Session Overview: 

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. 

? About the Speaker: 

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. 

As a trusted leader at Premier Retail Support, he has worked with franchisees across various industries, advocating for fairness, transparency, and smarter business decisions when it comes to site selection and lease negotiation. 

With a mission aligned closely with the AAFD’s commitment to fairness in franchising, Dan focuses on equipping franchisees with the knowledge they often don’t know they’re missing.