Tuesday marks the first debate between Rochester mayoral candidates. Lovely Warren seeks a third term in office, but faces a challenge from fellow Democrat Malik Evans.

Arnie Rothschild, a marketing and political consultant, who is a veteran of dozens of local and statewide political campaigns, provided some insight.

“A lot of primaries are not won or lost with ads or direct mail in some form” said Rothschild. “They're won on the ground.”

What You Need To Know

  • A marketing and political consultant who is a veteran of dozens of local and statewide political campaigns provided some insight before the first debate between Rochester mayoral candidates

  • Lovely Warren seeks a third term in office, but faces a challenge from fellow Democrat Malik Evans

  • Early voting in the Democratic mayoral primary election begins June 12

Rothschild has been involved in close to 200 election campaigns. One local race fascinates him.

“This is a race of multiple moving parts,” he said, regarding the mayoral race. “At the end of the day, the candidate has to be true to themselves. Thave to run the race that they want to run.”

Warren has made police reform and racial equality a priority. She heads toward the primary with the clouds of a felony indictment for alleged campaign finance violations, and the arrest last week of husband Timothy Granison on drug and gun charges.

“I find the timing of yesterday's events, three weeks before early voting starts, to be highly suspicious,” said Warren last week.

“She's one of the most unique political figures that I’ve ever seen,” said Rothschild, whose Normal Communications has worked for candidates on both sides of the political aisle. “She is an extremely strong woman of great faith, great belief system, and she has no problem in pushing back when she disagrees. So those are important qualities of leadership.”

In his campaign, Evans has shied away from attacking the mayor — focusing on his own record.

“I’m sure the mayor will be as transparent and open as possible as it relates to her current situation,” said Evans, also last week. “But I think that you have to address that situation with her.”

“Malik Evans has had a great career as a public servant,” said Rothschild. “He's a strong willed guy. He's also respected in the business community. He’s running the race he wants to run. I would tell you that most strategists would say you need to give the voters a reason to fire the incumbent."

One poll shows Evans with a lead over Warren weeks before the primary. Rothschild said that Warren trailed then-mayor Tom Richards by a large margin in 2013 before her own decisive victory.

“It’s going to be an interesting next month,” said Rothschild.  

Early voting in the Democratic mayoral primary election begins June 12. Primary day is June 22.