Candidates learn proper door-to-door etiquette
SIXTH STREET — In running for public office in Santa Monica, there’s more to consider than just where a candidate stands on local issues. There’s the all-important question of what color the lawn signs should be.
While color schemes may seem trivial in light of more pressing concerns, picking bright yellow and black over beige and baby blue can mean the difference between winning votes and wasting hard-earned campaign contributions on advertisements that don’t work.
Advice on lawn signs and other aspects of campaigning was in abundance Monday during the second annual candidates academy sponsored by the Santa Monica Chamber of Commerce.
During the nearly two-hour study session, a small group of prospective candidates and concerned citizens got a taste of what it really means to run for public office from the experts: Mayor Bob Holbrook, who is running for re-election in November; City Councilman Herb Katz; City Clerk Maria Stewart, the lead elections official; communications and political consultant Seth Jacobson; and local attorney Tom Larmore.
“We think it is important for people to know how they can get involved in their community,” Kathy Dodson, president of the chamber, said of the session. “I think everyone was open and honest about what it really takes to get elected.”
In November, 14 seats will be up for grabs on the City Council, Santa Monica-Malibu Unified School Board and the Santa Monica Community College Board of Trustees.
The meeting was sparsely attended, perhaps because the filing date for the Nov. 7 election isn’t until July 17, Dodson said.
However, those who did venture out were treated to candid discussions that included tips only veterans know, such as how to approach strangers to ask them for their votes, or how to avoid scandal by hiring a well-qualified campaign treasurer.
“I thought it was great, very informative,” said Joe DiSanto, who owns a post-production company and is considering running for elected office. “I mainly just wanted to see what the academy had to offer, and I found the information was very practical and the mayor and Herb were very open. I enjoyed hearing about their war stories … Seeing them as businessmen like myself, it made me think that running for office and winning is something that I could do as well.”
“I mainly just wanted to see what the academy had to offer, and I found the information was very practical.” — JOE DISANTO PROSPECTIVE CANDIDATE
Katz advised those in attendance to always put their feet against the bottom of a screen door when they go from house to house asking for votes. It’s important, because if there’s a dog at home, they can easily push the screen door open “and have a feast on your leg,” Katz said.
Holbrook said he felt it was necessary to help those interested in running get a taste of what they can expect.
“You’ve got to decide if you want to run or you want to win, because those are two different levels of work,” Holbrook said. “If you do win, it’s very humbling. People are deciding to put their trust in you. They trust you with the city, with their kids. It’s a wonderful feeling, like a high that never ends.”
But with that comes immense responsibility — and time — sometimes 20 to 40 hours a week depending on the issues coming before the City Council, Katz and Holbrook said.
Larmore gave a presentation on campaign finance and, in particular, limits on campaign contributions. Larmore dissected local and state elections law, spending a lot of time defining what a contribution is, how much is allowed and what impact an independent campaign committee, such as Santa Monicans for Renters’ Rights or public employee unions, can have on an election.
In local races, Larmore said an individual is only allowed to give $250 per candidate per term in office, but an independent committee can spend an unlimited amount of money backing a candidate — as long as the candidate and the committee are not working together. School board and college board elections follow state law, which allows for higher contribution limits.
“Get a good treasurer,”Katz said.“You need someone totally dedicated to knowing the laws and who can monitor everything that comes in, because you won’t have the time.”
Holbrook said if one supporter mistakenly donates more than allowed,it can cause a problem for a candidate if opponents exploit it.
“You might not even have known about it and may have returned (the contribution) as soon as you found out about it, but it does throw a pall over your campaign,” Holbrook said.
July 17 is the first day prospective candidates can file for nomination papers, and Aug. 11 is the last day to file nomination papers with at least 100 valid signatures from registered voters. Oct. 23 is the last day to register to vote for the November election.
Stewart also touched on the importance of picking the right ballot designation, which is how many voters identify a candidate.
Holbrook, a pharmacist, said never pick the designation of attorney, student or incumbent because they don’t connect with voters.
“When people see student, they think, ‘I’m not voting for them, they don’t even have a job,’” Holbrook said. “If you are an attorney, be specific. Perhaps you’re a prosecutor. That seems to fare well with voters.”
Holbrook also said candidates need to give a lot of thought to their ballot statements and the answers they provide on the scores of questionnaires from the media and community groups.
“I remember one guy writing scotch and soda was his favorite drink, and this was for a survey given by students,” Holbrook said with a chuckle.
Jacobson followed Stewart with a look at voter turnout and the costs of running a campaign. Jacobson said if a candidate is considering sending out campaign literature to all registered voters in Santa Monica,they can expect to spend anywhere from $18,000 to $20,000.
Katz said he spent more than $100,000 on his last campaign.
“You’ve got to have backing. You’ve got to walk precincts, but you also have to have the backing to get anywhere,” Katz said.
If a candidate does decide to do mailers, they have to be sure to pick the right time to send them, Jacobson said. Since the November ballot will feature nine initiatives and include a race for governor, many voters may be sick of receiving campaign literature in the mail and may throw them out.
It is important that if one sends out a mailer, that it be approved by the candidate. If not, that can cause big trouble, Katz said.
“You’re the one who is going to be held accountable,” he said. “You need to be up on everything because if you’re not, you’ll be the one that’s nailed.”
Above all else, be honest and run a clean campaign, Holbrook advised.
“You’ll have people who will say nasty things about you and your family,” said Holbrook, who listed several examples of negative campaigning against him, such as a time when he was depicted as Saddam Hussein tucked into the pocket of a wealthy businessman.“Don’t do it back.At the end of the day, you are still yourself. You have family and friends you have to answer to, so just run positive campaign.”
And men, whatever you do, don’t show up on door steps alone.
“I find that more women now are afraid to open their doors when they see a man out front,” Holbrook said. “Usually you’ll get people who will tell you to leave your literature at the door and they’ll pick it up when you leave … It seems they’re more willing to listen to what you have to say if you have a woman by your side.”
Originally published in the Santa Monica Daily Press print edition on May 24, 2006. Read the original PDF.