Simon Berman Of Montreal Mini Storage / Avenir Properties On How To Design Office Spaces That People Love To Work In
An Interview With Ben Ari
Our curated communities are meticulously crafted to foster the success and growth of our members. In essence, we pride ourselves on increasing access to a collection of resources, mentorship events, and an open-door policy for any initiatives that can further our members’ progress. Ultimately, we believe that when they thrive, we all prosper together.
As a part of our series called “How To Design Office Spaces That People Love To Work In”, we had the pleasure of interviewing Simon Berman.
Simon Berman is the co-founder and CEO of the Montreal Mini-Storage Group and Avenir Properties. Since converting a distressed manufacturing facility into a thriving self-storage facility in 2004, Avenir Properties, under Berman’s leadership has built a vast commercial real-estate portfolio of 30 properties approaching 3M SQ.FT. His passion for entrepreneurs and start-ups continues to drive his professional ambitions.
Thank you so much for joining us in this series! Before we dive in, our readers would love to learn a bit more about you. Can you share a story about a mistake you made when you were first starting and a lesson you learned from that?
The most significant lesson I’ve learned thus far is the importance of deeply understanding your audience and their challenges before embarking on product development. Initially, we crafted a product, or rather a space, based on what we believed they needed: office space equipped with storage and auxiliary services to facilitate their growth. While we got the broader picture right, the initial execution missed the mark. In the first three to four months, we faced a stark reality — the inability to fill space with qualifying tenants due to an imperfect fit with their needs.
This setback was very humbling. It prompted us to shift gears and seek greater input from our end users. We observed their day-to-day habits, listened to their business goals and frustrations and painstakingly reconfigured our offering to align with their specific needs. We expanded storage capabilities to accommodate their stock, adjusted pricing to match their budgets, added the bells and whistles they needed in the meeting rooms and common space and the results were transformative. This pivot required substantial capex and for us to admit we had erred, but it resulted in earlier profitability thanks to the rapid traction and increased sales volume. As the expression goes, build it (according to their needs) and they will come.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Rather than a quote, I will share with you two anecdotes that I share with my team frequently.
These legends hail from none other than business greats themselves: Zappos and Trader Joe’s. Both narratives encapsulate extraordinary feats of customer service. They exemplify a commitment to delivering unparalleled experiences and embody the Avenir and Montreal Mini-Storage standard which our team upholds.
The first recounts a Zappos customer who, during a customer service call, placed an order not just for a pair of shoes but also for a pizza(!)… and received both.
The second story unfolds amidst a frigid January Nor’Easter blizzard at Trader Joe’s, where a team rallied together to ensure the delivery of fresh groceries to an elderly customer, despite cancellations on that challenging day.
These anecdotes, to me, epitomize the lengths we must, and indeed will go to, in order to exceed customer expectations and build a reputation as a company that delivers for our customers.
In today’s fiercely competitive economic landscape, where the number of storage spaces across America exceeds the number of McDonald’s drive-thru windows, there’s only one type of customer that exists — a satisfied one…. and going above and beyond their expectations- consistently- is the secret sauce to making it in business over the long haul.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Throughout my personal and professional journey, I have considered myself immensely fortunate to have been guided by a remarkable collection of mentors who’ve extended their friendship and counsel on an array of decisions. However, in this particular chapter of my career, my gratitude swells. In my heart, the entire Avenir/Montreal Mini-Storage team feels like my unwavering personal cheerleaders, always ready with a word of encouragement or a nugget of wisdom. Working amongst them is truly inspiring.
I once received an email from an investor that truly exemplifies this. The email was a response to a concern I expressed and he reassured me with the words, “Whichever decision you choose is the right one.” This unwavering trust is priceless and has played a pivotal role in my journey to success. Whenever the day takes an unexpected turn, I revisit that email, finding renewed strength and confidence to face any challenge.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
In 2020, we introduced Clickspace, an innovative office space designed to empower the fast growing e-commerce sector and support entrepreneurs transitioning from traditional brick-and-mortar businesses to the online realm. Our endeavor was met with resounding success, not only filling our spaces but also offering a lifeline to numerous entrepreneurs grappling with the challenges of the pandemic.
However, amidst our triumph, a stark disparity emerged. Among the 21 businesses thriving at Clickspace, just one was led by a woman, and even then, she shared co-founder status. As we entered 2023, this glaring gender imbalance weighed heavily on my heart.
Motivated by a burning desire for change, we decided to confront this issue head-on. With determination and purpose, we reached out to The Scotiabank Women Initiative, forging a powerful alliance to address this pressing issue. Together, we embarked on a mission to establish a dedicated space exclusively for women entrepreneurs. This visionary space not only offered reduced rent but also provided a unique blend of mentorship and networking opportunities meticulously tailored to meet their specific needs.
The launch of this second curated community marked a monumental success, with every space quickly finding its tenant. In a matter of weeks, we empowered 11 remarkable female entrepreneurs to forge ahead with their ambitious initiatives and transformed failing conventional office space in the process. Win-win!
Today, as we set our sights on the broader landscape, we are directing our efforts toward the vibrant greentech ecosystem and the dynamic (and recession resistant) medical communities. Our commitment remains unwavering as we continue to conduct diligent research, seeking out additional communities that can benefit from and be empowered by our innovative approach to delivering the workplaces of the future. With each new venture, we aim to redefine the boundaries of traditional workspace, fostering inclusive environments where diverse talents can flourish as communities.
