By Bruce Jordan
Since the darker agesa time when dark, confined, cluttered and poorly apportioned offices were the self-storage normwe have developed a much clearer understanding of the average customer. Here is what we know:
- The majority of self-storage customers are female.
- An aesthetic architectural design will be looked on more favorably by the local community.
- Self-storage is more a retail than an industrial use.
- A sense of order contributes to a persons perception of security.
- Colors also influence peoples perception, and bright, cheerful spaces are preferred over dark, dingy ones.
The best of the best facilities will consider all these factors in their design. The goal is to maximize the positive attributes and minimize the negative ones. Well-designed facility will have higher absorption rates and potentially higher rental rates, retain more customers, and wear better over their lifetimes.
As self-storage projects have found their way out of industrial zones and into commercial centers, aesthetics and design have played an increasingly key role. Since the majority of new projects undergo scrutiny by a planning commission or design-review board, it becomes important to have an architecturally responsive design to obtain approvals.
Luxury self-storage starts with the street facade, office and entryway. These areas are most obvious to the public and will set a facility apart from competition. A facility with curb appeal and attractive architecture is more likely to be remembered by prospective tenants and accepted by the community. Attention to detail will result in a more pleasant and functional space that provides managers a better work environment.
The entry sequence should be obvious and straightforward. The office should occupy the most prominent position so customers know exactly where to go. A colorful, well-landscaped entry and walkway will make a good first impression.
When customers arrive, they should be able to see into the office through large windows. High ceilings and taller windows all contribute to a more luxurious office without a significant increase in cost. They also introduce more natural light into the office while giving managers more outward visibility. An open office is more inviting, user-friendly and allows for better display of the retail area, interior signage and logos.
When a customer enters the office, he should be facing the service counter and manager. An attractive backdrop to the counter provides an opportunity to showcase the security system, facility logos, an American flag or even some fresh-cut flowers. Ample counter space and storage allows for an uncluttered, organized appearance. The retail areas should make use of color and lighting and accentuate displays.
A small seating area will allow patrons to be comfortable and review rental agreements at a leisurely pace. Some facilities have even had success with work stations, where customers can make calls or plug in a laptop computer. Consider adding a small play area for children, which is a great way to showcase that 5-by-5 show unit. A conference room is another possible addition, particularly in urban markets and those with a higher percentage of businesses. It can be used by customers accessing business or personal documents, and can include a refreshment area with coffee, bottled water and maybe a few items from the local bakery.
If the facility has a wine-storage area, it should be visible from the service counter to effectively market the space. Wine storage is increasing in popularity in luxury facilities. While it isnt suitable for every market, and can certainly add to a facilitys ambiance.
Finally, office size is an important consideration and should be related to the size of the facility. A large office would be 2,000 to 2,500 square feet; a medium-size office would be 1,200 to 2,000 square feet; and a small office will be approximately 600 to 1,200 square feet. It stands to reason a facility of 130,000 square feet will have more traffic than a facility of half that size and require a larger office.
Contextual or thematic architecture becomes more important as more cities strive to preserve the historical basis of their communities. Furthermore, horizontal and vertical offsets, towers, cupolas, eye-catching materials and colorful landscaping are far more interesting than flat facades and bland color schemes.
Facility access points should be architecturally accentuated so customers know exactly where to park and enter the facility. A colorful canopy or a change in color or materials will make the entry more prominent. Entry gates are a key aspect of a facilitys curb appeal and can also be functional. For example, double entry gates separated by pilasters can work as kiosks. Not only do they separate entering and exiting vehicles, they can contain keypads, video screens, intercoms and seasonal signage. Landscaping can be added to the kiosk area for a colorful touch.
While a spacious office and great curb appeal contribute to the luxury feel of a facility, less obvious areas are equally important. For example, access and loading areas can be critical to a facilitys success, particularly in the case of urban multistory sites. These spots should be well-lit, secure and colorful. A canopy-covered loading area is a great place to secure lighting, security cameras, and speakers for intercoms and piped music. It should also include lots of room for maneuvering, convenient cart storage and direct access to elevators for customer convenience.
