By Jim Chiswell

It does not seem possible that two months have gone by since writing my first column in February. It's like signing a 90-day bank-promissory note--time just seems to fly. I've already added to my frequent-flyer account this year, traveling from snow banks to short-sleeved weather in a matter of hours. The diversity of this county never ceases to amaze me.

Thanks to everyone who e-mailed me for a copy of the brief article on lock-checking from the last column. I sure hope it prompted some of you to make sure that the lock-check reports are getting done. I've assembled another group of rather random thoughts to share with you this month as I have been traveling.

Where Are the Brochures?

I "mystery shop" hundreds of facilities each year. Yet, during the past several months I have been seeing a disturbing trend. I have been walking into more and more facilities that have no literature. Some don't even have business cards. I'm not talking just about single-facility operators. I've walked into facilities of some of the largest owners in our industry to find no brochures.

Come on, gang. How can you spend millions of dollars building a self-storage facility and then not spend a few hundred dollars on literature? You can't be spending all your marketing dollars just on Yellow Pages ads, can you? The advent of laser printers and pre-printed papers, along with the quick-printing services available from copy centers, such as Kinkos (my favorite), makes it difficult to come up with a valid excuse.

When's the last time you looked at your brochure to consider changing it? When was the last time you shopped your competitors to see what they are handing out to their prospective customers? If you don't have literature at your facility, I hope you will make it a priority goal in 1999.

Can You Spell . . .

Take heart, all of you spelling-challenged people out there like me. Word is out that the special commemorative pens that were prepared for senators to use in signing the historic Impeachment Oath book read Untied States Senate instead of United States Senate. It should be a great reminder for all of us to make sure to proofread all of our literature and Yellow Pages ad copy before signing off on the final proof.

What Numbers Are You Watching?

A client's comments got me to thinking about which operational numbers the majority of owners look at regularly in managing their properties. Mike Gardner from Boston has told me on more than one occasion that "volume is vanity and margin is sanity." Are you just monitoring your gross rental income or the net bottom line? You may be 100 percent occupied, but have nothing to rent to a new customer. You may be 100 percent occupied, but are leaving a great deal of money on the table because your market area's rents are up 10 percent from last year, and you are still happy with the volume and not the margin. Your volume can actually be down and your margins up if you are watching the right numbers.

Long may She wave!

There seems to be some sentiment in the media these days that being patriotic is not "cool," that putting down America and pointing out its faults is news. I have to tell you that on a recent trip to the South, I saw one of the biggest U.S. flags flying outside of a self-storage facility. It was a great feeling to see Old Glory waving freely in the breeze. Yes, it may also serve as a great method to direct people to your facility, but who said that being proud of our flag shouldn't also benefit your business at the same time? Are we not, as entrepreneurs, living the ideals of this great nation?

Flags of all sizes are available from your local congressman or senator. Yes, you still have to pay for them (unless you are buying those fundraising tickets), but it is fun to frame the congressional letter that certifies that the flag at your facility has flown over the Capital Building and have it on one of the office walls for everyone to view. I would love to see our industry leading a revival of flying the American flag all across the country.

Quality Recognition

My wife, Jackie, and I recently stayed at a franchised Holiday Inn property in Alabama. As I was checking in, I noticed that the desk clerk had a number of bronze stars on her name badge. When I inquired about them, she quickly explained the company's customer-service-award program and handed me a simple fill-in-the-blank card that explained it. The stars were for outstanding customer service or special dedication to the job. She pointed to several of her stars to explain what situation they represented. She was so proud of each star that she had received, and it showed in her attitude.

What are you doing to provide a vehicle for customers to recognize outstanding service by one of your employees? Yes, I know you might only have one facility. So what? You still can set up a simple program for your two or three employees. There are a number of methods that can be used to establish a recognition program. They don't have to cost a lot of money, and they are people motivators. Many times, recognition for doing a good job is just as important as that regular weekly paycheck. When was the last time that you just said "thank you" to your manager or simply presented all of your employees with a gift certificate for dinner to a local restaurant? Recognition does not cost, and it really pays all kinds of benefits to everyone involved.

