Why did Storage need another option. Travis Morrow says exactly what made him enter the arena

I sat down with Travis Morrow (President of National Self Storage and leader behind Storelocal, Tenant Inc., and Modern Storage Media) to take a deep dive into why he launched MSM’s The Show and how he is actively redesigning the industry conference experience. Taking place November 4–6, 2026, at the Georgia World Congress Center and the connected Signia Hotel in Atlanta, The Show arrives as the only national self-storage conference east of the Mississippi this year. In this episode of Storage Unlocked, brought to you by our title sponsor, PB Brown General Contractors, Travis and I break down why cutting marketing and education during a market normalization is a critical mistake, how to protect the owner-operator-to-exhibitor ratio, and why trade show floors need dedicated activations and zero competing education sessions. 01:01 – Travis Morrow & The Evolution of Self-Storage Events 03:01 – Why Launch The Show Now? Navigating the Walk Down to Normal 05:40 – Borrowing Outside Production: Lessons from Security & Tech Conferences 08:46 – Innovating the Experience Alongside the SSA Mission 11:40 – Quality Over Quantity: The Owner-Operator to Vendor Ratio 16:34 – Trade Show Architecture: Zoned Layouts & Zero Competing Content 21:04 – The Central Cafe: Keeping Networking on the Trade Show Floor 22:34 – Why Atlanta: The Only 2026 National Show East of the Mississippi 27:24 – Registration Details, Flight Discounts, & The Four-Pillar Team Pack 28:51 – Georgia Aquarium Reception & Live Red Carpet Awards Gala 30:12 – Keynotes: Chipper Jones, Self-Storage Congressmen, & Scott Jennings 32:34 – Live Underwriting in the TractIQ Deal Room & The Manager's Office