t; she was just having more trouble with it, but that didn’t matter,” says Raufaste. “She pulled her listing down anyway.”

And that’s how, in the span of just four hours, the duo got a taste of both the highs and lows of start-up life.

Brad Hadfield is MSM’s lead writer and web manager.
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A graphic of the map of Canada composed entirely of hundreds of small human stick figures, symbolizing population demographics.
A Changing Landscape
Growth And Expectations For The Canadian Self-Storage Industry
By Robert Madsen
C

anada’s self-storage industry has evolved significantly over the past decade, transitioning from a niche real estate segment to a mainstream investment class. As we approach 2026, the sector is poised for continued growth, driven by demographic shifts, urban densification, technological innovation, and changing consumer behaviors. This article explores the key trends, opportunities, and challenges shaping the Canadian self-storage landscape in 2026.

Market Overview And Growth Projections
The Canadian self-storage market is expected to grow steadily in 2026, with national inventory surpassing 120 million square feet. According to industry analysts, demand will be fueled by a combination of residential mobility, small business expansion, and lifestyle changes. The sector has demonstrated resilience during economic downturns, and its counter-cyclical nature continues to attract institutional investors. Key metrics to watch include:

  • Occupancy Rates – National averages are expected to remain above 85 percent, with urban centers like Toronto, Vancouver, and Calgary maintaining even higher levels. Markets with new supply may see temporary reductions in occupancy while new facilities absorb supply.
  • Return to Seasonality – At the 2025 CSSA Eastern conference, most large operators noted that they had seen a return to seasonality trends in rentals and move-outs. Most large operators also noted that they had seen an increase in move-outs above historical averages in 2025. If this trend continues, it could negatively impact occupancies throughout the year.
  • Rental Rate Growth – Moderate increases in rental rates are anticipated, particularly in undersupplied markets, while markets with new supply may see slight rate reductions as these new facilities lease up to stabilization and offer incentives to attract new customers.
  • Continued Expense Increases – Although inflation has moderated over the past 12 months, we are still seeing outsized increases in insurance rates and property tax as well as continued pressure on wages. In some markets, we may see expenses increase faster than rental rate increases, leading to reduced NOI in 2026 when compared to 2025.
  • Development Pipeline – More than 3 million square feet of new supply is projected to come online, with a focus on multistory, climate-controlled facilities.
Demographic And Societal Drivers
Several demographic trends are contributing to the sustained demand for self-storage across Canada. Some of these may be nationwide, while others are provincially or locally focused:

  • Urbanization – As more Canadians move into urban centers, smaller living spaces necessitate off-site storage solutions. This is more prevalent in the prairie provinces, with Saskatchewan and Manitoba seeing their major cities continue to grow with both immigration and urbanization.
  • Aging Population – As the population gets older, more seniors are downsizing, leading to increased demand for transitional storage. Furthermore, families often use storage units to keep belongings they haven’t yet dealt with after the loss of loved ones.
  • Millennial and Gen-Z Consumers – These cohorts prioritize flexibility and mobility, often using storage during moves, travel, or lifestyle transitions. As home ownership levels decrease amongst this cohort, storage use continues to increase.
  • Immigration – Canada’s immigration targets continue to support population growth, increasing the need for residential and commercial storage. It should be noted, however, that many of the immigrants currently admitted to Canada are on a temporary basis or have limited financial means upon arrival. This could indicate that the impact on storage demand of immigration may be limited in the short term, as these groups do not have a need for or cannot afford self-storage upon arrival.
Rising consumer expectations are driving demand for temperature and humidity-controlled spaces. There is also a trend toward offering more amenities such as board rooms, co-working spaces, and high-end storage for wine and other collectables.
Development Trends And Supply Outlook
Developers are responding to demand and development challenges with innovative facility designs and strategic site selection. Key trends include:

  • Vertical Development – Multistory facilities are becoming more common in dense urban areas. In most major markets, land values make all but multistory development unfeasible.
  • Mixed-Use Integration – Storage is increasingly incorporated into mixed-use developments, offering convenience and maximizing land use. This trend has been for the most part forced by municipal planners as they look to increase employment and make more vibrant streetscapes in storage development.
  • Climate-Controlled Units – Rising consumer expectations are driving demand for temperature and humidity-controlled spaces. There is also a trend toward offering more amenities, such as board rooms, co-working spaces, and high-end storage for wine and other collectables.
  • Conversion Projects – Adaptive reuse of industrial and retail properties is a cost-effective strategy for expanding inventory. These are becoming especially popular in areas with outdated or underpriced industrial buildings. Conversion projects are much harder to make pencil in areas with high industrial land/building prices.
Investment Landscape And Opportunities
Self-storage remains a compelling investment opportunity across Canada in 2026. Key factors attracting capital to the industry include:

  • Stable Cash Flows – High occupancy and low operating costs contribute to predictable returns. These positive attributes, coupled with the recession-resistant nature of the storage industry, continue to be attractive to investors.
  • Fragmented Ownership – The market remains dominated by independent operators, presenting consolidation opportunities. Although consolidation is currently underway, it should be noted that in Canada, the number of “investment-grade” storage facilities is limited, and there are many large groups chasing these assets, which may keep prices elevated.
  • REIT Activity – Canadian and U.S.-based REITs are actively acquiring and developing assets. These groups are targeting primary markets; however, as these deals become harder to find, focus may shift into larger secondary markets in 2026.
  • Private Equity Interest – Institutional investors are increasingly allocating capital to self-storage portfolios. This was true in 2025, with both QuadReal and Brookfield entering the Canadian storage market with large acquisitions. The interest from both Canadian and American institutional investors remains high; more than likely, we will see new entries into the Canadian market from these players.

Emerging investment strategies include:

  • Secondary Market Expansion – Investors are targeting underserved secondary and tertiary markets. The number of groups starting to look to consolidate smaller market facilities continues to increase, especially as cap rates in these markets remain elevated when compared to larger primary markets.
  • Consolidation – There has been a push from larger operators to consolidate small owners in secondary and tertiary markets. As development slows, 2026 will see an increase in consolidation efforts as a way to increase efficiencies and grow platforms.
Challenges And Risks
Despite its strengths, the self-storage sector across Canada faces several ongoing challenges in 2026; the most common obstacles include:

  • Zoning and Permitting – Regulatory hurdles continue to slow development timelines. In major metropolitan areas, such as the GTA and Metro Vancouver, development timelines continue to be long due to planning department delays, strict design requirements, and long public engagement periods. This will continue throughout 2026, as very few municipalities are takings steps to address these issues.
  • Land Costs – At present, there is a major disconnect in many markets when it comes to development land value. Given the extended development windows, increasing expenses, and increased supply in some markets, buyers are hesitant to meet the expectation of sellers at present.
  • Competition – Increased supply in some markets may pressure rental rates and occupancy. Markets like Calgary and parts of Vancouver and Toronto may face some occupancy and rate issues as new facilities fight for tenants with incentives.
  • Property Tax Increases – In jurisdictions across Canada, property tax increases continue to be an issue, and this will continue in 2026. Although there have been some victories in B.C. as of late in separating the business value from the real estate value of properties, this is only the start of the process to get relief in the province. Other jurisdictions continue to push out sized increase on the industry despite its low demand on services and major positive impact on the economy of the cities facilities are located in. In Ontario, assessments have been frozen since 2016, and although 2026 will remain at these levels, the reassessment to current levels continues to be a threat that self-storage owners need to keep an eye on going into the future.
  • Slow Real Estate Markets – Residential real estate markets across much of Canada have yet to rebound from the declines experienced following the sharp rise in interest rates during 2022 to 2024, with transaction volumes frequently remaining at historic lows. As residential real estate is a significant factor influencing storage demand, any resurgence in this sector would likely contribute to improved occupancy rates.
  • Economic Uncertainty – Interest rate fluctuations and inflation could affect consumer spending and investment returns. More than 2 million mortgages are expected to be renewed in 2026, with June 2026 expected to be the peak of the renewal wave. These renewals in some cases will be at interest rates that are double the original rental rates. These higher interest rates will reduce discretionary spending power that could negatively impact storage use.

