Day: November 2, 2025

PASSAIC COUNTY, New Jersey — Both candidates in the New Jersey governor’s race have something to prove here in Passaic. It’s ground zero for the inroads President Donald Trump made with Latino voters — Trump won this plurality-Latino county last year, the first GOP presidential candidate to do so in decades — and it offers the first big litmus test of whether the Latino shift toward the GOP in 2024 will stick without Trump on the ballot.

That is, if Latino voters show up.

With just days left until Election Day, there are concerns on the ground that Democrat Mikie Sherrill’s and Republican Jack Ciattarelli’s campaigns have not done enough to reach the hyperlocal and swingy communities of Latinos in this northern pocket of New Jersey. Strategists and local leaders told POLITICO they’ve witnessed a lack of enthusiasm in Passaic County, where campaign messaging and activation around Latino voters is falling flat.

“It’s not as proactive as they needed to be,” said a Democratic strategist with roots in Passaic, who was granted anonymity to speak candidly.

Around Passaic, there’s a resounding recognition among Latino leaders and some organizers that this bellwether bloc of voters may not vote this year. Latino voters, like other minority groups, historically have lower levels of engagement in off-year elections.

“I’m asking you, please, do not stay home,” Passaic Mayor Hector Lora told a crowd of Sherrill voters at a campaign rally in Paterson last Sunday. “New Jersey is watching Passaic County, and the nation is watching New Jersey,” Christine Tiseo, a local councilmember, said at the same rally.

The signs of lagging enthusiasm are evident on the ground. A trip up Main Avenue, which cuts through the city of Passaic heading into Clifton and Paterson, is devoid of campaign postings or early voting signs. The main library in Clifton, which serves as an early voting site, has been under construction for months and is adorned with large black-and-white signs signaling its temporary closure. Prospective early voters have to make their way around the back of the building to find the entrance available to them.

“How the hell do you expect these people to vote!” Jeannette Mestre, a Clifton voter, told POLITICO on the sidelines of Sherrill’s event.

The most noticeable sign of life from either campaign during the past week came by way of canvassers from Make the Road New Jersey, who’ve been in the city of Passaic for months campaigning for Sherrill and speaking to thousands of residents to remind them to vote. During their third round of door-knocking Thursday in Passaic — which Trump carried with 52 percent last year — two canvassers noted the lack of visibility for either campaign in the neighborhood.

“It’s like they’re literally trying to get people not to vote,” said Lori Gonzalez, a volunteer with Make the Road. She estimated that of 60 voters her group connects with, about 40 will stay home. Knocking on doors of midsize residential buildings in Passaic on Thursday in the pouring rain, a consistent trend emerged: The decided voters — usually younger, all who have already prepared to vote — said they’re going for Sherrill. But many were unsure, and most of the others said they weren’t planning to hit the polls.

That trend is also playing out across the area: Passaic County’s early voting numbers are lagging behind, with Democratic turnout at 13.4 percent — six points below the state average, with a similar lagging trend for mail-in ballots. It’s the manifestation of anxieties ruminating within Latino strategists and local politicians that the community just hasn’t been rallied or motivated enough to vote.

“We fought a good fight for the primary, but now I see an apathy,” a local Democratic leader said about Sherrill’s campaign. “I would have wished to have seen more done in the Latino communities — you know where people are feeling like, ‘Wow, they care.’ And I believe that they care, but I think the campaign — I don’t think it’s making sure. [Sherrill’s] just out there, just going from space to space, and it’s a big state.”

Democrats’ theory of the case is that many voters in Latino strongholds like Passaic County had election fatigue in 2024; the right messaging didn’t reach them, so they chose Trump as a change agent who would help their pocketbooks or they simply stayed home. Winning Passaic back would not only chip away at Republicans’ gains, but also provide Democrats a battle-tested message to take into midterms.

Republicans are betting that their success with Latino voters last year wasn’t just a Trump effect, but rather a budding realignment of Latinos and working-class voters nationwide with whom they share values. Latinos are “waking up to the fact that the current policies have failed us, but also, the Democratic Party has been taking them for granted,” Ciattarelli told POLITICO on his tour bus after his rally in Clifton last Saturday.

