The "Star Wars" movies changed the way we look at the future, space and technology, stimulating our imagination and creativity. Who among us would not love to own a lightsaber, or visit the space station? Self-storage security technology, while not to "Star Wars" level, has evolved greatly in recent years. The challenge for facility operators is to incorporate technology that creates a visibly secure environment, one that pleases and assures renters, encourages prospects to rent, and discourages wrongdoers.

Your tenants want you to provide a comprehensive security system that helps them sleep at night. They want to know their belongings are safely stored. An experienced storage user will go out of his way to rent at a site he believes is protected. Having the technology in place is what gives him that confidence. When a self-storage site is secure, it helps the facility owner and manager sleep at night, too.

The Consequences of Poor Security

Self-storage break-ins are on the rise. I recently spoke with a facility owner who recorded a rash of burglaries on his video-surveillance system. A few weeks after the initial incidents, the same burglars committed more break-ins at the same location. This was an older site, which did not have enough technology in place. Cameras passively record the event. If the owner had installed individual door alarms, an alarm would have actively sounded at the first unit.

Break-ins cost a company in three ways. The first is tenant move-outs. Those whose units were broken into, or heard  about the incident and are concerned, move to a more secure location. Second is future move-ins. If word spreads, this will deter prospects from renting with you. Third is man hours lost in addressing the crime. Managers and owners must call the victims, file police reports and review surveillance video. All of these add up to lost revenue.

Another pitfall is working with a security system or company not tailored for a self-storage operation. Generic security systems dont provide features exclusive to the industry. This can lead to holes in your protection. Recent ownership changes in self-storage security companies have left some facility owners with pieces of technology that are not replaceable or repairable. In some cases, the software is not operable going forward in Windows 7.

Whats New in Security Technology?

While many of todays security measures, such as surveillance cameras and access-control gates, have been around for years, theyre evolving, and new products are being introduced all the time. For instance, access control that uses the Internet for communication is becoming more widely used at unmanned self-storage sites. Access-control software is sophisticated and can accomplish real-time operation and changes from any personal computer.

Camera technology has the functionality to view activity from a PC, iPad or smartphone, including the ability to remotely operate the pan and tilt. Although this feature is not brand new, it provides more security options and flexibility for the self-storage owner.

In the field of biometrics, vascular-recognition technology is available for access control. This reads the vein pattern in a human finger, which more difficult to duplicate than a fingerprint. As of now, software has not yet been written to link this technology to a self-storage access system. Theres still debate on how reliable these readers are, especially in an outdoor application. Biometrics is not widely considered as viable for self-storage.

Automated overlock systems allow overlocking from the office, though these are more of a management tool than a security feature. They do not interface with self-storage management software, being controlled from a separate program. They do keep the manager in the office, but they are costly.

Card and proximity readers are becoming more prevalent for certain areas of a storage site such as RV lots, wine storage, climate-control units or vehicle storage. These should integrate with the access system to record activity, lock out late payers, and restrict access levels to different areasthe same information now generated through the self-storage keypad.

Budget and Plan

Self-storage security begins with planning and budgeting. Design your office and parking area so theres space for a gate, access devices and traffic flow. Sight lines that create strong visibility from the management office are a deterrent to crime. If your facility includes hallways, you may need more cameras, lighting and security at each access door.

Budget enough money and time to put the proper security in place. The buildings may be erected and the doors hung, but until the security system is installed and functional, the site is not ready. Remember, youre buying peace of mind for yourself and your customers.

Difficult economic times can bring out either the best or worst in people. This is one reason theft is increasing in our industry. Much has been written about the proper components to secure a self-storage facility. Youll certainly want to do your homework. Apply the technology to have things in place when you open. Talk to the companies that work in the self-storage industry and have proven track records.

Remember, technology for the sake of technology may not add functionality to your security. You're not aiming to build the Death Star, but to create the system that will work best for your particular operation. Anyone whos experienced a self-storage theft, whether from the management/owner side or the tenant perspective, will never forget the experience. Keep this in mind when building your site and youll choose well.

John Fogg has been in the self-storage industry since 1986. Hes currently general manager of Sentinel Systems Corp., which provides security and software exclusively for the self-storage industry. To reach him, call 800.456.9955, extension 405; e-mail [email protected] ; visit www.sentinelsystems.com .

The Heyward Cos., a South Carolina-based self-storage and property management company, has changed its name to RES Management, announced Albert Heyward III, chairman and CEO, and Andy Shobert, president.

Founded in 1977, RES Management oversees 22 self-storage facilities and office complexes in North Carolina and South Carolina, acting as a gateway between daily operations and their owners. The company offers budget analysis, marketing, employee relations and cost controls among its services.

