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Photo from HAI (VAI) XAfter 75 years in service, Helicopter Association International is rebranding to embrace the future of vertical aviation. The organization is changing its name to Vertical Aviation International as part of a strategic initiative to "unify the industry around a new vision of vertical aviation."
The newly named VAI is rebranding ahead of the integration of next-gen technology mere months after celebrating its 75th anniversary. The announcement came on Monday at the start of the annual HAI Heli-Expo, which also has a new name with the rebrand. "By expanding and diversifying, the vertical aviation industry is strengthening its scope and influence so that it can continue to provide the unique benefits of vertical flight to communities around the world," VAI said. "By embracing all vertical flight aircraft as part of one united industry, VAI believes that we can increase the power of our advocacy on its behalf."
HAI members will become VAI members with the same access to their existing member benefits and the association will continue to focus on providing advocacy, connection, education, safety and support for individual and company members through benefits and excellent service. The tagline, "Powering Up," is what VAI will do for the vertical aviation industry. The vision is to be the world's most vital membership association in leading the evolution and expansion of vertical flight. The group said its purpose is to fuel the growth of the vertical aviation industry through connection, education, advocacy and safety so communities can feel strengthened by the power of vertical flight. The group said its principles are trust, passion, service, innovation, inclusion and safety.
"VAI is the world's preeminent membership association for the entire vertical aviation industry, dedicated to leading the evolution and expansion of vertical flight," said Nicole Battjes, 2023-24 chair of the VAI Board of Directors. "By focusing on what unites us— the unique capabilities of all vertical flight aircraft—we will leverage our ability to protect access to airspace, elevate safety, and ensure communities around the world are strengthened by the power of vertical flight."
The name change comes 75 years after the group's formation, signifying the group's commitment to looking and moving forward. The industry is readying for the integration of eVTOLs and flying cars in the coming years, preparing new infrastructure and regulations to prepare for the incoming wave of futuristic aircraft. The VAI said it knows how important it is to explore new paths. The group said the vertical aviation industry is growing rapidly and new aircraft and technology are hitting the sky. Members have seen these changes and looked to unite the vertical flight industry under one banner. By widening its focus, the VAI can expand its advocacy with legislators and regulators to provide a forum for all sectors of vertical flight to join together on shared issues, like infrastructure and technology, and its integration into the airspace.
The Board of Directors chose to rebrand the association, voting unanimously on the Strategic Industry Plan in October 2022. Strategic Initiative 1 has directed the organization to "unify the industry around a new vision of vertical aviation." The rebranding keeps the VAI in line with its principle belief in remaining inclusive of the entire vertical aviation industry. The rebrand was led by the board over the last 18 months, engaging in interviews, landscape analysis, data research, surveys, member outreach and brand workshops. All aspects of the rebrand, from the name, vision, purpose, colors, tagline and name of the annual trade show, now called VERTICON, were all unanimously supported by the board.
"Vertical aviation is an essential part of modern life, providing communities with security, connection, and prosperity," VAI President and CEO James Viola said. "Our aircraft fly places others cannot go and accomplish missions that others cannot do. VAI's purpose is to fuel the growth of the vertical aviation industry by providing connection, advocacy, safety, education, and support for our members' success."
The former HAI said helicopters are still an important part of the association. Apart from the changes to the look and name of the organization, its core mission is still to support and serve members of the vertical aviation community, in which helicopters play an integral role. The group said it is working on a brand-new website, verticalavi.org, but this is not ready yet. The site is expected to be completed by August. Until then, both the new address and the current rotor.org will be accessible to members. The rebrand is a chance for the 75-year-strong organization to grow and adapt as the future of aviation takes to the sky.
On Sept. 14, 1939 Igor Sikorsky flew the first controllable helicopter. Less than 10 years, later, on Dec. 13, 1948 a group of operators and Art Fornoff from Bell Helicopter met to form a helicopter association for collective benefit. The group was initially called Helicopter Council but changed one year later to the California Helicopter Association. In 1951 members voted to change the name of the association to the Helicopter Association of America, which was not filed until 1954. The organization continued to grow, with new members and businesses joining over the years. It was not until 1981 that the HAA changed its name to the Helicopter Association International, recognizing its international status.
This is the fifth name change for the organization and now marks a new chapter as the world of vertical flight changes. With the upcoming integration of eVTOL aircraft and flying cars, the VAI can serve a new generation of pilots and aircraft. "We rebranded to grow our membership, so it represents the expanding vertical aviation fleet," Battjes said. "The helicopters that provide so many essential services, including search and rescue, firefighting, and air ambulance, are not going away. No other aircraft can do what a helicopter does, and we are proud to represent them. Our goal is to enable new vertical flight aircraft to find their essential missions as well."