Introduction
For decades, storage has been an overlooked side business. A unit was a unit, and most companies competed with the same promotions—“First month for $1” or “28-day billing cycles.” But what happens when a company refuses to play follow the leader and instead sets a new standard?
That’s the story of Bluebird Self Storage. Led by CEO Jason Koonin, Bluebird has grown into Canada’s only coast-to-coast storage brand. With boutique-style facilities, transparent pricing, and deep community engagement, Bluebird is redefining what storage means for families, businesses, and moving partners.
On the Movified Podcast, host Mark Hirschi sat down with Jason Koonin to unpack how Bluebird disrupted a traditional industry, expanded across six provinces, and launched Sunbird Storage in the U.S. This article distills their conversation into actionable insights for moving company owners, franchisees, and industry professionals.
Key Takeaways
What You’ll Learn:
- Bluebird Self Storage is Canada’s only coast-to-coast brand, with 25 facilities and more under development.
- The company rejects bait-and-switch pricing, offering transparent rates and guaranteed stability for at least 12 months.
- Community partnerships, including donations of nearly 10,000 square feet to Shelter Movers, position Bluebird as a leader in corporate responsibility.
- Moving companies can build strategic alliances with Bluebird to expand services and enhance customer experience.
Table of Contents
- The Rise of Bluebird Self Storage
- What Makes Bluebird Different
- The Challenges of Building Storage
- Bluebird’s Approach to Customer Experience
- Community Impact and Nonprofit Partnerships
- Partnerships with Moving Companies
- Mixed-Use Projects: Storage Meets Car Wash
- Lessons for New Investors in Storage
- Why Choose Movified
- Conclusion
The Rise of Bluebird Self Storage
The origins of Bluebird trace back 25 years to Toronto, where Jason’s partners pioneered multi-story, climate-controlled facilities long before they were common in Canada. In 2020, Jason—after two decades in banking—joined Bluebird through a consulting engagement. That partnership quickly evolved into launching a property management business to complement development.
Today, Bluebird Self Storage operates in six provinces: British Columbia, Alberta, Ontario, Quebec, Nova Scotia, and New Brunswick. From Victoria on Vancouver Island to Halifax on the Atlantic coast, Bluebird has become the only truly national storage brand in Canada.
And it does not stop there. In 2023, Bluebird expanded into the U.S. with Sunbird Storage, opening two sites in North Carolina and planning seven or eight more. Together, the companies manage two million square feet of storage space, with another two million under construction.
What Makes Bluebird Different
Most storage operators copy each other’s playbook: deep discounts, first-month gimmicks, and short billing cycles. Bluebird decided to be different.
“We guarantee no rent increases for at least 12 months. After that, adjustments happen at most once a year.” – Jason Koonin
This transparent approach builds trust over transactions. Customers know what they are paying for and are not shocked by sudden 50–100% increases.
Key Differentiators of Bluebird Self Storage:
- Transparent Pricing: No 28-day billing cycles or hidden “four-week sneak.”
- Customer-First Policies: Clear, predictable rates with written guarantees.
- Premium Facilities: Multi-story, climate-controlled, and built for convenience.
- Enhanced Retail Offering: Organizers, water bottles, and home staging supplies alongside standard moving boxes and tape.
For Jason, trying to compete on price against giants like Public Storage would be a losing battle. Instead, Bluebird competes on quality, transparency, and experience.
The Challenges of Building Storage
Many moving company owners toy with the idea of adding storage. But as Jason explained, the reality is far more complex.
High Land and Construction Costs
- In Vancouver, land can cost $10 million per acre.
- With seismic building requirements, a single facility can exceed $50 million in investment.
Long Approval and Development Timelines
- Zoning and entitlements often take 2–4 years.
- Construction adds another 18 months.
- Stabilizing occupancy can take 3–4 years post-opening.