Operators should address these risks through comprehensive strategic planning, thorough market research, and operational excellence, while consistently monitoring industry trends throughout the year to help ensure a successful 2026.

Regional Highlights
Western Canada
British Columbia
Metro Vancouver remains a high-demand market with limited supply and strong rental growth. Vancouver Island as a whole continues to perform well, with population growth and economic development driving both occupancies and rental rates. The interior of B.C., although continuing to add supply, has seen population growth as well, and this should continue through 2026.

Alberta
Calgary and Edmonton are seeing increased development activity, supported by economic diversification and strong population growth. Secondary and tertiary markets in the province in some cases are seeing impacts from over development. All markets will be impacted if the trend of slowing residential real estate sales continues throughout 2026.

Saskatchewan
The storage market as a whole remains strong, and continued population growth and economic prosperity should help this trend continue throughout 2026. In some markets, development has reached the saturation point, and occupancies and rental rates will be impacted in 2026 because of this.

Manitoba
Manitoba’s self-storage market is overall slightly underserved but growing steadily, driven by housing constraints, immigration, and seasonal needs. High occupancy, stabilizing rents, and limited new supply create favorable conditions for operators and investors. However, development faces headwinds from zoning and financing costs, making acquisitions and conversions more attractive than new builds. Manitoba also suffers from some of the most oppressive property tax rates in Canada, making storage facilities less profitable despite high occupancy levels in many facilities.

Central Canada
Ontario
Toronto leads the nation in inventory and development, with suburban markets gaining traction. There is a risk of occupancy and rental rate issues in 2026 as new projects are delivered, however, this will subside as new facilities gain occupancy. Secondary markets will continue to see new development as lower land values attract investors away from the core municipalities.

Quebec
Montreal and Quebec City are experiencing new Class-A supply at a rate not seen before that will test the demand thesis in both markets. The entry of new sophisticated operators will more than likely increase prices in the long run, while also taking occupancy away from local operators with smaller marketing budgets.

Atlantic Canada
Nova Scotia and New Brunswick
These provinces are emerging as attractive secondary markets, driven by population growth and affordability. New facilities continue to be added to many primary and secondary markets, however some of these markets may experience an oversupply of new storage as population growth slows from the peak in 2024.

Technology And Operational Innovations
Technology is transforming the self-storage experience in 2026. New technologies as well as innovations using AI are starting to have far-reaching impacts in the industry.

  • Contactless Rentals – Online booking, digital access, and automated payments are now standard. Legacy properties that have not adopted systems to allow this will quickly fall behind facilities that do. This will be more pronounced in primary markets, but it had begun to spread into secondary and tertiary markets in 2025. The pace of this adoption will only increase in 2026.
  • Smart Security – AI-powered surveillance and biometric access enhance facility safety. In 2026, the costs of these systems as well as their quality will improve, making them available to all facility owners.
  • Data Analytics – Operators are leveraging data to optimize pricing, marketing, and inventory management. In 2026, the cost of these tools will continue to fall. Although not as impactful for small operators in small markets, some tools will find wide adoption in the industry.

These advancements improve customer satisfaction and operational efficiency, giving tech-savvy operators a competitive edge. As the cost of these tools fall in 2026, they will become more widely adopted, giving better customer experience as well as more efficiency to operators.

Looking Ahead
The Canadian self-storage industry is poised for significant transformation. We anticipate continued growth in emerging secondary markets, though operators must be mindful of potential oversupply as population trends evolve. Consolidation will also continue across the industry from primary markets with Class-A facilities to the secondary and tertiary markets with Class-B drive-up facilities. The adoption of advanced technology, including AI-driven security, contactless rentals, and powerful analytics tools, will accelerate, reshaping customer expectations and operational standards. Those who embrace these innovations will be better positioned to capture market share and deliver a superior customer experience. Ultimately, 2026 will be defined by increased competition, tech-driven efficiencies, and a greater emphasis on adapting to shifting market demands.
Robert Madsen is the president of the Canadian Self Storage Association and president of U-Lock Mini Storage Group.
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Inflate Your Funnel
Gimmick-Free Marketing For Attracting More Customers
By Jessica Johnson
T

he Canadian self-storage market is structurally positioned for operators who can be discovered first and quickly establish trust. Lower location saturation than the United States makes it possible for operators to rank in the top three positions on Google Search and Maps and dominate an entire trade area. Success in 2026 will require dedicated marketing strategies, smart budgeting, and ongoing optimization, not a “set-and-forget” approach.

While tactics differ between urban and secondary markets, the overarching objective remains the same. Your location needs to stand out from local competitors using a balanced mix of organic optimization and paid marketing. Local search engine optimization (SEO) remains one of the most effective and cost-efficient lead drivers in self-storage.

Urban Markets
Urban markets demand stronger digital execution due to higher competition. Success here will depend on visibility in:

  • Google Search and Maps – reaches customers with high intent;
  • Frictionless website experiences for fast-converting renters – gets potential tenants to the end goal quicker;
  • Robust paid advertising with retargeting strategies – helps facilities stay visible and remain top of mind during the decision-making process by executing multiple touchpoints prior to the decision; and
  • Disciplined reputation management that feeds insights back into future campaigns – signals Google and helps with SEO, plus provides ideas on creative and messaging of other campaigns.
Secondary Markets
Secondary markets require less aggressive paid spend and greater emphasis on the following to generate high-quality, low-cost demand:

  • Light paid search – You still need a level of a paid search strategy, but you are taking more of a defensive approach here versus an aggressive one.
  • Google Business Profile optimization – When done right, you can win an entire trade area in these types of markets.
  • Reputation management – Social proof will spread locally, and customers trust online reviews the same as word-of-mouth advertising.
  • Community involvement – Partnerships with local realtors, apartment lease managers, and movers who are interacting with your ideal customer profile (ICP) daily.
  • Strong physical signage – Concise signage with good messaging can assist in customer interest.
  • Selective use of traditional media, like direct mail – Extreme rural markets still rely on traditional media over digital.
Hyper-Optimized GBPs
A hyper-optimized Google Business Profile (GBP) is one of the most powerful tools available. Winning the Map Pack drives the majority of clicks and allows operators to pre-sell by showcasing pricing, unit types, amenities, access hours, and reviews. This builds instant trust, shortens the decision-making cycle, and reduces reliance on paid advertising. You can really shift the customer’s mindset from “I’m just looking” to “I’m renting here” with this level of optimization. When you optimize your Google Business Profile, you control the story the customer sees on Google.
Google Reviews Matter
Customer reviews are a critical trust signal. Operators must actively solicit reviews through in-person requests and automated follow-ups, like emails and text messages, then consistently monitor and respond to all feedback. Review volume combined with a strong star rating signals an active, credible business and directly influences rental decisions.
Keyword Strategies For Clicks And Conversions
A solid keyword strategy with high-performing keyword phrases will get you demand capture and gain clicks from people who are ready to rent. Your keywords are the backbone of SEO and paid search. The following examples should be considered during your keyword planning.