Ciattarelli’s campaign has spotlighted him at practically every Latino parade in the state, connecting with Latino churches and small-business owners, said Kennith Gonzalez, who leads the campaign’s Hispanic outreach. Sherrill’s campaign has focused on connecting with local Latino leaders and groups, who can channel her message into their communities, campaign vice chair Patricia Campos-Medina said.

The problem is, with either approach, there’s people who fall through the cracks, according to Rafael Collazo, the executive director of the UnidosUS Action PAC, one of multiple groups supporting Sherrill and working to reach Latino voters across the state. “It’s hard to put a number on it, but a significant amount of Latino voters aren’t really touched by those networks on either side,” he told POLITICO.

Despite the millions of dollars in investments in Spanish ads and media outreach, the strategists and local leaders said Sherrill’s campaign has not spent enough time effectively connecting with hyperlocal Latino communities. A Democratic strategist granted anonymity to speak candidly said Sherrill’s running a suburban campaign with Latinos: “It’s like they took the strategy that you apply to the suburbs and try to take it statewide.” That comes amid general concerns in the final weeks about the enthusiasm surrounding Sherrill’s campaign, as POLITICO has previously reported.

Immigration is also bubbling as a flashpoint. Of the Passaic residents who spoke with Playbook about the election, all named immigration — ICE raids and deportations, more specifically — as their chief concern. The county is around 42 percent Latino, but cities like Passaic are up to 70 percent Latino, immigrant-dominated areas with some of the biggest concentrations of Puerto Ricans, Dominicans and Peruvians anywhere in the U.S. Ciattarelli has toed a delicate line by aligning himself with MAGA while softening on some immigration issues, but recent polling suggests that Trump’s sway with Latino voters generally is dropping.

“It’s the first meaningful temperature check since the last election,” Carlos Odio, a Latino analyst and pollster with Equis Research, told POLITICO. “And it’s fitting that it be here, because this is where you saw the biggest shifts from ’20 to ’24.”

Canvassing continues as the final days approach. Ciattarelli’s campaign is knocking doors this weekend in Paterson and nearby Woodbridge, while Make the Road said it’ll keep going for Sherrill in Passaic through Tuesday. Sherrill was scheduled for a get-out-the-vote rally in Clifton on Saturday.

But the campaigns will find out if they walked the walk with Latino voters on Tuesday. Sherrill, for her part, is talking the talk, at least. In a high school gymnasium in Paterson last Sunday, surrounded by Latinos volunteering for her campaign, Sherrill made a heartfelt plea to the community.

“Necesito su voto, familia,” she told the crowd in Spanish: I need your vote.

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NORFOLK, Virginia — Jay Jones, the embattled Democratic nominee for attorney general in Virginia, made a surprise appearance at a major Democratic campaign rally Saturday aimed at revving up the party faithful ahead of the high-stakes statewide elections Tuesday.

Jones — whose years-old violent text messages triggered a nationwide GOP backlash and a steady drumbeat of calls for Democrats to push him off the ticket — opened the event, where headliner former President Barack Obama energized voters in support of Abigail Spanberger, the party’s gubernatorial nominee.

Speaking before Spanberger and Obama took the stage, Jones made no mention of the scandal that prompted Spanberger to distance herself from him. He instead focused his brief remarks on Jason Miyares, seeking to cast the incumbent GOP attorney general as a puppet for President Donald Trump.

“Trump has endorsed Jason. … He said ‘Jason will never let us down,’ and what that means is that he’ll never let Donald Trump down,” Jones said, with the crowd at the Chartway Arena erupting in boos in response to the mention of the current president.

He cast his opponent as being a “willing enabler” of the president, who has wreaked havoc on Virginia residents, and claimed Trump “illegally fires workers [and] levies tariffs that destroy our regional economies, including the Port of Virginia.”

The overwhelmingly Democratic crowd received Jones warmly, with cheers and applause. He reminded them he grew up in this region, which he said will help Virginia send a message to Trump on Election Day.

Republicans, including Trump, have seized on the text messages from Jones, who in 2022 sent to a colleague messages fantasizing about shooting then-House Speaker of Virginia Todd Gilbert, a Republican. Jones has apologized but refused calls, including from his opponent Miyares, to end his bid for attorney general.