The new name is meant to reflect the companys commitment to real exceptional service, company officials said.

Personal Mini Storage Management Co. is participating in the Feinstein Foundations 15th annual $1 Million Giveaway to Fight Hunger. Self-storage customers can donate non-perishable food or money through April 15 at any of Personal Mini Storages 27 central Florida offices. Donations will go to local food banks.

Previous Feinstein drives have raised more than $1.25 billion nationwide to fight hunger through more than 2,000 agencies and churches. All food and money donated during the annual drive stays within the local community, according to the foundation.

Based in Orlando, Personal Mini Storage is the primary operating arm of Shader Brothers Corp. The companys 32 self-storage locations amass more than 2.4 million square feet and 16,200 storage units. Personal Mini Storage has served more than 250,000 customers in its 29 years in business. The company ranked 37th on Inside Self-Storages 2011 Top-Operators List.

By Mary Lou Denny

Customer issues move at light speed through todays Web, putting comments and questions about your products and services out there for all to see; sometimes they even go viral. While Web users can speak to your self-storage brand in real time, you have an equal opportunity to shine through your social customer relationship management (CRM), staying ahead of the curve and becoming a customer-care leader.

According to Social Media Marketing Industry Reports, more than 88 percent of marketers are incorporating social media into their marketing plans. Companies that embrace social media are better able to build, monitor and defend their reputations.

It all starts with taking the time to listen. This goes well beyond monitoring. By understanding the facts and emotions driving conversations about your self-storage brand, you can interact in a way that builds passionate brand admiration.

Embrace Facebook

Facebook has grown to more than 800 million active users. If you looked at the social-media giant as a country, it would be the third largest in the world. Its users share more than one billion pieces of content weekly. Its interesting to note that more than two-thirds of Facebook users are out of college, and the fastest growing demographic is men and women over 35.

These users who like your brand are five times more likely to click links to your website. These brand advocates can spread your message; 13 percent post updates about brands every day. Develop your company fan page and use this as an opportunity to engage with your potential and current customers.

On Facebook company pages, its common for customers to ask questions. Unfortunately, many businesses simply dont address these concerns or even maintain their highly visible social-brand presence. Its actually easy to deepen customer relationships with a simple one-sentence answer that can lead to further dialogue.

Furthermore, surveys on Facebook are a great tool to spark interaction. Putting photos of your self-storage facility also encourages more traffic to your page. You could receive many responses that can assist in driving product and service development or refinement.

Tweet It

Twitter allows you to converse with influential customers within 140 characters. Of the 140 million tweets daily, 20 percent mention a brand, company or product. On Twitter, you can also directly answer or provide Web navigation to satisfy tweeted questions.

To gain an edge, you can proactively search phrases and hashtags in the Twitter firehose to participate in broader topics related to your industry whether theyre about products, trends or various related areas. This gives you a chance to jump into a conversation immediately and build yourself as an expert in your industry.

Go Viral

YouTube has more 90 billion videos viewed monthly. There are many types garnering attentionfrom animals and kids to demonstrations to company-branded videos. One way to take advantage of YouTubes popularity is by videotaping customer testimonials. This will enable your company to stand out as one that offers outstanding service.

Wherever youre answering questions or providing guidance, you can always bring in YouTube as a tool, sending customers to your channel for informative videos. Your range of videos can focus on addressing popular user questions or a helpful guide on how to pack items for self-storage. You also have the ability to address trends and promote your organizations people and service aspects.

Make Connections

LinkedIn group discussions and tweet chats are a phenomenal way to listen to your audience en mass. You can demonstrate your service orientation, leadership and innovation to key contacts, or invite a large number of customers, prospects and influentials.

Available software tools can make the basic listening aspect easier and more efficient while also providing some insight into customer sentiment. These include Radian6, Hootsuite, Wildfire and Social Mention.

One very valuable product of your social interaction and customer understanding is the creation and advancement of ideas. Throughout your social-media channels, ask open-ended questions and solicit likes and dislikes. When you receive answers, continue the conversation by digging deeper to further the relationship.

By infusing proactive social CRM as an inherent part of digital efforts, your attention to the customer will stand out, showing your self-storage business as an attentive, high-quality brand.

Mary Lou Denny is executive vice president of Walt Denny Inc., a full-service public-relations, advertising and marketing agency specializing in the home-products arena, digital marketing and social media. For more information, call 630.323.0555, visit www.waltdenny.com.

