BRANSON BUSINESSMAN HOPING FOR DEMOCRATIC ELECTION-NIGHT UPSET

Even though U.S. Rep. Alan Wheat is viewed by media and political leaders as the frontrunner and holds a huge fundraising advantage, Branson businessman Jim Thomas believes he may surprise some people Tuesday night.

When votes are cast in the Democratic U.S. Senate primary, Thomas said he will find out whether his careful campaign to attract the attention of Democratic voters was successful.

Rather than pouring more than $2 million into the campaign like Wheat, Thomas said he has spent about $300,000, using what he called "a well managed, austere approach."

"I run my campaign like a businessman. He runs his like a congressman: spend, spend, spend," said Thomas, during a campaign stop in Jackson Tuesday with his wife, Joy.

Thomas, who failed in bids for Congress from Southwest Missouri in 1962 and 1964, decided to run for the Senate after he decided none of the candidates could defeat Republican John Ashcroft in November.

He termed Ashcroft "an obstructionist to the state" during his eight years as governor.

To get his message out, Thomas used the support of Branson music stars like Box Car Willie, Bobby Vinton and Mickey Gilley. Using the Hollywood production experience of one of his eight children, Thomas placed ads on cable television stations around the state. At one time, 144 ads were running a day.

This week, he started advertising on broadcast stations, and has launched a full-scale media assault by buying time on 80 radio stations and newspapers across the state.

"The key is to have memorable spots," said Thomas.

Although most of the ads focus on his experience as a successful businessman and offers voters, "leadership with integrity," Thomas has TV ads criticizing Wheat for bouncing 86 checks in the House bank scandal two years ago.

He uses comedian Yakov Smirnov, and an entertainer from one of his shows at the Five Star Theatre in Branson, to artfully drive home the point about Wheat's checks.

Thomas said he is convinced that Ashcroft will raise the checks issue frequently during a fall campaign. Thomas calls the 86 bounced checks Wheat's "Achilles heal," and said it flaws his candidacy.

Thomas also suggested that Wheat's record in Congress "represents what many people hate about Congress: big spender, ultra liberal, and bounced 86 checks."

A slick campaign brochure outlines his position on issues and includes photos of Thomas with former presidents John Kennedy and Harry Truman and former Sen. Stuart Symington.

Aside from the ads, Thomas also has produced a 24-minute video tape that was sent to Democratic leaders around the state, including 850 Democratic county officials. The tape mixes the entertainers with Thomas' campaign message.

"The tapes allow me to go into the living rooms of Democrats around the state so they get to know me," explained Thomas. "These Democratic officeholders don't want a flawed candidate. They want someone who can win in November."

If he is successful winning the nomination, Thomas said it will bring a national focus to Missouri.

"If I win this nomination, this will be one of the biggest upsets in the U.S. Everybody thinks Washington-based people are capable of buying an election, but this will prove that wrong. It will be a big thrust for the general election," said Thomas.

Born and raised in Joplin, Thomas moved to Branson in 1968 and began developing property that helped attract entertainers to the Ozarks town. He currently owns the Roy Clark Lodge of the Ozarks, an entertainment and convention complex, and built a 2,700-seat Roy Clark Theatre.

His Five-Star Theatre on the Branson strip features an illusionist and comedian, complete with wild animals. One of his promotional gimmicks is to have the illusionist make a brand new Corvette disappear. But visitors to his theater can write their names on the back of ticket stubs, for a drawing that will be held on Halloween for the Corvette.

As an outstate candidate, Thomas said he received a big boost when State Rep. Steve Carroll of Hannibal, withdrew from the race. He also believes he will be helped because support for other candidates in the race is "soft."

"I have a sound record and background. I can't be intimidated or be absorbed by the Washington thing," Thomas said. "I think that I am in tune with the philosophy of the people of Missouri. They are hungry for leadership with integrity."

Thomas cited several recent newspaper stories around the state portraying him as "the Democrat to watch." The more people watch him, the more likely they are to vote for him, he contends.

"If I lose, it is only because I did not get my message out enough," said Thomas. "So far, the people who have heard my message like what they hear."

If he loses next week, Thomas promised to support the Democratic nominee, even if it is Wheat.

"I will support him over and above John Ashcroft," pledged Thomas. "But I fear Ashcroft will chew him up and spit him out, and hurt the Democratic Party in the state."