Core Primary Keywords
Google rewards businesses for a strong Google Business Profile and facility proximity, so “self-storage near me” or “storage units near me” remain primary core keywords among many others. These keywords also tell us the customer has extremely high intent to rent.

Geo-Modified Keywords
Applying geo-modified (city plus state and neighborhood or area modifiers) keywords like “self-storage Toronto” is another great strategy. These keywords help narrow down options for the customer and create less competition than “near me.” These keywords will also be a strong match to Google Maps, which is where you really want to show up.

Feature-Based Keywords
You built and operate a clean, modern, and safe facility. Now is the time to showcase that to your potential customers. While feature-based keywords like “climate-controlled storage” or “24-hour access storage” may not have massive volume when you review your analytics, they will pull very serious renters.

Unit-Size Keywords
If a potential renter already has an idea of the size storage unit they need, such as a “5-by-10 storage unit,” they are deep into the purchase funnel. These matter because they lead to fewer clicks but higher conversion rates; they are great for SEO content, your FAQ page, and size guide pages on your website.

Success in 2026 will not come from one-time campaigns or generic tactics. Operators who focus on being discovered digitally, providing seamless customer experiences, and utilize data-driven marketing will win market share, even in the busiest markets.
Problem-Driven Keywords
When you can articulate to a customer that your solution will solve their problem, this makes the decision process easier for them. These tend to be the most underused by self-storage operators, which is a miss. Keywords like “storage while renovating” or “winter storage” capture why people need storage and can lead to future ad campaign ideas for your business. You no longer have to guess customers’ needs. The customer is telling you exactly what they need. The more you can dial in your marketing tactics, the less money you will spend and the higher your conversion rates will soar.

Commercial And Business Storage Keywords
Another keyword strategy often overlooked that can be very profitable is commercial and business storage keywords. This includes keywords such as “business storage” or “storage for contractors.” These renters typically have a longer lifetime value (LTV), and their price sensitivity is usually lower because it is a business versus a personal expense.

Community Connection Is Still Relevant
The Canadian market has a high presence of independent operators with fewer big-brand competitors in certain markets. Make your messaging more concise to showcase that your facility is the best option. Using phrases like “locally owned and operated,” “Canadian owned,” “family operated,” and/or “serving the community since” will capture the attention of these customers. This messaging should be prevalent on your website and physical signage at your location. Part of your marketing strategy should be grassroots efforts, such as joining your local chamber of commerce, sponsoring local community events, establishing local business partnerships, and showcasing other businesses in your market.
Pricing And Promotional Strategies
While U.S. customers have become conditioned to the norms of flash promotions, first month free, or $1 move-in offers, the Canadian market is showing customers who are more price-stable. Operators do not have to rely on gimmicks to get renters in the door in these cases. Rate transparency will win by gaining customers’ trust. When the customer knows exactly what to expect, you have removed a large point of friction for them, resulting in better trust and faster rentals.
Seasonality Trends And Messaging Position
Canada is known to have more extreme winters. Climate and seasonality trends tend to be underused in Canada, missing a huge value-proposition opportunity that can be conveyed to potential customers. This is an opportunity to generate front-loaded demand. If you operate a facility that offers climate control, you should heavily promote this feature in your marketing strategy, as it will further build trust that the customer’s possessions will be protected at your facility’s location.

Success in 2026 will not come from one-time campaigns or generic tactics. Operators who focus on being discovered digitally, providing seamless customer experiences, and utilize data-driven marketing will win market share, even in the busiest markets.

Jessica Johnson is the director of marketing at The Storage Group.
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An Industry Mourns

Remembering Denee Burns, Chief of Staff at Bluebird Self Storage
By Brad Hadfield
Headshot of Denee Burns smiling directly at the camera. She has long blonde wavy hair and blue eyes, and she is wearing a white collared shirt, a pearl necklace, and a gray blazer against a softly blurred background.
An Industry Mourns
Remembering Denee Burns, Chief of Staff at Bluebird Self Storage

By Brad Hadfield

D

enee Burns was the kind of leader who made the self-storage industry, despite its rapid growth, feel smaller and more human. She believed that business could also be personal, building relationships first and trusting results would follow. Whether improving operations, shaping strategy, or mentoring colleagues, she focused on making a real difference, not just for companies but for the people within them.

Her recent passing has left a hole in many hearts among her family and loved ones and across the industry she loved. She passed away on Feb. 12, 2026, following a two-month battle with anaplastic thyroid cancer, a rare and aggressive disease.

Self-Storage Background
She served as chief of staff for Bluebird Self Storage and held the same role with Sunbird Storage in the United States. She also co-hosted two industry podcasts, “Clubhouse for Self Storage” and “Storage Stories,” with Jason Koonin, CEO of both companies. A strategic leader with deep roots in the self-storage industry, she previously founded Heartfire Consulting, where she advised real estate, technology, and nonprofit organizations on marketing, operations, and growth strategy.

Prior to her executive leadership roles, she was instrumental in expanding Tenant Inc.’s national presence, driving significant account growth and representing the company at major industry events. Earlier in her career, she managed national and international accounts for Storage Commander, helping expand operations into Australasia and South Africa while strengthening executive relationships worldwide.

“They feel safer with us and appreciate the cleanliness of the facility and courteousness of the staff. It’s something that can be implemented at other facilities to compete on quality over cost—and maybe put an end to the price wars.”

—Denee Burns
Four women from the Sunbird Storage team smile in front of a blue company sign with a bird logo on a yellow wall. Two women wear black company jackets, and one wears a yellow beanie.
The Sunbird Storage team
A large group photo of the Self-Storage Prayer Group standing and sitting together indoors. They are smiling at a conference or event, with many members wearing name badges on lanyards.
The Self-Storage Prayer Group
Denee Burns, Brad Hadfield, Lauri Longstrom-Henderson, and Jason Koonin smile at a conference. Lauri holds a pair of yellow socks with a bird logo, and three people wear event lanyards.

Denee Burns, Brad Hadfield, Lauri Longstrom-Henderson, and Jason Koonin

“Heaven gained an angel today,” Bluebird Self Storage posted on its LinkedIn page. “Our dear friend Denee Burns went home to be with the Lord. Denee is a light that shines wherever she goes. She brightens every room she enters. Her optimism and enthusiasm are contagious. When she wasn’t working, she was at her church or helping the homeless or the abused.”

She regularly contributed to stories for Modern Storage Media’s Messenger magazine and Self-Storage Canada. She was passionate about giving back, and even suggested the story published in September 2025, “Industry Generosity,” which highlighted the charitable work the industry does for others. “It’s not just about the bottom line,” she said. “Leadership must have heart and caring to set them apart.”

