Saturday, June 19, 2004
Copyright © Las Vegas Review-Journal

Voter outreach effort targets Hispanic community

Elsa Cardenas, 19, and husband Ricardo Farfan, 26, are the only participants in Thursday's Hispanic voter outreach program in North Las Vegas. Photo by Cariño Casas. Alicia Herrera, translation and election specialist for the city of North Las Vegas, on Thursday teaches Spanish-speakers about American history and civics and helps them register to vote as part of the city's Hispanic outreach campaign. Photo by Cariño Casas.

Alicia Herrera waited anxiously at the North Las Vegas library Thursday night hoping they would come.

She set up tables and chairs for at least a dozen of them, leaving room for extras in case they brought little ones. She put a pen and booklet in each place, a red, white and blue manual on elections and voter registration -- all in Spanish.

Herrera, an interpreter and elections specialist for the city, said she wanted to give the city's fastest-growing minority a chance to learn about civics, American history and elections in their native tongue. Having planned a slide show, video presentation, quiz and games, she hoped to get those who might attend excited about casting a vote that could change their community.

On a presentation board she wrote in large green letters "Su Voto Cuenta" -- Your Vote Counts.

But the minutes ticked by and for a long time, no one came.

Then finally, about 45 minutes after the posted start time of the voter outreach program, a young couple walked in.

"Is this the right place?" Elsa Cardenas, 19, asked in Spanish. "I want to register to vote."

Other local voter outreach activists on Friday applauded Herrera's efforts on behalf of North Las Vegas, where 37 percent of the population now is Hispanic. They also sympathized with her struggle to get a response.

"It's not an unusual problem for all our (grass-roots) groups," said Paul Brown, the Southern Nevada director of the Progressive Leadership Alliance of Nevada, or PLAN, a liberal activist group. "Outreach is always tough in Las Vegas. There's so many people coming and going. Families are working, cars are breaking down and there's always something else on people's mind."

But the task of registering and ultimately getting people to vote is not impossible. It's a matter of creativity, Brown said, adding that various political organizations and grass-roots groups are considering setting up booths at SWAP meets, presenting for socials clubs and taking advantage of other community events to engage prospective voters.

"Otherwise, it's tough getting the word out."

Brian Ayala, chairman of Impacto, the political action arm of the Latin Chamber of Commerce, said his group expects to kick off a media blitz targeting Hispanics to register and get out the vote.

"It's conceivable the Hispanic community in this town could impact the presidential election," he said. "Nevada is a swing state, and if it's a close race, they could make all the difference. But we need a long-term consistent effort to make a significant dent" in voter registration and turnout.

Herrera said the city advertised its Hispanic voter outreach program through local English and Spanish publications, Spanish TV and radio stations and by posting fliers in community centers and other public places.

"We tried to use as many tools as possible to let them know about it," she said. "I think what it's going to take is us being overly consistent. I'm hoping that like so many of us who wait until the last minute, everyone will show up for the last one."

The city has scheduled two more seminars, one for July 20, and another for Aug. 3, both from 6 p.m. to 8 p.m. at the North Las Vegas library.

But the city might do better to also advertise by word of mouth, working with some of the ongoing community outreach campaigns, said Miguel Barrientos, president of the Mexican American Political Association, or MAPA, in Las Vegas.

"We're in constant contact with the community," said Barrientos, who for the past several months has registered hundreds of voters in a door-to-door campaign. He said that most grass-roots organizations don't go it alone, either.

"We're tied in with a lot of other groups," he said, adding that his association has been working with trade unions, student groups and PLAN on a number of voter registration projects.

MAPA, members of political parties and an assortment of activist groups in mid-July will sponsor Feria de Las Vegas Vote 2004, a three-day festival with entertainment and food intended to draw crowds for a major voter registration drive.

As for Elsa Cardenas, at the end of nearly two-hour session with Herrera, she registered to vote and took home extra forms for her family. She said she would tell others of the upcoming seminars, especially since everything was in Spanish.

"I have a sister who's 21. She's not registered, and I don't know why," said Cardenas who became a naturalized citizen at age 13. "I came because I want to vote, and I want my vote to count."