This session is designed for franchisees at every stage of the leasing journey—from mobile operators to those with existing leased spaces, or those just beginning the site selection process. Attendees will walk away with real-world strategies and insights to:

• Recognize common lease negotiation pitfalls
• Understand how landlords structure deals to their advantage
• Gain clarity on what “fair” really looks like in commercial leasing
• Use site selection as a business growth tool

Whether you lease a warehouse, office, or retail space—or interact with anyone who does—this session delivers tools to protect your interests and strengthen your position.

Dan O’Connell is the founder of Premier Retail Support, a company born from a powerful realization: most franchisees and franchisors enter site selection and lease negotiations at a significant disadvantage. With over 30 years of industry experience, Dan recognized that many simply lack the insider knowledge of the strategies and tactics used on the other side of the table—often to their detriment. 

 Throughout his career, Dan has supported hundreds of franchisees from concept through grand opening. He has personally negotiated over two million square feet of retail leases for major brands including GNC Franchising, Sunglass Hut, Family Dollar/Dollar Tree, and United Franchise Group, representing more than 1,600 franchisees across ten franchise banners. 

 Through Premier Retail Support, Dan is committed to shifting the balance of power—educating and empowering franchisees with the insights they’ve traditionally never been given. His mission is clear: help those signing the lease truly understand what’s at stake, and how to negotiate smarter from the start.