Middle East Hospitality Extends to the Golf Course at the Contractor’s Cup

by Sharon Mead

(May 23, 2016) The Big Project Middle East Contractor’s Cup tournament is an important touchpoint with Electric Mirror’s clients in the region. As event sponsors, both Electric Mirror and its installation partner and local rep, The Truelux Group, had a fantastic day and evening with regional construction company decision makers. “Being involved with our partners and clients in the Middle East starts with connecting on a personal level,” said Chris Bruce Electric Mirror Vice President of Europe and Middle East regions, who sunk back-to-back birdie putts on the front nine. “It’s part of our long term commitment to serve and support this region in a way that creates premier value for hospitality clients.”


Middle East Contractor’s Cup sponsors

The sponsorship and participation in this exclusive event highlights the growing reputation of Electric Mirror and The Truelux Group in the hotel and hospitality industry in Dubai and the rest of the region, which includes recent projects for Hyatt Regency in Dubai and the Four Seasons in the DIFC and Abu Dhabi. While their sponsorship of the Big Project event signals the developing growth and recognition of the Truelux/Electric Mirror partnership, their emergence as the premier providers of high-end TV and technology-enhanced mirrors is no fluke.

Our Team with Electric Mirror banners

Our Team with Electric Mirror banners

“We never wanted our relationship to be typical manufacturer/local sales rep set up. We have worked extremely hard over the past three years to make The Truelux Group office the region headquarter for Electric Mirror and have gone to great lengths to ensure the product and technical knowledge of our team here mirrors that in the USA. From setting up a local showroom and parts warehouse for all warranty based repairs to sending our site manager to the USA for extensive annual technical and product training we honestly feel we offer an unrivalled and full comprehensive service to our UAE clients,” said Nik Hewitt, Director of Projects for The Truelux Group.

Our Team with Truelux banner

Our Team with Truelux banners

On the back of this relationship, The Four Seasons has now used Electric Mirror and Truelux in all three of their recent projects in the United Arab Emirates. Likewise, ALEC Interiors Managers has selected Truelux as a pre-qualified supplier and has contracted with Truelux to install Electric Mirror products in three projects since the golf tournament took place.

Calloway logo golf hats for gifts to participants

Calloway logo golf hats for gifts to participants

After the Hyatt Regency Dubai Creek Heights project was completed, Arshad Ali, Regional Manager–Hospitality Business Unit at Telematics LLC , explained, “We had options. We chose Electric Mirror because of the pre-sale support, sales support, customer service, trust and relationship development we had with Chris Bruce (Electric Mirror Vice President, Europe and Middle East region), and the on-time response.”

Award ceremony

Winners, Tom Turley, Project Manager, ALEC FITOUT, Damien Kelly, Design Manager, ALEC FITOUT, Paul Stevens, Director, ANHAM FZCO, and Jerome Auchere, Project Manager, Dubai Chamber of Commerce and Industry, with Chris Bruce giving out awards.

Electric Mirror and Truelux provide seamless A to Z service and support. Each product is created to meet each hotel’s unique specifications, and then trained technicians are on hand to install each mirror. Customer service is always available and replacement mirrors are on hand in each country allowing new mirrors to replace broken ones within 48 hours of notification. This is the level of customer service required in the high-end hospitality business, a level that Truelux and Electric Mirror are pleased to give.

Electric Mirror congratulates our nearest to the pin prizewinners and present them with an Electric Mirror makeup mirror and Puma golf shoe bag.

Tom Turley, Project Manager, ALEC FITOUT
Damien Kelly, Design Manager, ALEC FITOUT
Paul Stevens, Director, ANHAM FZCO
Jerome Auchere, Project Manager, Dubai Chamber of Commerce and Industry