The black campaign bus with “Talarico for Texas” emblazoned on its side made a dramatic stop at Memo’s Restaurant, near the U.S.-Mexico border. Bibi Valdez was there, eager to catch a glimpse. She walked briskly to the bus with her phone camera ready, reflecting on the local political shift of two years ago. “Many, especially Hispanics, switched to Republican,” she observed as security managed the crowd awaiting Democratic Senate hopeful James Talarico. “I can’t see why.”
Talarico aims to end a Democratic drought in Texas statewide elections stretching back to 1994. Memo’s Restaurant is one of his stops on a circuit along the border. Here, he seeks support from predominantly Hispanic counties that had leaned right in the 2024 elections. Previously Democratic, these areas supported Republican President Donald Trump, illustrating a national shift among Hispanic voters to the right.
Border crossing issues and rising costs are frequently mentioned by residents and local leaders as reasons for this shift. While illegal crossings decreased since 2024, prices continue to challenge daily life. Although Trump’s policies managed to curb illegal border entries — previously a Democratic stumbling block — expenses remain high. This economic burden forms a core theme of Talarico’s campaign against Republican Ken Paxton, Texas Attorney General.
Can Talarico’s message bring Hispanic voters back to the Democratic fold? This question is pivotal for the Senate race and could influence Senate control dynamics.
At Memo’s, Talarico, formerly a teacher and state legislator, engaged with potential voters, shaking hands and snapping photos. Valdez, preparing for her turn, pondered her peers’ Republican leanings. “They expected economic improvement, yet that didn’t happen,” she commented, then posed with Talarico for a picture.
Inside, the restaurant was packed, brimming with energy as Talarico began his speech. “Politicians often come to the border to create fear,” Talarico remarked. “Our focus is on celebrating the border’s richness.” Talarico briefly touched on border topics but mainly criticized an economic system skewed in favor of “mega donors.” He accused Paxton of being manipulated by wealthy interests, stating, “We strive yet can’t get ahead; the system resists us.”
James Talarico isn’t the first Democrat to attract crowds in Texas, a state traditionally Republican. Beto O’Rourke’s 2018 campaign had similar ambitions but fell short. While Republicans exude confidence, Democrats remain hopeful. Though Trump gained traction with Hispanic voters in 2024, their approval has waned. A June AP-NORC poll revealed only 29% of Hispanic adults approving of Trump, highlighting discontent since his second term began.
For Rio Grande border communities, migration is not merely political rhetoric. People recall hardships under Biden’s watch, with migrants under emergency blankets beneath bridges and fiscal strain on towns. Minimal aid arrived from Washington. “Biden’s era was a nightmare. Now you find few immigrants,” noted Hector Flores, 72, a patron of Maverick County’s local McDonald’s.
Maverick County dramatically shifted from a Biden-supporter in 2020 to a Trump stronghold in 2024. Though not closely monitoring the Senate race, Flores and friends resonate with the key issues Talarico and Paxton emphasize, including cost of living.
“Trump’s policies are unsettling,” said Eduardo ‘Lalo’ Riojas, 73, who disliked the price hikes but remained a Talarico supporter.
Flores, handling Mexican orphanage work, remains unshaken in his Republican loyalty despite costs and ICE’s controversial operations. “I support ICE,” he stated.
Conversely, Mike Garcia, 76, showed caution toward Trump’s approach. Disturbed by Paxton’s past controversies and Talarico’s views, Garcia was uncertain about his November vote.
Both Paxton and Talarico critique Biden’s border strategies. Paxton brandishes his tough stance on immigration, underscored by litigation against Biden. Appearing in McAllen, Paxton celebrated his endorsements and leveled critiques at Talarico, casting him as weak.
Paxton described Talarico’s theological comments as detrimental, saying, “Hispanics see Talarico as a weak liberal, while I demonstrate strong, protective values,” echoed Alex Alarcon, Paxton’s Hispanic outreach chief.
Talarico also discussed immigration during his tour. At a Sanderson, Texas conference, he promised increased border tech investments and staffing. Post-town hall, he explained his position to the AP: “Biden’s administration failed these communities, prompting Republican appeals with big promises for change.” Yet, Talarico argues, “not all promises were kept.”
Amelia Thomson-DeVeaux from Washington contributed to this report.