2004 United States Senate election in Colorado

2004 United States Senate election in Colorado

←  1998 November 2, 2004 2010  →

Nominee Ken Salazar Pete Coors Party Democratic Republican Popular vote 1,081,188 980,668 Percentage 51.30% 46.53%

County results Salazar:     40–50%     50–60%     60–70%     70–80% Coors:     40–50%     50–60%     60–70%

U.S. senator before election Ben Nighthorse Campbell Republican Elected U.S. Senator Ken Salazar Democratic

The 2004 United States Senate election in Colorado took place on November 2, 2004 alongside other elections to the United States Senate in other states as well as elections to the United States House of Representatives and various state and local elections. Incumbent Senator Ben Nighthorse Campbell (first elected in 1992 as a Democrat and re-elected in 1998 as a Republican, having switched parties in 1995) retired instead of seeking a third term. Democratic nominee Ken Salazar won the open seat, defeating Republican nominee Pete Coors despite Republican President George W. Bush carrying the state over John Kerry in the concurrent presidential race.

Background

On March 3, 2004, incumbent Republican Senator Ben Nighthorse Campbell announced that he would not seek reelection due to health concerns, having recently been treated for prostate cancer and heartburn. ^[1] Before Campbell's retirement, no prominent Democrat had entered the race, with educator Mike Miles and businessman Rutt Bridges pursuing the Democratic nomination. After Campbell's retirement, many expected popular Republican Governor Bill Owens to enter the race, ^[2] however he declined to run. Campbell's retirement and Owens' decision not to run prompted a number of prominent Democrats to reexamine the race. ^[3]

Democratic primary

Candidates

• Ken Salazar, Attorney General of Colorado
• Mike Miles, educator

Campaign

On March 10, the same day Owens announced he would not run, U.S. Congressman Mark Udall entered the race. ^[4] The next day, state Attorney General Ken Salazar entered the race, ^[5] leading Udall to immediately withdraw and endorse him; Udall held Colorado’s other Senate seat from 2009 to 2015. ^[6] Salazar lost to Mike Miles at the State nominating convention. In spite of this loss, the national Democratic Party backed Salazar with contributions from the DSCC and promotion of Salazar as the only primary candidate. ^[7]

Polling

Poll source	Date(s) administered	Sample size [a]	Margin of error	Ken Salazar	Mike Miles	Other	Undecided
Mason-Dixon [8] [A]	August 2004	– (LV)	–	67%	21%	–	12%
Mason-Dixon [9] [A]	June 15–18, 2004	300 (LV)	± 6.0%	61%	15%	–	24%

Results

Democratic primary results by county

  Salazar

•   50–60%
•   60–70%
•   70–80%
•   80–90%
•   >90%

  Miles

•   50–60%
•   60–70%

Democratic Primary results ^[10]

Party		Candidate	Votes	%
	Democratic	Ken Salazar	173,167	73.02%
	Democratic	Mike Miles	63,973	26.98%
Total votes			237,140	100.00%

Republican primary

Candidates

• Pete Coors, former CEO and chairman of Coors Brewing Company
• Bob Schaffer, U.S. Representative

Declined

• Bob Beauprez, U.S. representative from Colorado's 7th congressional district ^[11]
• Dave Liniger, real estate magnate ^[11]
• Scott McInnis, U.S. representative from Colorado's 3rd congressional district ^[11]
• Jim Nicholson, U.S. Ambassador to the Holy See ^[11]
• Jane Norton, Lieutenant Governor of Colorado ^[11]

Endorsements

Pete Coors

Elected officials

• Ben Nighthorse Campbell, incumbent U.S. senator ^[12]
• Bill Owens, Governor of Colorado ^[12] (previously endorsed Schaffer)

Bob Schaffer

Elected officials

• Bill Owens, Governor of Colorado(switched endorsement to Coors) ^[12]

Campaign

The two candidates got into an ideological battle, as Schaffer attacked Coors because his company had provided benefits to the partners of its gay and lesbian employees, in addition to promoting its beer in gay bars. Coors defended himself by saying that he was opposed to same-sex marriage and supported a constitutional amendment to ban it, although he noted that he supported civil unions for gay couples. According to the Rocky Mountain News, Coors described his company's pro-LGBT practices as "good business, separate from politics." ^[13]

Polling

Poll source	Date(s) administered	Sample size [a]	Margin of error	Pete Coors	Bob Schaffer	Other	Undecided
Mason-Dixon [8] [A]	August 2004	– (LV)	–	45%	41%	–	14%
Tarrance Group (R) [14] [B]	July 14–15, 2004	500 (LV)	± 4.5%	53%	34%	–	13%
Mason-Dixon [9] [A]	June 15–18, 2004	300 (LV)	± 6.0%	39%	35%	–	26%

Results

Republican primary results by county

  Coors

•   50–60%
•   60–70%
•   70–80%
•   80–90%

  Schaffer

•   50–60%
•   60–70%

Coors defeated Schaffer with 61% of the vote in the primary, with many analysts citing his high name recognition in the state as a primary factor. ^{[15] [16]}

Republican Primary results ^[17]

