Mayoral campaigns 2002 election On January 9, 2002, Booker announced his campaign for
mayor of Newark rather than running for reelection as councilman. That pitted him against longtime incumbent
Sharpe James. James, who had easily won election four consecutive times, saw Booker as a real threat and responded with
mudslinging. At one campaign event, James called him "a Republican who took money from the
KKK [and]
Taliban ... [who's] collaborating with the
Jews to take over Newark." In the campaign James's supporters questioned Booker's suburban background, calling him a
carpetbagger who was "not black enough" to understand the city. Booker lost the election, garnering 47% of the vote to James's 53%. During the campaign, Booker founded the nonprofit organization Newark Now.
2006 election On February 11, 2006, Booker announced that he would run for mayor again. Although James filed paperwork to run for reelection, he announced shortly thereafter that he would instead cancel his bid to focus on his work as a
state senator, a position to which he was elected in 1999. At James's urging, Deputy Mayor
Ronald Rice decided to run for mayor. Booker's campaign, raising over $6 million, outspent Rice's 25 to 1, for which Rice attacked him. Booker, in turn, attacked Rice as a "political crony" of James. Booker won the May 9 election with 72% of the vote. His slate of city council candidates, known as the "Booker Team", swept the council elections, giving Booker firm leadership of the city government.
2010 election On April 3, 2010, Booker announced his candidacy for reelection. At his announcement event, he remarked that a "united government" was crucial to progress, knowing his supporters in the city council faced tough reelections. Heavily favored to win, Booker faced former judge and
Essex County prosecutor Clifford J. Minor and two minor candidates. Booker was reelected with 59% of the vote.
Tenure Before taking office as mayor, Booker sued the James administration, seeking to terminate cut-rate land deals favoring two redevelopment agencies that had contributed to James's campaigns and listed James as a member of their advisory boards. Booker argued that the state's "
pay-to-play" laws had been violated and that the land deals would cost the city more than $15 million in lost revenue. Specifically, Booker referenced a parcel at Broad and South Streets that would generate only $87,000 under the proposed land deals yet was valued at $3.7 million under then-current market rates. On June 20, 2006, Superior Court Judge Patricia Costello ruled in Booker's favor. In late June 2006, before Booker took office, New Jersey investigators foiled a plot to assassinate him led by
Bloods gang leaders inside four New Jersey state prisons. The motive for the plot was unclear, but was described variously as a response to the acrimonious campaign and to Booker's campaign promises to take a harder line on crime. After his first week in office, he announced a 100-day plan to implement reforms. The proposed changes included increasing police forces, ending background checks for many city jobs to help former offenders find employment in the city, refurbishing police stations, improving city services, and expanding summer youth programs. One of Booker's first priorities was to reduce the city's
crime rate. In furtherance of this, he appointed former deputy commissioner of operations of the
New York City Police Department Garry McCarthy director of the
Newark Police Department. Crime reduction was such a central concern of Booker's administration that he and his security team were known to personally patrol Newark's streets until as late as 4 a.m. Booker was a member of the
Mayors Against Illegal Guns Coalition, a bipartisan group with a stated goal of "making the public safer by getting illegal guns off the streets". In October 2009, the
Brady Center to Prevent Gun Violence gave him the Sarah Brady Visionary Award for his work in reducing gun violence. During his mayoralty, crime dropped significantly in Newark, which led the nation in
violent crime reduction from 2006 to 2008. although murder and overall crime rates began to rise again after 2008. In addition to his crime-lowering initiatives, Booker's first term saw the doubling of
affordable housing under development, quadrupling of the amount under pre-development, and the reduction of the city budget deficit from $180 million to $73 million.. After taking office, Booker voluntarily reduced his own salary twice, first by 8% early in his first year as mayor. He also raised the salaries of many city workers. In 2008 and 2009, the City of Newark received the
Government Finance Officers Association's Distinguished Budget Presentation Award. In an effort to make government more accessible, Booker held regular open office hours during which city residents could meet with him to discuss their concerns. In 2010, Booker was among the finalists for the
World Mayor prize, ultimately placing seventh; he was also an unsuccessful candidate for the 2012 award. In March 2010, Booker won a
Shorty Award in the government category for having the best
microblog. In July 2010, Booker attended a dinner at a conference in
Sun Valley, Idaho, where he was seated with
Facebook founder
Mark Zuckerberg. Zuckerberg, who had no known ties to Newark, announced in September 2010 that he was donating $100 million to the Newark school system. According to
The New York Times, Booker and Zuckerberg continued their conversation about Booker's plans for Newark. The initial gift was made to start a foundation for education. The gift was formally announced when Booker, New Jersey Governor
Chris Christie, and Zuckerberg appeared together on
The Oprah Winfrey Show. Some considered the timing of Zuckerberg's donation a move for damage control to his image, as it was announced on the opening day of the movie
The Social Network, a film that painted an unflattering portrait of Zuckerberg. But on her show, Winfrey told the audience that Zuckerberg and Booker had been in talks for months, had planned the announcement for the month before, and that she and Booker had to force Zuckerberg to put his name on the donation, which he had wanted to make anonymously. On October 10, 2010, Booker established Let's Move! Newark as part of
First Lady Michelle Obama's national
Let's Move! initiative against
childhood obesity. Booker gained national attention on December 28, 2010, when a constituent asked him on
Twitter to send someone to her elderly father's house to shovel his driveway because he was about to attempt to do it himself. Booker responded by tweeting, "I will do it myself; where does he live?" Other people volunteered, including one person who offered his help on Twitter, and 20 minutes later Booker and some volunteers showed up and shoveled the man's driveway.