Y2K: Ready or Not, Here She Comes

During the Inside Self-Storage Expo in Las Vegas, I chaired a roundtable on the Y2K millennium bug. I prepared a handout that listed several excellent Y2K Web sites that provide a great deal of information for small-business people. If you still need to get started on considering how this computer problem could affect your business and what to do about it, send me an e-mail at JChiswell@adelphia.net, and I will e-mail the same handout to you as a text-only attachment. Do not be caught with your guard down. There is no need to fear, but let's be as knowledgeable as possible about Y2K. Being forewarned is being forearmed. I wonder if there is a marketing opportunity to get people to use self-storage as their emergency-supply location between now and New Year's Eve 1999?

Final Thoughts

I read a quote recently that really got me thinking, and I wanted to pass it along. I have never heard of this author before, but I found his words very moving. From Nelson Henderson: "The true meaning of life is to plant trees under whose shade you do not expect to sit."

Thank you again for the chance to bring you my thoughts. I hope to hear from you with your ideas and comments that I can pass along in the months ahead.

Jim Chiswell is the president of Chiswell & Associates of Williamsville, N.Y. Since 1990, his firm has provided feasibility studies, acquisition due diligence, professional-witness services and customized manager training for the self-storage industry. In addition to contributing regularly to Inside Self-Storage, Mr. Chiswell is a frequent speaker at Inside Self-Storage Expos.

When I drove cross-country from Connecticut out to Phoenix nearly four years ago, I did so in a Ryder moving truck with my car hooked in tow off the back. To this day I still get this quirky little twitch in the left side of my face when I see one of those bright-yellow demons.

It wasn't so much the drive--although it was long and grueling in the July heat. It was the nightmare of organizing the whole move. The day I went to pick up my rented vehicle, the small, independent owner from whom I was borrowing it informed me that the 15-foot truck I had reserved had not been returned by the previous customer and I would, instead, be driving a 20-foot truck out to Arizona. Then there was the negotiating of this vehicle through the self-storage facility where I had stored my belongings the preceding year, the unloading of the unit and the loading of the truck. There were seemingly endless stops for gas, late-night, greasy-spoon gorging sessions and too many hours of listening to the drone of wheels on asphalt. In the end, I made it, but it was a trial.

People in a state of transition have enough on their minds without having to deal with additional inconveniences and hassles. This is just one of the many reasons why Kirk Nash recommends offering rental trucks at your facility. In his article, "Become the Competition" Nash discusses the advantages to adding this ancillary product to your list of services. It could be the key element in your winning formula. The stresses involved in changing locations or needing to store personal belongings and other goods are also the reason why Kara Jill Stancell-Salazar stresses the importance of effective customer service in her article, "More Than a Smile." She demonstrates how a little kindness goes a long way with a customer when times are tough.

There is hardly a self-storage owner or manager out there who would dispute the importance of customer service. The problem can be finding the right people to execute that service. Research conducted by industrial psychologist Gregory Lousig-Nont demonstrates the value of honesty and integrity testing in selecting job candidates, as well as the importance of understanding certain aspects of a person's physiology during an interview. Recognizing certain clues and red flags may prevent the hire of the wrong man or woman for the job.

Having strong staff representation will grow in importance as more and more facilities are established. Pam Alton discusses the significance of management, pricing and marketing in the face of market saturation, while Harley Rolfe continues his discussion on marketing for the self-storage industry. Cary McGovern also addresses questions of staffing in his discussion of training issues for those involved in records-storage management. Finally, learn more about sale-and-disposal legal-liability insurance from David Wilhite.

