City Councilman Richard Alarcon is taking the unprecedented step in his state Senate campaign of sending out about 200,000 fliers, telling voters that he is not Councilman Richard Alatorre, a colleague who is the subject of a wide-ranging federal corruption probe.
Caught in one of Southern California's toughest primary races, Alarcon's campaign staff said a recent poll found that up to 17.5% of voters in the San Fernando Valley Senate district confused the two men.
Alarcon's staff worried that the confusion could affect the outcome of the race against former Assemblyman Richard Katz.
"Even if it's only 17.5% who said they are confused, it's a huge problem," said Richard Ross, Alarcon's campaign consultant.
The confusion is nothing new. Since Alarcon took office in 1993, constituents, City Hall staff and even council members have confused the two, primarily because of the similarities in their names. They often get each other's mail. It doesn't help that the two lawmakers are seated next to each other on the alphabetically arranged council desk.
Alarcon is 44 and represents the northeast Valley. Alatorre is 55 and represents parts of East Los Angeles.
"There are both 'Richards' with a last name that starts with an Ala," Ross said. "The names are strikingly similar."
Ross acknowledges that some voters who have been contacted by campaign staffers attributed the allegations of wrongdoing by Alatorre to Alarcon and refused to support him in the election.
One voter who was contacted by Alarcon's campaign staff referred to allegations that Alatorre received a $12,000 roof from a firm with substantial government business.
"We had a guy who asked if I had any good roofing contractors and then hung up," Ross said.
But Alarcon insisted that he is not trying to distance himself from Alatorre because of the allegations.
"I'm doing it because I think it's important for voters to know who they are voting for," Alarcon said. "The last thing I want them to think is that the guy running in the San Fernando Valley is some guy from outside the district."
Alatorre's staff said they understand why Alarcon is taking this unusual step and support his effort.
"Councilman Alatorre knows that Alarcon is in a tight race and he has to do what he has to do," said Alatorre spokeswoman Luisa Campano. "Confusion with both of them is quite common."
