Unexpected Dynamics in Los Angeles City Attorney Race May Reshape Local Politics
The last occasion when residents of Los Angeles unseated an incumbent city attorney during the primaries, unemployment was nearing 30%. It occurred on May 2, 1933, during the worst period of the Great Depression. Downtown was filled with encampments, ‘King Kong’ was a box office sensation, and violent crime hit a peak not reached for nearly half a century afterward.
Current City Attorney Hydee Feldstein Soto faces an almost certain defeat in the recent primaries, drawing parallels to Erwin P. Werner’s loss in 1933. Despite minor differences, themes from Depression-era Los Angeles resonate today. Marissa Roy, a deputy attorney general with the California Department of Justice, leads the race with voting still ongoing. She gained voter support through grassroots efforts and savvy social media use. Her promises to advocate for wage workers and tenants won praise, supported heavily by city unions and a growing democratic socialist presence, reminiscent of California’s political shift in the 1930s.
In contrast, county prosecutor John McKinney used voter dissatisfaction over homeless encampments and downtown decay to secure a last-minute position in the runoff. He began his campaign five weeks prior, focusing on a tough-on-crime agenda, despite some city crime rates reaching historic lows.
L.A. Mayor Karen Bass shared a moment with City Attorney Hydee Feldstein Soto during a political event amidst the race, highlighting the incumbent’s dwindling support. As vote counting continued, Roy maintained a significant lead over Feldstein Soto. McKinney held a 13-point advantage for the secondary runoff slot. Although the race is undecided, Feldstein Soto acknowledged the voters’ decision and referred to the incoming administration in her statement.
This potential unsettlement of Feldstein Soto is rare. According to the City Clerk’s office, Werner’s 1933 defeat is the only similar event since the 1917 implementation of the current primary process. No incumbent city council member or mayor has been eliminated in a similar manner.
Mike Bonin, former City Council member and head of the Pat Brown Institute for Public Affairs, noted the rareness of such a political shift. McKinney’s sudden campaign emergence in May resulted in significant gains among law enforcement supporters and $3 million in independent expenditure backing.
An unnamed official from McKinney’s support group mentioned internal polling that showed Feldstein Soto nearly 10 points behind entering election day. With Roy securing county Democratic Party support and appealing to left-leaning voters, Feldstein Soto found herself politically isolated. Political analysts indicated that she lacked maneuverability in the field.
Analytics expert Roy Behr described Roy’s social media efforts as highly targeted towards progressive likely voters. Roy presented as approachable, consistently wearing her signature purple blazer, and projected the image of the “people’s lawyer.”
McKinney’s campaign leveraged a non-traditional approach. Backed by major funding from Airbnb, his advertisements stressed his challenging upbringing in New Jersey and presented his rivals negatively. AI-generated videos depicted McKinney as a stalwart crime fighter in a dystopian Los Angeles setting.
Spencer Slovic, who managed Roy’s digital strategy, explained the campaign’s focus on providing engaging, character-driven content. This attention to character portrayal was crucial in the landscape of modern political campaigns.
Feldstein Soto struggled to effectively communicate her achievements as city attorney. She described her office improvements and public service delivery but failed to impact voters. Criticism emerged over her alleged misconduct and the withdrawal of police union endorsement, further weakening her position.
Political observers criticized Feldstein Soto’s messaging strategy, which lacked the charisma of her opponents. Campaign finance records reveal multiple communication attempts to influence voters, but they often fell flat.
Roy’s campaign communicated extensively with potential voters, using targeted online platforms such as Instagram and Facebook to measure engagement immediately.
McKinney’s outreach was more limited but effectively used gritty visuals reminiscent of other successful political ads. These tactics in a race where voter understanding was minimal might have been decisive.
As Roy and McKinney prepare for the runoff, the dynamics of an election previously perceived as less understood among voters have quickly transformed. Analysts highlight the importance of consistency in character portrayal for electoral success.