Candidates raised more than $308,000 for Columbia special election. How much did they spend?

A 10-week campaign for a single-district Columbia City Council special election raked in more than $308,000 for a pair of candidates who wound up competing for about 3,400 votes this week.

In both the victory margin and the amount spent on the race, there was a gulf between the candidates. The winner, Peter Brown, spent more than twice as much per vote as his opponent, Beatrice King.

Brown won with about 57% of votes in Tuesday’s election, where fewer than 17% of the more than 20,000 voters in the district turned out.

Here’s how the candidates’ spending breaks down and how it compares to the money race is past council elections.

How much did each candidate raise?

The two candidates combined raised nearly $308,000.

Brown raised most of it, with $196,115 worth of contributions, according to campaign finance reports. King raised $111,821.

How much did each candidate spend?

Brown spent more than three times what King spent on the race, with $139,871 worth of expenses. King spent $40,537.

How many people voted?

Just over 3,400 people voted in the special election Tuesday, which is less than 17% of the more than 20,000 registered voters in District 4. Brown won the election with 1,967 votes. King received 1,464.

Brown spent roughly $71 per vote received, while King spent roughly $28 per vote she received.

What did candidates spend on?

Television ads and general political consulting were the biggest bills for candidates.

Part of Brown’s expenses included paying local political consultant Walter Whetsell’s firm more than $85,000. Whetsell’s Starboard Communications Agency provided consulting services; produced, shot and bought a television advertisement; and handled the campaign’s website and social media, according to campaign spending reports.

Whetsell’s former clients include S.C. Gov. Henry McMaster and Columbia Mayor Daniel Rickenmann.

King also had a television ad produced, spending just over $15,000 on its purchase and production. She used companies based in Maryland and Washington, D.C., for that work.

King also worked with a newer Columbia-based firm for political consulting, Watershed Consulting Group, which previously assisted Columbia Councilman Will Brennan’s most recent bid for council.

Both candidates also spent on yard signs and other printed material, but Brown made a more substantial investment, spending more than $10,000 on mailings, palm cards and door hangers.

Are these normal costs for City Council races?

It’s not atypical for candidates for city council to spend tens of thousands of dollars, even $100,000 and more on their campaigns.

At-large City Councilwoman Aditi Bussells spent $145,588 to win her seat in 2021. Her top competitor for the seat, Tyler Bailey, spent $138,105 on that race. It was a contentious race that went to a runoff before Bussells was officially named the winner.

District 1 Councilwoman Tina Herbert raised $75,665 and spent $66,949 in her 2021 race. Herbert’s challenger, Christa Williams, spent just over $8,000 on that race.

When District 3 Councilman Brennan won his seat in 2019, ousting sitting member Moe Baddourah, Brennan spent roughly $62,439. Baddourah spent about $30,000 on the race.