Spanberger criticized those text messages, but like most other prominent Democrats in the state and nationally, did not call on him to drop out.

Speakers who appeared after Jones, including Democratic Rep. Bobby Scott, state Sen. Lamont Bagby and Sen. Tim Kaine all urged voters to vote for Jones on Tuesday.

“I met Jay Jones when he was 11 years old. I have known him for 25 years,” Kaine said, before laying into Trump, blaming him for the ongoing federal government shutdown and allowing funding for the Supplemental Nutrition Assistance Program to lapse. He pointed out that several states filed lawsuits against the administration — but not Virginia.

“Virginia didn’t participate,” he said, “because Jay’s opponent wouldn’t stand up and say ‘hungry people deserve the money in the contingency fund that was set for them.’ Jay would never do that.”

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NORFOLK, Virginia and NEWARK, New Jersey — Barack Obama reprised his role as the Democrats’ closer-in-chief on Saturday, filling a void for his still leaderless party in the waning days of closely watched gubernatorial contests in Virginia and New Jersey.

The former president’s stops — his first in Norfolk, home to the nation’s largest naval installation and two historically Black colleges, and later in Newark, the Garden State’s most populous city where nearly half of residents are Black — are nods that Abigail Spanberger and Mikie Sherrill, the Democratic nominees in Virginia and New Jersey, respectively, see these voters as key to securing victory in the Nov. 4 election.

But Obama’s reemergence is also a reminder of the rudderlessness of the Democratic Party, which is still reeling from stinging losses in 2024 that left them completely locked out of power in the federal government. Democrats are counting on decisive victories from Spanberger and Sherrill, both of whom are favored to win on Tuesday, to help springboard them into the critical midterm elections next year.

President Donald Trump made gains in both states last year, in part due to improved performance among Black and Hispanic voters.

Democrats have worked to get these voters back on their side, with the bet that their affordability-focused messaging will demonstrate that Trump failed to deliver on his economic promises that drew in so many of them. But Republicans, too, have been courting these voters in an attempt to replicate Trump’s gains last year.

Obama underscored Spanberger and Sherrill’s focus on the economy as he sought to fire up voters.

“Abigail’s opponent does seem to care a lot about what Trump and his cronies are doing. She praised the Republican tax law that would raise the cost of health care and housing and energy in Virginia,” Obama said without mentioning Virginia’s Republican gubernatorial nominee, Lt. Gov. Winsome Earle-Sears, by name.

“It’s like everyday is Halloween, except it’s all tricks and not treats,” the former president said, drawing laughs from the crowd, before adding: “I did warn y’all.”

Just a couple of hours later in New Jersey, Obama told the crowd that there is “absolutely no evidence that Republican policies have made life better for the people of New Jersey.”

Obama criticized Sherrill’s opponent, Republican Jack Ciattarelli, whom he also did not mention by name, for choosing to “suck up to the Republicans in Washington” after running unsuccessful gubernatorial bids twice before. He also pointed to Trump’s endorsement of Ciattarelli, in which Trump called him “100 percent MAGA.”

“Not a great endorsement,” Obama said. 

Obama also spoke to New York City mayoral candidate Zohran Mamdani on Saturday, according to a person familiar with the call who was granted anonymity to confirm the private conversation, underscoring the former president’s involvement in trying to direct an adrift Democratic Party. The call was first reported by The New York Times.

Without a singular figure driving the Democratic Party, Democrats are searching for a message that will resonate with voters. Tuesday’s races will be the latest temperature check on the effectiveness of their rhetoric on the economy — and their blaming of Trump for voters’ unhappiness with it.

“President Obama is somebody who is widely respected across the state,” Sherrill told reporters Thursday. “He’s a pragmatic leader who I think cares deeply about rights and freedoms, but also about driving down costs. And I think at this moment, having the architect of the Affordable Care Act — as now everybody here in New Jersey, because of President Trump, is set to see their premiums go up by 175 percent — is really telling.”

Spanberger and Sherrill have sought to tie their Republican opponents to Trump. The Democrats have positioned themselves as a bulwark to the president, whom they argue has made the economy worse since he returned to power — in part pointing to the ongoing government shutdown.

