Manhattan Mini Storage

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Manhattan Mini Storage is a self storage and moving company based in New York City, United States, owned by Edison Properties, a privately owned real estate holding and development firm based in Newark, New Jersey founded in 1956.[1][2] The company is affiliated with the family-run Gottesman Real Estate Partners.[3][4] It has 17 locations in Manhattan, all of which are open 365 days a year; some locations are also open 24/7. Manhattan Mini Storage offers a program where clients can give away objects that take up there storage space, as well as auctions to sell off objects belonging to clients who do not pay storage rents.

Operations[edit]

Manhattan Mini Storage is the largest personal storage company in New York, and one of the largest in the United States.[5] The firm has 17 storage locations throughout the city, open 365 days a year and some of which are open 24 hours per day.[6] Manhattan Mini Storage has approximately 250,000 clients. Facilities include high-tech security system, free concierge and onsite managers.[7]

Manhattan Mini Storage also operates a service with Portero through which customers can "dispose of unwanted valuables that clutter their storage units."[5] The firm conducts blind auctions of the belongings of customers who fail to pay their storage bills.[8]

Marketing[edit]

Manhattan Mini Storage prides itself on "identifying what matters to New Yorkers,"[9] and markets itself as "an extension of your home where you can keep the things you want to keep but can't quite accommodate in your tight Manhattan apartment."[10] The company creates all its own advertisements, then advertises on billboards and phone booths across Manhattan.[11] Some of the taglines used include, "Your closet's scarier than Bush's agenda," "Your closet is so narrow it makes Cheney look liberal," as well as "We have more wiggle room than Herman Cain's morals."

Manhattan Mini Storage's 2011 Ad campaign included topical and New York City-centric billboards such as "Michele Bachmann says God told her to run for President. How come God never talks to smart people anymore?" "Remember if you leave the city, you'll have to live in America," "Why leave a city that has six professional sports teams, and also the Mets?" and "If you don't like gay marriage, don't get gay married" (released prior to the passage of the Marriage Equality Act in New York State).[12] The company's gay marriage ad was also accompanied by a promotion aimed at gay newlyweds after the Marriage Equality act was passed in July 2011.[13] Adweek's Tim Nudd writes about the 2011 campaign in a March post: "Remember, if you leave the city, you'll have to live in America" — one of most quintessential New York headlines you'll ever see."[14] The company has also had other pro-LGBT advertisement campaigns, including an "If you don't like gay marriage, dont't get gay married" campaign in 2013.[15]

Some advertisements have been controversial. In 2007, a billboard, with a picture of chihuahua wearing pearls and the words "Your closet's so shallow it makes Paris [Hilton] look deep", attracted a cease and desist letter from Hilton's lawyer.[16] In 2014, representatives of start-up storage company MakeSpace, which advertises "cloud storage," criticized Manhattan Mini Storage for having an advertisement that read "Don't trust the cloud."[17] A Huffington Post writer commented that some of the advertisements in Manhattan Mini Storage's 2015 campaign, which featured "a transgender woman, or male drag queen, [posing] by a vanity with furs and wigs surrounding," could be potentially taken out of context.[18]

Community outreach[edit]

Manhattan Mini Storage has sponsored community groups such as: Friends of Hudson River, Medieval Festival, Project Back to School,[19] Friends of Carl Shurz Park, NYLaughs,[20] Furnish a Future, Aids Walk, NY Class, I Care, Score!, NY Dream Center, Animal Haven,[21] NY Classical Theater, and The Diabetes Research Institute.

Edison Properties sister companies[edit]

  • Edison ParkFast
  • Workspace Offices & Studios
  • Executive Suites at the Hippodrome
  • Pre-Built Suites at the Hippodrome
  • The Ludlow
  • The Hippodrome

References[edit]

  1. ^ "Edison Properties". Bloomberg. Retrieved 2015-03-20. 
  2. ^ https://www.nytimes.com/2001/11/29/classified/paid-notice-deaths-gottesman-harold-aaron.html
  3. ^ https://www.bloomberg.com/research/stocks/private/person.asp?personId=39438124&privcapId=39437872
  4. ^ http://www.execsuitesnyc.com/edison-properties-resources.php
  5. ^ a b Nissanoff, Daniel. FutureShop: How the New Auction Culture Will Revolutionize the Way We Buy, Sell, and Get the Things We Really Want. Penguin Press HC. ISBN 1-59420-077-7. 
  6. ^ "New York City Storage Facilities". www.manhattanministorage.com. Retrieved 2009-12-28. 
  7. ^ "Manhattan Mini Storage FAQ's". Retrieved 2011-10-12. 
  8. ^ Jacob, Craig; Berger, Phil. Twisted Genius: Confessions of a $10 Million Scam Man. ISBN 1-56858-044-4. 
  9. ^ "Connecting With Local Self-Storage Customers the New York Way". InsideSelfStorage.com. Retrieved 2011-10-12. 
  10. ^ "Storage NYC - Small Space Solutions". freshnyc.com. 
  11. ^ "The Top Five Questions People Ask Us About Manhattan Mini Storage". Manhattan Mini Storage. 2014-03-26. Retrieved 2016-09-10. 
  12. ^ "Here Are The Viral Subway Ads That Slam Rick Perry, Michele Bachmann, And The Mets". Business Insider. Retrieved 2011-10-12. 
  13. ^ "Time Out New York's Gay Marriage Guide in New York City". Retrieved 2011-10-12. 
  14. ^ "Manhattan Mini Storage Insults Half of NYC". Adweek. Retrieved 2011-10-12. 
  15. ^ "If you don't like gay marriage, dont't get gay married. - Campaign". Manhattan Mini Storage - Campaign. 2013-09-18. Retrieved 2016-09-10. 
  16. ^ Duncan Macleod (2007-04-27). "Manhattan Mini Storage Provokes Outrage". The Inspiration Room. Retrieved 2008-09-14. 
  17. ^ Dickey, Megan Rose (2014-06-16). "A Startup Called MakeSpace Thinks Manhattan Mini Storage Is Attacking It With Its Billboards". Business Insider. Retrieved 2016-09-10. 
  18. ^ Topp, Brandon (2015-07-17). "Let's Have a Conversation About Manhattan Mini Storage and Gender Identity". The Huffington Post. Retrieved 2016-09-10. 
  19. ^ "Help NYC's Homeless Children Start the Year Off Right, with Project: Back to School," [1]
  20. ^ "NYLaughs Sponsors". Retrieved 2001-10-12. 
  21. ^ Mobile Adoption Van, AnimalHavenShelter.org

External links[edit]