On Thursday, March 8, 2018, Peter Valcarce spoke to students for another installment of the Public Affairs Lecture Series. Peter is the managing partner and founder of Arena Communications, a Republican-oriented direct mail company that has produced 8,500 unique pieces of mail sent to one billion mailboxes, bringing success to over 1,000 campaigns in forty-nine states. Arena Online has handled the web-based electioneering advertising as well.
Peter expanded on his company by explaining what services they provide: they determine target advertising, develop messaging, write, design and print mail and online advertising. Most the mail and advertising produced by Arena Communications finds the weaknesses of the political competitor, and uses them to inform and influence the public. Peter recounted that he was once called “the King of Sleaze” to which he appreciated greatly, because it meant that he was doing something effective.
The campaign industry is a 9-billion-dollar market, so he encouraged students to get involved if they are interested. He outlined the different career paths within campaigning: campaign manager, finance, communications, political, data and digital directors. Within the campaign manager sector are strategists, media consultants, pollsters, opposition researchers, and mail, digital, phone and fundraising consultants. Arena Communications and Arena Online acts as the mail consultant for its clients.
Speaking to students who want to work on the campaign or consulting track, Peter gave his advice. First, start volunteering now as a volunteer for campaigns to gain experience and see if it was you are interested in. Second, leave Utah and seek out states with competitive elections. Third, get regional diversity; work on campaigns in different areas of the country to better grasp the diversity of politics in the United States. Fourth, work different types of campaign jobs to see what you like. And fifth, don’t worry about changing jobs often, it’s going to happen regardless with the two-year campaign cycle.
Peter shared the advantages of owning his own consulting firm, including the flexibility of alternating “on” and “off” years, and the independence of being one’s own boss. Some of the disadvantages being lots of traveling around the country and being consumed in politics in all aspects.
At the close of his presentation, Peter shared some of the most important lessons he has learned over the course of his career: don’t be afraid to lose, be honest to your clients and colleagues, admit your mistakes and to always do your very best work.
He shared this quote by Dante Alighieri, 'The darkest places in hell are reserved for those who maintain their neutrality in times of moral crisis.'
Thank you Peter Valcarce for your engaging presentation and insights!