A system for controlling a plurality of power consuming devices is disclosed including a plurality of nodes, a gateway that communicates with the plurality of nodes, and a controller configured to send command signals to the nodes via the gateway. The controller associates each node with a region, each region representing a physical area and having a target profile associated therewith. The controller includes a command signal generation unit that determines command signals for a node based on the associated target profile, each node providing control signals to a corresponding power consuming device in response to a command signal received from the controller.