Photo above: VAI/PJ Barbour Photo James Viola Moves On to GAMA VAI’s seventh president provided transformational leadership. By Gina Kvitkovich James A. Viola joined Helicopter Association International (HAI) as president and CEO on Jan. 16, 2020, thrilled to be charged with leading the trade association for the global helicopter industry. Five years later, as he moves on to become president and CEO of the General Aviation Manufacturers Association, he leaves HAI, now Vertical Aviation International (VAI), transformed. Learning to Lead A lifelong aviator, Viola learned to fly in the US Army, eventually flying more than 70 types of fixed- and rotary-wing aircraft. He finished his military career with the rank of colonel and a stint at the Pentagon, where he was responsible for coordinating ongoing US Army aviation operations around the world. He next joined the FAA as an aviation safety inspector in 2008. In 10 years, Viola rose through the ranks to become director of safety assurance for US general aviation (GA), which encompasses all civil aviation other than scheduled airline service. He is also an enthusiastic GA pilot, flying both airplanes and helicopters as often as his schedule and the weather will allow. Impressed by his resume and vision for the association’s future, the HAI Board of Directors chose Viola after an international search. Weathering the Storm Ten days after Viola joined HAI, and one day before the opening of the association’s annual conference and trade show, nine people, including basketball legend Kobe Bryant, were killed in a helicopter accident in Calabasas, California. The attention on the helicopter industry was intense, as the national and international media came to HAI HELI‑EXPO 2020, held that year in nearby Anaheim, in search of answers. Viola’s experience in both managing aviation safety and directing aviation safety policy enabled him to be a credible defender of an industry under the spotlight. When the US National Transportation Safety Board released its report on the accident on Feb. 9, 2021, it concluded that the accident was caused by the pilot’s unintended entry into instrument meteorological conditions (UIMC), which in 2019 accounted for 33% of fatal helicopter accidents in the United States. In a statement released the next day, HAI echoed the NTSB’s focus on the human factors behind most aviation accidents. As Viola said at the time, “HAI continues to promote a 360-degree approach to reducing accidents, one that addresses culture, processes and training, and the appropriate use of technology to reduce aviation risk.” HAI also supported the industry’s drive to reduce the number of UIMC-related accidents, partnering with the US Helicopter Safety Team, Airbus, and Frasca International to create the 56 Seconds to Live video and training course. The video, which has been viewed more than 80,000 times, educates pilots about the risk posed by UIMC. The training course and additional materials outline ways to avoid or, if necessary, recover from UIMC. Soon after Viola took office, he was faced with another crisis: the COVID-19 pandemic. As the virus spread rapidly throughout the world, Viola had two tasks. Responsible for association operations, he switched HAI employees to remote operations and instituted financial controls, aware that the pandemic would most likely lead to widespread economic disruption (in fact, the association was forced to cancel its 2021 conference and trade show). Viola also knew that HAI, with contacts throughout the global aviation community, was needed more than ever by its members. He was determined to use modern technology to connect the industry and allow information to flow and collaboration to grow. Viola began holding regular video calls with leaders of national helicopter associations to discuss local conditions. This group developed into the association’s International Partnership Program (IPP). Viola also began a series of monthly video messages for members, Viola’s Flight Report (VFR), as well as the VAI Webinar series, which hosts speakers on topics important to the industry. Staying the Course In addition to helping HAI weather two nearly simultaneous destabilizing events within the first 90 days of his term as president and CEO, Viola still delivered on his original vision, which included growing the association’s international footprint and increasing its value to members. Enhancing communication and collaboration within the international aviation community is an ongoing theme with Viola, who recognizes the global nature and interdependencies of the aviation industry. In addition to founding the IPP, which has provided several examples of fruitful collaboration by its members, Viola was an early champion of the Vertical Aviation Safety Team (VAST), a public–private initiative that links manufacturers, safety organizations, regulators, and volunteer regional safety teams from the global vertical aviation industry. Meanwhile, the association’s working groups have been transitioned into industry advisory councils, which provide a channel for regular communication between