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After years working in the corporate world, Erika Smith took a risk.
She left her job to lead the nonprofit Light the Hoan. Smith had loved the team-building and problem-solving aspects of her corporate work, but she felt like it was missing something crucial – helping her community. Light the Hoan would give her the chance to make a difference for Milwaukee.
The nonprofit was founded in 2018 as a campaign to install lighting on the Daniel Hoan Memorial Bridge and has since grown into a larger organization that promotes all things Milwaukee. Starting as executive director in 2022, Smith wears many hats. She leads the Intern Challenge, a citywide program where interns from Milwaukee companies code bridge light shows, raises awareness for local nonprofits, and is building Code the Hoan, a future initiative focused on tech education. As “Milwaukee’s Lightkeeper,” she’s helping people feel connected with the city.
Light the Hoan began lighting the bridge in 2020, and this year the project was completed – now the entire Hoan Bridge shines every night. The completion marks the end of a major multi-year fundraising and awareness effort led by Smith. “I’m really proud of that,” she says. “Lights create emotion and meaning for people. It’s the feeling and what light represents. Now that we’ve accomplished lighting the Hoan, it’s exciting to focus on what’s next and how we grow our impact.”
“You may not always have the answers. But if you care enough to show up every single day, you’ll figure it out.”
Q&A
What’s your favorite project to work on?
Our Intern Challenge program has been great. We just celebrated our fifth year, and I love going onsite and working with all the different organizations and teaching them about Milwaukee. Many of the interns are not from Milwaukee – they just have internships with local organizations. Some of them have heard of the Hoan Bridge, but they don’t know the backstory of it. When they see it in person after all the work that was done to build a light show, it’s really cool. I love seeing their faces and seeing how excited they are to share their story and see it live on the Hoan bridge.
What are some of the achievements you’re most proud of?
Most recently? Completing the initial vision of the Hoan project. When this project kicked off in 2020, we only had one side lit, and now we have both sides lit. That was a project years in the making. Now that we’ve accomplished lighting the Hoan, it’s exciting to focus on what’s next and how we grow our impact.