Party		Candidate	Votes	%
	Republican	Pete Coors	203,157	60.57%
	Republican	Bob Schaffer	132,274	39.43%
Total votes			335,431	100.00%

General election

Candidates

Major

• Pete Coors (R), former CEO and chairman of Coors Brewing Company
• Ken Salazar (D), State Attorney General

Minor

• Douglas Campbell (C)
• Victor Good (Re)
• Finn Gotaas (I)
• John Harris (I)
• Richard Randall (L)

Campaign

Pete Coors, Chairman of Coors Brewing Company, ran as a moderate conservative. However, Salazar was also a moderate and a highly popular State Attorney General. ^[18] Coors is also a great-grandson of Adolph Coors, founder of the brewing company. His father is Joseph Coors, president of the company and a founding member of The Heritage Foundation. Salazar narrowly won the open seat. It was one of only two Democratic pickups in the 2004 Senate elections (Illinois was the other).

Debates

• Complete video of debate, October 29, 2004

Finances

According to OpenSecrets, Coors gave his own campaign $1,213,657 and received individual donations of $60,550 from other Coors family members^{[ citation needed ]}.

A state record total of over $11 million was raised during the election. ^[19]

Predictions

Source	Ranking	As of
Sabato's Crystal Ball [20]	Lean D (flip)	November 1, 2004

Polling

Poll source	Date(s) administered	Sample size [a]	Margin of error	Pete Coors (R)	Ken Salazar (D)	Other	Undecided
Reuters/Zogby International [21]	October 29 – November 1, 2004	600 (LV)	± 4.1%	44%	52%	1%	3%
SurveyUSA [22] [C]	October 30–31, 2004	701 (LV)	± 3.8%	47%	51%	–	2%
Reuters/Zogby International [21]	October 28–31, 2004	600 (LV)	± 4.0%	44%	52%	–	4%
Reuters/Zogby International [21]	October 27–30, 2004	600 (LV)	± 4.1%	46%	49%	1%	4%
Reuters/Zogby International [21]	October 26–29, 2004	600 (LV)	± 4.1%	45%	50%	2%	3%
Reuters/Zogby International [21]	October 25–28, 2004	600 (LV)	± 4.1%	43%	52%	1%	4%
Public Opinion Strategies (R) [23] [D]	October 25–27, 2004	500 (LV)	± 4.3%	42%	48%	–	4%
Mason-Dixon [24] [A]	October 25–27, 2004	625 (LV)	± 4.8%	46%	46%	1% [b]	7%
Reuters/Zogby International [21]	October 24–27, 2004	600 (LV)	± 4.1%	42%	53%	1%	4%
Reuters/Zogby International [21]	October 23–26, 2004	600 (LV)	± 4.1%	43%	53%	–	4%
Reuters/Zogby International [21]	October 22–25, 2004	600 (LV)	± 4.1%	44%	50%	–	6%
Reuters/Zogby International [21]	October 21–24, 2004	600 (LV)	± 4.1%	42%	51%	–	7%
SurveyUSA [25] [E]	October 18–20, 2004	596 (LV)	± 4.1%	50%	46%	3%	1%
Ciruli Associates [26] [F]	October 15–19, 2004	600 (RV)	± 4.0%	43%	47%	–	10%
Rasmussen Reports [27]	October 18, 2004	500 (LV)	± 4.5%	49%	48%	2%	1%
Gallup/CNN/USA Today [28]	October 14–17, 2004	666 (LV)	± 4.0%	48%	49%	–	3%
		815 (RV)		45%	51%	–	4%
Public Opinion Strategies (R) [29] [D]	October 13–15, 2004	400 (V)	± 4.9%	45%	40%	6%	6%
SurveyUSA [30] [E]	October 5–7, 2004	594 (LV)	± 4.1%	48%	48%	3%	1%
Mason-Dixon [31] [A]	October 4–6, 2004	630 (RV)	± 4.0%	44%	46%	1%	9%
Gallup/CNN/USA Today [32]	October 3–6, 2004	667 (LV)	± 5.0%	43%	54%	–	3%
		820 (RV)	± 4.0%	43%	53%	–	4%
SurveyUSA [33] [E]	September 21–23, 2004	625 (LV)	± 4.0%	51%	46%	3%	–
Rasmussen Reports [34]	September 16, 2004	500 (LV)	± 4.3%	49%	48%	1%	1%
Ciruli Associates [35] [F]	September 14–18, 2004	600 (RV)	± 4.0%	45%	46%	–	9%
Tarrance Group (R) [36] [B]	September 14–16, 2004	–	± 4.5%	44%	46%	–	10%
Public Opinion Strategies (R) [37] [D]	September 12–13, 2004	500 (LV)	± 4.3%	42%	53%	1%	4%
Tarrance Group (R) [36] [B]	August 24–26, 2004	600 (LV)	± 4.0%	43%	47%	–	10%
Rasmussen Reports [38]	August 19, 2004	500 (LV)	± 4.5%	45%	49%	2%	4%
SurveyUSA [39] [E]	August 14–16, 2004	618 (LV)	± 4.0%	48%	47%	4%	1%
Harstad Strategic Research (D) [40] [G]	August 2004	–	± 3.5%	42%	48%	–	10%
Mason-Dixon [9] [A]	June 15–18, 2004	800 (RV)	± 3.5%	40%	47%	–	13%
Public Opinion Strategies (R) [41] [D]	April 20–24, 2004	600 (RV)	–	36%	52%	–	12%
Rasmussen Reports [42]	April 14, 2004	500 (LV)	± 4.3%	41%	47%	3%	8%

