CSSA 21st Annual Owners Summit Recap
A Day on the Bay: Highlights from the 20th Annual CSSA Self Storage Owners Summit
Balboa Bay Resort, Newport Beach | July 17, 2025 | Gabriel Luna
Each July, just as the marine layer lifts off the Southern California coast, a group of storage professionals from across the state gathers by the water to reflect on the industry’s challenges, share strategy, and chart the road ahead. This year, the California Self Storage Association (CSSA) celebrated its 20th Annual Self Storage Owners Summit at the Balboa Bay Resort in Newport Beach, delivering a day of substance, energy, and perspective in one of the state’s most scenic settings.
The morning sun on the harbor was picture-perfect. But what happened inside the sessions was what truly made the day unforgettable. And for those outside of California, there was plenty to take home from what this group learned and shared.
Legislation in Focus: Navigating the Political Terrain
The Summit opened with a clear call to action from the Legislative Update panel, which explored California Senate Bill 709 and the broader tone surrounding regulation in the state. With Steve Mirabito (StoragePRO), Gary Sugarman (William Warren Group), John LaRaia (Caster Group), and Rob Lapsley (California Business Round Table) at the helm, the session unpacked growing political scrutiny around pricing transparency, rent increases, and consumer protections.
Operators were urged to pay close attention to how lawmakers are beginning to characterize the self-storage business. The panel highlighted a shift in perception that mirrors growing national conversations: How do we ensure fair treatment of customers while defending against overregulation?
For any operator, in any state, this was a timely reminder: it is critical to engage with policy, not just react to it. The group emphasized that narrative control starts with operators themselves. If we don’t define our industry’s story, someone else will.
Palmer Luckey: A Disruptor's Perspective
This year’s keynote speaker, Palmer Luckey, broke the mold—literally. In flip-flops and board shorts, the founder of Oculus VR and CEO of Anduril brought a provocative and unconventional presence to the stage. And yet, it worked. His talk on technology, innovation, and national defense struck a deep chord with the audience.
Luckey discussed how the U.S. military’s reliance on outdated procurement processes stifles innovation and drives inefficiency. He outlined how autonomous systems, powered by AI, are reshaping national security, and hinted that the same disruptive mindset is just as applicable to commercial industries like self-storage.
His broader message? Innovation requires discomfort. Growth demands risk. And sometimes, the person who looks least like the leader is the one who changes everything. It was the kind of session that sparked hallway conversations long after the applause ended.
CEO Super Session: The Business of Storage in 2025
Moderated by Tom Sherlock of Talonvest Capital, the CEO Super Session featured Joe Margolis (Extra Space Storage), William Hobin (StorQuest), H. Michael Schwartz (SmartStop), and Brian Caster (Caster Group) in a wide-ranging conversation on current operating realities.
The mood was cautiously optimistic. While occupancy has held steady, operators acknowledged that the performance surge of the pandemic era is behind us. Rate recovery remains sluggish. Margin pressure is real. And yet, each leader expressed confidence in the sector’s long-term trajectory, especially with increasing adoption among millennial renters and small business users.
One common thread emerged: focus. Operational discipline, customer experience, and strong brand positioning are more critical than ever. Innovation is not optional. Whether your company is public or privately held, agility is the name of the game.
Capital Markets: Financing in a Higher-Rate World
The afternoon Capital Markets panel closed out the formal program with perspective from Keith Williams (Wells Fargo), Dan Rosen (Ares Management), Angela Azizian (MetLife), and Kristin Millington (Crow Holdings), moderated by Nathan McElmurry of InSite Property Group.
The tone was measured, but not grim. Capital is available, but it is more selective. Institutional debt is tightening, but non-bank lenders and insurance companies are slowly re-entering the space. New development has slowed significantly. Deals are still getting done, but underwriting is tighter, and sponsors must show real strength and clarity in their proposals.
Panelists emphasized the importance of understanding local legislative risks, having command of supply and demand dynamics, and tracking rate behavior with precision. A key takeaway was that data is king. Having access to strong analytics and pairing them with on-the-ground experience is what will separate the winners from the rest in 2025 and beyond.
A Note of Appreciation and Looking Ahead
The day ended with a heartfelt toast to 20 years of CSSA leadership, followed by a sunset reception on the bay. One of the most poignant moments came with a tribute to Jim Davies of Talonvest Capital, a longtime supporter and one of the original creators of the Owners Summit. Jim's recent passing was deeply felt across the room. His legacy, defined by leadership, mentorship, and his unwavering belief in community, was honored with gratitude and reflection.
As the sky turned golden over Newport Harbor, the atmosphere was more than celebratory. It was reverent. What began two decades ago as a regional gathering has grown into a benchmark event that delivers relevant, real-time value to operators both in and beyond California.
To the nationwide reader, the message from Newport is this: the self-storage industry is still evolving, and its challenges are not confined by state lines. Whether you are dealing with legislative pressure, tightening capital, or the question of what innovation looks like in your own business, these conversations matter everywhere.
The tide is changing. And the leaders at this Summit are already paddling out.