BOCC Candidate - Erica Henner Max
- Louise
- Jun 18
- 10 min read
Updated: Jun 27
On July 1st, 2025 at 6pm MDT, the La Plata County Deomcratic Central Committee will convene as the Vacancy Committee to fill the vacancy made by the early resignation of Commissioner Clyde Church. Three candidates have announced their interest in the District 1 seat. We invited candidates to share more about their background, values, and vision for the future. Each candidate responded to a brief questionnaire designed to give voters a closer look at who they are and what they stand for. Click on each question to read reponses from candidate Erica Henner Max, below.

Tell us about your background. What has inspired you to run for BOCC?
I’ve lived in La Plata County since 1997—first in Durango, and now out in Hesperus—where my husband and I raised two children, both now in their 30s. Over the years, I’ve worn many hats: Wall Street trader, executive recruiter, horse breeder, community organizer, and nonprofit leader. I’ve always been deeply committed to this community and the people who call it home.
I started my career as a trailblazer in global finance—first on the trading floor of the Chicago Board of Trade, then becoming the first female member of the London Commodity Exchange. From there, I went on to work at top financial firms in New York, including as a VP at Bear Stearns and a leader in the commodities division of Executive Services at Shearson American Express. Eventually, I launched and ran my own executive search firm, advising some of the world’s most competitive companies. Throughout that chapter, I gained deep experience in managing large, complex budgets, identifying high-performing talent, and navigating high-pressure environments.
After moving to La Plata County, I shifted focus to raising my family and spent 25 years in the agricultural sector breeding, training, and selling Danish Warmblood sport horses. During this time I developed a deep and abiding understanding of the unique land-use issues facing our rural communities.
Community work has always been central to my life here. In 2002, I served as treasurer for the $85 million bond referendum for Durango 9R, raising $50,000 in just four weeks and helping pass a major investment in our schools. I coordinated over 400 volunteers throughout the County for the 2008 Obama campaign and chaired the successful 2010 9R mill levy campaign—one of only five in the country to pass that year, during the height of the Tea Party movement. I have served as a Regional Challenge Master for Destination Imagination, judged the San Juan BOCES science fairs and National History Day, and sat on the board of the SW Rural Workforce Board.
In 2017, I joined the board of The Powerhouse Science Center after it had closed, and by 2019 I became Board President, helping guide the organization back to financial stability. In 2020, at the height of the pandemic, I served as general contractor for a full renovation of a downtown building and launched the “Shopping for Seniors” initiative—a partnership with the Senior Center and local grocery stores that paired younger community members with older residents to help with grocery shopping during lockdowns. That simple but powerful idea earned me a personal phone call from Joe Biden.
In 2024, I co-founded a workforce housing LLC with local architect Rick Feeney to help address the region’s housing affordability crisis—continuing my commitment to building sustainable, community-focused solutions.
I'm running to help ensure that La Plata County works for every resident. I’m deeply rooted here—first in town, now out in Hesperus—and I’ve had one foot in the barn and the other in the boardroom for most of my life. I’ve raised children here, built a community here, and I’m now looking ahead to the kind of county I want for my future grandchildren. I want them to have the same opportunity to thrive in a place as welcoming, vibrant, and grounded as it was for my own kids.
I believe I’m uniquely positioned to bridge the divide between town and country. My background spans ranching and agriculture, executive leadership, and decades of local volunteer work. I understand the challenges our rural families face, and I’ve spent years working alongside community members in Durango and beyond to improve education, access to housing, and public resources.
At a time when our region is growing and evolving, we need a commissioner who can bring people together across differences—someone who respects the legacy of those who’ve been here for generations and also welcomes those just putting down roots. Whether you moved here in 1925 or 2025, La Plata County should be a place where you feel heard, supported, and at home. That’s what I’ll work for, every day.
Please describe, in your own words, what a County Commissioner does? What will the job entail?
Being a County Commissioner isn’t about fancy titles—it’s about serving your neighbors and doing the kind of behind-the-scenes work that keeps a place like La Plata County running strong.
There are three Commissioners in La Plata County, each elected by district but working together on behalf of the whole county. They meet regularly to make decisions on things like:
Setting the county’s budget—deciding how taxpayer dollars are spent on roads, public safety, housing, health, and more.
Managing county services—from the sheriff’s office and emergency response to public health and community development.
Protecting our natural resources—working on wildfire readiness, clean water, and sustainable land use.
