There are levels in every aspect of event production, with low- medium- and high-cost options available in everything from audio, video and lighting equipment to special effects, staging and scenic. Of course, not every tour or event has the budget to splash out on top-of-the range kit. However, for the biggest tours and most prestigious events, often only products at the higher end of the market will meet their extensive requirements. With top-spec equipment comes a demand for premium temporary power products – after all, without power, nothing on stage works. This is where the likes of Titan Power come in.
A manufacturer of a range of premium temporary power solutions, Titan Power is dedicated to producing products that cater to the demands of the industry’s biggest and best events. Started in 1997 in Cornwall, UK, in the garage of founder, Simon James, Titan Power’s parent company, Essential Supplies, made its name through the production of power extensions and adaptors for the live events, TV, and film industries.
After several years of steady development, outgrowing the garage, achieving ISO standards 9001 and 14001, and expanding from four to 20 full-time employees, the company established its own brand of power distribution products, called Titan Power. These products soon gained traction in the market, being utilised by some of the biggest and best events worldwide, from Formula 1 at Silverstone and the 2021 African Cup of Nations in Cameroon, to the 2022 FIFA World Cup in Qatar.
With the brand becoming a fixture on the equipment lists of a string of world-class events and projects, Managing Director, James Cottam, and Commercial Manager, Louise Chugg, identified an opportunity to expand internationally into the Middle East, launching Titan Power UAE.
“Many people look in awe at what is being achieved in the Middle East and how the region is navigating the changing world,” Cottam began, explaining the rationale behind launching in the UAE. “For most of our lifetimes the region’s economy has been reliant on oil and gas, but the way that they have pivoted into tourism and events and the speed at which the change has been achieved is incredible, and we want to be a part of it.”
Cottam believes that the “high ceiling” of the Middle East means that the region is the perfect market for Titan Power to thrive. “The demand for high-quality temporary power solutions is huge, and the fact that they all run off the same regulations as the UK means it’s an easy and smooth transition,” he commented, explaining how the region’s approach to investing in long-term solutions is also beneficial. “Instead of trying to find the cheapest solution, many here in the Middle East are looking to invest in the future, and they want the best products that are built to last.”
With a comprehensive lineup of products ranging from 16A up to 2,000A, and dual CNC routers enabling quick and efficient production of distribution boards, Titan Power prides itself on delivering quality at every step. “One of the easiest ways to explain it is everything from the enclosure through to the cables used is of the absolute highest quality,” Cottam commented when asked what makes Titan Power products special. “Our manufacturing partners include the likes of Vello Elektro, Mennekes, Titanex, Doepke, ABB, and Power Syntax, and we have a tremendously skilled team here in Cornwall putting the products together. It’s a very high-quality product, and that’s why it perfect for the Middle East.”
Having seen the business grow dramatically over more than 20 years at the company, Chugg is proud of how far the company has come. “We grew steadily at first, but the past six or seven years has seen the business grow massively,” she commented. “We’re built on serving event companies, but over the years, we’ve been agile and adaptable where needed – like when we supported the NHS with the building of the Nightingale hospitals during the pandemic. This flexibility has put us in a great position to push on to the next level, which we believe we can achieve in the Middle East.”
To kick-start its presence in the region, Titan Power brought in James Billany, who has worked in the UAE for the past 14 years. “Titan Power’s innovative reputation is what attracted me to the company,” he stated. “Having seen and worked with the products in Europe, I saw the opportunity to bring another player to the power distribution game here in the Middle East. I am confident that we will have great success supporting all requests from our clients.”
The company is set to exhibit at the Middle East Energy Show at Dubai World Trade Centre in April, and Cottam has high hopes that the tradeshow will be a springboard for success in the region. “Many of the companies and people who I’ve visited are already aware of Titan Power and have used the products before, which makes our job a lot easier,” he stated.
With the new company formed under a mainland trade licence rather than a free zone, the intention is to show potential customers that Titan Power UAE is here for the long run. “We want to embrace the culture and the economic climate and be a proper Dubai-based company,” Cottam explained. “The immediate ambition is to have a positive Q1 and Q2, then use the summer months to put some plans in place for the busy season in Q4. We’re still in our infancy in the region, but we believe that Titan Power UAE has all the ingredients to become a market leader.”
Photos: Titan Power