Luxury self-storage is not about designing the Ritz; its about carefully considering the customer and making the experience as satisfying as possible. Some will say luxury storage is too expensive as well as unnecessary. In certain markets, that will be the case. In a majority of markets, however, luxury storage can be achieved by careful planning, attention to detail and only a relatively small increase in cost.
The economics of a shorter absorption period, higher rental rates and more stable overall facility will usually balance the increase in construction costs. In markets dense with storage sites, luxury storage can be the best way the beat the competition.
Bruce Jordan is president of San Clemente, Calif.-based Jordan Architects Inc., a full-service architectural firm specializing in the design and entitlement of self-storage projects. For more information, call 949.388.8090; e-mail [email protected]; visit www.jordanarchitects.com.
IN his 34 years, Inside Self-Storage
columnist Scott Duffy has been down, but hes never been out. The founder of
Self Storage Capital Group Inc. doesnt know how to give up, which is fortunate, because his
setbacks would have most of us brandishing our lily-white flags. If triumphing
over adversity and beating the odds was an Olympic sport, Duffys place on the
podium would be guaranteed.
For decades, the basic formula for
successful self-storage development was, If you build it, they will come.
Facilities built in the '70s and '80s lacked architectural flavor and used
cookie-cutter-style buildings. They remained rented without challenge or
objection. Today, however, we operate in markets with an average of seven
competitors in a 5-mile radius. There is almost always a new face on the block,
and you better bet the new face looks better than the old ones. As competition
heats up, facility aesthetics become a greater factor in renters
decision-making process. Modern facility designs include materials like brick,
stucco and glass. Structures are accented with dormers and mansards, giving the
renter a sense of class.
The
self-storage market has begun to saturate in many areas of the country. As a
result, developers have found it necessary to put facilities on premium
property. New developments on highly visible, easily accessible sites are able
to contend with the competition by providing something many first- and
second-generation facilities cannot: convenient, modern amenities. These do come
with a catch, however: cost. Developers may ask themselves, How do you
justify a traditional self-storage development on a high-priced, 5-acre site?
The answer is simple: Dont use 5 acres. Build up, and use less land.
Code Requirements
Phasing. With traditional
self-storage, the facility can be constructed one building at a time. This is
called phasing. The ability to construct the facility in phases allows you to
limit your investment and risk. The unit mix can also be adjusted to match the
market as new buildings are completed. With multistory facilities, phasing is
not possible, as the entire shell of the building must be completed on the first
day of operation. Thus, more cash is required in the beginning for the
additional working capital. In addition, the unit mix and layout should be
planned very carefully because adjusting the units later can be costly.
Managers Responsibilities. Multistory
buildings are more complex than traditional self-storage and, therefore, add
greater responsibility to the managers role. This includes checking wet and
dry sprinkler
systems, maintaining elevators, inspecting and maintaining
smoke detectors in elevator shafts and ducts, maintaining hallways and
stairwells, and securing the facility at the end of each day.
David Blum, past president and current board trustee, recalls
the ups and downs of the associations first years. We started as the South
Florida Self-Storage Association, which was basically designed to be a group for
networking among owners and operators in the tri-county area of south Florida,
Blum says. We received a tremendous amount of support and interest
initially. In August 2000, we had our first mixer. It was like a tradeshow, and
we invited everybody managers, employees and operators. We had about 20 vendors with table-top displays, and it was a
rousing success, with almost 300 attendees.
What to do? The FSSA board committed to producing more
discounts and other members- only amenities. A self-storage lease, developed in
August 2003, perhaps ranks as the most valuable. Approved for use in the state
of Florida, the lease is available for purchase on CD. Not many state
associations have a specific state-sponsored lease, well-written by a highly
regarded self-storage attorney, says Linnea Appleby, board president. Thats a huge
benefit, available only to members.
In reviewing the FSSAs accomplishments for 2004, Blum
points to the joint-venture expo in Miami, Nov. 17-19, as a milestone. By teaming with ISS in a regional event, the FSSA will help
alleviate the drain on vendors who cant afford to attend the burgeoning
number of tradeshows. I think in the future youll see more and more of
this type of thing start to come on, says Blum.