Supporting local jobs and housing—helping working folks afford to live here and small businesses stay strong.
But more than anything, being a commissioner is about listening and responding. That means taking calls about potholes, showing up to neighborhood meetings, sitting down with a rancher to talk water rights, or hearing from a young family worried about housing costs.
It’s also about looking out for the people who don’t always get heard—like immigrants, seniors, and folks in the far corners of the county who don’t make it to every meeting but still deserve a voice.
A good commissioner doesn’t just make decisions from behind a desk—they go out into the community, get their boots dusty, and ask, “What do you need? How can I help?”
They work to bridge the gap between rural and urban, between government and everyday life. Whether it's helping a new mom find access to child care, or working with farmers to preserve land, or sitting with tribal leaders in meaningful partnership—this job is about connection, compassion, and common sense.
At the end of the day, a county commissioner helps make sure La Plata County stays the kind of place where:
Families can build a life
Neighbors look out for each other
And every voice matters
That’s the heart of it—and that’s why the work matters so much.
What local county experience do you have - have you sat on city or county boards, commissions, non profits? Please include years of engagement.
Since moving to La Plata County nearly 30 years ago, I’ve consistently rolled up my sleeves and gotten involved where I saw a need.
Back in 1998, when my children were enrolled at the Fort Lewis College Child Development Center, I brought together a group of parents and community members to advocate for a new, dedicated child development building. Thanks to that effort—and broad community support—the Nighthorse Child Development Center eventually became a reality.
When my kids attended Park Elementary, I saw how hard our diverse student body and teachers were working—and I wanted the community to know it. I helped form a PR committee to highlight that, even though 30% of our students spoke a language other than English at home, the school consistently scored in the top percentiles on statewide English-language assessments.
In 2001, I served as treasurer for the campaign to pass an $85 million bond referendum for Durango School District 9-R. I was responsible for raising the funds to run the campaign and successfully secured $50,000 in commitments. The initiative passed, securing much-needed funding for our schools.
In 2008, I worked closely with my kids—then 12 and 15—on the Obama for America campaign. As a Staging Location Director, I coordinated more than 400 volunteers across 15 precincts, managing logistics and building grassroots energy.
In 2010, I once again stepped up to help the school district pass a crucial ballot initiative. As Chairperson of the campaign, I gave more than 50 speeches around the community. That year—despite a nationwide wave of anti-tax sentiment during the Tea Party movement—Durango was one of just five school districts in the entire country to vote in favor of raising taxes to support education.
In 2017, I joined the board of the Powerhouse Science Center, and became president of the board in 2019. I’ve also spent two decades volunteering with Destination Imagination, a creative problem-solving program for kids, and have judged both Science Fair and History Day competitions. I served one term on the Southwest Colorado Rural Workforce Board.
I currently volunteer on the Durango Education Foundation Scholarship Committee, helping determine which graduating students from Durango High School and Big Picture High School receive local scholarships—a role I find deeply rewarding.
Whether it's been through education, civic engagement, or support for working families, I’ve always tried to say "yes" when my community calls. Being a reliable, long-term volunteer and advocate is simply part of who I am—and it’s work I plan to continue as a La Plata County Commissioner.
What has been your personal experience(s) with the BOCC?
My direct experience has been more with the departments that report to the Board of County Commissioners—like the County Planning Department, the Clerk’s Office, and the Sheriff’s Department—and I’ve always found the staff to be professional, helpful, and committed to serving our community. I’ve been really impressed by their responsiveness and the care they bring to their work.
In addition, I helped caucus and coordinate caucuses for two of our current commissioners when they first ran for office, so I’ve also seen firsthand the dedication it takes to step into public service. That experience gave me a greater appreciation for the role and the importance of strong, thoughtful leadership at the county level.
What will be your focal points / objectives to pursue with the BOCC?
1. Expanding Workforce Housing
Advocate for policies that increase affordable and attainable housing for local workers, teachers, healthcare staff, first responders, and others who are priced out of the current market.
Support smart land-use planning and changes that make it easier to build workforce housing while preserving community character.
Partner with developers, nonprofits, and state/federal programs to create housing solutions, especially in rural or underserved parts of the county.
2. Elevating the Agricultural Community
Act as a strong voice for farmers, ranchers, and land stewards in county decisions, especially around land use, water rights, and regulation.
Work to reduce barriers that make it harder for ag producers to stay in business—like expensive permitting processes or incompatible development.
