Data Center Challenges and Opportunities with Santiago Suinaga, CEO of iMasons

The data center industry is undergoing a period of unprecedented growth and transformation, addressing evolving demands and navigating complex challenges. Recently, Mike Netzer, VP of Sales & Marketing at datacenterHawk, sat down with Santiago Suinaga, CEO of Infrastructure Masons (iMasons), for a conversation that explored key trends affecting the industry, from talent shortages to power constraints, as well as the unique role of local chapters in fostering innovation and collaboration.Here's a closer look at the discussion and its implications for data center professionals.The Four Core Challenges Facing Data Centers Anchored in its mission to unite digital infrastructure builders, iMasons has identified four major obstacles shaping the industry today. Suinaga referred to them as the “Four Ps”: Power: Power availability is one of the most significant constraints impacting the industry's growth. With vacancy rates in key markets at historic lows and renewable energy adoption increasingly critical, data center developers are now shifting toward nontraditional markets where power is more accessible. People (Talent): The growing demand for data center expertise highlights an acute talent gap. Attracting and retaining skilled professionals remains a pressing challenge for expanding the workforce in this highly specialized sector. Perception: The data center industry has often operated behind the scenes, maintaining a low profile. However, with growing public awareness and local pushback against developments—commonly known as “NIMBY” (Not in My Backyard)—it’s vital to improve public perception and highlight the essential role data centers play in every facet of modern digital life. Planet: Sustainability is a top priority as the industry seeks to minimize its environmental footprint. From leveraging renewable power sources to designing efficient cooling systems, businesses are tackling the need for eco-friendly practices head-on.Emerging Trends in Power Dynamics and Market ExpansionOne standout point from Suinaga’s discussion was the evolving relationship between power availability and data center deployments. Historically, data centers were designed near traditional urban or industrial hubs, expanding power resources to meet their needs. However, this model is shifting. Today, operators are increasingly locating facilities near existing power resources, sometimes in nontraditional markets like North Dakota. This strategic flexibility is reshaping how and where data centers are built, creating opportunities for lesser-known regions to play a pivotal role in the digital transformation ecosystem.The Digital Infrastructure Report and Future Outlook According to Suinaga, the state of the industry can be summarized by three critical factors:Skyrocketing Demand: Data center consumption is at an all-time high, driven by the rapid expansion of cloud computing, artificial intelligence, and digital services.Constrained Supply: Major markets face unprecedented supply limitations, driving up vacancies and costs.Market Diversification: Nontraditional markets are stepping in to meet demand, reshaping the global data center landscape.