She wasn’t afraid to speak out about hot topics, like aggressive rate hike strategies. In her edition of “The Last Word,” published in the July 2025 issue of Messenger, she made it clear that an operator can compete with more than just a price tag—by caring about customers. “We strive to provide an exceptional customer experience, even though we charge more for rent,” she said. “They feel safer with us and appreciate the cleanliness of the facility and courteousness of the staff. It’s something that can be implemented at other facilities to compete on quality over cost—and maybe put an end to the price wars.”

Shana Kirton and Denee Burns smile together while wearing conference lanyards. They are inside a large, dimly lit arena with a performer on a brightly lit stage in the background.

Shana Kirton and Denee Burns

Jessica Johnson and Denee Burns pose together indoors wearing lanyards. Jessica wears a pink shirt, and Denee wears a black jacket with a bird logo and holds a beverage bottle.
Jessica Johnson and Denee Burns
Close-up photo of Denee Burns and Dusty Lucy smiling indoors. Dusty wears a patterned white shirt, a blue blazer, and a U-Haul lanyard.

Denee Burns and Dusty Lucy

An Outpouring Of Love
In the hours after the news of her passing was shared, colleagues from across the self-storage industry expressed their grief and shared memories of her leadership, kindness, and unwavering faith across social media. We regret that we can’t share them all, but here are some that demonstrate the impact she had on those she met and worked with.

“She was one of a kind. She left everyone better than she found them, and her smile was infectious. She loved what she did and focusing on non-profit partnerships was her specialty. That work gave her wings. Now she’s truly got them.”
Jason Koonin, Bluebird Self Storage/Sunbird Storage

“Denee was my colleague and a dear friend. She brought so much joy and happiness to everyone around her. She was smart, talented, and a true believer; she inspired me every day and I will miss her dearly. We must find peace knowing she is home in heaven and keep her family in our prayers.”
Shana Kirton, Bluebird Self Storage

“Denee was one of those rare people whose faith wasn’t just something she talked about—it was something she lived, every day. The last time I stood beside her was at the prayer gathering during SSA in September, a moment that feels even more meaningful now. She will be deeply missed across the industry, but her impact, her joy, and her faith will live on in the many people she encouraged and prayed with over the years.”
Thaddeus Campbell, S3 Partners

“Heaven gained another angel. Denee truly had one of the biggest hearts of anyone we’ve ever known. She could light up any room, always positive, full of energy, and constantly pouring into others. She was a giver through and through, always showing up, always supporting, always encouraging.
James Reid, Investa Capital

“Denee was such a kind soul. She will be deeply missed.”
Dusty Lucy, Farmers Insurance Group

Danielle Pancheri, Christina Powell, Denee Burns, and Michelle Wight-Sands smile while seated outdoors in white chairs on a sunny day with green foliage behind them.
Danielle Pancheri, Christina Powell, Denee Burns, and Michelle Wight-Sands
Theresa Gallas and Denee Burns smile together at an event. Theresa wears a plaid blazer, and Denee wears a tan wide-brimmed hat and a blue jacket with a speaker badge.
Theresa Gallas and Denee Burns
Denee Burns stands between two men, including James Reid on the right, in front of an indoor rock waterfall feature. All three are smiling and wearing corporate logo polo and t-shirts.

Denee Burns with James Reid (right)

“We never met in person, but Denee’s energy made it feel like we’d known each other for years. We connected for an interview on the podcast she co-hosted with Jason Koonin. She was deeply passionate about storage, and more so, people. She was a woman who truly embodied sisterhood. Warm, personable, and fun, she had a way of making everyone feel welcome. She kept in touch through small gestures of encouragement, always cheering on my projects and celebrating the successes of others.”
Margaux Chetrit, Montreal Mini Storage

“Rest easy Denee Burns. Your kindness and huge smile will be so missed. Taken way too young and way too fast. You brought such a positive attitude to not only the industry but to anyone who crossed your path.”
Jessica Johnson, The Storage Group

“I will miss my sweet friend and will miss her inspiring and uplifting prayers at our self-storage prayer group. Her hair was like a halo! Rest in peace sweet Denee, you are home now.”
Lauri Longstrom-Henderson, MSM

“Denee Burns’ passing leaves a hole in the heart of the self-storage industry. Her passion for learning and studying the word was an inspiration to me and so many others. Her faith gives me comfort knowing she is in heaven. I send my prayers and deepest sympathy to her family, friends, and our entire industry. She had a special gift for making everyone feel welcome, and she never forgot to capture the moments. She will be deeply missed.
CJ Stratte, Self-Storage Advisor

Her Self-Storage Legacy
She often returned to a simple phrase that captured how she approached both leadership and life: Iron sharpens iron. It reflects the belief that people grow stronger through encouragement and teamwork. But it was more than a biblical proverb she favored; it was words that she embodied. Those who worked alongside her didn’t just collaborate; they left sharper, stronger, and better for having known her. That may be the most fitting way to remember Denee: not only for what she accomplished, but for the strength she passed on to others.
Brad Hadfield is MSM’s lead writer and web manager.
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Sharpen Your YouTube Strategy To Rank On Google
By Giselle Aguiar
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Sharpen Your YouTube Strategy To Rank On Google
By Giselle Aguiar
H

ave you noticed when you do a search on Google that most results now feature what’s called the AI Overview (AIO) at the top? It’s a summary answer in response to the question or search query the user entered. Depending on the topic, relevant YouTube videos appear prominently in the AIOs. And since YouTube is the second-largest search engine next to its parent, Google, YouTube is a prime place to get great exposure when used strategically.

Unfortunately, many local businesses do not use YouTube effectively. You probably think that just recording a video and uploading it is enough, but it’s not. With a little extra effort, tweaking your YouTube strategy can make a significant difference in your results. These tips will help you increase views, subscribers, and conversions, which lead to sales.

Recently, I watched a webinar from Sterling Sky (www.sterlingsky.ca), an SEO agency that specializes in local search. It featured Jeremy Vest of Creator Unlock (www.creatorunlock.com). Here’s a summary of the two-hour webinar, plus additional tips. The link to the video is at the end.

YouTube Branding
You have only a few seconds to catch a potential client’s attention. They are thinking, “What’s in it for me?” or “How can you help me?” On YouTube, to be effective, you need to be memorable. Give viewers a reason to watch a video, then give them a distinct call to action (CTA). Here’s how to optimize your channel branding and description:

  • Under “Customize Channel,” then “Profile,” you can enter a full description explaining your business, who you help, and what types of videos will be or are included in the channel. You have 1,000 characters, so use them.
  • Have an eye-catching banner (cover graphic) that depicts your brand, facility, service, agency, or location; why you are better; and how you can help. Cover dimensions are 2048 x 1152 pixels; there’s a 6 MB file size. Make sure it looks good on all devices (desktop, TV, tablet, and phone).
  • Your brand’s logo icon and color scheme should be consistent throughout your website and other social media accounts.
  • Don’t put text in your banner or logo that’s too small and unreadable.
  • Add links to your website and other social media profiles.
  • Create a “Channel Trailer.” This is a short, two- to three-minute commercial of your business or the purpose of your channel. Designate this video as the channel trailer under the “Channel Customize Channel” “Home Tab.”
  • Create a “Handle” and “Custom URL” for branding.
YouTube location tagging
YouTube location tagging
YouTube Video Thumbnails
Every video should have a thumbnail. Don’t let YouTube pick it. Be intentional in your design. Look at video thumbnails of your competition and the people you follow in the industry. Which stand out? Which entice you to watch? Which are the ones you pass over?