Support programs that protect agricultural land and encourage young or beginning farmers.
Promote local food systems and explore ways to connect ag products with local schools, markets, and institutions.
3. Bridging Rural and Urban Voices
Help ensure the concerns of rural and agricultural residents are heard alongside those of more urban areas like Durango.
Build partnerships between landowners, housing advocates, and economic developers to find win-win solutions.
Act as a bridge between newer residents and multi-generation families who’ve been part of the region’s fabric for decades.
4. Working with the immigrant community
Immigrants are an essential part of our community—from agriculture and construction to education and local business. I’ll work to make sure they feel seen, supported, and included in county decision-making.
That means accessible public information, bilingual resources, community partnerships, and listening sessions that meet people where they are—not expecting them to come to us.
Would could LPC do to increase its revenue or funding sources? How could they improve public facing communications?
To increase revenue and funding I propose:
1. Pursue Grants More Aggressively
Invest in or partner with skilled grant writers to secure state and federal funds for housing, infrastructure, wildfire mitigation, broadband, and public safety.
Collaborate with municipalities, nonprofits, and tribes on joint applications.
2. Support Strategic Development
Encourage growth near existing infrastructure (Durango, Bayfield, Ignacio) to lower service costs and boost tax revenue.
Use voluntary development agreements to help fund roads, emergency services, and housing.
3. Form Public-Private Partnerships (PPPs)
Partner with developers and nonprofits to co-fund housing, broadband, and infrastructure.
Support job-creating businesses that enhance tax revenue while preserving rural character.
4. Maximize Lodging Tax and Visitor Revenue
Leverage lodging taxes to fund essential services like roads and emergency response.
Consider impact fees on short-term rentals to support housing and community needs.
5. Advocate for State Policy Reform
Push for local authority over funding tools for housing, fire mitigation, and transportation.
Work with other rural counties to fix inequitable state funding laws.
6. Promote LPC at Targeted Conferences
Share costs with partners to attend economic development conferences.
Showcase LPC as a great place for businesses offering living-wage jobs—balancing growth with community values.
To improve public-facing communications, I propose LPC:
1. Modernize Digital Outreach
Use Facebook, Instagram, and short videos to share updates and simplify complex issues like land use or taxes.
2. Add an AI Chatbot to the Website
Introduce a conversational chatbot (like Durango Herald’s) to guide users. This human-like interface will allow residents to ask questions in their own words and be quickly directed to the right resources, whether they’re looking for permit applications, road conditions, or emergency alerts. By making the site more responsive and easier to use, we can help more people find what they need—faster and with less frustration.
3. Hold Listening Sessions Countywide
Host regular town halls in rural communities (Ignacio, Bayfield, Marvel, etc.), with in-person and virtual options for accessibility.
4. Use Direct Mail to Reach All Households
Mail newsletters and budget updates in plain language with visuals.
Include ways to contact commissioners or get involved.
5. Be Transparent and Accessible
Share simple post-meeting summaries and launch a monthly newsletter or podcast to keep residents informed.
6. Encourage Two-Way Communication
Use surveys and online platforms to gather public input—and follow up to show how it was used.
What particular qualities do you bring to the "additional seats" (outside commissions, regional organizations) held by members of the BOCC? Are there any you are particularly interested in?
I bring a unique blend of financial expertise and community-centered collaboration. I have extensive Wall Street experience in sales and trading, where I learned how to assess risk, move quickly, and build trust across complex negotiations. I also ran an executive search firm, which taught me how to connect the right people to the right opportunities—a skill that’s deeply useful in regional partnerships and workforce development work.
More recently, I partnered with a prominent local architect to explore housing development solutions, which has given me hands-on experience with the opportunities and challenges of building in La Plata County.
I’m especially interested in joining the Regional Housing Alliance, the La Plata Economic Development Alliance, Compañeros, and the Southwest Rural Workforce Board. These are all organizations where I believe my background in finance, deal-making, and connecting people would add real value—particularly when it comes to housing solutions, job creation, and advocating for underrepresented voices in our community.
At the heart of it, I’m a connector. I know how to bring people together to get things done, and I’m ready to apply that energy and experience to help La Plata County thrive.
Where can people learn more and stay up to date on your campaign?
ericaforlaplata.com @ericaforlaplata (instagram) I have not yet formally initiated the instagram account and the website is currently under construction by my campaign team. I intend to have a running Instagram feed of daily interactions with community members throughout the county.
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