Some 14 years after the Hollywood Post Alliance was established, the org is transitioning to its next phase, with new leaders and a new name.

Some of the org’s founders are stepping down from their posts to make way for a new generation of leadership. Leon Silverman, the HPA’s longtime president, is giving up the post. Seth Hallen, senior vice president of global creative services at Sony DADC New Media Solutions, will assume the presidency. Hallen has been an HPA board member since 2007. Silverman will remain on the org’s board of directors in a newly created role: “past president.”

Also relinquishing his office is Phil Squyres, the only treasurer the HPA has ever had. Squyres’ replacement will be Panavision’s chief financial officer, Bill Roberts, who was recently elected to the HPA board. Squyres, like Silverman, will remain on the HPA board of directors.

Silverman announced the changes at the org’s annual Tech Retreat today.

The body also is formalizing its name change, announced a year ago, which drops”post” from its name. The org will now be known as the Hollywood Professional Alliance. The change recognizes the blurring of the lines between what traditionally was “pre-production,” “production” and “post-production” due to the adoption of digital technology in the industry.

Under Silverman’s leadership, the HPA grew to an important forum and trade association. In June 2014 it struck an alliance with the Society of Motion Picture and Television Engineers (SMPTE) with the intent to merge, a move that promises to extend the reach of the org worldwide. Former SMPTE president Wendy Aylsworth was appointed as SMPTE representative on the HPA Board. SMPTE executive director Barbara Lange holds the same title for HPA. Silverman received the HPA’s Lifetime Achievement Award in November 2015.

The HPA has added several new board members over the last year, including Craig German, senior VP of studio post at NBCUniversal Media; Jenni McCormick, executive director of American Cinema Editors; and Chuck Parker, CEO of SohoNet. Remaining on the board are Mark Chiolis, Carolyn Giardina, Vincent Maza, Kathleen Milnes, Loren Nielsen, and the org’s vice president, Jerry Pierce.