Two months ago, Javier Barajas hosted former President Donald Trump at his Las Vegas restaurant, Il Toro E La Capra. At 65, Barajas has shifted his political allegiance from supporting Hillary Clinton in 2008 to backing Trump this year. His decision stems from rising costs affecting his business, including the prices of food ingredients and fuel for his catering truck.
Barajas’s nephew, Justin Favela, a 38-year-old artist, was creating traditional Mexican folk art when he received numerous confused messages about Trump’s visit. Favela shares his uncle’s economic worries but plans to vote for Vice President Kamala Harris. He is troubled by Trump’s negative comments about immigrants, which he feels do not reflect the values of supporting humanity.
“I work 12 hours a day just to get by,” Favela said. “I can’t even afford a house. The Democrats have been weak. But I would never vote for Trump. Supporting someone who labels Mexicans as rapists shows a lack of compassion.”
Trump has combined economic arguments with harsh rhetoric against undocumented immigrants, claiming they take jobs and housing from Black and Latino Americans. His campaign promises include a massive deportation operation. This messaging resonates with some Latino voters in Nevada as Election Day approaches, revealing divisions among families and friends regarding their support.
Barajas’s frustrations highlight the effectiveness of the Republican economic message. Nevada’s economy, heavily reliant on service industries, suffered during the pandemic and still faces high unemployment rates and soaring prices for essentials like gas and groceries.
“I used to pay $32 for a case of eggs; now it costs about $100,” Barajas noted. He arrived in the U.S. from Mexico in 1978 and became a citizen in the early ’90s. While he admits he does not fully trust Trump, he believes he would perform better than Harris.
Latino voters have historically supported Democrats in Nevada, but Trump’s appeal among them has grown, increasing from 28% in 2016 to 36% in 2020. A recent poll shows that 56% of Latino voters support Harris, while 37% back Trump. The poll also indicates that many Latino voters do not feel personally targeted by Trump’s anti-immigrant rhetoric.
Despite concerns over his immigration policies, some Latino voters express support for Trump’s economic approach. Jesus Marquez, a local political consultant and Trump supporter, argues that many legal Latino voters are frustrated with what they perceive as an “open border” situation.
As Election Day nears, both campaigns are intensifying efforts to win over Latino voters. Harris’s campaign emphasizes her commitment to improving the economy and border security while promoting Spanish-language media outreach.
During a recent town hall meeting with undecided Latino voters in Las Vegas, Harris addressed concerns about living costs and outlined her plans to combat price gouging and make housing more affordable.
Antonio Montes, a 22-year-old solar panel installer leaning toward voting for Harris, expressed skepticism about Trump’s economic claims. “People say Trump improved the economy, but I believe it was the previous president’s policies that made a difference,” he said.
As both candidates vie for support among Nevada’s Latino electorate—who make up about 20% of the voting population—their contrasting messages on immigration and economics will play a crucial role in shaping voter decisions as November approaches.
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