Denee Burns

By Brad Hadfield

enee Burns was the kind of leader who made the self-storage industry, despite its rapid growth, feel a bit smaller and a lot more human. She believed that business could be personal: Build relationships first and trust that 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 void not only among her family and loved ones but also across the industry she loved. She was slated to be featured in this “Women in Self-Storage” column later this year, but sadly, she passed away on Feb. 12 following a two-month battle with anaplastic thyroid cancer, a rare and aggressive disease. So, we’ve dedicated this space to honoring her life and the legacy she leaves behind.

She served as chief of staff for Sunbird Storage and held the same role with Bluebird Self Storage. She also co-hosted two industry podcasts, “Clubhouse for Self Storage” and “Storage Stories,” with Jason Koonin, CEO of Sunbird and Bluebird. 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.

“Heaven gained an angel today,” wrote Sunbird Storage on its LinkedIn page. “Our dear friend Denee Burns went home to be with the Lord.”

The company continued, “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. We will celebrate Denee’s life and honor her legacy in due time.”

She regularly contributed to stories for MSM. She was passionate about giving back, and even suggested the story MSM 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.”

Moreover, she wasn’t afraid to speak out about hot topics, like aggressive rate hike strategies. When she penned “The Last Word” in 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 wrote. “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.”

Despite being in an industry driven by data and ROI, she always believed people were the greatest investment.

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 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

“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. She had a special gift for making everyone feel welcome. She will be deeply missed. —CJ Stratte, Self-Storage Advisor

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

“I still remember the first time we met … At every storage conference after that, she always went out of her way to make me feel welcome. She didn’t just make conversation—she made people feel seen. The world needs more people like her. Denee, I will truly miss seeing your radiant face and feeling the warmth you brought into every room.” —Danielle Pancheri, Advantage Management Inc and STORAGExperts

“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

“Denee was a light. Real, vibrant, and endlessly encouraging. She cheered for me, and the beautiful thing is she did that for everyone around her. She had a way of making people feel seen and capable and worth celebrating. I hope I can carry even a fraction of the kindness and encouragement she gave so freely into the way I show up for others.” —Jessie Lamb, nodaFi

“The storage community lost someone special. Denee was a force in this industry and an even better friend. She believed in people. She pushed you to step up, speak up, and own your space. Her impact on my business and so many others is real and lasting.” —Eva Chavez, Beacon Ave Marketing

“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

“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

“You were always a staunch supporter of women and so active at our Women’s Council events. Your smile, kindness, and desire to see others succeed will long live on.” —Theresa Gallas, Storage Building Company

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 favorite quote; it’s a biblical proverb that she embodied. Those who worked alongside her didn’t just collaborate; they left wiser, stronger, and sharper 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.