Thank you for that. Here is the main question of our discussion. What are your “Five Things You Should Do To Design Office Spaces That People Love To Work In” and why.
1 . Tune In: Listen to your audience
To create an office space that truly resonates with people and becomes a place they genuinely love to work in, you must listen to and learn from your audience. This brings us back to a pivotal moment when our initial design of Clickspace failed to align with our target demographic. However, once we wholeheartedly embraced their feedback and insights, we returned to the drawing board… The result? A revamped product that not only met their expectations but exceeded them, achieving a rapid sell-out success and cementing our positioning as the most sought-after destination for early stage e-commerce businesses.
2 . Aim for budget-Friendly Excellence
Our meticulously curated communities have been consistently in high demand, often selling out rapidly, and boasting an ever-expanding waitlist — some of which formed even before our doors officially opened. While we could have chosen the path of raising prices to capitalize on this fervent interest, our commitment to affordability has been a cornerstone of our success. We take pride in delivering exceptional value for the cost, a trait that has become synonymous with our brand and reputation.
This approach proves to be cost-effective in more ways than one. Not only does it reduce our marketing expenditures, as satisfied members readily spread the word, but it also fosters unwavering loyalty and diminishes turnover among our community.
3 . Create an office sanctuary: Where Work Feels Like Home
Picture this: the average person dedicates a significant chunk of their day, somewhere between 8 to 12 hours, within the confines of an office. For some, it equates to more waking hours spent at their desk than in the comfort of their own home, surrounded by loved ones. It’s a reality we didn’t take lightly when envisioning the transformation of the common spaces at 1 Chabanel (our Montreal fashion district commercial property.)
Our mission was clear — to create a workspace that seamlessly blends the demands of hard work with the joys of unwinding and connecting. Beyond our cutting-edge offices, we’ve woven a tapestry of amenities that redefine the conventional workplace. Picture a rooftop basketball court for a quick break or friendly competition, a stylish lounge where connections and ideas flourish, and a vibrant community newsletter celebrating our tenants’ achievements while forging meaningful connections among them.
In essence, we crafted an environment replete with all the comforts and conveniences of home, making 1 Chabanel feel like a cherished ‘home away from home.’ The allure of our amenities and the vibrant community we’ve nurtured have not only drawn in high-caliber tenants but also retained them. Remarkably, despite the challenging landscape faced by other commercial properties, our building has maintained near-full occupancy, standing as a testament to our commitment to excellence
4 . Build for the Future
Our curated communities are meticulously crafted to foster the success and growth of our members. In essence, we pride ourselves on increasing access to a collection of resources, mentorship events, and an open-door policy for any initiatives that can further our members’ progress. Ultimately, we believe that when they thrive, we all prosper together.
Since we inaugurated Clickspace in 2021, we’ve had the privilege of witnessing one of our tenants evolve from a modest two-person startup to a thriving eight-person team, culminating in their current impressive 15-person setup, complete with a fully equipped podcast studio. It’s been a genuine delight to witness their growth across our real estate portfolio. This tenant’s journey has been our proof of concept, and we will continue to build and set up other businesses for success.
5 . Design Spaces That Beckon Back
Statistics show that anywhere from 65% to 78% of employees prefer remote work (depending on the survey source). As we embarked on the creation of Clickspace at the onset of the pandemic, we recognized the need to offer employees and companies compelling reasons to leave their safe, comfortable homes and return to the office. We understood that simply providing free coffee and comfy chairs wouldn’t cut it.
Our strategy was clear: We set out to design offices that centered around essential services and amenities, offering employees something truly exceptional — features they couldn’t easily access from their home offices.
For instance, at Clickspace, we forged a strategic partnership with a well-established 3PL (Third-Party Logistics) service provider with over three decades of experience. This partnership led to the establishment of their satellite office within our commercial building. Almost immediately, it became a magnet for a dozen new e-commerce businesses struggling with logistics and shipping challenges. We offered them a solution, right on their terms, within our conducive workspace, forging a win-win scenario.
We created an array of features to allow our tenants to work hard and play harder… Most notably, an outdoor basketball court and living space, guided exercise classes, community cocktails on our rooftop lounge and the list continues to grow..
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 😊
Our guiding principle, resonating through all our brands within the Avenir real-estate portfolio, is simple yet profound: We connect, inspire, and leave a lasting impact through space and culture. In a world that often feels impersonal, where isolation and loneliness are on the rise, I encourage my colleagues in the real estate industry to transcend the mere construction of four walls. Instead, let us aspire to craft vibrant microcosms where individuals can forge connections, find inspiration, and truly thrive together.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might see this, especially if we tag them :-)
We would love to connect with Adam Neumann, the founder of WeWork. Despite its unfortunate demise, WeWork essentially paved the way for innovation in office space. While Clickspace is often drawn into comparisons with WeWork, our underlying concepts are undeniably distinct. Indeed, we’ve both taken the concept of traditional office space and turned it on its head. WeWork is a co-working space and Clickspace is a curated business community.
Nonetheless, it would be so interesting to benefit from Adam Neumann’s experience as somebody who has been there and done that. It would be a true education to learn from his experience.
How can our readers further follow your work online?
Please check us out online at https://clickspace.ca/
https://www.montrealministorage.com/
Or better yet, connect with me via Linkedin. I look forward to continuing the conversation.
Thank you so much for joining us. This was very inspirational!
