It wasn’t the glitzy event one would expect of a grand opening for a new political command post—in Los Angeles, no less. Many of the signs were hand-written, the hors d’oeuvre your basic vegetable tray, and the space in serious need of working air conditioner. There were the obligatory red, white, blue balloons thrown in various corners, but Obama’s California state headquarters is definitely a work in progress.
Yet, there’s something about the place, a good thing, an air of old-school political campaign. Opening night, the phone room was bristling with supporters volunteering to call local constituents. The strategy room was buzzing with plans of action and new approaches to the next debate. The dj played reggae and guests were definitely digging on the soundtrack.
Riding the grass-roots seems both retro and forward thinking in the era of both the black tie wine-and-dine and social network fundraising, where deep pockets still want to dress up but where everyone with a computer can be an important reporter, campaigner, contributor. This headquarters was down-low, shabby-chic, intimate: you have to tuck in your elbows to get around but there’s also therefore a chance of actually bumping into someone and making contact. Conversations all started with an “excuse me” and followed with animated words about how Obama was going to take down his opponents—that or just a smile and impromptu dance moves.

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