Continuing the discussion of transitions, you may have noticed that there's a new signature at the bottom of this page. They say, the more things change the more they stay the same. With that in mind, you can expect the same quality publication we have always striven to provide, because its production is supported by the generous contributions and feedback of our readers. It was wonderful to meet many of you at the Inside Self-Storage Expo in Las Vegas. For those I haven't yet had the pleasure of meeting, I look forward to opportunities to do so.

Best Wishes to You,
Teri L. Lanza

Editor

Did you play King of the Hill when you were a kid? I feel like I'm still playing. Getting older imparts a wider array of freedoms, but it also signifies the attainment of intensified responsibility, along with more things that require protection: your vehicle(s), your residence, your family, your bank account, your job or business.... It's a consistent challenge to "stay on top" of it all.

If you're a self-storage owner or operator, security is no doubt at the top of your list of concerns. As technology advances, so do your choices for fortifying your facility. David Reddick discusses how to go about selecting a security system that works for your particular business, as well as the pros and cons of the available options. Gate access and control, CCTV, perimeter beams--such are the components of a system that will prevent break-ins and vandalism from becoming a liability for your business. Steve Cooper talks about the advantages of proper planning and preparation in regards to security.

Thinking about making an investment in real estate? Unsure which business entity to assume in the process? Carlos Kaslow outlines the benefits of the newest ownership entity, the limited-liability company. If it's marketing decisions your grappling with, refer to Harley Rolfe's column for advice on meeting customer expectations, or Cary McGovern's discussion of marketing for records management . Don't forget to read Jim Chiswell's "Thoughts From the Road", which always contains great pointers and insights into this flourishing business.

It was a pleasure to see many of you at our trade fair and seminar at Beau Rivage in Biloxi, Miss. I've come to really appreciate the opportunity to speak with readers and vendors about what's important for them to see in the magazine--articles that address their concerns, that they enjoy reading. As always, we encourage you to share your ideas with us.

Best wishes until next time,

Teri L. Lanza
Editor
tlanza@vpico.com

By Jim Chiswell

This column is providing the opportunity for me to voice my opinion about things that I am observing in our industry across the country. My goal with each column is a simple one: Whether you are a self-storage facility owner, manager, assistant manager or part-timer, I am trying to get you to think about the operation of your own facility. You may disagree with my assumptions and conclusions, but my hope is that you will read these words with an open mind and use some of these thoughts as a measuring stick for yourself.

What Is My Unit Number Again?

I continue to be frustrated by seeing the number of projects, both old and new, that have four or five units with the identical numbers. Yes, it is possible--when you use a letter prefix (A, B, C) to designate the building. Why would you not include the building letter with the numbers that are placed on the unit? I was in a facility a month ago that had identical units numbered one to 35 across from each other on the same aisle. One aisle was building "A" and the other "B." But why take the risk that one of your customers or members of their family will get confused and put their belongings in the wrong unit?

The real answer, from my prospective, is to sequentially number each unit when you build the facility. By doing this, there is only going to ever be one unit 106, not four or five of them. It also helps with the bookkeeping. When the check comes in the mail for unit #45 without the building letter, you are forced to look up every customer's name in each of your units #45 to see which unit really gets the credit. I realize that you can't change the numbering system in an existing project. You can, however, spend a few dollars to add the building letters to each of those existing unit numbers.

Does It Deserve to be Framed?

In eight out of 10 offices that I walk into, there are letters, posters and other announcements just taped up on the walls and counter. There is no way to display something on a wall using tape that will make it look official or important to a customer or prospective customer. I think you need to evaluate every item on your office walls with a simple question: Does it deserve to be framed? If you cannot justify the cost of a frame for that document, then it does not belong on the office wall. The same is true of pictures. Ask the same critical question about anything that you plan to display in your office.

