National City Councilmember Jose Rodriguez will take office as mayor in December, promising a more active city government and stronger support for workers as the city struggles with a $13 million budget deficit. His victory marks a political shift from retiring Mayor Ron Morrison, a conservative-leaning independent whose influence on city government spans more than three decades.
Rodriguez, a progressive Democrat who received 55 percent of the vote, said residents had endorsed a change in direction. He wants the city to respond more readily to everyday needs, including repairing potholes and maintaining streetlights. Depending on the result of an unresolved council race, he could have a 4-1 council supermajority supporting his plans. His election also ends a years-long period in which Democrats held no mayoral offices in majority-Democratic South San Diego County.
Morrison’s approach emphasized limited government and support for businesses as National City worked to overcome urban decline and move beyond its industrial past. He leaves a city that remains San Diego County’s lowest-income and most densely populated, with serious financial problems and divisions among its leaders. Morrison disputes Rodriguez’s portrayal of his tenure as stagnant, arguing that Rodriguez has contributed to conflict while offering promises without results.
Rodriguez, 41, has lived in National City since 2013 and served on the council since 2020. He attributes his support for unions to watching his father, a landscaper, and mother, a hotel room cleaner, work demanding jobs for low wages. The union representing city employees and the firefighters union endorsed him, while the police officers’ union did not. Labor unions collectively spent more than $100,000 supporting his candidacy.
Residents expressed differing views of the incoming mayor. Jessica Villa, an urgent care employee, said she supported Rodriguez because she wanted greater investment in healthcare and affordable housing. Cashier Jennifer Montes questioned his honesty and objected to campaign attacks labeling his opponent, Councilmember Marcus Bush, “MAGA Marcus.” Bush, who describes himself as a progressive Democrat and says he detests Donald Trump, rejected that characterization as false.
Rodriguez said he would work with council colleagues who support getting city business done, including Bush. He cited his relationship with Councilmember Ditas Yamane as evidence that cooperation is possible despite disagreements over housing and social issues. Yamane, who won reelection, praised his work and honesty. Bush said he would judge Rodriguez by how he governs, while raising concerns about truthfulness during the campaign.
An early challenge will be a proposed business tax increase that councilmembers could consider putting before voters in a special election next year. A committee of business leaders developed the proposal as an alternative to an earlier failed measure. It would raise substantially less revenue than the increase supported by Rodriguez and his allies. Rodriguez wants discussion postponed until he and the newly elected councilmembers take office.
City Manager Doug Schulze has warned that National City could become insolvent within a few years. Rodriguez said the budget can be repaired without layoffs or service reductions, pointing to $4 million in spending reductions through department consolidation and the elimination of vacant positions. He sees additional revenue as the central answer and argues businesses should contribute more. Jenifer Ball, vice president of Ball Auto Group and a participant in drafting the alternative tax proposal, said businesses were willing to help but should not be required to balance a budget they did not cause.