Thousands of federal workers are missing paychecks, and others are out of a job due to the Department of Government Efficiency-related firings earlier this year and more recently through Trump-backed job cuts since the shutdown began a month ago — a dynamic that is particularly acute in Virginia, which has a large number of federal workers.

“You deserve a governor who will work with Democrats and Republicans to grow our economy and not stand by while Virginia’s workforce is under attack,” Spanberger said Saturday.

Saturday brought in a new round of hardship: Millions of Americans were placed at risk of losing food assistance as the Supplemental Nutrition Assistance Program was forecast to run out of money. Sherrill said her campaign will be “collecting donations for the Community Food Bank of New Jersey as the Trump Administration is letting SNAP funding expire, forcing more families to rely on food banks for food assistance.”

In Virginia, outgoing Republican Gov. Glenn Youngkin declared an emergency, blaming the “Democrat Shutdown” for the funding fight while stepping in to help SNAP beneficiaries. New Jersey also declared a state of emergency and is “accelerating” funds to food banks, term-limited Democratic New Jersey Gov. Phil Murphy said. Murphy on Friday said “the Trump Administration’s decision to suspend SNAP funding as the government shutdown drags on is both unethical and illegal.”

The same day, federal judges ordered the Trump administration to use emergency money to fund the program.

“I’m angry that our president is cutting everything from the Gateway tunnel funds to SNAP benefits,” Sherrill told the crowd on Saturday. “But I don’t feel afraid. As I stand here, I feel nothing but courage. New Jerseyans give me courage, and I’m sure the nation feels that way too.”

In New Jersey, which is expected to be a tighter race than Virginia, some Democrats have expressed concerns about Democrats regaining ground with Black voters. Sherrill — who called Black voters a “key part of the Democratic firewall” — is likely to win among this demographic, but as Ciattarelli also attempts to appeal to them, the margin could make a difference in the outcome of the race.

Earle-Sears, who is Black, took Obama to task for his comments chastising Black men for not supporting then-presidential nominee Kamala Harris more aggressively, yet urging Black voters a year later to support Democratic nominees who are both white.

It was unclear prior to Obama’s remarks in Virginia whether he would weigh in on the controversy surrounding Jay Jones, the Democratic nominee for attorney general.

Jones has been at the center of scandal surrounding violence-themed text messages he sent in 2022, where he fantasized about shooting and killing a Republican lawmaker, that came to light in the closing weeks of the race. It threw the party’s hopes for flipping Virginia’s top statewide offices of governor, lieutenant governor and attorney general into question and offered Republicans a rallying cry to hammer Spanberger, who condemned the messages but refused to pull her endorsement of Jones or ask him to drop out of the race.

But Jones appeared early in the rally and made no mention of the scandal that has engulfed his campaign. While other speakers mentioned Jones, including Sen. Tim Kaine (D-Va.), neither Obama nor Spanberger did.

While Obama’s return to the campaign trail gave many Democrats a jolt of excitement — in New Jersey, attendees shouted “we miss you” when Obama said that the country and politics “are in a pretty dark place right now” — his presence has been pilloried by Republicans who suggest both nominees are incapable of leading Democrats into the future and are the reason they’re reliant on “the face of the Democrat Party from a decade ago.”

“Sherrill and Spanberger both lack a cohesive forward-looking agenda to improve the lives of voters in their states, so it comes as no surprise that they’re reliant on Democrat nostalgia despite its failed policies that let Americans down,” Courtney Alexander, communications director for the Republican Governors Association, said in a statement to POLITICO.

Obama has been a consistent presence for gubernatorial candidates in New Jersey and Virginia in recent cycles, regularly serving as the headliner even after he left office.

He, along with a swarm of Democrats — many of whom have an eye on the 2028 presidential election — have come to rally for Spanberger and Sherrill in the closing stretch of the campaign. But the party’s more recent standard-bearers, former President Joe Biden and Harris, have largely stayed off the campaign trail.

“There’s no bigger voice, a more respected voice in our party, than Barack Obama,” Democratic National Committee Chair Ken Martin said. “And so having him come in to rally the troops in the final few days, to thank the volunteers and the people who’ve been on the ground working so hard, and to really create, help remind folks of what’s at stake in this election, it never hurts.”

Gregory Svirnovskiy, Adam Wren and Daniel Han contributed to this report.

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