Mini Mall
Storage Properties
Mini Mall Self-Storage was established in Calgary in 1977 by Joseph Giuffre, who saw the potential for the self-storage industry in Canada. In 2020, Anthony Giuffre, founder and CEO of Avenue Living and Joseph Giuffre’s son, took over the business his father built and re-branded it Mini Mall Storage Properties (Mini Mall). As of December 31, 2023, Mini Mall manages over 8 million square feet across more than 210 self-storage facilities in Canada and the United States, amounting to approximately $ 1.5 billion in assets under management.
Over the last year, Mini Mall Properties (MMSP) took its focus inward and concentrated on operational efficiency. We used our experience and maturity as an organization to bolster the performance of our existing assets. Through the latter half of the year, we saw the benefits of this strategy, including lower delinquencies, a seamless customer experience, and strong yield growth.
The team maintained its meticulous approach to acquisitions, making data-driven decisions based on the extensive knowledge we’ve gathered. We targeted hubs where we see strong market conditions and strategically filled in spokes from an operational efficiency lens. Going forward, we will continue to enhance the MMSP Method, amplifying the synergies we’ve cultivated, driving true long-term success.
– Adam Villard
CEO, MINI MALL STORAGE PROPERTIES
Centralized Business Systems in Calgary & Dallas
With operational hubs firmly rooted in both Calgary and Dallas, Mini Mall is positioned to offer comprehensive business support to its network of North American self-storage properties. This initiative centralized various functions across Mini Mall to drive improvements in facilities management, customer service excellence, employee experience, and revenue management.
Hub-and-Spoke Operating Model
Mini Mall’s innovative hub-and-spoke operating model uniquely positions the organization for success in secondary and tertiary markets. At the heart of it is the commitment to ensuring that no facility is more than a 45-minute drive from a central management center. This proximity enables managers to be readily available for on-site interactions with customers when necessary, fostering a strong sense of personalized service. This approach marks a significant departure from the traditional self-storage model, where legacy sites often require an average of two full-time employees for smooth operations. Mini Mall efficiently manages a 1:1 automated-to-manned site ratio within a 100-kilometer radius, targeting an impressive 0.9 full-time employees per site in the field. This streamlined approach not only maximizes efficiency but also significantly reduces operational costs, enhancing the company’s competitive advantage.
Leveraging Technology
Technology is at the forefront of Mini Mall’s operational evolution. The implementation of a unique technology stack across all assets has revolutionized the way Mini Mall conducts business, resulting in benefits for the customer and organization. Investments in cutting-edge solutions, such as advanced security systems, online rental platforms, and customer relationship management software, have transformed day-to-day site management. These innovations empower customers with increased flexibility, allowing them to rent units, receive invoices, and even access facilities without any human interaction if they wish. This modern approach aligns with the evolving needs and preferences of today’s consumers, providing a seamless and contactless experience.
With a strong tech strategy, Mini Mall continues to stay ahead of industry trends, delivering enhanced value to customers while maintaining operational efficiency.
Metrics
The MMSP Method
4 key components of our business — driven by the customer experience — constantly interact to bolster success:
People
We remain accountable by tightly defining roles and responsibilities and investing in our people.
TECHNOLOGY
We lean on leading technologies and programs to maximize our output and streamline experiences.
SYSTEMS
We implement proactive processes at every level of the business to help us scale and grow.
PERFORMANCE
We measure against the metrics that matter to gain insights that drive the organization towards success.