The office needs to look like a retail environment. It needs to send a neat and clean message to everyone. Disney keeps people from throwing things on the ground at Disney World because the grounds are always clean. It is just something that people accept. If your facility rules and regulations poster is hanging dog-eared from that piece of gray duct tape, will people really take it seriously? And please doesn't substitute those yellow, 3M sticky notes claiming that they are just temporary reminders. Saying to yourself, "I'll take them down at the end of the day" just doesn't work. I've been in offices where it looks like the big Post-It sheets are breeding, with more smaller notes hanging all over the place. Make sure your office is helping your sales efforts, not hurting it.

Silent Salesman Always On Duty

When your office is closed, wouldn't you like to have a salesman on duty to be welcoming customers and providing them with information about renting a unit? I witnessed such a salesman during an early evening visit to a facility. I found a weatherproof brochure rack on the office door of the facility filled with literature. It was the same type of rack that some realtors are using on the "for sale" signs of residential properties.

The facility's flier simply started out by saying "Sorry we missed you." It went on to explain the office and gate hours, provided a sample of rates (not all of them) and explained the leasing procedures. Remember that a large percentage of your customers have never used self-storage before. The facility's flier urged me to stop back when the office was open or to call on the phone to set up an appointment.

How many people have come to your office only to find it closed? For many owners with smaller facilities and no full-time office staff, using a simple system like this should be a must. It is not enough to just post a sign on the door that says to call 765-4444 to rent a unit. Your silent salesman is there, ready to provide a flier or brochure to any interested party. Also consider putting a full-time salesman on your payroll. If you can't find a local source for those weatherproof boxes, drop us an e-mail at Jchiswell@adelphia.net or call us at (716) 634-2428. Maybe we can help.

Just Who Are You Selling To?

Every successful retail business is always examining its customer base. The business owners are trying to track changes in trends and possible shifting market needs. As a self-storage owner, you have a unique opportunity to do that, in most cases, by just printing out the correct report from your operating software, assuming you are using a computer. You should be monitoring the zip-code location of addresses, whether they are residential or commercial users, and the average length of stay for each type of customer. Are they coming from Yellow Pages ads? Which phone book? Do they pay by check, credit card or cash? What are their usage patterns? Do they access their units before or after normal office hours? These customer profile factors will provide you valuable insights over time. You need to know just who you are selling to at your facility.

Because of publication production schedules, my next column will not appear until the September issue. I hope that you all have a profitable summer.

Jim Chiswell is the president of Chiswell & Associates of Williamsville, N.Y. Since 1990, his firm has provided feasibility studies, acquisition due diligence and customized manager training for the self-storage industry. In addition to contributing regularly to Inside Self-Storage, Mr. Chiswell is a frequent speaker at Inside Self-Storage Expos. He can be reached via e-mail at Jchiswell@adelphia.net or by calling his office at (716) 634-2428.

Green Valley Self-Storage, nestled in the gently rolling, green hills of central Ohio, simply began as a dream in 1993, then turned into reality in 1995. After attending an Inside Self-Storage Expo in Las Vegas, owner Gary Weaver of Arcadia, Calif., obtained enough technical information and contracts to put the dream on paper.

Once the numbers were on paper, finding the right location became the challenge. With the list of "dos and don'ts" obtained at the Las Vegas Expo on site selection, a commercial realtor was selected to find the perfect site. Although finding the site took longer than anticipated, the wait was well worth it. After looking at many properties for sale, none seemed to be quite right for a self-storage facility. Eventually, an expired residential listing was reviewed and appeared to fit the criteria. The owner was contacted and indicated he would be delighted to enter into negotiations.

In addition to the home being the seller's residence, the property had been a putt-putt golf course that he and his wife had operated for several years. Anticipating a new home for retirement in the near future, the timing was right for him to sell. The home was sitting on 3-¹/_² acres already zoned commercial. It was located in a mixed neighborhood consisting of single-family homes, light manufacturing and a major college.

