PSCo and Dry Hire Lighting have appointed Lee Dennison as Director of Trade Rental and Peter Jones as Operations Director, reinforcing their commitment to customers across the live events industry.
Dennison brings more than 25 years of experience in the live events rental sector, with senior roles at Creative Technology, White Light, Delta Live, and Autograph, as well as running his own consultancy practice. He will focus on shaping the trade hire strategy with customer service at its core – ensuring the offering remains brand-agnostic, highly responsive, and aligned to how rental businesses operate day to day.
Dennison commented: “Our role is to be a trusted trade partner – flexible, straightforward, and easy to work with. By aligning strategy and operations, we can support our customers in a practical, sustainable way as their needs evolve.”
Jones joins with extensive experience across live video and technical production, including roles at Shooting Partners, Anna Valley and iMag. He will lead on operational systems and processes to ensure scalable, consistent delivery.
Jones added: “My focus is on strengthening our operational foundations so we can continue to deliver the reliability and consistency our customers expect.”
The appointments follow sustained growth and the expansion of dry hire lighting alongside established video services. The focus remains clear: ensuring customers have reliable access to specialist technology for live events, additional capacity and consistent operational support when it matters most.
Stuart Holmes, Executive Director – Solutions at PSCo, said: “Our growth has always been built on close collaboration with customers. As we expand our lighting and video services, it’s essential that we continue to evolve in a way that makes life easier for the rental community. We see ourselves as an extension of our customers’ warehouses – providing capacity, specialist equipment, and dependable support. Strengthening our leadership team ensures we can deliver that consistently as demand grows.”
Together, PSCo and Dry Hire Lighting continue to invest in leadership and infrastructure to ensure customers can deliver impressive live events with confidence.
