On May 2, 1933, during the Great Depression, Los Angeles voters removed an incumbent city attorney. At that time, almost 30% of Angelenos were unemployed. The city’s downtown area was occupied by sprawling encampments. Crime rates were exceptionally high. Incumbent City Attorney Hydee Feldstein Soto faces a similar situation. Her opponent, Marissa Roy, leads the race with votes still being counted.
Roy, a deputy attorney general with the California Department of Justice, appealed to voters with her use of social media and promises to advocate for wage workers and tenants. Her support largely comes from the city’s unions and democratic socialist groups, similar to the coalition that influenced California’s political shift during the 1930s.
County prosecutor John McKinney also gained momentum. He focused on issues such as homelessness, downtown conditions, and distrust towards City Hall. His campaign, which began in earnest only five weeks before, emphasized a tough stance on crime to capture voter attention, despite some crime categories reaching historic lows.
As of Thursday morning, Feldstein Soto trailed Roy with nearly half the votes and was 13 percentage points behind McKinney for the second runoff spot. While the race has not been officially decided, Feldstein Soto has effectively conceded. She acknowledged voters’ decision and indicated a transition to her successor.
Removing an incumbent city attorney in the primaries is a rarity. The last similar event was in 1933 when Erwin P. Werner lost. Under the city’s current primary system, which began in 1917, no other incumbent council member or mayor has failed to progress past the primary stage.
McKinney’s late campaign surge leveraged support from law enforcement, aided by $3 million in independent expenditures. An anonymous source from a group supporting McKinney shared an internal poll revealing Feldstein Soto’s weakening position before election day.
Roy’s campaign successfully targeted progressive voters through social media, showcasing her in a distinctive purple blazer and emphasizing her commitment to being the people’s lawyer. Meanwhile, McKinney’s advertisements, funded in part by Airbnb, highlighted his tough upbringing and criticized his opponents as overly progressive on crime.
Feldstein Soto’s inability to promote her achievements limited her appeal. Her accomplishments included improvements in public safety and internal operations within the city attorney’s office. However, her messaging often didn’t connect with voters.
Despite modernizing internal systems and enhancing departmental relationships, controversies marred Feldstein Soto’s term. Legal costs rose, and a high-ranking city lawyer accused her of misconduct, further complicating her re-election bid. Her campaign struggled to resonate due to mixed messaging and failing to match the charisma of her rivals.
Transparency in campaign communications played a pivotal role in the race. Roy’s team sent out 180 communications, primarily using Instagram and Facebook to discern voter interests. McKinney’s campaign, along with 19 communications from supporting groups, used compelling visuals and AI-generated content that resonated with voters.
Ultimately, the ability to convey a consistent and resonant character may have been crucial in this contest for a position unfamiliar to many voters.