ENFOLK, Tri. -- An outspoken and colorful candidate is surging in Trinton's Conservative governor's race, and that has the party's establishment leaders scrambling to coalesce around another candidate.
Mara Edinough, the sister-in-law of current Gov. Marcus Edinough, is running to succeed her brother-in-law as governor.
After two terms as a centrist, fiscally conservative but socially moderate Democratic-Reformist governor, Marcus Edinough is not running for re-election.
But his sister-in-law is running to replace him.
And unlike her brother-in-law, who is quiet and reserved and sometimes described as aloof, Mara Edinough is outspoken and brash.
She's also running for governor as a Conservative. Her brother-in-law used to be a Conservative but left the party back in 2009, citing the party's drift to social, right-wing extremism.
Mara Edinough, who has never ran for elected office before, is married to Marcus' older brother Andrew. The couple, who are enthusiastic gun owners and hard-line Conservatives, live in Enfolk, a northern suburb of Williamstown.
Mara has a strong presence on social media, where she frequently posts videos of her speaking to right-wing activists and even criticizing her own brother-in-law's policies.
"I love Marcus. We're family. But he's completely wrong on so many issues. He left the Conservative Party, he left the conservative ideals he was raised with by his wonderful parents. And now he's leading our state in a slower left-ward trajectory, but still a left-ward trajectory," said Mara in a video post back in April.
Mara and Andrew's two young-adult sons get in on the action too, often appearing in videos on their mother's social media channels, or tagging her, and vice-versa.
"Our branch of the Edinough family is very conservative. We believe in freedom. We believe in faith. We believe in the right to own a gun. We believe in patriotism and love of country. We believe in law and order. We believe that people should follow their own conscience and not 'follow the science.' We believe in personal and individual liberty. That's what this country used to be about and what it should be about," said Mara in another video posted in early June on her TikTok account.
Mrs. Edinough's candidacy is exciting to hard-line conservative activists, who have largely been side-lined over the years by the party's more moderate establishment.
Her candidacy is worrying for the establishment, however. Her colorful language and frequent swearing on video, her occasional dropping of racial slurs and homophobic language, and her less-educated style make Mrs. Edinough prone to controversy, something party leaders want to avoid.
"Trinton is a liberal state. It's difficult for Conservatives to win here. And if we run a Donald Trump-loving hardliner like Mara Edinough, we will get crushed by the Nationalists," says Stewart Stevens, a Conservative strategist who has worked on several statewide campaigns for the party.
The establishment strongly prefers a more centrist candidate, such as businessman Jim Valoix or former Federal Sen. Kelsey Frascanio.
But the party faithful, especially in rural reaches of the state and the most conservative zip codes, strongly prefer Mara Edinough.
"She speaks her mind. She's not timid and afraid like her brother-in-law. She's not trying to be 'moderate' or move to the 'center' so people will vote for her. She's just telling the truth like it is. And people like that, I like that," said Sylvia Greenley, a Conservative voters from rural Kelleyville County,. when interviewed by The Golden Shore Tribune.
Edinough herself often campaigns against the establishment.
"It's no secret they want me to fail. They don't like that I speak my mind. They don't like that I tell people the truth. They don't like that I'm an outspoken defender of civil liberties and our rights. They [party leaders] want someone who will just go with the flow and do what they're told. And that's not me. I'm an independent woman. I'm a mother. I'm a wife. I'm a concerned Grassadellian who cares about our country and refused to be silent as the left and the Nationalist Party and the media and celebrities and big business and all those people ruin our country," said Edinough.
Her brother-in-law, who is leaving office soon, has said little about Mara's candidacy.
"I have nothing to say except that her views don't represent me," said the governor last week, when accosted by reporters in an empty hallway at the state capitol in Cristo Colonado.
Indeed, Mrs. Edinough and her younger brother-in-law differ vastly on the issues.
Gov. Marcus Edinough was one of the first Trinton politicians to voice his support for same-sex marriage back in the early 2000's. Mara Edinough is still vocally opposed to same-sex marriage, though she has said she has "nothing but respect and love for the LGBT community."
She also has several prominent LGBTQ folks on her campaign staff.
On climate change, Marcus Edinough has devoted millions of dollars to preparing the state for rising sea levels and fighting carbon. Mara Edinough doesn't believe climate change is human-caused, and doesn't want to spend tax-payer money to fight climate change.
On taxes, Marcus Edinough has generally favored lower taxes, but has often compromised with Nationalists and signed tax increases into law. Mara Edinough is fiercely anti-tax.
When it comes to transportation, Marcus Edinough has funded public transport. Mara Edinough wants to expand roads and freeways.
And on crime, Mara Edinough has been harsh in her criticism of the governor. She wants more police, tougher sentences for offenders, and homeless people banished from the streets.
Marcus Edinough has generally supported a strong police presence, but has backed away from mandatory minimum sentencing laws. And on homelessness, Marcus Edinough has compromised with Nationalists to increase beds but also treatment.
"On nearly every issue, Mara Edinough is on the right, common sense side, while her brother-in-law Marcus Edinough is on the loony Nationalists' side," said Williamstown conservative radio talkshow host Mike LePeu.
Quietly, behind the scenes, party leaders are looking to boost Jim Valoix or Kelsey Frascanio.
But on the ground, the Conservative Party's most faithful voters are flocking to Mrs. Edinough.
Some are also supporting businessman Bob Gillies, but he is older and lacks the flair Mara Edinough exhibits.
"This race is going to come down to the establishment versus the people, and I hope to God the people win," said Mara Edinough, in a recent campaign speech in Banbury County.
Bob Perrins, a surrogate for Jim Valoix, had the opposite view.
"We have to decide as a party if we want someone normal representing us in the fall election, or do we want some crazy, anti-vaxxer, anti-science, anti-everything candidate representing us," said Perrins in an interview with the Tribune.
The Trinton primary election is scheduled for September 3.