A lower rate, but lingering questions
In a letter to the editor published by the Aspen Daily News, Williams said he and his wife originally chose the units because the savings made the drive from Snowmass Village worthwhile. They later received notice that monthly rent would rise within one year from $196 to $350 for each unit. He described that as a nearly 80% increase, putting their combined annual bill at $8,400.
Williams said affordability was not the issue: The couple could pay the higher bill. What he wanted was an explanation of what had changed in the service to warrant such an increase. Moving stored belongings takes money, time and labor, he noted, leaving him to question whether the business valued their loyalty or was relying on their reluctance to leave.
He credited the storage office for reducing their rate, which led them to stay. His letter did not identify the provider or explain the proposed increase.
Williams connected the experience to his own approach at One Vibe, the Snowmass Village business he owns with his wife. He said they travel and consult with people around the world in pursuit of quality products at good prices. Their aim, he wrote, is to make $100 stretch further and have customers feel satisfied with what their money bought.
He acknowledged operating costs and the need for profit, while arguing that business success carries an obligation to explain prices honestly and earn customers' trust. In his view, seeking a larger payment today can put years of repeat business at risk.
Existing tenants and falling advertised rents
Separate industry research describes a broader divide between rents offered to new storage customers and those charged to existing tenants. It does not establish why Williams received his notice.
In a March 23, 2026 analysis, location-analytics firm Placer.ai said U.S. self-storage operators were compensating for lower new-customer prices by increasing rents for tenants already occupying units. Those tenants tend to accept increases rather than move their belongings, the firm said.
Placer.ai reported that street rates, the prices offered to new tenants, for 10x10 units fell 10% to 15% year over year in 2025. Major real estate investment trusts, including Public Storage and Extra Space, responded by raising existing tenants' rents, according to the analysis.
Commercial real estate firm Marcus & Millichap also expects national asking rents to decline. Its 2026 outlook projects a 0.8% decrease to approximately $1.18 per square foot, extending the run of annual declines to four years. The report places the national average about 12% below its 2022 peak.
The outlook also points to differences in construction activity. First-half development in the Western United States was at its lowest level since 2017. Marcus & Millichap said markets with little recent development were better positioned for rent growth, while metros with heavy construction continued to face pricing pressure.
A Carbondale price reference
One local example of advertised pricing comes from StorQuest Self Storage at 229 Highway 133 in Carbondale. Williams did not name his storage company, and his letter does not connect his experience to StorQuest.
As of November 2026, that location advertised a standard monthly rate of $233 for a 5x10 climate-controlled unit, with a promotional price of $179. For 10x10 climate-controlled units, standard rates ranged from $245 to $246 a month and promotional rates from $188 to $189. New accounts also carried a one-time $29 administrative fee.
