2026 Spring Operator Forum for Self-Storage Executives

  • Updated on Jan 29, 2026
  • Gabriel P. Goncalves
    By Gabriel P. Goncalves
    Gabriel P. Goncalves
    Monument Chairman

    Gabriel is a software entrepreneur and Executive Chairman for Monument with over 20 years of experience. He leverages his operating…

Table of Contents

    Invitation-Only Gathering Returns to Bluestem Ranch in Athens, Texas

    Bluestem Ranch in Athens, Texas

    Monument, a premier provider of an all-in-one self-storage management platform purpose-built for scaling, multi-facility operators, is hosting its semiannual Operator Forum this Spring from April 24–26, 2026. These events bring together a curated group of self-storage executives for a private, off-the-record working session focused on the structural issues shaping multi-state, multi-asset portfolios.

    The Spring 2026 Forum builds directly on the momentum of the Fall 2025 Operator Forum. The Fall session focused on practical, operator-driven topics, including:

    • Google Local and tenant acquisition channels
    • Abandoned cart and lead nurture strategies
    • Reputation management and upsell execution
    • Scaling without adding headcount
    • Remote vs. hub-and-spoke vs. on-site models
    • ECRI best practices and pricing ceilings
    • Workflows worth automating first
    • Investor reporting, accrual accounting, and call center orchestration

    As one attendee summarized:

    “Forums like this are invaluable for swapping real best practices and building the relationships that keep you winning in competitive markets.” — Frank Certo, Senior Vice President of Operations, The Storage Mall

    Another operator described the environment as:

    “The no jerks rule works. The people, setting, and conversations go way deeper than any conference panel. If you get invited, you go.” — John McAfee, Owner, The Storage Place

    The Fall Forum was intentionally designed to move beyond surface-level conference dialogue. As Jeremy Rollwitz, Senior Vice President at Right Move Storage, noted:

    “It was clear we were not just invited, we were heard. Monument listens with intent and follows through, which is rare and motivating.”

    The Spring 2026 session will continue that format—high-caliber operators, structured but candid roundtables, and focused discussions on revenue growth, automation leverage, call center performance, pricing discipline, portfolio integration, investor reporting, and the evolving operator tech stack.

    As one CEO put it:

    “Monument’s forum is a no-pressure space where storage leaders can talk openly about where the industry is going and share real perspectives on the future.” — Chris Martin, President & CEO, Ideal Self Storage

    These Forums are not conferences. They are working sessions for serious operators navigating scale, capital pressure, competitive markets, and NOI optimization across complex portfolios.

    The main topics that will be discussed at the 2026 Spring Operator Forum include:

    • Call centers, phones, & lead data
    • Lead funnel segmentation & CRM / automation
    • Existing Customer Rent Increases (ECRIs) & revenue management
    • Reporting & metrics operators actually use
    • Concessions, discounts & price integrity
    • Oversupply, REIT behavior & “normal vs grind” markets
    • CapEx, property quality & remote ops
    • Marketing, AI, and vendor strategy

    The Forum will be held at the beautiful Bluestem Ranch in Athens, Texas, providing the perfect backdrop for forward-thinking operators and influential industry leaders to gather, share ideas, discuss actionable strategies, and, of course, have some fun with various team-building activities.

    Bluestem Ranch conference area  

    Event Overview

    bluestem ranch operator discussion

    The Operator Forum is a unique event because it is not a conference in the traditional sense; rather, it’s a place where top Operators can meet, collaborate, and discuss ideas that they can take back to their businesses and implement immediately into their daily operations, all under the lens of transparency and trust. There are no sales pitches or big egos to be found here, just real discussions with real Operators and industry thought leaders.

    • Date: April 24–26, 2026
    • Location: Bluestem Ranch, Athens, Texas (about 90 minutes from Dallas)
    • Cost: No registration fee; attendees only need to cover travel expenses
    • Capacity: Lodging at the ranch includes 16 luxury motel-style rooms; attendance is capped at 12 executives to preserve discussion quality and confidentiality

    Forum Leadership & Guides

    bluestem ranch operator discussion

    The 2026 Spring Operator Forum will be hosted by Monument and led by industry leaders:

    Callum Kerr, CEO of Arborstone Storage

    Callum Kerr

    LinkedIn

    Principal of Arborstone Capital and Chief Executive Officer of Arborstone Storage, a real estate operation focused on growth in low competition markets, utilizing data analytics and remote management to provide a stronger oversight to property management. We apply simple and useful automation to our processes and systems allows us to efficiently manage our properties.

    Additionally, I’ve been active in single-family and multi-family investing, renovating, and property management for over 12 years.  Our team manages my own portfolio of properties as well as several for friends and family.

    Frank Certo, VP of Operations for The Storage Mall Management Group

    Frank Certo

    LinkedIn

    As a proven leader and business coach, I captain a team of winners that consistently over-deliver high-performance results in areas of Sales, Operations, Property Management, Unique Marketing programs, and Revenue Management.

    My team currently oversee a portfolio of assets achieving substantial revenue and NOI growth each year over the last 2 decades.  We have achieved this while still delivering highly rated customer service and solutions for both residential and commercial customers.