Julie Merriman, manager of Green Valley Self-Storage

Within a few days, the terms were agreed upon and a contract was drawn up. One of the easier pieces of the development process was financing. Most local bankers were interested in self-storage because they had either already done storage loans or had heard self-storage loans were a good risk. Once financing was secured, development could begin. Building in a cold climate like Ohio can bring on some additional challenges. Timing becomes much more important in not only being able to construct in adverse weather, but also having the doors open when customers are ready to rent storage space. Ground breaking began in March of 1995 on a site capable of 45,000 rentable square feet with the mangers home already in place. A detached, covered patio would eventually become the office as well as four additional rental units. The doors of the first phase were opened in May 1995, consisting of 20,000 square feet with customers waiting to move in.

Development went as expected and soon the spaces were filling up. A 10 percent per-month fill up rate was projected. When the 80 percent rate was reached, the project had actually rented up at a rate of 12 percent per month. Today the project has been expanded to 30,000 square feet. Phasing additional units has not only been advantageous to the owner, but the bank also feels comfortable in extending additional funds for expansion as the previously constructed units fill up. Management can make or break a facility and finding the right manager was as important as finding the right piece of property--a manager who would take charge of the business just as the owner would if he or she were managing it themselves. Julie Merriman would become that right person. Introduced to the owner by a relative, she had a sparkle in her eye and she could sell. Merriman had no experience in self-storage, but she knew how to show a product and motivate the customer to take the right action. She would be trained to do the routine duties and how to follow the general guidelines. Today she is in charge: doing what it takes to rent units, keeping customers happy and filling additional units as they come on line. She has assets to sell that the competition does not have. She informs the customer that they can save a few dollars by going somewhere else, but asks them how important is it to feel secure about the place they have chosen to store their personal possessions. She very seldom loses a customer to a competitor.

Merriman also created a small "store" in the corner of her office to help customers with the purchase of padlocks, boxes or tape--things that they may need to buy while moving their possessions She gives everyone a free key ring for their storage keys and they get to keep the pen they signed the contract with--of course each has the business name and phone number printed on it. Merriman intends to keep Green Valley's name in front of the customer as much as possible. Green Valley is already the largest self-storage facility in the county. Customer service is a top priority and the benefits of that philosophy have paid off. Plans are currently underway to build a second location in central Ohio next year. It will be larger than the current facility, but the same basic philosophy will be utilized as in the existing one. Ask the owner if he is happy that he converted his dream into reality and he will probably sell you a little dream that you can take to the bank.

Customer service is a top priority, and the benefits of that philosophy have paid off.

TOO MUCH OIL!

DEAR WALDMANS: Please help me. My facility looks more like a tar lot than a storage facility--and I don't mean a car lot either. I manage a storage facility and really enjoy my work. The problem is that I am a neat freak and I want the entire business to look as if it was just inhabited by Storage Maids Inc. I believe neatness is one of the most important assets in a facility, and when my customers walk through the front door, I want them to be impressed by our immaculate office. The rest of the facility looks just as great as the office, I might add.

There is one problem, though, and it's occurring more and more. Oil spots from tenants' vehicles or sometimes storage trucks and buses are staining our parking lot. It has developed into somewhat of a disaster. I have tried everything to remove these stains caused from the leaky vehicles, but the entire lot is concrete, so the stains shows up like tar spots. It totally ruins the image of the storage facility. I realize my tenants don't understand my philosophy for neatness, but this really irritates me. Without losing my temper with the tenants, what is the solution to this problem?

--Tar Lot in Melbourne, Fla.

DEAR TAR LOT: It sounds like your facility is something right out of a home-decorating magazine. I would love to take a tour of your facility--it would certainly be nice to see such a neat and clean place. It sounds like you have tried just about everything to keep the lot cleaned from stains. It's really tough having concrete as your parking lot for the very reason that it shows a lot of grease, oil and dirt. For someone as particular as you are, I understand this could be very nerve-racking.