Hypothetical polling

Bob Schaffer vs. Ken Salazar

Poll source	Date(s) administered	Sample size [a]	Margin of error	Bob Schaffer (R)	Ken Salazar (D)	Other	Undecided
Mason-Dixon [9] [A]	June 15–18, 2004	800 (RV)	± 3.5%	35%	49%	–	16%
Public Opinion Strategies (R) [41] [D]	April 20–24, 2004	600 (RV)	–	37%	48%	–	15%
Rasmussen Reports [42]	April 14, 2004	500 (LV)	± 4.3%	37%	49%	5%	9%

Pete Coors vs. Mike Miles

Poll source	Date(s) administered	Sample size [a]	Margin of error	Pete Coors (R)	Mike Miles (D)	Other	Undecided
Mason-Dixon [9] [A]	June 15–18, 2004	800 (RV)	± 3.5%	45%	30%	–	25%

Bob Schaffer vs. Mike Miles

Poll source	Date(s) administered	Sample size [a]	Margin of error	Bob Schaffer (R)	Mike Miles (D)	Other	Undecided
Mason-Dixon [9] [A]	June 15–18, 2004	800 (RV)	± 3.5%	43%	29%	–	28%

Results

General election results ^[43]

Party		Candidate	Votes	%	±%
	Democratic	Ken Salazar	1,081,188	51.30%	+16.29%
	Republican	Pete Coors	980,668	46.53%	−15.96%
	Constitution	Douglas Campbell	18,783	0.89%	+0.15%
	Libertarian	Richard Randall	10,160	0.48%
	Independent	John R. Harris	8,442	0.40%
	Reform	Victor Good	6,481	0.31%
	Independent	Finn Gotaas	1,750	0.08%
Majority			100,520	4.77%	−22.70%
Turnout			2,107,472
	Democratic gain from Republican		Swing

Counties that flipped from Republican to Democratic

• Pueblo (largest city: Pueblo)
• Larimer (largest city: Fort Collins)
• Routt (Largest city: Steamboat Springs)
• Garfield (largest municipality: Glenwood Springs)
• Eagle (largest municipality: Edwards)
• Summit (largest municipality: Breckenridge)
• Jefferson (largest city: Lakewood)
• Clear Creek (largest city: Idaho Springs)
• Gilpin (largest city: Central City)
• Adams (largest city: Thornton)
• Arapahoe (largest city: Aurora)
• Gunnison (Largest city: Gunnison)
• Lake (Largest city: Leadville)
• Pitkin (Largest city: Aspen)
• La Plata (largest municipality: Durango)
• San Juan (largest municipality: Silverton)
• Rio Grande (Largest city: Monte Vista)
• Archuleta (Largest city: Pagosa Springs)
• Mineral (Largest city: Creede)
• Conejos (largest municipality: Manassa)
• Huerfano (largest city: Walsenburg)
• Alamosa (largest municipality: Alamosa)
• Costilla (largest municipality: San Luis)
• Saguache (largest city: Center)
• Las Animas (largest city: Trinidad)
• Bent (Largest city: Las Animas)

See also

• 2004 United States Senate elections

Notes

1. Key:
   A – all adults
   RV – registered voters
   LV – likely voters
   V – unclear
2. "Someone else" with 1%

Partisan clients

1. Poll sponsored by The Denver Post
2. Poll sponsored by Coors' campaign
3. Poll conducted for KUSA-TV
4. Poll sponsored by Rocky Mountain News & KCNC-TV
5. Poll conducted for KUSA-TV & KOAA-TV
6. Poll sponsored by The Pueblo Chieftain
7. Poll sponsored by Salazar's campaign

References

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2. "Analysis: Owens focus of Senate talk - UPI Archives". UPI. Retrieved June 1, 2024.
3. Chris Cillizza (March 3, 2004). "Campbell Exit Sparks a Scramble". Roll Call. Retrieved June 1, 2024.
4. Writer, Steven K. Paulson/AP (March 10, 2004). "Rep. Udall announces his bid for senate". www.vaildaily.com. Retrieved June 1, 2024.
5. Chris Cillizza (March 10, 2004). "Salazar Clears the Field". Roll Call. Retrieved June 1, 2024.
6. "Colorado - Election Results 2008 - The New York Times". archive.nytimes.com. Retrieved June 1, 2024.
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19. HighBeam
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42. "Colorado Senate: Salazar 47% Coors 41%". Rasmussen Reports . April 15, 2004. Archived from the original on September 21, 2004. Retrieved June 4, 2025.
43. "Office of the Clerk, U.S. House of Representatives".