For those of us in business aviation, NBAA-BACE is part Super Bowl, part Homecoming. It’s where we gather to see the latest and greatest in our industry, talk business and reconnect with the people who make this community so special.
And there are a lot of people to reconnect with.
You’ve heard of six degrees of separation? In business aviation, it’s more like two. You can’t walk 50 steps across the show floor without stopping for a professional hug, catching up with a longtime colleague or being introduced to someone who knows someone you’ve worked with for years.
After attending NBAA-BACE for 23 consecutive show years (with the exception of 2020, when none of us got to gather), I’ve logged more steps, handshakes and hugs than I could possibly count.
But this year’s show was different. And particularly meaningful.
A New Chapter for Alpha Charlie
This was my first NBAA-BACE as the owner of the agency. I’ve always walked the show floor with tremendous pride in our team, our clients and the work we do in aviation. But this year? I was beaming.
Our newly rebranded Alpha Charlie team was out in full force, supporting clients, connecting with industry friends and soaking up the latest developments in business aviation.
The reception to our new brand was incredibly gratifying. People we’ve worked alongside for years were genuinely excited about this next chapter, offering congratulations, encouragement and support. It’s a reminder that the relationships we’ve built over decades are among our greatest assets.
And while the name on our badges has changed, our commitment to this industry hasn’t. If anything, it’s stronger than ever.
A Positive Pulse on the Show Floor
Beyond the personal milestones, there was a lot to feel good about at NBAA-BACE 2026.
The first day brought a packed show floor, and the energy was noticeable. Throughout the week, clients, colleagues and industry contacts consistently remarked on the quality of conversations and the positive outlook they were hearing.
There was plenty to talk about.
Aircraft innovation remained front and center, from new aircraft developments to continued demand for the latest business jets.
Technology was another recurring theme. AI is finding its way into more aspects of business aviation, including flight operations, data integration and maintenance.
The industry’s people challenges haven’t disappeared, either. Pilot compensation, workforce retention and attracting the next generation of aviation professionals remain important conversations.
Taken together, these developments reflect an industry that continues to evolve, invest and look ahead.
Relationships Still Drive This Industry
As a marketing agency specializing in aviation, we’re always watching how companies communicate their value, differentiate their offerings and connect with customers.
And there’s no better place to see that in action than NBAA-BACE.
The aircraft, technology and announcements may draw people to the show, but relationships are what make it so valuable.
Business aviation is built on trust. It’s a relatively small community with a remarkably broad reach. Reputations matter. Connections matter. And the conversations that begin in an exhibit booth, at a customer event or over dinner often lead to opportunities long after everyone has returned home.
For marketers, that’s an important reminder. Even as AI, digital platforms and new technologies change how we reach audiences, the fundamentals of building trust and meaningful relationships remain as relevant as ever.
The strongest brands don’t simply show up at NBAA-BACE with something to sell. They show up with something valuable to say and relationships worth strengthening.
Recognizing Leadership Through Change
This year’s gathering also felt different without NBAA President and CEO Ed Bolen at the helm.
Ed has been such a visible and influential presence in business aviation for so many years. His absence was felt, and it was heartening to see the industry rally around him as he battles cancer.
Kudos to the NBAA team for honoring Ed’s Kansas Aviation Hall of Fame induction with the sunflower pins and for pulling together a successful event while navigating an unexpected leadership challenge so close to showtime. Putting on an event of this magnitude is no small feat under normal circumstances, much less during a significant transition.
It was another example of what makes this aviation community special: people showing up for one another.
Looking Ahead with Gratitude and Optimism
Every year, I leave NBAA-BACE with sore feet even after sporting my Adidas tennis shoes, a full calendar of follow-ups and renewed enthusiasm for this industry.
This year, I left with something more.
Seeing our Alpha Charlie team represent the agency with such pride, watching our clients engage in meaningful conversations and hearing the encouragement of industry friends made this show one I won’t soon forget.
Twenty-three shows have given me a front-row seat to the evolution of business aviation. The aircraft have changed. The technology has advanced. Companies have grown, merged and reinvented themselves. And this year, our own agency joined that list of new beginnings.
But the relationships? Those remain the heart of it all.
Here’s to another year of innovation, collaboration and forward momentum in business aviation. And to many more steps, handshakes and professional hugs along the way.
– Ashley Bowen Cook, CEO