his past October, I had the privilege of attending my first European self-storage conference: the FEDESSA (Federation of European Self Storage Associations) event in Stockholm, Sweden. The 20th Anniversary conference was themed FEDESSA’s “Greatest Hits,” and it truly lived up to the name. The blend of nostalgia, innovation, and community made it an event to remember—it was an absolute highlight of my career in the self-storage industry.
As Rennie Schafer, FEDESSA’s CEO, said, “This conference was great fun to pull together, and it was amazing how the delegates and exhibitors embraced the theme. Bringing back some of our most popular speakers from the past 20 years was highly anticipated, and they all delivered. There were certainly no second-album fadeouts, as all the speakers adapted their presentations to reflect how the industry has changed and where it’s headed.”
The creativity extended to the conference language, with “pre-sale tickets” replacing “early-bird registrations,” “jamming sessions” instead of meeting rooms, and more. It set the tone for an event that was as innovative as it was informative.
One of the many voices at the FEDESSA conference highlighted the unique differences in how regions approach self-storage innovation. Michelle Otto, president and CEO of 6Storage, shared her perspective on the focus of European operators compared to their U.S. counterparts: “As a 17-year self-storage veteran as an owner/operator and now the president of 6Storage, the FEDESSA show is one of my favorite shows to attend. The topic that stood out to me was the AI discussion. I find it interesting that Europe is focusing on AI when there are many basic operational procedures that could be adopted by the industry to increase their revenue before AI. The United States is not focusing so much on AI at this time, but we will see this in the future.”
- Anne Ballard, the legendary “Hat Lady,” reflected on her 30 years in the industry, blending humor and heartfelt insights. She emphasized that “people are what make storage great,” a sentiment echoed by many other speakers. Her presentation, filled with stories, laughter, and lessons, ended with a standing ovation.
- Geoff Ramm, a renowned expert on customer service, delivered high-energy sessions that encouraged us to create “celebrity experiences” for every customer. His marketing challenge (brainstorming ways to sell ice cream) was a highlight. Michael Tate of Storage King and I teamed up on a magician-themed idea, which won the challenge and highlighted the impact of creativity and collaboration.
- Rennie Schafer and Oliver Close presented the “2024 European Self Storage Report,” offering valuable insights into trends such as increasing demand, the rise of micro-sites, and the growing prevalence of leasehold properties. Their advice to focus on value over price resonated with operators from across Europe.
- Dr. Christina Radics shared her formula for achieving work-life balance, emphasizing gratitude, boundaries, and mindful breaks. Her session was a reminder that personal wellbeing is key to professional success.
- David Rowan explored the transformative potential of emerging technologies, while Ahmet Kuyumcu demonstrated how AI can optimize pricing using predictive algorithms. Their forward-thinking presentations highlighted the growing role of technology in shaping the industry.
- Christel Land offered actionable insights into generational buying behaviors, helping operators tailor their strategies to meet the needs of diverse customer segments.
- Izeldi Loots and Penny Bell debunked common self-storage myths, sharing practical solutions for challenges in development and operations.
- Roger Martin-Fagg closed the conference with an analysis of economic trends in Europe and the U.K., exploring the potential impacts of global political events on the industry.
- The Global Panel, featuring Michael Tate, John Lindsey, Federico Rolz, and Kevin Chan, offered a global perspective on self-storage. From Central America’s emphasis on armed security to Australia’s highly consolidated market, the discussion underscored the diversity of challenges and opportunities worldwide.
- Michael Tate also led a session on the evolving role of storage managers, emphasizing the importance of building relationships and adapting to changing customer needs.
- Janus International gave a compelling presentation on the Nokē system, showcasing how technology can enhance security and streamline operations.
- Christel Land and Penny Bell shared insights on macro and micro trends in customer behavior, offering practical tips for operators to stay ahead of the curve.
- Robbie Cameron demystified AI with real-world examples of how operators can integrate technology without feeling overwhelmed.
The Greatest Hits theme continued with an ABBA cover band that had everyone singing and dancing late into the night. Watching industry leaders let loose on the dance floor was a testament to the vibrant spirit of the FEDESSA community.
One story that stood out was about how Sweden approached social distancing during COVID-19. He joked, “They told us to keep six feet apart, and the Swedes said, ‘Why do we have to be so close now?’” It was a lighthearted way of highlighting the cultural differences between Sweden’s reserved demeanor and our more outgoing Southern personalities, which Ballard and I admittedly toned down during our stay.
Our tour covered many of Stockholm’s unique sights. We visited Sweden’s tiniest home, a one-room house tucked into a narrow alley, and the country’s smallest statue, “The Iron Boy,” a mere 15 centimeters tall. The breathtaking architecture of the city captivated us, from the royal palaces to the historic buildings lining the canals. We also heard scandalous tales from Stockholm’s past, giving us a glimpse into the city’s colorful history.
We also joined Dr. John McGlynn for a lively karaoke night at an Irish pub. The basement cellar setting added a cozy charm, and the night was filled with laughter and surprisingly impressive singing. Who knew the self-storage industry was brimming with hidden musical talent?
Stockholm’s combination of rich history, stunning architecture, and friendly people left a lasting impression. From grand palaces to tiny statues, every corner of the city told a story. It was the perfect way to round out an incredible conference experience.
As I reflect on this incredible experience, I’m inspired to bring the spirit of “Greatest Hits” to future events, focusing on innovation, collaboration, and most importantly, people. I’ll see you all at the next FEDESSA conference in Dublin, Ireland, from Sept. 30 to Oct. 2, 2025!