DES MOINES — Rob Sand received a hero’s reception at the Iowa Deer Classic, a state deer hunting expo at the Iowa Events Center, during a recent March weekend.
As Iowa’s only Democratic statewide elected official and the party’s hope to reclaim the governor’s office after 16 years, Sand was greeted by more than a dozen fellow hunters who stopped to congratulate him as he navigated through the crowd of camo-clad, jerky-eating, Busch Light-drinking attendees.
However, Sand’s warm reception was not due to his political stance. In fact, it was despite it.
“Rob, heckuva buck!” exclaimed one passerby.
Sand was at the expo to showcase a 209-inch buck he had tagged earlier in the season, submitting it for a Green gross-scoring assessment. The deer was widely shared on Trophy Bucks of Iowa and other Facebook hunting groups.
“Mr. 200!” shouted Levi Schmitz, a Republican who supports Trump but plans to vote for Sand.
“You got me,” Sand replied with a grin.
Sand is banking on his familiarity with the literal wilderness to chart his path to the governor’s mansion, as Democrats nationwide search for ways out of a metaphorical wilderness.
Sand embodies the type of candidate Democrats have sought to succeed in traditionally Republican areas: a candidate deeply connected to the place, whose background and persona can help communicate political views that have become challenging to sell in regions where Democrats are perceived as coastal elites. Iowa, a swing state until 2012, shifted significantly to the right during the Trump years, with Democrats struggling to resonate.
Republicans have long capitalized on cultural issues in the state. For example, Sen. Joni Ernst won in 2014 by emphasizing her pig-farming and military background while portraying her legal opponent as an out-of-touch outsider.
Sand doesn’t shy away from his liberal views. Like many Democrats running this year, he is betting that his local cultural credibility will make it harder for Republicans to portray him as an outsider. On the day the expo began, Sand, an avid bow hunter and fisherman, launched a “Hunting With Rob” microsite that celebrates the rugged Iowa lifestyle. The site promises that, for the first time, hunters, sportsmen, conservationists, and outdoor enthusiasts will have an ally in the governor’s office.
In a state where the opening day of deer season is an unofficial holiday, Sand’s strategy to highlight his Midwestern hobbies instead of his Democratic identity was evident. He spent $30 on a burr-removal glove, $35 on a bow leveling tool, and $69 on MAXX Step Aiders for tree climbing. The branding seemed effective.
“I’m super-Republican, but you got my vote,” said Tom Buckroyd, a hunter near Marshalltown, who wore a “Crossbows Are Gay” T-shirt and spent about 20 minutes discussing hunting with Sand.
Sampling barbecue venison jerky, Sand remarked that his warm reception was unsurprising.
“First, it means I shot a huge buck this year,” he told POLITICO. “But more importantly, it goes back to culture. We have this dysfunctional, two-choice political system. We hear stories about who can belong to each party. When someone in a party doesn’t fit that story, it signals authenticity to many.”
Following their significant losses in 2024, Democrats have tried various ways to rehabilitate their brand — from using more profanity to growing beards and discussing sports. This cycle, they have intensified efforts to find genuinely local candidates. In some races, these candidates have gained traction by challenging traditional Democratic candidates, often emphasizing local cultural signals.
While Sand focuses on hunting, Maine’s Senate candidate Graham Platner highlights oystering and Second Amendment credentials. Texas’ Bobby Pulido promotes his guitar skills, while James Talarico leans on the Good Book. Alaska’s Mary Peltola emphasizes fishing. Democrats who succeed in challenging areas often generate national interest. With Iowa still playing a pivotal role in the presidential process, Sand could become a surprise contender in 2028.
“If Rob wins, he’ll instantly be part of that conversation,” said Tommy Vietor, a host of Pod Save America and a former press secretary for Barack Obama in Iowa.
Sand campaigns as a hunting-loving, churchgoing, Casey’s gas station pizza-loving state auditor who has spent five years positioning himself as a fiscally responsible advocate for Iowa taxpayers.
Public polling for the race is limited; the only public survey, released in October, showed Sand leading GOP Rep. Randy Feenstra by two points, 45 percent to 43 percent. National operatives from both parties view it as one of a few governor’s races that could change hands. Sand faces no opposition in the state’s June 2 primary, though five Republicans are vying for their party’s nomination.
After attending a chapel service for expo-goers, Sand entered the EMC Expo Center showroom, scrolling a Contemporary English Version of the Bible on his phone while listening to a sermon about Jesus feeding the 5,000. “What sort of kingdom work is He asking you to do?” the pastor questioned.
Regarding his kingdom work, Sand stated, “It’s about discussing the flaws of the two-choice system and trying to dismantle a system that inherently divides us and tempts leaders to be lazy, dishonest, and bear false witness against opponents since they don’t have to solve our problems.”
“To get reelected, they just need to convince us they’re the lesser of two evils,” Sand continued. “They win because we only have two realistic options on the ballot — and that system, to me, is a temptation to not serve people, not do good, and actively spread false information.”
You might forget Sand is running as a Democrat, which is partly the point of his campaign. To restore the Democratic brand in a red state, you sometimes need to first challenge it.
However, Republicans will undoubtedly remind voters of his affiliation before November.
“He hasn’t had to take many positions,” said David Kochel, a seasoned Republican operative in Iowa. “He’ll eventually have to either reject the Democratic Party platform, alienating progressives, or embrace the Democrat label in Iowa and defend it. That’s going to be tough for him.”
Republicans are crafting their own image of Sand. While he portrays a rugged outdoorsman, they note his college modeling stints in Milan and Paris — photos that may appear in GOP ads. “It was a part-time college job,” Sand explained. “My first job was catching chickens.” Catching chickens? “Castrated male chickens,” he clarified.
Sand’s campaign financing is also under scrutiny: his wealthy in-laws have contributed $7 million to his campaign. “Hardworking Iowans understand the value of a dollar and don’t have the luxury of a silver spoon career,” stated Iowa Republican Chairman Jeff Kaufmann.
Iowa Republicans are taking Sand’s candidacy seriously. Bob Vander Plaats, a prominent evangelical leader from West Des Moines, called Sand “dangerous” and the “best candidate” Democrats could field in an interview.
“He aims to appear as a more folksy, accomplished Tim Walz. ‘I go to church every Sunday. I hunt. I’m the taxpayers’ watchdog. I’m going to hit all the Republican talking points that I can,’” Vander Plaats remarked before emphasizing that Sand “would be way outside of where Iowans are.”
On the Republican side, Vander Plaats endorsed Adam Steen over Rep. Randy Feenstra, the favored GOP candidate and primary frontrunner. “I just haven’t been impressed with Randy’s campaign. I don’t think he has the campaign to win a general election.”
Sand practices a non-judgmental approach with potential voters. When speaking to a man wearing a “Crossbows Are Gay” shirt, Sand remained unfazed.
“I know what the shirt says, but I won’t assume he’s anti-homosexual because of it,” Sand stated. “I don’t believe lecturing people is effective. I’m open about my support for gay marriage and the gay community. He’s probably seen me express that. He won’t hear me back away from it. So, there’s room for someone to wear a shirt meant as a joke they don’t intend to be negative.”
Sand did not win the Big Buck contest but took selfies with the winners. An observer from Exira named Jeremy offered a potential consolation.
“You’re the next governor of Iowa!” Jeremy said to Sand.
As the day concluded, the lanky state auditor took his buck mount off the wall and, holding it by an antler, exited the convention center — its taxidermied eyes seemingly fixed on Sand’s potential new supporters.
