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Sonoma County Supervisor Race Heats Up: Big Money, Big Claims

A Billboard’s Warning: "Less Talk. More Action" — But Who’s Behind the Message?

A towering billboard along Highway 101 in Sonoma County doesn’t just tell drivers about Todd Lands, one of three candidates vying for an open seat on the Board of Supervisors. It shouts his campaign slogan—“Less Talk. More Action”—while quietly revealing the financial muscle fueling his bid.

Behind the message isn’t a groundswell of grassroots support, but a single donor: Molly Flater, who poured $150,000 into an independent group backing Lands. That’s more than double the spending from any other outside group in this race. Flater isn’t just a wealthy benefactor—she’s the COO of Gallaher Companies, a powerful local developer, and her family has a long history of bankrolling political fights.

The Money Behind the Movement

While Lands’ backers are writing big checks early, his opponents rely on more modest funding.

• Tom Schwedhelm, a former police chief and Santa Rosa mayor, leads in total donations with $154,595—mostly from businesses and political action committees tied to his stronghold in Santa Rosa.
• Melanie Bagby, the third candidate, has raised about $85,000, with most contributions coming from smaller donors and labor groups.

What makes this race unusual isn’t just the cash—it’s the timing. Normally, big-money donors hold back until a runoff, but Flater’s early investment suggests a ferocious battle ahead. Political science professor David McCuan compares it to a negotiation where the first bold move signals who’s willing to go the distance.

A Familiar Face on the Billboards

The billboard isn’t the first time the Gallaher family has used this prime Highway 101 spot. Earlier this year, Gallaher Community Housing, another family-affiliated group, plastered the same location with ads pushing for lower building fees to accelerate affordable housing. The timing aligned with developer complaints that high fees slow construction.

Curiously, the billboard has also been a rotating billboard for Poppy Bank, where Bill Gallaher serves as chairman.

June Showdown Approaches

With the June 2 primary just weeks away, the race remains fluid. Mail-in ballots are already circulating, and the first vote centers open May 23. If no candidate secures a majority, the top two vote-getters will face off in November.

Early spending suggests a hard-fought battle, but traditional grassroots efforts—smaller donors, door-knocking, and volunteer power—could still sway the outcome. As the campaign heats up, the question lingers: Is this a preview of November’s clash—or just the first round in a year-long fight?