By Amy Campbell

Self-storage assistant manger Wanda Terry has only been on the job for a handful of months. Although absorbing information while working at American Self-Serv Storage in Greeley, Colo., has been insightful, attending the Inside Self-Storage World Expo in Las Vegas this week enabled her to glean new ideas she says shell put into practice at her facility. I learned so much, said Terry, who, along with her husband, Robin, attended the education program, then spent several hours speaking with exhibitors.

The biggest industry show of the year drew hundreds of self-storage owners, operators, investors, builders and vendors from around the countryand dozens from around the world. The three-day event included education, exhibits, workshops and more. Hosted once again at the Paris Hotel and Casino, the event drew a number of first-time attendees and exhibitors.

While many storage professionals relayed theyre still dealing with challenging markets, there was a renewed sense of energy and optimism at this years ISS Expo.

As we move into 2012, the industry has some momentum and positive energy, said Troy Bix, group publisher of Inside Self-Storage. The attendees and the vendors have great attitudes about the industry and, this year, were really starting to move toward growth, operational efficiencies and profitability.

Opening Session Makes Its Mark

The positive vibe began in the opening session, A View From the Top, which featured a panel of representatives from some of the biggest companies in the industry, including three of the four self-storage real estate investment trusts (REIT). The panel fielded questions about how the industry is faring, acquisitions, online marketing and more.

Led by industry veteran Jim Chiswell of Chiswell & Associates, the industry professionals included Cris Burnam of StorageMart, Jack Rogers of Sovran Self Storage Inc., Carol Shipley of CubeSmart, Daniel Elefante of Platinum Storage Group, and Jim Stevens of Extra Space Storage. The panel agreed the self-storage industry is finally seeing an increase in new rentals and increased rental rates. The industry is poised for a lot of growth, consolidation, and great things are coming, said Rogers, vice president of business development for Sovran Self Storage, a self-storage REIT.

One reason for this is the stabilization of self-storage in most markets. After years of heavy building, the recession and lack of access to readily available money led to fewer new facilities built in the last three years. Were feeling the affect of the stabilization of the industry, said Elefante, an owner/operator and CEO of Platinum Storage Group.

And while concessions have also plagued the industry over the past few years, the panel reports discounting is slowly being phased out as a way to attract new customers. Operators are regaining pricing power, said Stevens, senior vice president of acquisitions and business development for Extra Space Storage. Street rates will continue to rise in the foreseeable future.

Rather than slashing rental rates, operators are turning their attentionand marketing budgetsto effective and targeted Web marketing. Those who arent could be missing out on market share, Shipley said. If youre just realizing the Internet is king, youre behind the pack already, said Shipley, vice president of third-party management for CubeSmart, a self-storage REIT.

First-time ISS Expo attendees, William and Karen Warburton, owners of Affordable Mini Storage in Bourbonnais, Ill., said while they have a website, theyre need to do more online marketing. We can see where technology is the new marketing tool, Karen Warburton said.

New Classes, Workshops Inspire Attendees

This years expo also featured an abundance of new seminar topics, speakers and an owners workshop. New seminars included an International Summit. The panel members from around the world, including Asia, Australia, Canada, Hong Kong and Mexico, discussed development in their counties, and operator and legal challenges.

Another new educational experience this year was the Ancillary Symposium. Led by Bob Copper, president of Self Storage 101 and an ISS Expo speaker, panel members discussed the pros and cons of add-on profit centers and services including moving supplies, boat/RV storage, rental trucks, cell towers and more. All of the seminars were very informative, Karen Warburton said.

Terry found the legal information enlightening. Surveillance can be a sticky legal term. Im going to make sure were watching our terminology and be more self-protective, she said.

Exhibit Hall

During exhibit halls hours Thursday and Friday, vendors kept busy fielding questions and offering demonstrations of their products and services. The quality of attendees at this years show was amazing, said Teresa Sedmak, president of Everbrite Inc., which manufactures protective coating for self-storage unit doors. It was really one of the best shows in years. There was a positive energy.

Members of the ISS team were busy during exhibit hours discussing the new Inside Self-Storage Store. Launched this week, the store is the worlds first on-demand, online market for industry insight and education. The hub enables self-storage owners, operators, developers and investors to obtain cutting-edge information and educational resources, including guidebooks, digital magazines, educational videos and webinars, manager training courses, and exclusive offers on self-storage services from several leading business partners.

The ISS Store also includes valuable industry reports from the Self-Storage Industry Group of Cushman & Wakefield, a leading real estate and consulting firm. Drawing on 20 years of historical and current industry, Cushman & Wakefield will offer a variety of market and property-specific data available that will be available in the ISS Store.

