LITITZ, PA — TAIT has announced the appointment of industry veteran Soren West as Executive Vice President for the Middle East and North Africa (MENA) region. West brings a wealth of experience to TAIT, having been a pivotal figure in the live entertainment and event production sectors for over two decades.
Soren West, who has a long-standing connection with TAIT and the Rock Lititz Community, expressed enthusiasm about his new role. “I went to TAIT for a job in 1996, and they turned me away,” West reflects on his early career. “I spent the next 22 years working across the street; we grew up together.”
West’s career includes his tenure as CEO of ATOMIC, a co-founder of Beame Lighting, which was later acquired by 4Wall, and as a founding visionary of Rock Lititz. After leaving ATOMIC in 2017, he formed his own creative company, SOREN WEST, LLC, which was recently acquired by its executive team.
Adam Davis, CEO of TAIT, expressed confidence in West’s appointment. “Soren has been our client, our vendor, occasionally our competitor, and always our friend for nearly 30 years, and we have tremendous respect for what he’s accomplished in our business. It’s about time we joined forces. He’s a dynamo; a perfect fit – a trusted, experienced talent who can carry the TAIT name and mission into new territories.”
In his new role, West will be instrumental in expanding TAIT’s presence across the MENA region and the Gulf Coast. “It feels like my journey has come full-circle,” West said about joining TAIT. “I’m thrilled by the opportunity to be part of this great company and to be part of the exciting cultural and economic change going on across MENA.”
West’s appointment marks a significant step for TAIT as it seeks to bolster its operations and influence in the dynamic MENA market, leveraging West’s extensive industry knowledge and leadership experience.
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