    Specialties Include: Business Development, Employee Learning, Property Management, Operations, Process Management, Hiring, Training, Coaching, & Employee Retention Programs designed to produce high performance results.

    Jim Mooney, Owner of Mooney Storage Solutions

    Jim Mooney

    LinkedIn

    Jim Mooney Jr. is the owner of Mooney Storage Solutions, providing nationwide consulting to improve self-storage operations, revenue, and occupancy. With over 25 years of industry experience, he is a former VP of Operations for Freedom Storage Management, specializing in hub-and-spoke management, and was named President of the Storage Business Owners Alliance (SBOA) in December 2025.

    What to Expect

    Open-forum, operator-led discussions focused on:

    • Pipeline SOP + Scorecard, With a Special Focus on AI: This discussion will focus on how operators are redefining “pipeline discipline” in an AI-driven environment, including speed-to-lead benchmarks, intent scoring, abandoned-cart recovery, and automation-assisted follow-up. The conversation will also cover which channels are still producing qualified demand, how AI search and LLM-driven referrals are changing acquisition strategy, and what conversion targets look like by channel and portfolio profile.
    • Web Conversion Playbook: Operators will learn about moving beyond “having a good website” to treating the rental funnel as a revenue engine. Topics include rent-and-reserve versus rent-only flows, friction removal in unit selection and checkout, trust signals that materially impact conversion, and how operators are measuring lift from concessions, merchandising, and upsells such as tenant protection and premium unit placement.
    • Revenue management and ECRI execution (ECRI Engine Rules): Here we’ll look at practical, operator-tested approaches to street-rate strategy, rate review cadence, and Existing Customer Rent Increases (ECRI). Sessions will also examine how operators are setting ECRI guardrails to balance churn risk and NOI growth, what achieved increase percentages look like in practice, and which reporting metrics actually inform executive and investor decision-making.
    • Staffing Model + Training Rhythm: How modern portfolios are structuring teams to scale efficiently, including remote versus staffed models, district and regional oversight ratios, and ownership of culture as headcount grows. Operators will share what is working in hiring, onboarding, LMS usage, ongoing coaching, and incentive structures that drive performance without creating perverse incentives.
    • Portfolio Scale and Automation: We’ll go through real-world examples of how operators are using automation to standardize operations across dozens of assets—reducing call volume, manual collections, and operational variance. Discussion will focus on where automation delivers the greatest OpEx leverage, where it breaks down, and how governance changes as portfolios grow from regional to multi-state.
    • NOI Growth Strategies: Provides a holistic look at the levers that materially move NOI at scale: pricing discipline, conversion efficiency, labor optimization, and data-driven execution. Operators will pressure-test assumptions, compare approaches across stabilized versus ramp-up assets, and share what has demonstrably improved asset performance and valuation in today’s market.

    Based on feedback from prior forums, the Spring 2026 format introduces more structured deep-dive sessions, defined outputs, and hot-seat operators to ensure tactical value.

    Activities & Informal Networking

    While the forum is an important event, we also like to have fun and take every opportunity to get to know each other better and foster organic connections. Operators can look forward to conversations that extend beyond the meeting room through shared experiences, including:

    • Fireside networking
    • Pickleball
    • Trophy bass fishing
    • UTV ranch tours
    • Skeet shooting and outdoor activities like night hunting

    Activities informal networking  Activities
    .
     

    A Peer-Driven Agenda: What the Group Decides to Discuss

    Prior forums have represented more than 200 facilities and nearly 70,000 units in attendance. This upcoming Spring forum is booked out with 531 facilities and over 230,000 units incoming to talk shop.

    When attendees arrive at the Operator Forum, they’re given a small number of colored stickers. Using these stickers, they can choose which discussion topics to prioritize by indicating their interest with the coloured stickers provided. The topics of greatest interest are given the highest priority in the discussions throughout the event.

    Why Monument Hosts the Operator Forum

    Monument self storage software scaled

    The Operator forum was created to give industry professionals a space where they can come together to collaborate and discuss the most relevant topics impacting the self-storage space. Monument believes that the best insights can be gleaned from operator-to-operator interactions, not from sales pitches or presentations. Creating an environment where people feel comfortable makes networking, addressing the latest industry challenges, and discovering new opportunities organically.

    The forum also serves as a feedback mechanism, informing Monument’s ongoing investment in automation, analytics, revenue management, and enterprise-grade portfolio operations.

    Invitation-Only Attendance

    bluestem ranch operator discussion

    Monument hosts Operator Forums twice annually—Spring and Fall—to allow discussions to evolve alongside market conditions and operator challenges. Participation is by invitation only to preserve confidentiality, trust, and relevance.

    If you are interested in attending, email james.elkins@monument.io.

    About Monument

    Co-founded by Gabriel E. Goncalves (CEO), Monument is a software-as-a-service (SaaS) platform designed from the ground up for the self-storage industry. Unlike standard management tools, Monument targets multi-facility operators by offering enterprise-grade features such as portfolio-wide automation, REIT-level revenue management, and GAAP-compliant accounting. Monument is also an open-ecosystem alternative to legacy incumbents that specifically focuses on providing a platform for solving the complex operational challenges that come with scaling portfolios, so you can easily go from managing 20 to 100+ locations.

    For more information about Monument, visit https://monument.io/.

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