Peter Coors: Colorado's Next U.S. Senator?

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Cael Pulitzer

April 23, 2004

Peter Coors: Colorado’s Next U.S. Senator?

Peter Coors is running for the Colorado U.S. Senate seat recently vacated by fellow Republican Party mate Ben Nighthorse Campbell. Democratic hopeful and Colorado Attorney General Ken Salazar is his opponent in the general election. The open-seat race will be very competitive and may decide the partisan majority of the Senate. Coors is well known state and nationwide because of his family’s famous brewing company. He has no political experience and is facing a seasoned veteran. To create a successful campaign strategy Coors’ must analyze his legitimacy as a candidate, the composition of the electorate, Colorado’s interests, funding sources, relations with the national party, and the media. If these variables favor him and his party, and additional factors do not scar his candidacy; Coors can be Colorado’s next US Senator.  

The Candidate

Peter Coors possesses many of the characteristics that define a typical U.S. senator. Mr. Coors is tall, good looking, white, Catholic and an extremely wealthy man. He has succeeded as a businessman his entire life and become a nationwide celebrity. Many commercials endorsing his brewing company aired across the country have featured Coors. The Colorado Rockies’ stadium in the middle of Denver is named Coors Field. Needless to say Mr. Coors has considerable name and face recognition. Coors held the presidency of Ducks Unlimited and donates to the Republican Party and conservative PACs. He is the chairman of the board of the Board of the Castle Rock Foundation, a PAC. Coors’ lack of experience in a political office is his main weakness. Most Senators have extensive experience in state or national government prior to being elected. Nevertheless, there are seven current US Senators who never held political office prior being elected; including senate majority leader Bill Frist. Although Coors is an amateur in government, he has handled political issues. He is known as the savior of his company’s relations with labor unions and minorities. His family’s ultraconservative reputation may initially hurt him; but voters will learn of his more moderate ideology. Coors has hired Bruce Benson a former chairman of the Republican National Committee as his chief advisor. Coors debated running for nearly a decade so it can be assumed he has forecasted the political climate to favor Republicans and his victory. If Coors is elected he must sever all of his ties with the company and accept a considerably smaller salary. He has a tremendous desire to win the formally held Republican seat.      

The Composition of the Electorate

Colorado’s population increased by 30.56% in the 1990’s making it the third fastest growing state in the nation.  In recent statewide elections Republicans have faired excellently. The governor (Democratic from 1975-1999), the secretary of state, both US Senators, the lieutenant governor, and the state treasurer are Republicans. Five out of the seven US House seats are held by Republicans. Colorado voted for the Republican candidate in every presidential election since 1992, and the only Democrat in Colorado holding a statewide position is the current attorney general and Coors’ opponent, Ken Salazar.

Four counties supported the Democrat in the 2002 gubernatorial election. Denver, Boulder, San Miguel, and Pueblo counties are not likely to support Coors in 2004. Inner city Denver, Adams County, and the rest of the first congressional district is an area where votes for Coors may be few and far between. Boulder County is also Democratic stronghold. Its congressional district seat is held by a Democrat.

15% of Colorado citizens live in rural areas and most white rural voters can be counted on to support Coors. Colorado Springs is the center of GOP activity in the state and is the second largest city. Douglas County, the fastest growing county in the United States, is another Republican stronghold. The forth congressional district covers nearly the eastern half of the state and should be safely Republican. Native Americans will likely support Coors because of strong ties with Campbell, a Native American.    

        There are more registered Republicans (36.1%) in Colorado than Democrats (30.1%) or independents (33.8%). The 33.8% of Coloradoans who are not associated with a party are the main target for swing voters. Holding the base of voters in rural areas will take less effort due to the rank-and-file nature of many of them. Visiting all 64 Colorado counties is popular amongst Senate hopefuls and is an effective way to reach strong supporters and undecided voters. One on one interaction is the best way to reach voters, and should be affective in attaining swing voters in the Denver. Wayne Allard, Republican Colorado Senator, held Jefferson and Arapahoe counties by 51% and 52% of votes in 2002. The newly created seventh congressional district was won by a Republican won by 121 votes in the 2002 midterm election. Coors needs to do better than Allard if he expects to win. Colorado Springs is a good base for the campaign. The part of the electorate which will be very difficult to gain votes from is the 17.1% Hispanic population in Colorado. In the nation, 80% of Hispanics vote Democrat; however in Colorado only 55% do so. In the 2002 Senate Election Allard was able to carry some Hispanic votes because of his ties with the Catholic Church; but in 2004, the Republican candidate will have a more difficult time gaining their support. Coors is a Catholic, a quality Hispanics support, but so is his opponent Ken Salazar. Salazar is a Hispanic-American and will probably receive a majority of votes from that demographic. The 45% of Hispanic voters voting Republican or third party will need to be targeted as swing voters.

        To gain support from the large amount of independents in the state, Coors must spread his name recognition to voters who are less informed of politics. He must relate to the people of Colorado. Coors is considered a wealthy elite and out of touch with the public by his critics. Coors must not forget about his supporters. His campaign should focus mainly on Republicans. Undecided voters are a secondary concern.

Interests

        In open-seat races interest groups using access strategies choose candidates based on their particular stance on interests. These groups see campaigns as part of the lobbying process. Usually they protect incumbents, but in an open-seat race they will likely aid both candidates. They feel the more representatives they have on their side, the more their interests and ideology will be represented in Congress. Coors is a businessman and a Republican.  Drilling, telecommunications, securities and investments, real estate, the retired, and oil and gas have been major Republican donors in previous statewide elections. In general, business groups will support Coors more than his opponent. Lawyers, law firms, lobbyists, and educators will direct most of their support to the Democrat.   Coors cannot rely on labor unions to support him. Their mixed strategy approach targets candidates who will gain them access in the legislatures as well as represent their ideology. 90% of labor donations went to Democrats in 2002. In Colorado, labor overwhelmingly supports the Democrats.

Join now!

        Ideological or electorate groups attempt to influence the partisanship of legislatures to benefit their interests on specific ideologies and issues. The closeness of the race will determine how much support ideological groups, such as the NRA, provide to a campaign. These groups function similar to parties because they represent people who have similar ideals when it comes to specific issues and broad political ideology.

        Interest groups primary service to candidates is fundraising; however GOTV efforts, mass mailings, issue advocacy, polling, campaign consultants, research, advertising supporting candidates and opposing opponents greatly aids potential winners. In Colorado the final 96-hour Republican GOTV ...

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