cloobeck

Wealthy first-time political candidate Stephen J. Cloobeck is spending $1.4 million on television ads starting Tuesday — the first barrage of cable and broadcast messaging that Californians will likely be bombarded with in next year’s governor’s election.

Cloobeck’s campaign declined to preview the 30-second ad on Monday, but the candidate confirmed the size of the ad buy. Public records of advertising purchases show that Cloobeck bought space in every California market on cable, as well as broadcast television time in Sacramento. He also bought time in New York City and Washington, D.C. — as well as West Palm Beach, the location of President Trump’s Mar-a-Lago.

Cloobeck confirmed the size of the buy; a campaign advisor confirmed that they would run through Monday and that he was also launching a social-media effort.

“I will always Fight for California. All Californians deserve the contract to be fulfilled for an affordable livable workable state,” Cloobeck said in a text message. “Watch [the ad] and you will see how a conservative Democrat fights for All Californians.”

The move comes after former Vice President Kamala Harris opted last week against running for governor, leaving a race without a clear front-runner with a large field that is widely unknown to most California voters.

The candidates need to raise their name recognition among California’s 22.9 million registered voters, which makes Cloobeck’s early advertising understandable, according to Democratic strategists.

“It’s unprecedented for regular business. Not for this race,” said Democratic media buyer Sheri Sadler, who is not currently affiliated with a candidate in the contest.

It’s also not unprecedented for Cloobeck, a Beverly Hills philanthropist and businessman. He announced his gubernatorial run in November with a fusillade of television and digital ads.

While the 63-year-old’s exact net worth is unclear, he made his fortune in real estate and hospitality. He founded Diamond Resorts International, a timeshare and vacation property company, which he sold in 2016. Earlier, he appeared on several episodes of the reality-television show “Undercover Boss,” which sends executives in disguise into low-level jobs at their businesses.

While Cloobeck has not run for office before, he has long been a prodigious Democratic donor and fundraiser. He also played a critical role in renaming the airport in Las Vegas after the late Sen. Harry Reid, whom he describes as a father figure. The bookshelves at his sprawling Beverly Hills mansion are lined with pictures of himself with Democratic presidents and many other prominent members of the party.

Cloobeck announced last week that he was contributing $10 million to his campaign, on top of the $3 million he initially seeded it with. His wealth was on vivid display at the California Democratic Party‘s spring convention, where canvassers who said they were paid $25 per hour wore royal blue shirts emblazoned with his name chanted his name. Cloobeck said at the time that his campaign had spent “probably a couple hundred thousand dollars” on the effort.

Thousands of California Democrats will gather this weekend to be courted by gubernatorial and potential presidential candidates, rage against the Trump administration and organize for the 2026 election.

However, the state’s two most prominent Democrats — former Vice President Kamala Harris and Gov. Gavin Newson — will not be attending the multiday gathering of roughly 4,000 party delegates, activists, donors, labor leaders and other powerful voices in the largest Democratic state in the nation, according to a source familiar with the event’s planning.

Their absences are notable given speculation about their political futures. Newsom and Harris are both viewed as potential 2028 presidential candidates. Harris also may jump into California’s 2026 race for governor, and is expected to make a decision by the end of the summer.

Both were invited to the state party convention in Anaheim, according to the source. Harris is expected to send a video greeting attendees. Harris representatives did not respond to multiple requests for comment.

Newsom is scheduled to participate in a Democratic Governors’ Assn.’ gathering in Portland to coordinate efforts to fight Trump’s tariffs, a spokesperson said. But the gathering doesn’t begin until Sunday, the final day of the state party convention. A letter from the governor to delegates is included in the convention program.

Darry Sragow, a veteran Democratic strategist, said there was little benefit to either one attending the gathering.

“There’s no question that well-known, well-defined political figures like the governor and former vice president could be met with mixed reactions,” he said. “If I was advising them, I’m honestly not sure I could come up with a justification for their going. What’s the upside?”

Prominent California Democrats have routinely faced backlash from liberal delegates at the party’s annual conventions. Anti-fracking advocates interrupted a speech by former Gov. Jerry Brown over his support for the controversial oil extraction practice and the late Sen. Dianne Feinstein was booed during her 1990 speech supporting the death penalty. Her then-gubernatorial campaign turned the latter into a television advertisement aimed at that era’s more moderate electorate.

Newsom, once a darling at such conventions, could possibly face similar fallout among party loyalists because of recent statements about opposing transgender athletes being allowed to compete in women’s sports as well as bantering with conservative heroes such as Steve Bannon and Charlie Kirk on his podcast.

If she attended, Harris could be criticized for complicity in hiding former President Biden’s alleged cognitive decline while in office, an allegation lodged in a recent book that argues that deception led to Trump’s 2024 victory.

However, Harris has the luxury of time as she decides what to do next in her political career. Harris’ delay in making a decision about the gubernatorial contest, however, has drawn scorn from some Democrats who have announced their candidacies.

Every prominent Democrat who has announced a gubernatorial run is expected to attend the convention.

Lt. Gov. Eleni Kounalakis and state Supt. of Public Instruction Tony Thurmond have official speaking roles because they currently serve in elected office, as does former state Controller Betty Yee because she is the party’s vice chair.

Former state Senate President Pro Tem Toni Atkins, former U.S. Secretary of Health and Human Services Xavier Becerra, businessman Stephen J. Cloobeck, former Rep. Katie Porter and former Los Angeles Mayor Antonio Villaraigosa will also be wooing attendees.

Potential 2028 presidential candidates Minnesota Gov. Tim Walz and N.J. Sen. Cory Booker are also scheduled to speak to California Democratic Party delegates at the Anaheim Convention Center.

In addition to addressing delegates at caucus meetings, such as labor, environmental, Latino and women voters, candidates will meet with donors and court activists throughout the weekend. Social gatherings include a Friday night fireworks show, an ice cream social and a party titled “Punk the System” hosted by state Democrats as well as the powerful nurses’ and teachers’ lobbies.

“Dance. Drink. Rage for Democracy,” reads the invite to the gathering.

Candidates are also hosting events — Yee is offering “healthy breakfast bites” and coffee on Saturday morning. Cloobeck, a billionaire who made his fortune in real estate and hospitality, is planning a reception that night with the theme “Fight for California, Celebrate CA Dems!”

The longtime donor and fundraiser for Democrats and philanthropic causes has never previously run for elected office. In his first introduction to state party activists, Cloobeck said he plans to focus on lessons from the 2024 election and urging Democrats not to be tone deaf to the electorate’s needs.

“The party should work for everyone,” Cloobeck said. “It can’t cater to only special interests or well-connected individuals.”

State party chairman Rusty Hicks, who is widely expected to win reelection at the convention, said California Democrats have reflected and reckoned with last year’s election results, “some good and some bad and some ugly.”

While the party bucked national trends by performing strongly in congressional races, it also unexpectedly lost legislative seats and saw a decline in voter turnout among Latinos, Asian Americans and young people, Hicks said.

“We can’t just compete in targeted seats,” he said. “We have to compete everywhere in a different way. What happened in ‘24 — the good and the bad — informs what our work is in ‘26.”

Times staff writer Taryn Luna in Sacramento contributed to this report.