MSM’s THE Show heads to Atlanta Nov. 4-6

Modern Storage Media’s inaugural self-storage conference and trade show will make its Atlanta debut Nov. 4-6 at the Georgia World Congress Center. The event adds new formats for networking, education and dealmaking as the industry navigates regulation, capital, development and changing operations.

Why it matters: - THE Show is designed as a new national gathering point for self-storage owners, operators, investors and vendors. - The event combines education, networking and dealmaking in one place, which could make it easier for attendees to move from learning to business conversations. - The conference also spotlights the industry’s biggest pressure points, including operations, data, development and investment.

What happened: - Modern Storage Media is bringing THE Show to Atlanta for Nov. 4-6 at the Georgia World Congress Center. - MSM bills THE Show as the inaugural self-storage conference and trade show built around a fresh event format. - The program includes more than 70 industry experts and keynote speakers. - The event includes speakers from sports, politics, business and technology.

The details: - The trade show floor is divided into zones instead of a traditional booth grid. - The center of the floor will feature the StorageLife Clubhouse, a dedicated networking space. - THE Show schedules trade show hours and educational sessions so attendees do not have to choose between them. - The conference is organized around four pillars: Operations, Data, Development and Investment. - Operations covers strategies, technology and best practices for facility performance. - Data focuses on market insights and intelligence for decision-making. - Development covers site selection, construction, design, financing and the challenges of opening new facilities. - Investment addresses acquisitions, capital, valuations and broader financial forces in the sector. - Day 1 keynotes include Aoife Roche, known as AI Queen™, on AI tools, lead generation and visibility. - Day 1 also features former MLB All-Star Chipper Jones on perseverance and staying competitive. - Day 2 keynotes include CNN commentator Scott Jennings on the midterm elections and their business implications. - Day 2 also features U-Haul CEO Joe Shoen on regulation, economic pressures and new opportunities in self-storage. - Day 3 includes congressmen and self-storage owners Troy Downing and Jefferson Shreve on how Washington affects the industry. - Day 3 also includes Travis Morrow, CEO of MSM and Storelocal and president of National Storage, on the industry’s reputation and responsibility. - The Speaker Post Game will let attendees continue conversations with speakers after sessions. - The Manager’s Room is aimed at facility managers and focuses on practical operations and sales training. - The Deal Room powered by TractIQ will bring buyers, sellers, investors and dealmakers together for property and portfolio conversations. - TractIQ’s industry data and market intelligence will support those deal discussions. - THE Show will host 40 small-group roundtables on pressing self-storage issues. - Day 1 ends with the Deep Blue Welcome Reception at the Georgia Aquarium’s underwater ballroom, with catering by Wolfgang Puck. - The Red Carpet Awards Gala will honor the industry’s best and include MSM’s 2026 Facility and Manager of the Year awards live on stage.

Between the lines: - MSM is using the event format to separate THE Show from a standard trade show and make the experience more interactive. - The addition of dedicated spaces for post-session conversations, manager training and dealmaking signals a stronger push toward practical business outcomes. - The Atlanta Mission partnership adds a community service element to the conference. - Atlanta Mission is the city’s largest and longest-running provider of services for the unhoused and also helps clients prepare for employment through job training and placement assistance. - Attendees are encouraged to bring an extra professional outfit to donate.

What's next: - Attendees, sponsors and exhibitors will gather in Atlanta Nov. 4-6. - More information is available at the event website.

The bottom line: - MSM is betting that a reworked conference format, stronger networking spaces and targeted education will make THE Show a must-attend event for the self-storage industry.