The Latino vote is the prize, and both Democrats and Republicans are bolstering their Lubbock efforts to woo them.
Democratic operatives, who worked for President Obama's national campaign, unveiled the Battleground Texas plan, which counts heavily on Hispanics to turn the political tide by 2020 at the latest. In the meantime, local Republicans are hoping to sway Hispanic voters through public interaction.
"How can we make sure that that percent of support, that level of support, is more constant as we look at future elections?" David Zapata, outreach director of the Republican Party of Texas, said. "That's where we need to have these conversations and make sure that people understand the need and the importance of having that personal contact with the Hispanic community."
"The population is there, the demographics are there, but demographics are not destiny," Lubbock's Democratic Party Chair Kenny Ketner said. "So, we need to register more people to vote, we need to communicate with them regularly about why it's important for them to vote, and then send them frequent reminders to make sure they vote on election day."
Hispanics make up 38 percent of the state's population, and will become the majority by 2030.