osting events at self-storage facilities gives owners and managers a good way to promote their businesses locally, providing networking for tenants and other local businesses and giving attendees an enjoyable experience.

Industry veterans say creating a successful event requires careful planning, including preparing the event space, providing adequate parking on site or near the facility, getting municipal permits if necessary, having sufficient liability insurance, and promoting the event.

Diane Gibson, president of Phoenix-based Cox’s Armored Mini Storage Management, Inc., said the main purpose of holding events “is to expose the brand and the facility to the local public.”

Cox’s Armored Mini Storage Management has 17 facilities in its portfolio, all of which are in Arizona. The company has hosted four types of events: grand openings, customer appreciation days, local business days, and Halloween and Christmas celebrations.

Gibson stresses the need to “spend the time necessary to make (your event) a success” and “put a big focus on marketing.”

“For the manager and staff, it’ll be pretty underwhelming if you don’t take the time to market it well,” says Gibson.

If, for example, the event celebrates a grand opening and the local chamber of commerce is involved, the chamber will promote it.

In addition to the local chamber of commerce, Cox’s Armored Mini Storage Management also promotes its events within its facilities’ buildings to other businesses through on-site signage and traditional advertising means (via physical mailers and email marketing) and online (Facebook, Instagram, and Google My Business) starting two to three months before the event.

The company typically doesn’t budget separately for events, choosing to include them in its annual marketing budget. Gibson, who calls the company “frugal,” says it charges attendees for business day events but doesn’t charge for most of its other events.

Location and marketing are the keys to success, according to Mike Schofield, owner of Phoenix-based Schofield Insurance Group. “These events could be that turning point in letting people know about the facility,” he says.

Promoting the event is just as important as preparing for it, says Sarah Beth DeFazio, vice president of sales and development for Atlanta-based Universal Storage Group. “After all, people can’t attend if they don’t know about it. Use a mix of marketing channels to reach your audience … Think beyond your own efforts, too. Partner with local businesses by asking for raffle donations and cross-promoting each other. Not only does this increase exposure, but it also builds goodwill and a sense of community.”

Promoting your event “isn’t just about filling seats,” says DeFazio; it’s also “about connecting with your community, building relationships, and highlighting your facility as an active, engaged part of the neighborhood.”

Insufficient marketing means “you could have a bomb and just sit there all day with nothing happening,” adds Carol Mixon, owner of SkilCheck Services.

Basic preparation includes common sense items such as routine cleaning; configuring the space for seating, social interaction, and presentations; and providing food and beverages, Mixon says. And make sure you have staff on hand to manage the event and rentals that might come from it that day.

Preparation begins “long before the first guest walks through the door,” says DeFazio. “Ideally, all of your major events for the upcoming year should be planned by October of the year prior. Larger events often require 90 days or more to organize properly, so give yourself plenty of lead time. On the day of the event, your facility should be spotless. This is your chance to showcase your property at its best, so treat it as a stage for first impressions. Pay extra attention to routine cleaning and ensure that every space shines.”

What’s the most important thing to have in place when hosting an event at a self-storage facility?

“The bottom-line answer is insurance,” says Scott Zucker, a self-storage lawyer and a partner with the Atlanta-based law firm Weissmann Zucker Euster + Katz P.C.; author of Legal Topics in Self Storage: A Sourcebook for Owners and Managers; and a partner in the Self Storage Legal Network, a subscription-based legal service for storage owners and managers. “If they are doing a special event at the facility, they need to check with their carrier about whether their standard commercial general liability policy will cover injuries and damages. If not, then get a policy specific for coverage for the event.”

Ashley Oblinger, Weissman Zucker’s senior counsel, said that, from a legal perspective, an event is a “big undertaking” because it’s not what a self-storage facility normally does, and it brings non-tenants into the facility. “Every facility’s lease should have a waiver or limitation of liability where the facility doesn’t have liability for damage to property stored,” Oblinger says. “There’s a risk that you could negate that liability [coverage] by bringing in non-tenants for an event. Get insurance to cover guests coming onto the property from personal injury and property damage. And part of that you can get it to cover liability for damage and theft of tenant property.”

Having all attendees sign a release or rider—“some sort of indemnification”—is also an option, says Oblinger, but a release alone “won’t stop people from suing.”

“It might be best to look into hiring someone to put on the event, including permits and insurance,” Oblinger says. “Security for the event, selling tickets—hire it out so you’re not stuck with all the liability.”

Per Gibson, Cox’s Armored Mini Storage Management gets approval from its insurance company for all events other than customer appreciation days. Its regular insurance already covers tenants; the company also requires local businesses that get a booth at the event to sign an insurance waiver.

General liability coverage is the main insurance consideration for events because attendees often aren’t tenants, says Schofield, who advises operators to consider buying an event liability policy. “In preparation, the owner should do a walk around the facility before and the day of the event,” he says. “Look at the building itself and make sure the exterior has no damage that could cause injury.”

For nighttime events, such as a carnival with vendors, Schofield suggests getting insurance certificates from vendors with general liability limits that match your coverage against injuries on the property. Ensure proper lighting and consider leasing lighting equipment to increase safety and security.

Ensure that all units’ doors are closed, fill any potholes where attendees will walk, and if it’s wintertime, keep the grounds free of snow and ice on walking areas, adds Schofield. Plus, have security cameras to review any incident that occurs, with or without events.

Consider hiring a professional parking company that will provide an insurance certificate and direct attendees where to park. “You always look to transfer your risk to as many other people as possible,” says Schofield. “Parking also might need additional lighting and security.”

Parking presents one of the most common challenges for events, according to DeFazio, who recommends preparing a solid plan with the following:

• Traffic control – Consider hiring an off-duty police officer or security expert to direct traffic.
• Overflow options – Ask neighboring businesses about using their parking lots, especially if they’ll be closed during your event.
• Clear communication – Use signage, maps, or attendants to guide guests to parking.

“Being proactive about parking ensures a safer, less stressful experience for attendees and shows that your facility is organized and considerate,” she says.

Many kinds of facilities have permits in place, but fewer storage facilities do, Oblinger says. To keep events in compliance, he advises operators to contact the city’s permitting department and learn about noise ordinances and requirements for alcohol sales.

Schofield adds, “Any lawsuits will look at what you failed to do or did wrong.”

It’s always a good idea to ask attendees for comments on the event and ideas to improve future ones.

“We’ll be at the entrance and have a takeaway and get their email addresses,” Gibson says. “Sometimes we send them a survey. We always try to gain their information for potential customers and to better plan events. One manager has attendees fill out a little and enter a drawing for a free storage unit for six months.”

DeFazio reminds operators that the event doesn’t end when the last attendee leaves. Treat the event as a learning opportunity. “Always ask attendees for comments and suggestions, either in person, through a short survey, or via follow-up email,” she says. “Their feedback will give you valuable insight into what worked well and where you can improve. With each event, a little effort and adjustment will help your gatherings grow stronger year after year, ensuring they remain memorable, well-attended, and impactful for your community.”