It is difficult to tell your customers that their truck or car is leaking oil and you want them to fix it because it ruins the image of your facility. This is also a good way to lose business, since most of your tenants have probably rented a truck or used a moving company to transfer their goods. By all means, don't lose your temper and take the leaks out on the tenants. I can see it now: hot, tired individuals having moved furniture all day in the heat, and here comes the manager to tell them their truck is leaking fluid. Can you imagine what a scene that would make? Not only would they probably assume you were a little crazy, but also consider taking their business elsewhere. And I'm sure your facility owner would not be happy with that solution to your problem.

So calm down and try just one more thing: kitty litter. Believe it or not, kitty litter is great to soak up the oil. We have tried all the expensive oil absorption products, scrubbed and rubbed, and found kitty litter is almost as good and a lot less expensive. Just spread a good amount of it over the oil spot and let it sit for awhile. It will actually draw the oil from the concrete. Remember, nothing works all the time, but something is better than nothing.

A father-daughter team, the Waldmans are self-storage owners/operators and attorneys. In addition, Ms. Waldman holds a master's degree in labor and employment law from Georgetown University. The Waldmans are co-authors of the industry's leading series of books on self-storage operations: Getting Started, Forms, Policies & Procedures and South Carolina Tools. Another creation of Ask The Waldmans are their colorful posters designed exclusively for the self-storage industry. Comments and questions for ASK THE WALDMANS may be sent to: The Waldmans, P.O. Box 21416, Charleston, SC 29413. E-mail: askus@askthewaldmans.com; Web: www.askthewaldmans.com Views and opinions on legal matters are those of the authors. Professional counsel should be obtained before any determination or positive action is taken.

You get out what you put in. Ever hear that? Of course you have. Whether you're talking about a class, a computer, a car, a relationship or your own business, if you don't take care of it, it won't take care of you.

My first car was a 1973 Dodge Dart, lime green with a green, vinyl interior. It was the car my parents had purchased when I was a toddler. My father, always meticulous about his automobiles, had pampered this vehicle, and it was in mint condition when the keys were turned over to me at the tender age of 16. Now, granted the car was old, but in the final two years of my high-school career, I saw a great deterioration of its vehicular health. I'd neglected to maintain it, forgoing oil changes, tune ups and even car washes at every turn. I had, in short, contributed to its decline.

The same may hold true with your self-storage operation if you choose to neglect it. With competition on the rise, there isn't an owner or manager out there who can afford to slack on maintenance. In his article "Maintenance: A Competitive Edge." Tom Berlin points out important areas of concern. Pamela Alton also contributes to the conversation in her Managers' World column.

Of course, if you're going to maintain a facility, first you need to have one. But development can be tricky, especially if you don't have a keen understanding of the processes involved. Buster Owens addresses the zoning process, which can either make or break development opportunities. In other areas, Jim Chiswell outlines the true value of utilizing the Internet to enhance your business, and learn how the self-storage industry is both changing and expanding Down Under.

Seeing as how we have extolled the importance of maintenance in this issue, it seems appropriate that we should expend the effort we do on the upkeep of this magazine. I received some wonderful feedback from attendees at the roundtable discussions at the Inside Self-Storage Trade Fair in Biloxi, and intend to implement some of the suggestions I received. Just keep them coming. In the meantime, I hope to see you all next month in San Diego.

Best wishes until next time,

Teri L. Lanza
Editor
tlanza@vpico.com

When I was four, the nursery school I attended put on a production of Jack and the Beanstalk in which I played the part of Jack's mother. At that age, I hadn't yet learned the concept of stage fright. Any attention was glorious, and I think I was pretty brilliant for a small-fry widow whose son sells off her last cow for some magic beans. But later, in sixth grade, mandatory auditions were held for my elementary school's "senior" production, The Adventures of Tom Sawyer. Three lines into Aunt Polly's opening soliloquy, I first froze, then ran off stage in terror. Thereafter, I retired my greasepaint and opted for a behind-the-scenes role. The spotlight just isn't for everyone.