  • The hero of the video should be featured on the thumbnail. Spotlight what you’re talking about. Brand recognition comes to play here. If you’re a facility, you want to build your company brand. However, for a realtor, advisor, or service provider, you want to build a personal brand.
  • The colors you use in your thumbnail make a difference. I wrote an article about color psychology that was published in the July 2025 issue of Messenger. For instance, yellow, orange, and red are colors that attract attention. Red and orange also stir up a sense of urgency. Thus, you see it used in CTA buttons.
  • Besides being eye-catching, the thumbnail should be enticing. Give them a reason to watch the video.
  • Be intriguing. Don’t reveal everything in the thumbnail. In other words, you don’t need the whole title of the video in the thumbnail.
  • Keep in mind that you’re competing with all the suggested videos that the algorithm shows the viewer on the side.
  • All videos should have a thumbnail, including shorts, because thumbnails are a stop sign for people to read the title.

It’s very easy to create a YouTube thumbnail with the free online graphic tools. Dimensions for horizontal videos are 1280 x 720 pixels and need to be under 2 MB file size. For shorts it’s 1080 x 1920 pixels (9:16 aspect ratio).

What about titles? On horizontal videos you get 100 characters for a title. Focus your main keywords in the first 50 to 60 characters for optimum visibility. Long titles will be truncated on search results and mobile devices. Put hot words in all caps; this applies to blog posts, too.

Short Vs. Long Videos
Short, Vertical Videos
“YouTube Shorts now average 200 billion daily views and YouTube plans to integrate additional formats, such as image posts, directly into the Shorts feed. This confirms what many marketers have already observed: Shorts are now YouTube’s primary discovery surface.” -Search Engine Journal

  • Shorts are easier and faster to make than longer, horizontal videos.
  • Include your own captions.
  • Be impactful.
  • Titles should be four to six words or 20 to 40 characters.

“Being good on YouTube isn’t good enough. You have to be effective.” -Jeremy Vest

Long, Horizontal Videos
People will sit and watch a longer, explainer video if they are learning something helpful. YouTube has more watch time on TVs than on smartphones.

Optimize Horizontal Video Descriptions

  • Descriptions are important because the AI search bots will grab the summaries and then feature the video if it matches the search query.
  • Are hashtags still relevant? Yes, but in the descriptions only, not in the titles!
  • YouTube will take the first three hashtags in the description and feature them under your title. Place hashtag-relevant keywords in your description. Furthermore, there is no limit to the number of hashtags you can have in a description.
  • Don’t forget to add the relevant keyword tags (not hashtags) before you publish it. This section is below the description.

Repurpose your YouTube videos to social media. Upload videos under 15 minutes directly to LinkedIn. You can also put them at the top of articles and use the transcript as your text. Similarly, upload videos as Reels directly to Facebook or Instagram.

Local SEO Tips
Everyone is on YouTube, including your target audience!

  • Always put your location, especially the description, hashtags, and keyword tags.
  • Stick to your specialty. Keep business and personal separate.
  • Become a master of your topic.
  • Focus on who you help and why it matters.
  • Feature any local community involvement where you participate as a business.

Jeremy Vest reiterated something that I say all the time regarding your target audience: “If you try to be everything to everyone, you’ll be nothing to no one.”

Some Additional Tips
After searching on YouTube for some examples of channels in the self-storage industry, I didn’t find any that really stood out besides some of the big guys and the investors. In fact, the investors, answering questions like “Can you make money in the self-storage industry?” caught my eye and had lots of subscribers and views.

Interestingly enough, the one channel that stood out for me was Extra Space Storage (https://www.youtube.com/@extraspacestorage/). Being the largest operator of self-storage facilities, their videos are professionally done; most are short commercials. However, the most popular ones are a series of stories.

People love stories! Tell stories! Make up stories! The trick here is to feature people who look like your target market(s).

Casual videos are OK for smaller facilities that may not have a budget for professional videos. Showcase storage tips, frequently asked questions (FAQs), and tell stories. Definitely show off any community service.

All in all, look at what your closest competitors are doing and create better videos more often than they do. If you need help with your video marketing strategy, visit my website and book a free Zoom call.

Giselle Aguiar, founder of AZ Social Media Wiz in 2011, is a social media content and digital marketing consultant and trainer. She’s been involved in internet marketing since 1995. Today, she specializes in strategic and tactical planning, social media setups, 1:1 digital marketing training and coaching, SEO copywriting, and WordPress websites. She is a trainer and mentor for the Arizona Commerce Authority as a founding mentor of its Digital Academy. Visit her website, AZSocialMediaWiz.com, for more information.
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News
  • CSSA Members’ Losses Spur GoFundMe Campaigns
    In March, the Canadian Self Storage Association delivered news about two losses impacting its members: the untimely deaths of a member’s facility team member and a member’s niece. Jason “Jay” Pollard, described as a warm and genuine person, possessed the natural ability to connect with customers and make them feel seen. He was a trusted facility manager who led with kindness and integrity, taking pride in his work and the property he managed. During a trip to Mexico with his daughter, a tragic accident claimed his life. This GoFundMe page has been created in his memory to help his young daughter with her future: www.gofundme.com/f/znafj-in-memory-of-jason-pollard.

    An unrelated GoFundMe page has been established for Sweet Frances McAdams, the four-year-old niece of Bliss Edwards, who succumbed to injuries sustained from a tragic accident. She is survived by her four older siblings and parents. To help her family, visit https://gofund.me/cbc7d2a5f.

  • Aerial view of a Pandora Self-Storage facility

    Pandora Self-Storage Expands Its Portfolio
    Pandora Self-Storage (Pandora Mini-Entrepôts) is expanding its network of storage facilities across Greater Montreal to meet growing demand from families and businesses throughout the region. The Canadian-owned and operated company currently serves Montreal residents through locations in Kirkland and Pointe-Claire, and it has a new Brossard facility opening soon at 3505 Boulevard Matte to serve the growing South Shore community. All locations offer 24/7 recorded video surveillance to help deter unauthorized access; customers receive personalized access codes for secure gate access. Climate-controlled units and packing supplies are available at all Pandora Self-Storage locations. Free moving carts and dollies are provided to make loading and unloading easier.
  • Janus International Announces New Door Replacement Mobile Application
    Janus International Group, Inc. has released Janus Rapid Replace, a mobile app designed to streamline self-storage door replacement quotes and orders. The Janus Rapid Replace app was built for self-storage owner-operators and facility managers who need a fast, reliable way to request quotes and submit orders to replace damaged or unsafe unit doors at their facilities. This first of its kind, self-storage door replacement app was built with simplicity and efficiency in mind. Janus Rapid Replace helps eliminate the guesswork and delays often associated with self-storage door replacement by guiding the user through screens to capture existing door details. The Janus Rapid Replace mobile app:

    • Automates the process of door documentation,
    • Streamlines the door replacement quote request process,
    • Removes the guesswork thanks to it user-friendliness, and
    • Eliminates (in most cases) the need for a site visit to confirm door details and measurements and can reduce the time to quote to two business days.

