Coronado’s former mayor moved to San Diego. He’s acting a lot like someone running for something.

Former Coronado Mayor Richard Bailey has moved to San Diego. He’s sending campaign-style mail to residents and pushing to overturn two controversial city policies.

But Bailey still says he’s not running for office. Unless, that is, the people want him to. 

“Never say never, and if it seemed like voters wanted someone like myself with my experience, and my positions on these policies, it’s something I would be open to,” the former Republican official told Times of San Diego.

Bailey emerged as a micro-influencer over the last year, sending videos both explaining and critiquing city policy to his more than 22,000 followers. Filmed from Coronado with downtown San Diego behind him, the videos focus on cost of living and quality of life.

That led to speculation he would run in 2026 for the open council seat in District 2, where Bailey runs a beach rental business. Bailey dismissed that talk earlier this year, saying he still lived in Coronado and couldn’t run if he tried.

That’s no longer the case. He confirmed this week he now lives in Point Loma.

His move came just after he unveiled last month, via Instagram, his plan to launch citizens initiatives to repeal the city’s trash fee and parking fee increases.

So far, that effort has been limited to collecting email addresses to gauge resident interest in a formal initiative. But those are also email addresses he could rely on for a supporter base.

Three weeks after that initial announcement, and sent out text messages pointing people to his “Repeal the Fees” website,” Bailey now says he’s ready to move forward.

In January, he said he’s filing the paperwork to begin collecting official signatures.

Bailey said he doesn’t have a formal organization behind him yet, but he’s working with community members like realtor Lisa Mortentson, who is part of the lawsuit against the trash fee, and the group San Diego United Communities, a group opposing high-density developments.

He said he’s confident voters would approve the measures if they reach the ballot.

Beyond this effort, Bailey has also recently sent some San Diegans mail that look and read an awful lot like campaign pieces.

Along with pictures of him — one version of the mailer features him in a Santa costume — recipients find a list of issues like the ones he talks about on Instagram. They point recipients to another website of his “Common Good SD” that advocates for policy solutions, like pushing the city to hire 300 additional police officers.

Bailey said the informational mailers and website are not part of a political campaign, they’re just another way to educate neighbors on policy alternatives. If he was running, he’d be required to disclose the mailers as political spending.

“I’m just trying to present a new path forward where conversations are not about political parties or politicians but more about the policies that actually affect our quality of life.”