Calgary mayoral candidate Grant Prior said he was excited to participate in his first all-candidates debate this month. Read More
’I want to do something that matters. I’m 47 now and have complained a lot but have never put my hat in the ring’
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‘I want to do something that matters. I’m 47 now and have complained a lot but have never put my hat in the ring’

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Calgary mayoral candidate Grant Prior said he was excited to participate in his first all-candidates debate this month.
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However, he said he was ultimately not allowed to take part in the event, despite reaching out to the host organization well in advance to let them know he was running for mayor.
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The organization’s justification for barring his participation, according to Prior, was that he had not been included in a recent public opinion poll and was not considered a legitimate candidate, even though he had already submitted his formal intent to run.
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“How can I really get my voice heard, or get working-class people’s voices heard, if I can’t get on the debate stage?” he said.
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Exclusion from a debate is indicative of the challenges faced by a candidate like Prior, who enters this year’s mayoral race as a long-shot or outsider candidate.
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To be frank, Prior is highly, highly unlikely to become Calgary’s next mayor. The 47-year-old oilfield worker is running a shoestring-budget campaign that, if previous elections are any indication, will only generate a small percentage of votes.
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His campaign is in stark contrast to the five perceived frontrunners who all bring name recognition and previous council or police commission experience to this fall’s election: incumbent Jyoti Gondek, current Ward 1 Coun. Sonya Sharp, former councillors Jeff Davison and Jeromy Farkas, and former police commission chair Brian Thiessen.
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They will likely spend hundreds of thousands of dollars each this campaign, fueled by hefty advertising budgets supported by third-party donations and an army of volunteers.
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In his own campaign materials, Prior calls himself a “regular guy.” The northwest Calgary resident has worked as a directional driller for 18 years. He’s also worked as a finishing supervisor on downtown skyscraper construction projects, and several years ago, was an operational manager for three nightclubs in Los Angeles.
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Prior said he has always been interested in politics and thought of joining Calgary’s mayoral race in 2021. However, a voice in his head told him not to, and he listened to it.
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Four years later, Prior said he was determined to ignore any self-doubt this election.
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“I want to do something that matters,” he said. “I’m 47 now and have complained a lot but have never put my hat in the ring.”
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Having worked most of his career in the oilpatch, Prior said there’s a preconceived notion when people meet him that he’s running on a conservative platform. Perhaps ironically, he said, most of his ideas skew toward the other side of the political spectrum. He wants the city to tax foreign real estate speculators and large conglomerates more and provide tax breaks for small local businesses.
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While some of Prior’s ideas may fall under the purview of higher orders of government and less on city council, he said his platform is inspired by wanting to support working-class people. He calls his approach to politics “human-centered capitalism,” that puts people ahead of profits. “Tax wealth, not work” is one of his campaign slogans.
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“Working-class people are the largest conglomerate and what makes the economy run, but they never seem to get a voice at the table, aside from being played or pandered to,” he said. “And then we end up voting against our own self-interests.”
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But Prior acknowledged it’s been hard to get his message out to the public. While he has signs scattered mostly throughout the city’s northwest, he recognizes he’s being drowned out by the establishment candidates.
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He said he looked into the prospect of a billboard advertisement, but abandoned the idea when he learned it would cost $4,000 for a two-week ad. To make matters worse, he claims some of his campaign signs have disappeared since he first put them up.
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“My budget is basically me and anyone who has given to the campaign,” he said.
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“The incumbents, they have this money, this backing and they have the great name recognition. They also have the ability to get paid (while they campaign).”
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In the 2021 election, Gondek’s successful mayoral campaign cost more than $633,000, while Farkas, who finished second in that race, spent more than $821,000, according to campaign disclosures.
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“I think overall, I didn’t realize how much money they actually spend,” Prior said.
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Without a large budget, Prior is mostly relying on social media to promote his run for mayor. He’s releasing videos on his website and Instagram and engaging with Calgarians through message boards like Reddit.
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He said he wants to take part in some of the upcoming debates, now that he’s a confirmed candidate, and hopes his “regular guy” persona will resonate with potential voters.
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“We all say the same thing — we’re tired of politicians that get in,” he said. “I feel like when you close your eyes and they speak, they are the same person, basically. And then we forget because we go, ‘Oh, that sounds like a great idea.’ But they said the same thing four years ago.”
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‘I think we’re all facing some version of the same battle’
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On a ballot with nine names, Prior is not the only shoestring-budget mayoral candidate this election.
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Sarah Elder may disagree that she’s considered a long-shot candidate. She’s been politically active for years, is the founder of the Madame Premier fashion brand, and was a former board member of Ask Her YYC — an organization that aims to boost female representation in Calgary politics. She pointed out that her number of Instagram followers is on par with Thiessen’s.
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While she was previously announced as the co-chair for Farkas’ campaign in August, Elder resigned from that role shortly before announcing her own candidacy.
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But Elder acknowledged that as an independent, “non-establishment” candidate with no previous council experience, the odds of becoming Calgary’s next mayor are heavily stacked against her. She noted that Thiessen, the only member of the five front-runners to not previously serve on council, has been able to boost his public recognition by including his name and face on all of the Calgary Party candidates’ campaign material.