    The R3 Program by Janus International provides solutions to help self-storage owners optimize space, maximize revenue, and improve the overall quality of existing facilities. For the past 17 years, the Janus R3 team has been serving the self-storage industry with door replacements, hallway reskins, unit remixes, and relocatable storage “MASS” (Movable Additional Storage Structures) solutions. To meet the industry’s evolving needs, Janus has expanded its R3 program to include a broader scope of services, like office remodels, roofing replacements, security system upgrades, building renovations and repairs, and more. The Janus Rapid Replace mobile app is the latest innovation from the R3 team at Janus.

    For more information about the Janus International R3 Program, visit https://www.janusintl.com/self-storage/r3. To access Janus Rapid Replace on the App Store, visit https://apps.apple.com/us/app/janus-rapid-replace/id6758052520. To access Janus Rapid Replace on the Google Play Store, visit https://play.google.com/store/apps/details?id=com.janusrapidreplace.app.

  • SmartStop Selected As Top Climate-Controlled Storage Provider
    SmartStop Self Storage REIT, Inc. has been recognized by Newsweek readers as one of the top climate-controlled storage providers in the U.S. in the publication’s 2026 Readers’ Choice rankings. Among the companies included on the list, SmartStop was the highest ranked publicly traded self-storage provider, underscoring the strength of its brand, customer experience, and national platform.

    The Newsweek Readers’ Choice Awards are based on consumer voting and reflect the opinions of customers who interact with storage providers across the U.S. SmartStop’s placement highlights growing brand awareness and reinforces the company’s reputation for delivering clean, secure, and well-maintained climate-controlled storage options in major markets throughout North America. With a presence in major markets throughout the United States and Canada, the company has invested in modern storage environments designed to help protect customers’ belongings from extreme temperatures and humidity. As the highest ranked public company on the list, SmartStop stands out for its ability to deliver a consistent experience at scale while continuing to grow its presence in key markets.

  • Maple Leaf Self Storage Named Official Storage Partner Of Whitecaps
    The Vancouver Whitecaps FC welcomed Maple Leaf Self Storage as the club’s Official Storage Partner through the 2027 to 2028 season. As part of the partnership, Maple Leaf Self Storage served as the presenting partner of the all-Canadian “Maple Leaf Matchup” between Vancouver Whitecaps FC and Toronto FC at BC Place on Feb. 28, 2026, where the Vancouver Whitecaps FC defeated Toronto FC 3 to 0.

    “We’re proud to partner with Vancouver Whitecaps FC as their Official Storage Partner and to support a club with such a strong and lasting legacy,” said Terry Thomas, president of Maple Leaf Self Storage. “As a Canadianowned company that has been serving Western Canada for over 40 years, we see this partnership as a meeting of two organizations with deep roots, pride, and a longstanding commitment to community. The Maple Leaf Matchup is a great opportunity to celebrate Canadian pride, community, and the history behind two trusted brands.”

  • Exterior view of a strip mall with several retail storefronts along a sidewalk.

    SmartStop Acquires Parcels For Development
    SmartStop Self Storage REIT, Inc. has acquired a 1.75-acre parcel of land in Edmonton, Alta., for the development of a new Class-A facility in partnership with SmartCentres. Located at 8403 127 Avenue NW, the site is near the downtown area and offers strong visibility to southbound traffic along 82 Street NW. The development plans call for a four-story building with two elevators and approximately 99,650 net rentable square feet of climate-controlled storage space. Construction is slated to begin in the second quarter of 2027; a planned soft opening will commence in the third quarter of 2028. It will serve the neighborhoods of Balwin, Delton, Elmwood Park, Killarney, Calder, Sherbrooke, and Westwood.

    The REIT has also acquired the 1.78-acre land parcel at 1125 Finch Avenue in Toronto, Ont., for the planned development of a Class-A self-storage facility. SmartStop will undertake the development in partnership with SmartCentres. Approximately nine miles north of downtown Toronto, the proposed development will consist of a four-story, state-of-the-art facility with approximately 100,000 net rentable square feet and 1,100 climate-controlled units. Construction is scheduled to begin in the fourth quarter of 2026 and conclude by the fourth quarter of 2027. It will serve the established neighborhoods of York University Heights, Downsview, Black Creek, Humbermede, Glen Park, and Emery.

  • NationWide Self Storage Raises Funds for Charity
    NationWide Self Storage, which operates four facilities in British Columbia, raised $11,110 to support Covenant House Vancouver, a charity that provides safe shelter, food, health care, education, and employment support to vulnerable youth across the providence. The “Impact with Purpose Fundraiser” ran from Dec. 1, 2024, to Dec. 31, 2025. A portion of the first month for every new rental was donated even if the tenant’s first month was free. Participating facilities included 3680 E. 4th Avenue and 1223 E. Pender Street in Vancouver and 2337 King George Boulevard in Surrey. Funds raised through the campaign will help sustain these programs and expand their reach.
  • Exterior view of a large SmartStop Self Storage building

    Strategic Storage Trust VI Opens New Facility
    Strategic Storage Trust VI, Inc., a publicly registered non-traded real estate investment trust sponsored by an affiliate of SmartStop Self Storage REIT, Inc., has opened a new Class-A facility in Toronto, Ont. Located at 1983 Kipling Avenue, the five-story, climate-controlled facility offers approximately 90,300 net rentable square feet and features modern design, enhanced security, multiple elevators, and large indoor loading bays for convenient access throughout the building. Serving customers across Toronto, Rexdale, Mississauga, Brampton, Vaughan, Woodbridge, and North York, this property is the REIT’s 50th location in Canada.
  • Avenue Living Plans IPO
    Canadian real estate investment firm Avenue Living Asset Management Ltd. is planning initial public offerings (IPOs) for its $9.8 billion apartment-building and self-storage portfolios. It recently launched reviews of its privately owned 23,000-apartment portfolio, the Avenue Living Real Estate Core Trust, and the Mini Mall Storage Properties Trust. It expects to complete the review by the end of June.

    Avenue Living executives have recommended that the two trusts go public on the Toronto Stock Exchange as real estate investment trusts (REITs). According to a press release, trustees for each portfolio are “evaluating a transition to public markets alongside other strategic alternatives to ensure the optimal structure for long-term value creation.”

    The two processes are taking place independently and may result in different outcomes. The pair of offerings could create public companies worth more than $3 billion, based on the value of comparable publicly listed REITs. The Mini Mall trust has returned 11.1 percent since its inception in 2020 and acquired 3.5 million square feet of storage space over the past 12 months for $887 million. Trustees will consider all options, including takeover offers if any materialized.

    Cofounders Anthony Giuffre and Jason Jogia and the executive team have significant investments and will retain their stakes if the trusts execute the IPOs, saying taking them public will give their management team additional access to capital for expansion.

  • A group of executives applauding at the New York Stock Exchange podium for SmartStop Self Storage.