For others, however, it is just the place to be. Back in August, ISS identified 116 of this industry's most successful players. In this month's issue, we've highlighted the top 10 of those companies so that operators new and established can read about the history, philosophies and sure-to-win business strategies of hard-hitters such as Public Storage, Shurgard and Morningstar Mini Storage.

You'll find as you read through their profiles, several elements contribute to the success of these companies. One of those elements, of course, is customer service, including the provision of amenities, such as ancillary products, truck rentals and customer-storage insurance (CSI). According to Alice Cravens, CSI is one of the most valuable services a manager can offer tenants. Read about the basics of tenant-insurance programs and how to make them work for your facility. For further information, you can refer to the one-on-one interview with Bob Bader, where he addresses some popular misconceptions about insurance programs as well as pay-with-rent options.

Tipping the spotlight in our direction for just a moment, you'll notice this month that Inside Self-Storage has taken on a new logo and a new look. We're excited about our more contemporary image. Let us know what you think.

One final note: On page 83 you'll find a form calling for nominations for the annual ISS Magazine Awards, which will be presented at the Inside Self-Storage Expo in Las Vegas in February. Please take this opportunity to recognize people and facilities doing extraordinary things in this industry. Give those who deserve that moment in the spotlight their due.

Wishing you success,

Teri L. Lanza
Editor
tlanza@vpico.com

By Jim Chiswell

I am very glad that the editor for Inside Self-Storage has not imposed any editorial restrictions on this column. It gives me a chance to talk each month about issues that are near and dear to my heart.

What Did You Really Want?

As many of you know, my wife, Jackie, is a part of my company and often travels with me on consulting assignments. During a recent trip, I was reminded of the adage "Be careful what you wish for--you just might get it." Jackie loves the water, and when the opportunity presents itself, we try to have lunch or dinner near the water during our trips. One particularly long day, as we were talking about dinner plans in our hotel room, Jackie reminded me that I had promised her dinner by the water. Since I honestly did not want to go back out in the car again, I simply called room service and started filling the bathtub. You can imagine her surprise when I made good on my promise by sitting in the bathroom, having room service and looking at the tub of water.

OK--so it's a long story to make a simple point: Whether you are an owner trying to explain to your manager what you expect in their performance, or you are a manager trying to get your point across to your owner about some deferred maintenance item, make sure that you both understand exactly what the other is asking for or agreeing to in your discussions. I have seen more misunderstandings happen because two people had a different idea about what "dinner by the water" really meant.

Communication is a difficult skill that only gets better with practice. Please remember the bathtub the next time you think that you have made yourself understood in a conversation. It is far better to err on the side of repeating yourself than to find yourself eating room service in the bathroom.

Would You Use the Bathroom in Your Facility?

When I do a facility management audit, one of the first places that I visit is the facility's restrooms--not because of an overactive bladder, but because it is one of the first checks on the management's customer-service focus. Have you gone into your facility restroom lately? Judging from some that I have seen, I already know the answer.

Is your restroom clean? Do you have toilet paper and hand towels available? Is there a wastepaper basket? Is it empty? Does the restroom smell sweet? Your reaction is the same as that of your customers. And forget the "Out of Service" signs that look like they have been on the restroom door for two or three years. Let's be honest--if you can't keep the one toilet in the entire facility working, what confidence does that give your customer?

If you receive an Americans with Disability Act (ADA) complaint, you'd better have a good reason why you have not done the work. Many older facilities only need to increase the width of the door opening and add railings to meet the ADA standards--not a major expense. Please remember: It is not only handicapped individuals who appreciate the work you will do. Anyone who is at all physically challenged will benefit, and you, too, will reap rewards from increased customer satisfaction.

I know that it can be bothersome to keep a bathroom clean, but if it helps to retain existing customers and attract new ones, what is the true value of this extra effort?

Just How Many Cars a Day Are Coming to Our Facilities?

