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support for its individual and company members in the form of meaningful benefits and superior service.
■ We have included below some additional information about the rebrand. However, if you still have ques- tions, concerns, or comments about the rebrand, feel free to reach out to VAI President and CEO James Viola at
president@rotor.org. We may have a new name, but member service is still our passion!
Why did HAI rebrand to VAI? To be the world’s most vital membership association for vertical aviation, we had to expand our scope and influence to represent all forms of vertical flight. By joining together as a united industry, we’ll strengthen our ability to advocate for that industry with legislators, regulators, and other stakeholders so that communities around the world are strengthened by the power of ver- tical flight.
Who made the decision to rebrand the association? The HAI Board of Directors decided to rebrand the associa- tion. In the Strategic Industry Plan unanimously approved by the board in October 2022, Strategic Initiative 1 directs the
association to “unify the industry around a new vision of vertical aviation.” This rebranding is part of that strat- egy to become a more inclusive association that brings together all parts of vertical aviation.
How were the new name, logo, colors, and other brand aspects chosen? The rebranding of our association, led by the Board of Directors over the past 18 months, has been purpose- ful and deliberate. Each element of the new brand—the name, vision, purpose, colors, tagline, and even the new name for our annual conference and trade show— was supported unanimously by the board. To assist in the process, the association engaged a
marketing agency with expertise in rebranding associa- tions. The board felt strongly that this effort should be driven by data, so the agency reviewed past data and
conducted new research, including: ■ Interviews with members and other industry stake- holders and other member outreach
■ An analysis of the vertical aviation industry 16 ROTOR MARCH 2024
■ Surveys and secondary data research ■ Brand workshops.
Who should join VAI? VAI embraces all aircraft that are capable of vertical or short takeoffs and landings (V/STOLs). If you build, fly, fix, supply, or operate V/STOL aircraft, or if you work in or support vertical aviation in any way, you belong in Vertical Aviation International!
Are helicopters still important to the association? Yes! VAI’s purpose is to fuel the growth of the vertical aviation industry, and the helicopters that perform so many essential missions to keep modern society run- ning are not going anywhere. They have unique capabil- ities that can’t be duplicated by any other aircraft. Helicopters will continue to play an important role in serving communities around the world, and VAI is very proud to represent the people who build, operate, fix, fly, support, and supply them.
Aside from the name, what else will change? Our members can expect VAI to provide the same ser- vices—connection, advocacy, safety, education, and support for individuals and businesses—they currently receive. There’s complete continuity of leadership by the VAI Board of Directors and staff. We’re not eliminat- ing any programs or services but instead have rebranded to grow. Membership is open to any com- pany, pilot, maintenance technician, or aviation profes- sional who builds, flies, fixes, supplies, or supports vertical aviation. Student memberships are available as well.
What does the VAI tagline, Powering Up, mean? Powering Up is what VAI does for the vertical aviation industry. We empower all vertical aviation stakeholders to grow and succeed through connection, advocacy, safety, education, and support for businesses and individuals.
What about HAI HELI-EXPO? We’re changing the name of HAI HELI-EXPO to VERTICON, and we hope you’ll join us for VERTICON 2025 in Dallas, Texas, Mar. 10–13! The show will still feature:
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