    SmartStop Rings Opening Bell At New York Stock Exchange
    On April 2, 2026, SmartStop Self Storage REIT, Inc. rang the opening bell at the New York Stock Exchange (NYSE). The ceremony commemorated SmartStop’s one-year anniversary as a publicly traded company on the NYSE. Since its listing, SmartStop has continued to expand its platform, strengthen its operating capabilities, and deepen its relationships across the investment community. Over the past year, SmartStop has advanced several key strategic initiatives, including the successful transaction with Argus Professional Storage Management to further enhance its third-party management capabilities and broadened its operational footprint.
  • Four professionals sit on a stage participating in a panel discussion
    SmartStop’s Executive Vice President Bliss Edwards speaks into a microphone during a panel discussion

    Bliss Edwards Serves As Panelist At Vancouver Real Estate Forum
    SmartStop’s Executive Vice President Bliss Edwards participated as a panelist at the Vancouver Real Estate Forum on March 31 and April 1, 2026, at the Vancouver Convention Centre (West Building) in Vancouver, B.C. The panel discussion, “Exploring Alternative Assets: From Self-Storage and Seniors & Student Housing to Data Centers – Where Are Investors Flocking Next?” was held April 1.

    Per the discussion, there continues to be strong interest from domestic institutions and private capital in the Canadian self-storage sector, although overall participation still trails the U.S. market. Key investment drivers include stable cash flow, opportunities for operational upside, and persistent supply constraints in major markets. While valuations have increased, investors emphasized the importance of understanding the underlying story behind each acquisition; disciplined underwriting remains critical, with a focus on pursuing assets that align with long-term strategy rather than chasing every opportunity. Operational sophistication in the sector has evolved significantly, with revenue management strategies, digital marketing capabilities, and enhanced customer experience now playing a central role in driving performance. Development activity remains challenging in markets like British Columbia due to regulatory and cost barriers, but well-executed projects can deliver strong long-term value.

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CSSA Update
Young Leaders Council Update
Fostering The Next Generation Of Self-Storage Leaders
By Shannon Conaghan
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Young Leaders Council Update
Fostering The Next Generation Of Self-Storage Leaders
By Shannon Conaghan
I

n 2025, Matt Buck of UltraStor proudly hosted two Young Leaders networking events on behalf of the Canadian Self Storage Association (CSSA), reinforcing a shared commitment among self-storage industry frontrunners to cultivating the next generation of leadership within Canada’s self-storage sector. Designed to bring together emerging professionals from across the sector, these events created intentional spaces for meaningful connections, conversations, and long-term relationship building.

As the self-storage industry continues to evolve, driven by technological innovation and development, shifting customer expectations, and changing real estate dynamics, the importance of strong, forward-thinking leadership has never been greater. Recognizing this, the CSSA has placed a growing emphasis on engaging young professionals and providing them with opportunities to connect with peers who are navigating similar challenges and opportunities. These Young Leaders events reflect that strategic focus of investing in people today to ensure a resilient and innovative industry tomorrow.

A Memorable Evening In Whistler
The first of the events took place in Whistler at the Westin Resort & Spa, a bright, scenic location nestled in the B.C. mountains just north of Vancouver. Surrounded by the energy and natural beauty of Whistler Village, the setting offered an ideal backdrop for an evening centered on connection and collaboration. Attendees gathered at the iconic Longhorn Saloon, where Buck welcomed guests to enjoy appetizers and refreshments in a relaxed, informal atmosphere.

From the outset, the tone of the evening was open and engaging. Rather than a structured seminar or formal presentation, the event was intentionally designed to foster organic, productive conversations. Professionals attended representing storage operators, management companies, suppliers, insurance providers, and other affiliated businesses, giving them the opportunity to step away from the day-to-day demands of their roles and connect with emerging industry leaders on a more personal level.

Conversations ranged widely—from operational efficiencies and digital marketing strategies to customer experience trends and team development. Many attendees discussed how automation, online rentals, and data analytics are reshaping facility management, while others shared insights into local market conditions and expansion plans. For some, it was their first opportunity to meet peers from outside their own organization and begin to grow a network of meaningful collaborators, while for others, it was a chance to reconnect with colleagues and strengthen existing relationships.

The Whistler gathering highlighted a key reality: While companies may compete in certain markets, the entire industry benefits when professionals collaborate, share knowledge, and elevate standards together. By the end of the evening, business cards, LinkedIn profiles, and refreshments had been exchanged between new and old associates, and plans were discussed for future collaboration.

Connecting Canada’s Storage Community In Toronto
The second Young Leaders event was held in Toronto at Hotel X Toronto, a five-star tourist hotspot on the shore of Lake Ontario. The group convened at Valerie, the hotel’s rooftop restaurant, offering panoramic views of the city skyline and waterfront. The vibrant urban setting provided a dynamic contrast to the mountain atmosphere of Whistler, yet the evening’s objective remained the same: to bring emerging leaders together in a space that encourages dialogue, learning, and community building.

Throughout the evening, attendees shared insights into their professional journeys and the diverse paths that led them into the self-storage industry. Some came from real estate or property management backgrounds; others transitioned from finance, marketing, or operations. These varied perspectives enriched the discussion and highlighted the diverse and growing nature of the industry itself.

Participants spoke candidly about the opportunities and challenges facing their businesses and organizations. Topics included development and site acquisition in competitive markets, navigating municipal regulations, leveraging technology to streamline operations, and strengthening brand positioning. Several attendees emphasized the importance of data-driven decision-making, while others discussed how customer expectations around convenience and security are beginning to influence facility design, management styles, and service offerings.

Beyond operational discussions, the Toronto event also touched on leadership growth and development. Emerging professionals reflected on the importance of mentorship, continuous learning, and building resilient teams. Many attendees noted that while technical expertise is essential, the ability to lead with integrity, communicate clearly, and adapt to change is equally critical in today’s changing environment.

As in Whistler, the informal format encouraged open dialogue. Conversations flowed easily, with smaller groups forming and reforming throughout the evening. The result was not only expanded professional networks but also a deeper sense of shared purpose among those shaping the future of Canadian self-storage.

Building Cross-Company Connections
Both events brought together professionals from across the self-storage ecosystem, including operators, owners, developers, insurance specialists, technology providers, and other industry partners. This cross-section of roles is particularly valuable in a sector where collaboration often drives and inspires innovation.

By connecting individuals from different segments of the industry, the Young Leaders events helped participants gain a more comprehensive understanding of how their work fits into the larger industry landscape. Operators were able to better appreciate the perspectives of suppliers and service providers, while vendors gained insight into the day-to-day realities faced by facility managers and ownership groups. These conversations foster empathy, alignment, and ultimately create more effective partnerships.

Importantly, the relationships formed at these gatherings extend beyond a single evening. Networking in a relaxed setting lays the groundwork for future conversations—whether that means seeking advice on a new development project, exploring potential partnerships and growth opportunities, or simply exchanging best practices. Over time, these connections contribute to a stronger, more cohesive industry.

Investing In The Future
The CSSA’s commitment to supporting the industry’s young professionals reflects a broader understanding that leadership development does not happen by accident. It requires intentional effort, mentorship, investment, and strong opportunities for engagement. By sponsoring and promoting events like these, the Canadian Self Storage Association continues to demonstrate its dedication to long-term industry growth.

For Matt Buck and UltraStor, hosting the Young Leaders gatherings was both an honor and a responsibility. Providing a welcoming environment for peers to connect aligns with the belief that a thriving industry depends on collaboration and shared learning. When emerging leaders feel supported and connected, they are better equipped to drive innovation, create growth, and uphold ambitious standards within their organizations.

These events would not have been possible without the generosity of the CSSA’s sponsors: Cowan Insurance Group, Janus International Canada, StorageVault, TBS, and Tripemco Insurance Group.

