Ridge ran unopposed for the Republican nomination. State Representative Itkin, from Pittsburgh, defeated former Auditor General and US Representative Don Bailey. Itkin, although not well know in the state, was a powerful figure in the legislature and had the backing of the party establishment.
During the election cycle, Democrats struggled with fundraising issues and had difficulty recruiting a top tier candidate. Itkin was generally considered to be a sacrificial lamb against the popular Ridge.
Marc Weinstein was at the center of this election, as the campaign manager for Itkin. Weinstein graduated from Duke University, and while at Pitt pursuing his law degree, began to volunteer for the Democratic party. Itkin's wife, also a local political figure in Pittsburgh, quickly took to Weinstein and offered him a job with her campaign. From there, He was introduced to Itkin and was utilized in local house races (Itkin was majority leader) with great success.
During the Democratic primaries, Weinstein had a senior role, but was not the leading campaign manager. However, once Itkin won the primary, Weinstein was elevated to the lead campaign role for the uphill race against the popular Ridge.
Marc and I have mutual friends, and He recently agreed to speak with me about his experiences with the campaign and politics in general in our discussion below:
How did you get involved in politics to begin with?
I was always interested in politics, and particularly during my law school days at Pitt. I also was interested in meeting some of the political players, and figured volunteering would be the quickest way to get started. I was lucky enough to meet Mrs. Itkin, and was fortunate to help a few winning campaigns at the state level.
How did you meet the candidate/get hired?
I met Mr. Itkin during the primaries, through his wife, and was hired full time in 1996 just as the Gubernatorial race was beginning.
What was the your main campaign strategy, and how did you develop it?
That's a tough one. You have to remember, in 1998, the economy was in great shape, and Tom Ridge (the incumbent) was very popular in Pennsylvania. Ridge was a moderate, so He was difficult to attack on traditional Democratic issues. Our general strategy was to win in Philadelphia and Pittsburgh, and try to get out the Democratic vote in the middle of the state. Most politicians label Pennsylvania as Pittsburgh in the west, Philadelphia in the east, and Kentucky in the middle. We knew we had an uphill battle, and honestly were hoping for a Ridge mistake.
How did you raise campaign funds?
Incredibly difficult, and no doubt one of our biggest challenges. We had extreme problems getting donors to write checks, since most suspected Ridge would win in a landslide, and they didn't want to offend Ridge. If I recall, Ridge raised $12 Million, and we were at $500K. Even small PAC's wouldn't join us for fear of offending Ridge. Incumbency, particularly during good times, is the most powerful position to run from. Also, Itkin was not wealthy, so did have funds to put in for himself.
How active were you on message with the candidate?
We would sit with Itkin, take his ideas, and then mold them into a politically correct message.
How much polling did you utilize?
Small focus groups and some phone blitzing, but funds were limited.
How much outside influence was involved?
Not much from our side. As we discussed, we called multiple people for help, but since most were certain it was a losing campaign, they refused to get involved. Again, Ridge, at that time was viewed as a potential Presidential candidate, and most agree He was runner up to Dick Cheney for VP in 2000 to George Bush.
Did you hire any political consultants?How did you attack Ridge?
Yes, biggest waist of funds.
We ran small print and tv ads in Pittsburgh, but they had little to no impact.
When did Itkin (and you) know you were in an uphill battle?
Right away.
Did the candidates ever speak to each other?
Yes, but only on election night to concede.
Did you have interaction with the other campaign team?
Yes, but only to schedule debates and also on election night during concession.
Do you miss politics/campaigns?
No at all. It's a dirty game with no rules.
Anything else interesting you can recall?
Was interesting going to newspaper editorial boards and see how that worked, and meeting some amazing people.
This was Weinstein's last political role, as He went into private practice right after graduation and the election. Ridge went on to run Homeland Security, but never ran for higher office again. Itkin retired from the House following his gubernatorial defeat and was subsequently appointed Director of the Office of Civilian Radioactive Waste Management in the Department of Energy by President Clinton in 1999.
A big thank to you to Marc Weinstein for sharing his campaign experience with us and giving readers an insiders look at a campaign.
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