The reports available through the store generated a lot of interest from attendees. Owners and new developers were excited to learn they could obtain market data from as little as a three-mile radius around a specific property site up to current and historical data on a national level, said Tony Jones, ISS online content editor, who was part of the team that designed and launched the store. Our partnership with Cushman & Wakefield enables ISS to deliver the type of market intelligence to the industry that previously has been proprietary to Wall Street analysts and major institutional investors.

Self-Storage Talk

The industrys largest online community once again made its presence known at the industrys biggest event of the year. On  day one of education, Self-Storage Talk Community Manager John Carlisle assisted Self-Storage Q&A facilitators Jim Chiswell and Mel Holsinger by fielding questions from the forumwhere thousands of members from all over the world are always chatting about self-storage. Attendees sitting in the seminar room in Las Vegas eagerly provided answers while watching the forum discussion thread scroll on a large screen. Similarly, SST posters responded to questions being asked in the live Q&A,  making the session even more interactive than its been in the past.

On the exhibit hall floor, the SST booth was buzzing as new members signed up and longtime members stopped by to chat and catch up with one another. All members placed pins on a world map to designate where theyre from, illustrating that SST is represented everywhere from New England to New Zealand. People from all roles of self-storage, from assistant managers to developers and executives from large operations, can join the community for free by visiting www.selfstoragetalk.com and clicking register.

The Inside Self-Storage World Expo will return to the Paris Hotel & Casino, April 3-5, 2013. Show information, including exhibitors, education and networking opportunities, will be available in the coming months at www.insideselfstorageworldexpo.com.

A self-storage facility in Reynoldsburg, Ohio, recently sold for $3.18 million to Texas-based VSI IV Reynoldsburg LLC. The seller was Browning Investments Inc., an Indiana-based real estate company. It will be managed by Uncle Bobs Management LLC.

The facility, 7304 Tussing Road, was developed in 1992. The 8.3-acre property consists of five storage buildings, one office building and a mini warehouse. It has 494 units and is currently about 81 percent occupied. Deferred maintenance reduced the initial asking price, which was $3.5 million.

David Kohn, Marc Boorstein and Jeffrey Jacobson of MJ Partners Inc. represented the seller, while there was no buyer's broker involved.

Owned by self-storage real estate investment trust Sovran Self Storage Inc., Uncle Bob's owns or manages more than 430 facilities in 25 states.

Uncle Bob's Self Storage has partnered with the Syracuse Crunch, a minor league hockey team, to sponsor the "Uncle of the Year" contest.

During the month of March, fans will have the opportunity to nominate their favorite uncle for the award. To submit a nomination, fans must write an essay of up to 250 words giving reasons why they think their uncles should be selected as the Uncle Bob's Self Storage "Uncle of the Year."

A panel of judges consisting of Uncle Bob's Self Storage staff members and Crunch players will review the entries and select a winner. The winner will be announced in an on-ice presentation at the Crunch's home game on Wednesday, April 4. The winning uncle will receive a 10-pack of ticket vouchers for the 2012-13 season, a team-autographed stick and a prize pack, compliments of Uncle Bob's Self Storage.

Fans can submit their essays in person at all remaining Crunch home games through the end of March at the Guest Services table or by e-mailing [email protected].

Uncle Bob's has four locations in Central New York: Cicero, East Syracuse, Liverpool, and Spencer Street in Syracuse. The operation has more than 430 facilities in 25 states and is part of Sovran Self Storage, a real estate investment trust in the business of acquiring and managing self-storage facilities.

Proposed legislation in Idaho that would force the state's land board to sell the self-storage facility it purchased with controversy failed Wednesday in the Senate Resources Committee. The bill's failure is a setback to the collective lobbying effort of the Idaho Self Storage Association (IDSSA), the national Self Storage Association (SSA) and many outspoken self-storage professionals who oppose a state government's foray into the industry.

The bill, proposed initially in February in the Idaho House of Representatives by Rep. John Vander Woude, would have required the state to divest itself of all businesses funded by the state's endowment trust, including Affordable Self Storage in suburban Boise, and sell them to private-sector buyers. The bill cleared the House by a 66-3 vote before stalling in the Senate.

Since its purchase in August 2010, Affordable Self Storage has become one of the endowment's most lucrative assets, returning annual profits of about 8 percent.

The Senate panel received pleas from school boards, the Parent Teacher Association and Idaho Education Association to reject the bill on grounds it would tie the Land Board's hands in investing in properties that produce highest returns for Idaho's public schools, which are the key beneficiaries of profits from state-run businesses. The process is outlined in Idaho's state constitution.

Department of Lands director Tom Schultz, whose agency helps manage Affordable Self Storage and other state-run businesses, urged the Senate committee to stall the bill. Schultz told the source none of the state-run businesses have state employees working there. Each business is staffed by a professional services management company.