As Canada’s self-storage sector continues to expand and evolve, the need for capable, forward-thinking leaders will only increase. Initiatives like the 2025 Young Leaders events in Whistler and Toronto play a crucial role in mentoring, developing, and preparing the next generation of industry leaders. By bringing talented professionals together, encouraging dialogue, and fostering lasting relationships, the CSSA and its partners are helping to shape a vibrant and resilient future for Canadian self-storage.

Through connection, collaboration, and a shared commitment to excellence, the next generation of leaders is not only being supported, but it’s also being empowered.

Future Events
Our next gathering of the Young Leaders Council will be held in May of 2026 at the upcoming 21st Annual CSSA Western Canadian Conference and Trade Show. The conference is once again being held in the breathtaking mountain ski town of Whistler, B.C., at the Westin Resort and Spa. We look forward to welcoming our young leaders for an engaging evening of fun, food, and refreshments. Hosted by Matt Buck of UltraStor, the YLC event is sure to be a great evening of sharing, learning, and laughter!
Shannon Conaghan is a director of the Canadian Self Storage Association. She has worked in the storage industry since 2009 and currently serves as the operations manager of Space Place NW Storage in Calgary.
Be Part of Self-Storage History
2026 Industry Awards | Presented by MSM
Be part of self-storage history by entering MSM’s 2026 Facility of the Year competition!
Enter your Canadian facility for the international category. The winner will be featured in the December 2026 edition of Messenger magazine and the spring issue of Self-Storage Canada. Submit your facility for a chance to win! Deadline is August 31st, 2026!
Enter your Canadian facility for the international category. The winner will be featured in the December 2026 edition of Messenger magazine and the spring issue of Self-Storage Canada.
Submit your facility for a chance to win! Deadline is August 31st, 2026!
Winners to be announced LIVE and on stage!
MSM THE Show 2026, Presented by Janus International Group. Nov. 4-6, 2026. Georgia World Conference Center in Atlanta, Georgia.
Final Nominees Attend THE Show for FREE!
For the first time ever, MSM’s Industry Awards will be announced LIVE, on stage at our first annual trade show and conference! Final nominees will be offered two (2) free attendee registrations to experience what THE Show has to offer. Don’t miss your chance to accept your award during the Red Carpet Awards Gala! Learn more about THE Show: msmtheshow.com
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Winner’s Prizes: 2026 Facility of the Year winners will receive a trophy and will be featured in upcoming issues of Messenger magazine, Self-Storage Canada, on our website, and in our newsletters. Categories: Overall Facility, New Facility, Conversion, Smart Facility, Construction, and International.
Entry Guidelines: Physical & digital entries are welcome! Tip: The more information and photos you give us, the more likely you are to be crowned a winner!
Scan the QR Code or visit the URL below to read our full guidelines and to complete your Internatiional FOTY submission. www.modernstoragemedia.com/msm-awards
Questions? Email Poppy Behrens: Poppy@modernstoragemedia.com
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Buyer’s Guide
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CSSA Calendar of Events
June 2026
CSSA Complimentary Luncheon in Montreal, Que.

Date: TBD, Location: TBD

CSSA Complimentary Luncheon in Quebec City, Que.

Date: TBD, Location: TBD

September 2026
CSSA Complimentary Luncheon in Calgary, Alta.

Date: TBD
Location: Sheraton Cavalier Hotel at 2620 32 Avenue NE, Calgary, AB

CSSA Canadian VIP Networking Reception

Date: Sept. 8, 2026
Time: 6 p.m. to 7:30 p.m.
Location: Self Storage Association conference at Aria Resort & Casino in Las Vegas, Nev.
Details: Please plan to join us for this complimentary Canadian-Only VIP Networking Cocktail Reception.

CSSA Complimentary Luncheon in Edmonton, Alta.

Date: TBD, Location: TBD

CSSA Canadian Hop Topics Panel Discussions

Date: Sept. 10, 2026
Time: 8:30 a.m. to 9:45 a.m.
Location: Self Storage Association conference at Aria Resort & Casino in Las Vegas, Nev.
Details: All Canadian self-storage owners and staff registered to attend the SSA fall conference are welcome. To register and for more information, visit www.selfstorage.org.

November 2026
CSSA Operators Certification Course

Date: Nov. 3 and 4
Location: Hotel X at 11 Princes’ Boulevard in Toronto. Ont.

21st Annual CSSA Eastern Canadia Conference and Trade Show

Date: Nov. 5, 2026
Location: The Automotive Building – Exhibition Place at 105 Princes’ Boulevard in Toronto, Ont.

21st Annual CSSA Eastern Facility Tours

Date: Nov. 6, 2026
Details: Participants take a luxury motorcoach to three unique and interesting self-storage facilities in Ontario. Snacks and lunch are provided.

For more details and to register for any of these upcoming Canadian Self Storage Association events, please visit www.cssa.ca.

Note: When contacting the hotels for your guestroom accommodations, please be sure to mention that you are a part of the CSSA group to take advantage of our special discounted guestroom rates.

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Contact the CSSA

PO Box 43
Rosseau, Ont.,
Canada P0C 1J0
(888) 898-8538
info@cssa.ca
www.cssa.ca

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Last Word
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Partner Up!
By Jeff Herszkowicz, General Manager of Farrell Enterprises Limited
I

n an industry built on access, timing is everything. The ability to serve customers in the moment—leasing units, supplying operational essentials, and stocking retail shelves—is more than a benchmark in the self-storage world. It’s the promise we make every day.

We make that promise in a marketplace defined by competition.

Whether we welcome it or not, competition shapes us. It challenges our pricing, sharpens our service, and tests our resolve. Economic pressures influence decision-making. Accountability to shareholders and ownership raises the stakes. The margin for error narrows. Yet, if we’re honest, competition is not the enemy. If handled correctly, it makes us better.

The difference lies in the angle we choose.

Success hinges on the partners we select and the standards we uphold. Choosing the right partners is rarely simple. We ask the obvious questions: Do they offer what we need? Do they understand our business model? Can they help us grow?

But perhaps the most important question is quieter: Do they understand our vision?

Shared vision transforms a transaction into a relationship. Every partnership requires its own strategy, its own rhythm. But alignment, “true alignment,” is what turns effort into momentum. Going the extra mile sounds admirable, and sometimes it is. Yet sustainable success isn’t built on occasional heroics. It’s built on consistency—on partners who show up every day with solutions, optimism, and a genuine commitment to mutual growth.

Exceptional experiences matter—so does practicality. The strongest business relationships aren’t defined by grand gestures; they’re defined by reliability, collaboration, and trust. The personalities behind those partnerships are the bonus. In today’s digital-first environment, much of our interaction happens through screens. We are an email, a text, a virtual meeting away from one another. Artificial intelligence is reshaping how we communicate and operate. We must remember: Behind every keystroke is still a person, behind every decision is someone who’s accountable, and behind every success is a team.

That human element remains our greatest competitive advantage.

As we navigate an increasingly demanding landscape, let’s not lose sight of what truly drives long-term success: aligned partnerships, shared accountability, and the resilience to adapt without losing our core purpose.

The last words: Stay strong, stay accountable, and keep moving forward.

Partner up!

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REACH OUT TODAY
Jan Belik
Business Development
416.358.5991
jbelik@storagevaultcanada.com
storagevaultcanada.com
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Thanks for reading our Spring 2026 issue!