Second term In October 2011, Booker expanded the Let's Move! Newark program to include Let's Move! Newark: Our Power, a four-month fitness challenge for Newark public school students run by public health advocate
Jeff Halevy. On April 12, 2012, Booker saved a woman from a house fire, suffering smoke inhalation and second-degree burns on his hands in the process. Newark Fire Chief John Centanni said that Booker's actions possibly saved the woman's life. After
Hurricane Sandy destroyed much of New Jersey's and New York's shoreline areas in late October 2012, Booker invited Newarkers without electricity and similar services to eat and sleep in his home. In February 2013, responding to a Twitter post, Booker helped a nervous constituent
propose to his girlfriend. Booker rescued a dog from freezing temperatures in January 2013 and another dog that had been abandoned in a cage in July 2013. On November 20, 2012, a
melee occurred at a Newark City Council meeting Booker attended. The nine-seat council was to vote on the successor to the seat vacated by newly elected
U.S. Representative Donald M. Payne, Jr. Booker's opponents on the council, including
Ras Baraka, sought to appoint John Sharpe James, son of former mayor Sharpe James, while Booker and his supporters favored Shanique Speight. Booker attended the meeting to deal with the eventuality of the lack of a quorum or a tie vote, in which state law would allow him to cast a deciding vote. After acting council president Anibal Ramos Jr. refused Baraka an opportunity to address the council, Baraka and two other council members walked away in protest. Booker cast the deciding vote for Speight. Supporters of James stormed the stage and were held back by riot police, who eventually used
pepper spray on some members of the crowd. Baraka later blamed Booker for inciting the disturbance. Booker refused to comment to the media after the vote. When critics noted that the very name of the SNAP program shows that it is intended to "supplement" an individual's food budget, not be its sole source, Booker replied that his aim was to spark a discussion about the reality that many Americans rely solely on food stamps to survive.
Public opinion polling Throughout Booker's mayoralty,
Fairleigh Dickinson University's public opinion poll
PublicMind asked New Jersey residents whether they had heard of Booker and whether they had a favorable or unfavorable opinion of him. The results were:
September 2008 • Name recognition: 56% • Favorable opinion: 32% • Unfavorable opinion: 8%
April 2009 • Name recognition: 62% • Favorable opinion: 39% • Unfavorable opinion: 10%
May 2010 • Name recognition: 66% • Favorable opinion: 42% • Unfavorable opinion: 6%
May 2012 • Name recognition: 67% • Favorable opinion: 47% • Unfavorable opinion: 6%
January 2013 • Name recognition: 75% • Favorable opinion: 66% • Unfavorable opinion: 13%
March 2014 • Name recognition: 88% • Favorable opinion: 47% • Unfavorable opinion: 23%
Legacy Booker's mayoralty and celebrity drew substantial media attention to Newark. While he had high ratings from Newarkers, his legacy has received mixed reviews. During his tenure, millions of dollars were invested in downtown development, but underemployment and high murder rates continue to characterize many of the
city's neighborhoods. Despite legal challenges initiated during his term,
Newark Public Schools remained under state control for nearly 20 years. Newark received $32 million in emergency state aid in 2011 and 2012, requiring a
memorandum of understanding between Newark and the state that obligated the city to request and the state to approve appointments to City Hall administrative positions. While mayor, Booker claimed in an interview that Newark's unemployment rate had fallen by two percentage points.
PolitiFact rated the claim "false" because he used data that had not been seasonally adjusted; the adjusted rate was 0.7 percentage points. == U.S. Senate ==