City employee receives national ‘30 Under 30’ recognition

Christmas in Broken Arrow and the annual tree lighting ceremony have become as popular as a Hallmark holiday movie, with attendance growing by the thousands in just a few years.

Erin Hofener, Marketing and Communications Coordinator for the City of Broken Arrow, plans the annual event and has played a key role in fostering community growth through these traditions.

"That first night we had a much smaller tree and about 500 people attended the annual tree lighting ceremony," Hofener said. "This past year, we had a much bigger tree, and 11,000 people attended."

Hofener is responsible for destination marketing within the city's Tourism and Economic Development Department, where she enhances travel management through brand stewardship, experience development, and creative storytelling.

"I previously served as Interim Tourism Director and have grown through multiple roles within the organization, helping lead initiatives such as the rebranding of Visit Broken Arrow, the expansion of signature events, film-friendly community development, and community-centered tourism strategies," Hofener said. "My work is rooted in thoughtful stewardship of public resources, strong partnerships, and creating experiences that feel welcoming, intentional, and authentic."

At age 29, Hofener is gaining national recognition for her efforts, having recently been selected for Destinations International's 30 Under 30 Class of 2026.

The Destinations International Foundation is a nonprofit organization dedicated to empowering global travel industry personnel to excel in their careers through innovation and resource incubation. Their 30 Under 30 program champions early-career leaders by cultivating a global network for professional development and innovation.

Hofener was selected for the travel industry leadership program after a competitive application process among numerous destination industry professionals from across the United States.

Some of the other cities represented in the 2026 class include Dallas, New York City, Albany, New York, Salt Lake City, Charlotte, North Carolina, Miami, Florida, Washington, D.C., and New Orleans, Louisiana.

She and the other honorees will participate in virtual leadership training throughout the year and attend the organization's national conference in Portland, Oregon, in July.

"Some of these people are coming from larger cities that have probably done so many different types of things, and I am clearly in one of the smaller markets," Hofener said.

However, she says there's camaraderie in the industry, regardless of the community's size.

"At these conferences, the big markets have similar problems that we sometimes do," Hofener said. "That's so interesting that a huge city, which may have been around longer than Oklahoma has been a state, deals with the same kinds of things."

One of the primary benefits Hofener anticipates from the program is the opportunity to network with fellow travel industry professionals as she gains insights from diverse regions across the country.

Hofener also expresses her gratitude for the experiences she has gained through the City of Broken Arrow, including its leadership training initiatives such as COBA-U and the Chamber's Leadership Broken Arrow.

"I am very thankful to the city leadership for being so supportive because I have a thirst and hunger to keep learning," Hofener said.

Tourism Development Manager Makala Barton says it is a privilege to work alongside her.

"Erin's intelligence, creativity, and willingness to jump in, especially when it comes to the hard work, make her an invaluable part of our team," Barton said. "We're excited to watch her continue to grow and succeed professionally. She truly makes us proud."

Likewise, Hofener credits Barton, Business Retention and Development Coordinator Brent Brassfield, Assistant City Manager Norm Stephens, and Community Relations Manager Lori Hill for significantly impacting her life, both personally and professionally.

"They've always been wonderful mentors to me, and we have new people in our office that I get to learn from now," Hofener said. "But that group of people, I'll always be thankful to them for everything they've done."

Brassfield added, "She can accomplish anything she pursues, and that is appropriate to say about Erin. She has immense talent and a tremendous work ethic. It has been such a pleasure to watch her talent emerge over the years. She has no limits on what she can accomplish in life."