Financial Risks
During those early years, companies operate at negative cash flow, spending millions before tenants fill the space. Without deep reserves, many projects fail.
Jason compares it to a marathon, not a sprint: “You are spending money for six years before the property is even stable.”
Bluebird’s Approach to Customer Experience
Storage is not just about space; it is about how customers feel during the process.
While most storage offices offer a limited selection—boxes, tape, and mattress bags—Bluebird’s retail areas look more like lifestyle stores. Customers can find:
- Storage organizers.
- Water bottles.
- Staging supplies.
- Specialized packing materials.
This small detail elevates the customer experience and reinforces Bluebird’s brand as a boutique provider. Customers feel understood and cared for, not just processed.
Community Impact and Nonprofit Partnerships
Bluebird also distinguishes itself through community involvement. One standout partnership is with Shelter Movers, a nonprofit that helps survivors of domestic abuse.
Shelter Movers often faced a heartbreaking challenge: shelters allow only two trash bags per person. Survivors were forced to leave most belongings behind.
Bluebird stepped in, donating 80–90 storage units across Canada—about 10,000 square feet—so survivors could keep their possessions safe.
And that’s just one example. Bluebird currently supports over 70 nonprofits, including youth programs, women’s organizations, and churches.
This generosity not only builds goodwill but also aligns Bluebird’s brand with trust, care, and community.
Partnerships with Moving Companies
For moving companies without in-house storage, partnerships with Bluebird present a win-win opportunity.
Benefits of partnering with Bluebird:
- Referral Listings: Featured as trusted partners on Bluebird’s website.
- Discount Programs: Special pricing for clients referred by movers.
- Mutual Referrals: Opportunities to receive business directly from Bluebird.
But Jason emphasizes that these partnerships require high-quality service. Bluebird is selective because its own reputation is on the line.
Mixed-Use Projects: Storage Meets Car Wash
Innovation isn’t just about pricing or service—it’s also about creative real estate use. In Calgary, Bluebird developed two facilities (Buffalo Run and Mahogany) that integrate car washes directly into the storage building.
Customers can drive in, wash their car, and pass through the facility in one trip. It increases visibility, drives traffic, and adds revenue streams.
This kind of mixed-use model reflects Bluebird’s philosophy: always look for ways to enhance value, convenience, and customer experience.
Lessons for New Investors in Storage
For entrepreneurs considering storage, Jason offers three key lessons:
- Seek Expert Help
Don’t try to do it alone. Hire developers, designers, and consultants who have built storage before. - Budget Realistically
Many feasibility studies underestimate costs like wages, taxes, and marketing. Get conservative, accurate estimates. - Have Deep Reserves
Expect years of negative cash flow before stability. Lease-up takes three to four years, not six months.
As Jason puts it: “The fastest way to go bankrupt in storage is to believe your building will be full in six months.”
Why Choose Movified
At Movified, we deliver insider access to the movers shaping our industry. From CEOs like Jason Koonin to family-owned operators balancing business and life, we bring authentic stories, proven strategies, and actionable tools.
- Backed by 110+ years of moving expertise at Salmon’s Moving & Storage.
- Exclusive interviews with leaders like Bluebird Self Storage’s Jason Koonin.
- Community, playbooks, and education designed for movers, by movers.
Conclusion
Bluebird Self Storage proves that trust, transparency, and community are more powerful than gimmicks. By refusing to follow the outdated industry playbook, Jason Koonin and his team have built Canada’s only coast-to-coast storage brand—and are now bringing their model to the U.S. with Sunbird Storage.
For moving company owners, the lessons are clear:
- Compete on quality, not price.
- Plan long-term.
- Partner with trusted brands that align with your values.
Bluebird isn’t just building storage units—it’s building a brand customers trust and communities rely on.
Meet The Host
Mark Hirschi is the founder and host of Movified. With over a decade in the moving and storage industry, Mark combines real-world leadership experience with a passion for mentorship and elevating industry standards.
