In the recent primary, Oscar Ugarte decisively defeated Bobby Flores to secure the Democratic nomination for El Paso County Sheriff. This race was filled with significant drama, much of it centered around Ugarte’s divorce—a topic thrust into the spotlight as retaliation for what was perceived as an “attack article” by El Paso Matters. While any seasoned political consultant knows that responding to an opponent’s attack is crucial, the Flores campaign made a critical miscalculation in its approach.

When news of Bobby Flores’s alleged “affair” from 2015 surfaced, the Flores camp was understandably outraged, viewing it as a classic example of dirty campaigning. They saw it as an attempt to distract voters with irrelevant personal issues from nearly a decade ago. However, they failed to recognize that voters didn’t view this as coming from the Ugarte campaign, if they even viewed it at all. Though many of us insiders can understand the logic behind the Flores’s camp reasoning, from the electorate’s perspective, it appeared as though Flores initiated the negative campaigning by focusing on Ugarte’s divorce—a personal issue largely irrelevant to the role of sheriff, or any elected office.

Voters likely questioned the relevance of Flores’s attack, thinking, “What does Ugarte’s divorce have to do with being sheriff?” The Flores campaign exacerbated the issue by using an article with a damning headline from El Paso News, which suggested Ugarte was guilty of “cruel treatment.” But anyone who read the article quickly realized that this was not the case. In fact, the article quoted Ugarte’s ex-wife, who praised him as an excellent father and supported his candidacy. This misstep led some voters to switch their support from Flores to Ugarte, a sentiment that likely resonated widely among the electorate.

Mail ad sent by Bobby Flores campaign

Martin Paredes of El Paso News has argued that Bob Moore of El Paso Matters is a biased journalist who writes on behalf of the candidates he prefers and political operatives he associates with. So, from my perspective, the article Paredes wrote appeared to be Paredes fighting fire with fire. However, Paredes insists that he does not publish “attack pieces” but instead writes fact-based stories of interest involving candidates and elected officials, always offering the subject a chance to respond. He admitted the headline was designed as clickbait, noting that every online publication is guilty of the same practice, but maintained that everything in the article was factual.

Mail Ad sent by Oscar Ugarte campaign

In the end, the Flores campaign’s focus on Ugarte’s divorce backfired. Their decision to retaliate with negative campaigning, rather than ignoring the article or refocusing on policy issues, was a strategic error. They allowed emotions and egos to dictate their response, leading to a misguided and ultimately unsuccessful strategy.

Also, let’s be real. Ugarte was destined to win this race from the start. I’ve been saying since 2018 he would be our next sheriff. I knew he would have all the elements of a successful campaign: strong Name ID, a likable personality, and tireless work ethic. He knocked on doors, secured votes, and connected with voters in a way that only a seasoned candidate can. Despite claims that he lacked the experience to be sheriff, Ugarte had already been elected twice as constable, proving his ability to win elections and maintain a public presence. 

Mail ad sent by Bobby Flores campaign

This goes with my consistent narrative that “Name ID” is the most important factor in determining who is the most likely to win an election. Ugarte was the only candidate in the race who previously had their name on the ballot. And he had taken full advantage of being an elected constable to keep himself in the public eye. Bobby Flores and Ryan Urrita were complete newcomers, and it showed in the election results.

Mail ad sent by Bobby Flores campaign

The Flores campaign would have been better served by focusing on Ugarte’s experience, or perceived lack thereof, instead of attacking his personal life. The quip, “Oscar Ugarte has the most signs but the least experience,” was hilarious and could have been more effective if consistently emphasized. The Sheriff for Dummies one was pretty funny too. The “Cruel Treatment” attack was cringe.

“Attack” Ad done right by Oscar Ugarte

Being sheriff is an elected position, and the ability to win an election often comes down to connecting with the people. Ugarte demonstrated this skill masterfully, and it ultimately led him to a landslide victory. The Flores campaign’s missteps only served to highlight Ugarte’s strengths, making his path to the nomination all the easier.