What a Difference a Year Makes

by Tom Shields
March 19, 2010

Just a year ago, the pundits had the Republican Party on the verge of extinction. Time Magazine said, “Republicans have the desperate aura of an endangered species,” and speculated that they could sink to the level of a third party in a two-party system.

John Cherry looked like a prohibitive favorite for the Dems’ pick for governor, and the Senate Democrats were measuring Mike Bishop’s office for drapes.

What a difference a year makes.

Republican governors in Obama states like Virginia and New Jersey. A Republican senator from Massachusetts and here in Michigan, a landslide state Senate victory by Mike Nofs in a seat won by Obama and considered a safe bet for the Democrats in 2010.

As we enter the engagement period of the 2010 election cycle, the polls and pundits are all predicting a GOP year for Michigan and the nation. Our polls have seen a swing of almost 20 percentage points toward Republicans when asking Michigan voters which party does a better job of running state government (from -8 percent to +9 percent).

Many people who voted for change in 2008 did not get the change they were looking for in 2009. The voters are clearly supporting candidates who promise less government. The unorganized Tea Party movement is held together by its common opposition to increased government spending and higher taxes — issues that align them with the Republicans in 2010.

And though we are four months out from the primary and seven months out from the general election, each party’s candidate field for governor of Michigan seems to be almost set. Now seems to be as good a time as ever to handicap the race for the Governor’s Office.

Democrat Primary
The shift in the political winds has swept the best candidates out of the Democrat race for governor. After John Cherry, Bob Bowman and Denise Ilitch decided that 2010 wasn’t going to be their year, the Democrat Party is left with three candidates who, collectively, probably do not have 50 percent name I.D. or enough money in the bank to cover Rick Snyder’s monthly consultant bills. Our polls show “Don’t Know” clearly leading the field with 64 percent, followed by Dillon (18 percent), Bernero (9 percent) and Smith (7 percent).

One year ago, Andy Dillon was the one candidate for governor who Republicans did not want to face. They may get their wish as Dillon finds himself in political primary purgatory. He’s too liberal for the conservatives and too conservative for the Democrat Party hierarchy. His endorsement from the building trades will help soothe some fears from some Dems, but his pro-life beliefs and his legislation to control the health care benefits of public employees has already cost him support from the AFL-CIO and puts him on a crash course with pro-choice Democrats and the MEA.

Of course, the candidate benefiting from all this is Lansing Mayor Virg Bernero. Bernero is the true accidental candidate whose stock has risen as all the other candidates dropped out of the race. The ultimate political opportunist, Bernero seems to be benefiting from the mere fact that he’s not Andy Dillon. Though he’s down in the early polls, if he can cobble together support from the liberals, pro-choice women, the unions and urban voters, he could be tough to beat in the August primary.

It appears that the only way Alma Wheeler Smith is going to get some respect for her candidacy is by recruiting Aretha Franklin as one of her co-chairs. With little money and a small base of support, she is destined to play third fiddle in the Democrat primary.

Republican Primary
In the Republican primary, Rick Snyder, the tough rich nerd, is shaking up the field by dumping $3 million in the campaign — outspending the other three candidates by a 10 to 1 margin.

Our most recent poll shows this turning into a three-way race with Hoekstra (21 percent), Cox (21 percent) and Snyder (20 percent) in a dead heat, and Mike Bouchard stuck at 10 percent.

The shortage of funds in the state’s matching fund pool could have a significant impact in the Republican primary as the other three candidates struggle to match Snyder’s bankroll. If Snyder continues at this pace, he could spend $8 to $10 million in the primary — more than double what his three opponents will spend combined.

One of the key developments to watch will be the endorsement of Right-to-Life. Snyder doesn’t meet RTL endorsement criteria, and if they weigh into the primary, one of the other three candidates could be propelled to front-runner status.

While Snyder’s media blitz has him moving up in the polls, it appears that west Michigan voters aren’t ready to embrace the nerd and are sticking with Congressman Pete Hoekstra. The candidate with the smallest war chest has the strongest base of local support. Hoekstra needs to raise the funds to defend his base and expand it to win the primary. But for now, Hoekstra sits on his west Michigan perch, until someone knocks him off.

One candidate trying to do just that is Attorney General Mike Cox. While Cox and Hoekstra have been neck and neck in the polls for the past year, Snyder’s media buy seems to have cut into Cox’s support the most. But Cox has stockpiled some cash, and I wouldn’t be surprised to see him the next one out of the gate to run some advertising to keep pace. With money, political savvy, statewide name I.D. and Asian Carp, expect Cox to be in the thick of things in August.

Three million dollars and a cute ad campaign have bought Ann Arbor businessman Rick Snyder about 50-percent name ID and some early support. But it remains to be seen if the “tough nerd” campaign can hold the momentum for the long haul. Historically, wealthy business candidates like Dick Chrysler and Jim Nicholson have jumped out to early leads by spending early money — only to fade in the end. Snyder must put a little more meat on those nerdy bones to withstand the attacks that are sure to come in June and July.

The most puzzling campaign for the Republican nomination is the campaign team of Oakland County Sheriff Mike Bouchard and Secretary of State Terri Land. Both candidates have won statewide Republican primaries but have not yet clicked as the east/west team. Running fourth in the early polls may help them stay out of the line of fire when the real mud starts flying, but they need to come up with something to break out of the cellar and into the pack.

While it’s still early, primary money tends to flow to the front-runners. A candidate can lose in the early months and still be the first across the finish line in August, as long as the candidate keeps in position to win.

General Election
With 12 different potential match-ups for the general election, we don’t have room here to speculate on each race. But our polling shows each of the Republican candidates beating each of the Democrats by margins of 15 percent to 22 percent. The mood of the electorate and the general quality of the candidates certainly favor the Republicans in November.

The potential entry of former Republican Congressman Joe Schwarz as an Independent candidate could muck up the race. Our polling shows him pulling just 14 percent of the vote, with 8 percent coming from the Republican candidate and 5 percent from the Democrat candidate. In a close race, he could be the difference. But right now, it’s anything but close.

If I were a bookmaker, here are the early odds I’d give each candidate. But I’d wait until the first of August or November to place your bets.

GOP Nomination:
Hoekstra: 2-1
Cox: 2-1
Snyder: 3-1
Bouchard: 5-1

DEM Nomination
Dillon: 2-1
Bernero: 5-2
Smith: 15-1

General Election
GOP Nominee: 2-3
DEM Nominee: 3-1
Independent: 25-1

Tom Shields is founder and president of Marketing Resource Group (MRG), a Lansing-based political marketing and public relations firm.