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“I drove by a sign for (Calgary Party candidate) Heather McRae and the top of the sign features Brian Thiessen,” she said. “So my fellow mayoral candidate, who is running as part of a party, has the ability to tap into every single ward candidate running as a part of the party to get their name out there.”
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Like Prior, Elder said there are barriers to reaching a wide voter base. These include Facebook’s ban on Canadian news, a Canada Postal workers union’s refusal to deliver flyers and Apple’s recent rollout of iOS privacy settings that she said make it harder to send Calgarians what could be considered spam content.
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“In so many different ways, it’s harder for every single candidate to get their message out,” she said. “I think we’re all facing some version of the same battle, it’s just that some candidates . . . have gotten their campaigns started earlier.”
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Elder said she’ll rely on creating engaging social media content and her own digital marketing savvy to promote her campaign this fall. She released the first part of her platform on Wednesday, claiming her ideas will help set her apart.
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“I’m hoping it’s something that really drives conversation around what makes my campaign and what I offer Calgarians different,” she said.
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She added she doesn’t want to be branded as the feminist activist candidate, noting her campaign is about more than that.
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“I am a woman and I am a mother but I’m also the best person for the job,” she said. “I’ve never come at this from a space of electing anyone, no matter who they are, if they’re unqualified.
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“At that decision-making table, I will bring all of the parts of me to do that job and I will be a better mayor because of it.”
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With recent polls indicating a large percentage of Calgary voters are still undecided who they want as their next mayor, Elder suggested that is a demographic she’s targeting.
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“It’s been two weeks (since I announced my candidacy) and I continue to hear from Calgarians that they’re very frustrated and disappointed with the other candidates, attributing them all to being part of the same problem,” she said.
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“My message to anyone who feels frustrated or is tired of politics-as-usual is that I’m 100 per cent the person they should be looking at.”
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‘Marketing is not viral. Good ideas are viral’
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Another candidate for mayor this election is Jaeger Gustafson, a doctor of acupuncture and massage therapist.
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He co-owns an acupuncture and massage clinic in the southwest as well as a post-secondary institute in the northwest called the Yue-Gustafson School of Health Professions. He said he also has a background in both private and public post-secondary education regulation.
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After a long career as a wellness practitioner, Gustafson said his decision to run for mayor was based on a desire to help people.
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“I really believe we can win and I know I do have that very specific skillset the city needs now,” he said.
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His campaign website includes pledges to better support city employees, as well as workers from the city’s subsidiaries. He also pledged, during a recent mayoral candidates debate, to build Canada’s first tuition-free university, if he’s elected.
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Gustafson’s campaign will be scarcely funded, however, as he said he said he was opposed to accepting donations. He also disagrees with the use of campaign signs, citing their environmental impact.
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Asked how he will compete with better-funded, more recognizable opponents under those principles, Gustafson said his campaign is about winning “the heart” of the city. He cited the example of Andree Boucher, who was elected mayor in Quebec City in 2005, despite running an unorthodox, small-budget campaign that did not use posters.
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“If you do it in a way that is different, you could do it by spending very little money,” Gustafson said. “That’s my philosophy. It can be done, it has been done and I believe people are smart and the city takes care of the vote.
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“Marketing is not viral. Good ideas are viral. Negativity often dies out, like a virus. Our minds try to get rid of it. Positive, healthy ideas do spread very quickly.”
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Fringe social conservative candidate running in fourth election
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Calgarians may also recognize Larry Heather on this year’s mayoral ballot. A perennial social conservative candidate and long-time city hall gadfly, Heather has run in more than a dozen elections at all three orders of government, including several unsuccessful runs with the federal Christian Heritage Party. This will be his fourth mayoral attempt.
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“The number-one motive is to put on the ballot a choice for traditional Christian values and ethics,” he said. “I believe God is not happy when that’s not on the ballot, regardless of the chance of electoral success.”
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The fringe candidate received 429 votes out of 390,383 in the 2021 election, or roughly 0.1 per cent. He later sought a judicial review of the election results, but his bid was shot down unanimously by a panel of Alberta Court of Appeal judges in 2023. He had attempted a similar review following the 2017 election, which was also rejected by the courts.
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While Heather previously used to regularly attend city council meetings as a spectator, he was kicked out of council chambers in 2016 when he refused to leave the podium during a public hearing, after his allotted five minutes to speak. He was issued a two-year ban from Calgary’s municipal building as a result.
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Last year, he unsuccessfully sought a legal challenge for the city’s safe and inclusive access bylaw, after he was ticketed for holding an “Anti-Reading with Royalty” protest outside of the central public library. He claimed the bylaw violated his Charter right for freedom of expression.
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Heather said if he’s elected, he’d like to create a department of governmental efficiency for the city, similar to the entity Elon Musk led for the United States government. He said he’s not taking any donations or spending any money on his campaign.
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He also wants a neutral, third-party speaker to chair council meetings, which is currently a mayoral responsibility.
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