Recognizing the gravity of the situation, both campaigns have launched aggressive, culturally specific outreach efforts. Brooks has embraced the moniker “Bombero Bob”—Spanish for “firefighter Bob.” He has been a frequent sight in the community, recently stopping by a local Mexican restaurant and a barber shop where a Dominican flag hangs prominently in the window. His strategy is one of presence and shared labor values, aiming to convince voters that his background as a first responder makes him a more authentic advocate for their safety and economic stability.
On the other side, Mackenzie’s campaign has not ceded any ground. The incumbent has touted his endorsements from Latino business owners and local officials, framing the Republican platform as the one most aligned with the entrepreneurial spirit of the community. To solidify this connection, Mackenzie opened a district office in the heart of downtown Allentown, specifically staffing it with Spanish-speaking representatives to ensure that constituent services are accessible to the city’s largest demographic.
Despite his background, Martinez remains a vocal critic of the current president. This year, he is putting his support behind Brooks, though he is quick to note that his own political journey began in the Republican Party. He once supported figures like Marco Rubio and Jeb Bush, seeing in them a version of conservatism that felt inclusive. His break with the Democrats was also notable; he had publicly opposed Joe Biden’s decision to seek reelection, citing concerns over the former president’s age and ability to lead.
For Martinez, the radio show is a tool to combat the growing sense of political nihilism. He sees his role as keeping the electorate engaged at a time when many feel that their vote no longer influences the price of eggs or the cost of a gallon of gas.
“I got a call yesterday from a guy that said that he was just not going to vote,” Martinez said. “I understand that feeling of frustration, but not doing nothing is not the answer.”
Economic stress looms over the campaign
The Republican Party is acutely aware of the influence Martinez wields. Despite his personal leanings, the GOP continues to purchase significant advertising time on his station, recognizing it as the most direct pipeline to the voters they need.
Jackie Rivera, the vice chair of the Lehigh County Republicans, is at the forefront of this effort. She acknowledges that the party cannot simply rely on the momentum of the last election. To maintain the support of Latino voters, she believes the GOP must pivot toward issues of “faith and family,” while remaining transparent about the current economic hardships.
While President Trump frequently uses his platform to boast about the strength of the economy under his leadership, Rivera suggests a more nuanced approach on the ground. She notes that the party is careful not to repeat what they viewed as the mistakes of the Democrats during the Biden years—appearing out of touch with the reality of working-class struggles.
“We’re not pretending everything is great right now,” Rivera said. “You have to be honest with them so that they can believe in you and actually trust in what you’re stating to them.”
This sentiment is echoed, albeit from a different perspective, by Allentown’s Democratic Mayor, Matt Tuerk. He observes that the current election cycle carries the “same vibes” as the one two years ago, when the Democratic establishment was struggling to convince a skeptical public that the economy was on the mend.