the association and its member interest groups. HAI also strengthened its ties with the European Helicopter Association and has for the past several years produced the EUROPEAN ROTORS VTOL show and safety conference. An avid pilot, Viola flies as often as possible. “If I can fly once a week, at least, that’s great. If I haven’t flown in a month, I’m miserable,” he says. (VAI/PJ Barbour Photo) Viola is also passionate about serving the association members, closing each VFR or President’s Message with the request for members to contact him with their ideas about how VAI could provide them with better service. Under his leadership, the association has introduced dozens of member benefits, including health insurance, tuition discounts, and legal resources. VAI has partnered with several organizations to bring members the latest safety programs and technologies at significant discounts, including the Aircraft Electronics Association, the Air Charter Safety Foundation, and the latest partners, Cirro by AirSuite and GPMS. Recognizing the diversity of the industry, VAI has intentionally sought out a variety of partners to provide assistance in implementing a safety management system (SMS) that fits the member’s needs, as opposed to a one-size-fits-all approach. Becoming VAI In December 2023, HAI celebrated its 75th anniversary. But behind the scenes, Viola and the HAI Board of Directors were working on a plan to take the association in a new direction. On Feb. 26, 2024, that direction was revealed: the association took on the name of Vertical Aviation International, embracing the global community that builds, flies, maintains, operates, supplies, and supports all vertical aviation aircraft. This strategic shift in focus anticipated the FAA October 2024 announcement of the powered-lift aircraft category, a major step forward toward these aircraft becoming operational in the US National Airspace System. Viola, who has been flying helicopters since the early 1980s, is adamant that the association’s support for the helicopter is unwavering. “As part of our 75th anniversary celebration, we identified 44 missions that helicopters perform—most of which cannot be accomplished by any other aircraft. And that is going to be true for decades to come,” he says. Viola goes on to explain that the expanded industry will result in a stronger, more capable vertical aviation community. “Vertical flight—whether that is from a traditional helicopter, an electric power-lift aircraft, or some other aircraft—delivers unique capabilities. As new aircraft and technologies come to the flight line, aircraft operators will have more tools to choose from. Operational efficiency is about using the right tool for the job.” Under Viola’s leadership, VAI has invested in its advocacy program, expanding the staff to include a director of regulatory affairs, an assistant director of state government affairs, and regional representatives for the Western and the Northeastern United States. And that investment has paid off: VAI has scored several victories on behalf of its members, including enabling HAI members who were Part 135 operators to receive $396 million in COVID-19 relief and a recent campaign to block attempts to close the 30th Street Heliport in New York City. The association is also expanding its ability to advocate for the global industry: VAI is now recognized by the International Civil Aviation Organization as the representative of the worldwide vertical aviation industry, enabling it to advocate for harmonized regulations and elevated safety on the global stage. Ever the collaborator, Viola is quick to credit the support of those around him for these accomplishments. “The Board of Directors have been exceptional stewards of the association. Their focus on developing a strategic plan for the association gave the staff clear direction on priorities, allowing us to move forward.” Viola is equally complimentary about his staff. “VAI members can be assured: I am leaving the association’s day-to-day operations in good hands. These able, smart, and dedicated people are passionate about helping you to succeed. I have worked with several high-performing teams in my career, and the VAI team is one of the best.” On to GAMA Viola’s service at VAI will conclude on Mar. 15, 2025, and he starts at GAMA the next day. Meanwhile, the VAI Board of Directors has initiated the search for his replacement. In his new role as president and CEO of GAMA, Viola will be involved in many of the same issues that occupied his time at VAI: advancing aviation safety, promoting general aviation and its many economic and social benefits, and advocating for a regulatory scheme that fosters a safe, efficient, sustainable, and prosperous industry. But, he says, vertical aviation can always depend on him as a friend and advocate. “I will not—and can never—lose my passion for vertical aviation. It is part of my DNA. For any issue that comes across my desk, if there is a way I can contribute to this industry’s further growth and success, you can count on me.” Gina Kvitkovich is VAI’s senior director of communications.
