Date Palm Storage
Cathedral City, California

By Poppy Behrens

Tucked in the California desert between Palm Springs and Rancho Mirage is Cathedral City, a peaceful retirement community known for lush palms and Spanish-style architecture.  It is here, in this desert oasis, that Jay and Joan Kuhne decided to build their second self-storage facility, Date Palm Storage.

"Jay is an entrepreneur and saw a need for a facility here so he purchased the four and a half acre site," says Pete Klein, who co-manages the facility with his wife.  "We're in the downtown area and our facility was designed to blend in with the Spanish style architecture."

Date Palm Storage is indeed a beautiful facility.  Its pink stucco walls and red tile roof are accentuated by lush greenery, bright flowers and lots of grass - all of which gives customers a most welcome feel.  Adding to the ambiance of old Spanish style is a four-tiered fountain, and of course, numerous palm trees.  But Date Palm Storage is more than just a pretty facade.

The facility is extensively equipped with high-tech security from Scottsdale, Arizona based PTI Access Control Systems, including 15 color surveillance cameras and individual door alarms.  "We can tell when someone comes in the gate, when they open their unit, when they close it and when they leave the facility again," says Klein, who explains that the facility also uses the Rent Plus System from Hawaii-based Hi-Tech Smart Systems.

At Date Palm Storage, 70 percent of 552 units are air-conditioned.  "These are not swamp cooled," says Klein.  "We use true air conditioners with heat pumps."  The remaining units are traditional outdoor access units.  The facility also offers 73 RV spaces.

"We have a mix of both commercial and residential tenants," Klein says, explaining that while the facility's customers are primarily residential, its commercial tenants include quite a few small businesses such as electrical contractors, street paving companies, carpet companies and sheet rock contractors.  "We have one company that rents four units from us.  We also have tenants who store exotic cars and one who stores three or four street rods."

Customer service is a priority at Date Palm Storage.  "We're the nicest people in town and we treat every one of our customers like they are number one with us," says Klein, adding that every customer is given a free lock when they rent a unit.  "We have been very well accepted in the community.  Sometimes we have people come in and say, 'Wow, I've never seen a facility like this before.'

Considering the fact that there are six other self-storage facilities within a three-mile radius, the facility's success is commendable.  Occupancy rates are seasonal, running between 84 and 92 percent, depending on whether or not the snowbirds are in town.

In marketing the facility, the Kleins run ads in local newspapers that include a photo of Date Palm Storage and a detailed list of the amenities offered.  They also offer a 25 percent discount off the first month's rent if the ad is mentioned when a customer goes in to lease a unit.  Other promotions include a "Tell A Friend" program that offers a 50 percent discount on the first month's rent to a new customer that is referred by an existing tenant.  Additionally, the existing tenant receives a 50 percent discount on his or her next month's rent.  The promotion also gives a full month free to existing tenants who refer two new customers or one customer who rents two units.

In addition to Date Palm Storage, the Kuhnes also own Statewide Self-Storage in Big Bear, California.  They are currently planning a second facility in Big Bear, Fox Farm Self Storage, which is due to break ground as soon as the winter snows clears.