Ted Wheeler Pitches Himself as Progressive While Announcing Bid for Portland Mayor

His announcement stuck closely to what will likely be the theme of his campaign and his strategy for challenging incumbent Mayor Charlie Hales, who rode into office in 2012 on the promise he would bring grown-up leadership to City Hall. Wheeler wants voters to believe he's the candidate who can turn Hales' pledges into action—an idea he's neatly packaged to suggest he's to the left of Hales, where Hales may be the most vulnerable in 2016.

"I'm running because we can't call ourselves a progressive city unless we're making real progress for those who need our help the most," Wheeler told the gathered crowd of about 100. "I'm running for mayor because I know we can do better." And then, in case anyone missed it, he added: "Progressive includes progress."

Wheeler's priorities include expanding affordable housing, improving government transparency and finding a solution to repair Portland's crumbling roads. On that last point he said he'd trust voters to decide whether they can afford a new, dedicated funding stream for roads, but that he'd likely support an increase in the gas tax to pay for improvements. (Hales has so far refused to put the question to voters.)

The 20-minute press conference included several light moments, including one when a reporter asked Wheeler whether his family's affluence put him out of touch with average voters. Wheeler jokingly asked if he could translate the reporter's question: "Ted, are you too rich to run for mayor?" (The answer was no, of course.)

Wheeler never took direct aim at Hales, saying his fight wasn't with the mayor. But he did make not-so-subtle jabs at the incumbent, saying for example that real-estate developers should have to pay their fair share of the costs of new public services. Real-estate developers are among Hales' top donors.

With his wife, Katrina, at his side, Wheeler displayed the goofy earnestness many Portland voters have already come to expect from him.

"I'm totally jazzed," he says, "about the journey ahead."