California governor candidates are hyper-focused on affordability. How that looks differs vastly – Orange County Register

In the race for California’s next governor, a leading figure has emerged.

No, not yet in the form of a candidate, but rather a resounding issue that has peppered contenders’ talking points and polls of likely voters.

Affordability — how to make California more livable for its residents — has dominated the race.

It’s been the theme of town halls, as the candidates barnstorm the state in recent days, attempting to ingratiate themselves with voters with less than two months until ballots are mailed out to registered California voters. It’s the subject of white papers and wonky proposals, showcasing their policy chops.

It makes sense when considering voters’ attitudes going into the primary election.

A recent Public Policy Institute of California survey found 61% of likely voters said gubernatorial candidates’ stances on affordability and the cost of living were “very important” — a sentiment that rang true across political parties, regions and other demographics, the survey found. That same poll found the cost of living, the economy or inflation was the top issue that most voters polled (32%) said they hoped to see the governor and state Legislature address this year.

“Californians almost certainly care as much, if not more, about affordability as voters in other parts of the country, given the high costs of living here. The candidates are right to be talking about it,” said Dan Schnur, who teaches political messaging at USC and UC Berkeley.

Still, there’s a unique challenge for the Democratic contenders in the race, given the large number of them who are actively vying for one of the two spots to emerge from the June primary.

It will be easier, Schnur said, for a Democratic candidate to differentiate themselves and their affordability plans if up against a Republican in the general election. But it’s a lot more difficult for them now at this stage in the race. Even though the top two vote-getters, regardless of party, advance through the primary, the Democratic candidates are competing among themselves to stand out to voters.

“They’ll all be talking about affordability, but ultimately their fates are probably going to be decided more by how often their message can be heard as opposed to the substantive particulars of their message,” said Schnur.

“But even if voters don’t remember or differentiate between the proposals, it’s important to offer tangible solutions, not just broader sympathy.”

Here’s a brief look at some of the ideas the gubernatorial candidates have on affordability. These certainly aren’t the only proposals candidates have on the topic, or all the candidates who are running for governor, but rather just some of the ideas floated to voters recently.

Vehicle registration fees

Standing before a half-filled hotel ballroom in Santa Ana on Wednesday afternoon, Steve Hilton unveiled his plan for his first day in office if elected governor: Tackle vehicle registration costs.

Hilton, a Republican contender who has been topping recent polls, pledged a $71 basic vehicle registration fee for every driver in California.

“One thing we’re going to implement through the DMV on Day One is we’re going to get rid of all the ridiculous fees and charges and taxes,” said Hilton. “Basic registration fee only.”