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[citation needed], however he declined to run. Campbell's retirement and Owens' decision not to run prompted a number of prominent Democrats to reexamine the race[citation needed].
On March 10, the same day Owens announced he would not run, U.S. Congressman Mark Udall entered the race[citation needed]. The next day, state Attorney General Ken Salazar entered the race[citation needed], leading Udall to immediately withdraw and endorse him; Udall was eventually elected in 2008.[citation needed] 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[citation needed].
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."[3]
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[citation needed].
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.[5] 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).
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.[6]