There are a number of questions I am asked by almost every client that I work with and after almost every speech that I give. Questions such as: How much can I really make? It won't really take me two years to lease up my facility will it? The deal should work because we already own the land right?

Most of these questions have fundamental answers based on industry averages and personal experience. The answer to one question continues to elude the entire industry: Just how many vehicle trips per day does a self-storage facility generate? There have been some roundabout opinions and projections, but I have yet to see a definitive study that answers the question.

I would like to ask for your help to see if, together, we can come up with a specific answer. I am asking both owners and managers to participate in a study with me and Inside Self-Storage. I would like to request, on an anonymous basis, the following information:

1. Total rentable square footage in your facility.
2. Number of total units.
3. Percentage of units rented.
4. How many customer vehicles come into your facility on a daily or weekly basis.

Please send this information to me via mail at Chiswell & Associates, Ltd., 1260 N. Forest Road #A2, Williamsville, NY 14221; fax (716) 634-2428; e-mail Jchiswell@adelphia.net. I will compile the information and write a detailed story of the results in an upcoming issue. I would also be willing to share the results of the study with anyone who participates. Simply provide me with a mailing or e-mail address, and I will send you a copy of the results.

Thanks for your help. Together we can go a long way in answering this question for the entire industry. And thank you to everyone who has written or called me about this column. Please know that I am open to suggestions and ideas at all times.

Jim Chiswell is president of Chiswell & Associates of Williamsville, N.Y. Since 1990, his firm has provided feasibility studies, acquisition due diligence and customized manager training for the self-storage industry. In addition to contributing regularly to Inside Self-Storage, Mr. Chiswell is a frequent speaker at Inside Self-Storage Expos. He can be reached via e-mail at Jchiswell@adelphia.net or by calling (716) 634-2428.

The numbers are in, and it's a record. This year's Las Vegas expo was the largest and most successful yet, with just under 3,000 participants. We'd like to express our gratitude to all those that have contributed to and frequented the show for making it the most exciting, informative and, hopefully, lucrative event possible for everyone.

If the God of Good Fortune was watching over the tradeshow floor, our exhibitors and attendees all had the opportunity to establish some contacts and contracts that would be profitable for their business. Let's face it: Las Vegas is fun, but a visit to the infamous Strip or any of the other local casinos is all about making (and hopefully not losing) money. So is Wall Street. For those interested learning more about the state of financing for the self-storage industry, see Tara Collins' article, "A Walk Down Wall Street," where industry experts discuss lending and alternative financing options, as well as analyze the overall status of this increasingly sophisticated business. Neil Gussis, senior vice president for First Security Commerical Mortgage, speaks in greater depth about financing and self-storage as he shares his insights in our "One-on-One" interview.

Among the expo's attendees this year were individuals seeking information on getting started in the business. Many are contemplating questions related to purchasing or constructing facilities--no easy task. Scott Zucker of Weissman & Zucker, P.C., addresses issues of facility construction in his article about selecting a general contractor. The decision to hire a design/build contractor who will both design and erect a project vs. the hire of separate businesses to do so, and the negotiation of a construction contract are responsibilities that even the most seasoned owner can find difficult.

This month's issue also features the second in a new column written by industry guru Jim Chiswell, "Thoughts From the Road." Harley Rolfe continues his discussion of hard-nosed marketing for the self-storage industry, and Cary McGovern outlines the "10 Absolutes for Records-Management Operations."

Finally, now that the delicious mayhem of Las Vegas is over, we look forward to seeing you at our trade fair and seminar series to be hosted at the Beau Rivage in Biloxi, Miss., May 6-7. This new property from the owners of The Mirage will be the site of two full days of educational seminars, exhibits and social gatherings, all with a smashing view of the Mississippi Gulf Coast. It's the perfect opportunity to pamper yourself, and improve your business.

Best wishes until next time,

Teri L. Lanza
Editor