FORT McMURRAY, AB. — The Regional Municipality of Wood Buffalo is set to have one of its most crowded municipal elections in decades, with a packed field emerging in Ward 1 and on both public and Catholic school boards.
Former councillor Sheldon Germain, who served nearly 20 years representing Ward 1 and often topped the polls in large fields, says standing out in a crowded race requires strategy, consistency and hard work.
Germain said his advice to newcomers and incumbents is the same: focus on door-knocking, distribute brochures with a clear platform, and invest in as many radio ads as possible. He called radio vital because it reaches voters in their cars, at work or in their homes, and allows candidates to speak directly to the electorate.
He added that door-knocking is just as important, because it gives candidates a chance to listen first-hand to concerns and better understand why issues matter to residents.
Lawn signs are another critical factor, Germain said, calling them one of the biggest mistakes made by new candidates who underestimate their value. “Over the years I’ve done the math,” he said. “Each lawn sign is worth about 100 votes at the ballot box.” He said signs on lawns represent endorsements from neighbours people know and trust, while large signs at busy intersections carry less weight.
Campaign teams also play a central role, Germain added. With long days filled with events, canvassing and chasing endorsements, he said it is important to rely on others to share the workload and help avoid burnout.
Germain also pointed to the rise of social media activity by candidates before the official start of the campaign as a major change from his time on council. During his terms, most waited until nominations opened to begin campaigning.
He said the crowded field reflects a level of dissatisfaction among voters with current representation, but warned it often has a paradoxical effect. With so many newcomers splitting the “change” vote, incumbents can benefit from name recognition.
Germain added that not everyone uses all six votes available in Ward 1. On average, voters list 4.3 names per ballot, which means some “power vote” by writing down only two or three names, while others fill the slate. That can shift the outcome in a tight race, he said, and should remind candidates how competitive the ballot is shaping up to be.
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