Guy Middlebrooks on consumer confidence
From Guy Middlebrooks, EVP, Operations at CubeSmart Joins NYSE TV Live · · New York Stock Exchange
“When there are concerns with the consumer and consumer confidence, self storage is actually a solution for them. It's an inexpensive place to put their things when they don't know what's next. So, sure, they have questions, but self storage is a needs-based business, and there's continues to be a need.”
On , Guy Middlebrooks, Executive Vice President of Operations at CUBESMART, spoke about consumer confidence during Guy Middlebrooks, EVP, Operations at CubeSmart Joins NYSE TV Live on New York Stock Exchange.
About Guy Middlebrooks
Guy Middlebrooks, Executive Vice President of Operations at CubeSmart, appeared on NYSE TV Live on April 17, 2025, to mark the company's 20th anniversary as a publicly listed company. He described the self-storage industry as having evolved beyond life-change events into a year-round business, with customers using storage as an extension of their homes. Middlebrooks stated that the company plans to continue investing in its platform, people, and technology, and noted that self-storage has been resilient through economic downturns and the pandemic, serving as a low-cost solution for consumers facing uncertainty. In a September 2023 interview, Middlebrooks, then Vice President of Third Party Management, discussed the normalization of vacate rates after the pandemic and the seasonal nature of self-storage. He emphasized the importance of data in understanding market dynamics, the risks of oversupply in development, and the industry's rapid adoption of contactless rentals during the pandemic. In a 2019 preview for the Arizona Self Storage Association conference, Middlebrooks, who had been with CubeSmart for 13 years, outlined plans to share data on how new supply affects occupancy and rental rates, advising operators to stay educated on local market conditions and prepare for new competitors.