Running for mayor in Eugene isn’t cheap. Just ask mayoral candidates Kitty Piercy and Nancy Nathanson, who are the main contenders for the position in the May 18 qualifying election.
Piercy and Nathanson had already raised about $64,000 between them by April 1, far more than the other candidates, according to fund-raising reports filed April 12. Both candidates said they would continue to gather funds, perhaps making this year’s campaign the most expensive ever.
At the time of the report, Piercy listed contributions of $39,423, while Nathanson had received $24,360.
Piercy, a former state representative and director of public affairs for Planned Parenthood Health Services of Southwestern Oregon, received $3,000 from the Eugene Firefighters Union, as well as $1,000 from Eugene’s Mel Bankoff, the Monterey Pasta director of Organic Foods;, James Gang Publishing of Eugene and Lane Community College Computer Information Technology faculty member Mark Williams. She also received a large portion of funds from contributions of $50 or less, which totaled about $11,250.
Ward 8 City Councilor Nathanson received large contributions from several businesses, including $1,500 from the Eugene Area Chamber of Commerce and $1,000 donations from Delta Sand & Gravel in Eugene, Hamilton Construction Company of Springfield and timber company owner Greg Demers of Veneta.
Current Mayor Jim Torrey spent $75,433 to win the post in 1996, running against former Congressman James Weaver. However, Ruth Bascom spent only $20,565 to become mayor in 1992.
Although both are big spenders, Piercy and Nathanson have been using money differently in their campaigns. At the time of the report, Piercy had spent about $7,000 on surveys and polls; $6,138 on wages, salaries and benefits; $2,604 on yard signs and “other advertising;” and $1,516 on literature, brochures and printing. Nathanson spent about $2,500 on management services; $2,350 on “other advertising;” and $743 on literature, brochures and printing.
The candidates may also shell out money for fundraising expenses, travel, utilities, media advertising and postage.
Eugene residents Alphonsus Donnelly and Eric Gross, who will also appear on the primary ballot, have pledged to participate in Eugene’s Voluntary Campaign Finance Program and agreed to limit their campaign expenditures to $7,500. They will also refrain from accepting donations of more than $100 from a single person or entity and not contribute more than $500 of personal money to their campaigns, according to the City of Eugene Municipal Elections website at http://www.ci.eugene.or.us/
cityreco/elections/.
Piercy, who expects she’ll need to raise more than $100,000, said campaign costs have risen significantly.
“We have to spend way too much money on elections,” Piercy said. “A few years ago, this race would have cost $70,000.”
Nathanson agreed, saying that campaigns cost more than ever.
“It seems like the stakes appear to be higher,” she said.
Nathanson said she was surprised when Piercy projected that it would be necessary to raise about $100,000 for the race.
“That really got my attention,” she said. “I had not even imagined anything near that level. The stakes had been raised from early on.”
Piercy said increasing costs are partially due to voters being home less often and monitoring their phone calls for political messages.
“Voters are making it harder and harder to reach them,” she said.
Nathanson agreed, saying the state’s vote-by-mail method has changed the dynamics of the race. Whereas ballot-box voting allowed candidates to organize their campaigns to have voter contact culminate on a specific day, candidates must now maintain contact with voters for weeks after voting begins, Nathanson said.
Piercy said the mayoral race is sometimes more difficult and expensive than state Legislature campaigns because she has to arrange for her own campaign consultants and advertising.
“I have to assemble every little piece myself,” she said.
Piercy said getting a message to voters is expensive. Minimum mailing or television campaigns can cost about $30,000, she said.
City of Eugene Community Relations Director Jan Bohman said the amount candidates spend on a race depends on how contested the seat is. She added that the amount spent on a race doesn’t always indicate its success.
“The person who spends the most money isn’t necessarily the one who is victorious,” Bohman said.
Candidates are required to submit their next financial reports by May 6.