Editor's note: This is another in a series of profiles of the nine candidates running for three Ventura City Council seats in the Nov. 6 election.

At an early campaign forum, Mike Gibson walked into the room and organizers, not recognizing him, weren't sure if he was a guest or a candidate.

Such is the case for the 51-year-old first-time challenger, who has worked hard to promote himself in his attempt to take a City Council seat from a trio of incumbents with name recognition.

The career public employee believes the city must place greater emphasis on generating new money. It's especially important now, he said, because the downward trend in the real estate market is likely to continue, eroding the city's tax base for essential services.

"I feel economic development has been long neglected," he said. "One of the keys to good economic development is sending a clear message to the business community that they are welcome to come to Ventura."

He said Ventura currently has a poor reputation for its slow, regulation-heavy permit process.

Gibson disputes the argument that Ventura can afford to be pickier with development because of its amenities and desirability.

"That's not the case anymore, now that property taxes have stalled and sales taxes are flattening out," he said. "We are going to have to look at new, innovative ways of attracting new revenue by being more business-friendly and courting high-quality businesses."

He promotes adding a mix of high-tech employers and retail outlets while retaining small businesses. He also believes the city can be marketed more effectively as a tourist destination.

He voted against last year's ballot measure that would have raised the local sales tax by a quarter-cent to pay for increased public safety.

"I felt the council was too quick to go to voters to force them to dip into their own pockets when they hadn't explored all opportunities to build the local tax base," Gibson said.

He said he's qualified to be a council member because of his two decades working in local government, including stints with the cities of Simi Valley and Oxnard. The married father of three has worked as the business manager for the Santa Barbara County Parks Department for the past 13 years, overseeing contracts and budgeting.

He moved to Ventura two years ago after more than a dozen years living in Port Hueneme. "I will bring a fresh perspective and new ideas," he said.

Gibson's lack of name recognition has made it difficult to raise contributions. Despite his pro-business platform, he did not receive an endorsement from the Ventura Chamber of Commerce's political action committee. Members declined to discuss their deliberations. But Steve Doll, a commercial real estate broker and former chamber board chairman, said community involvement is seen as a vital candidate measurement.

"If you are new, you really start at the bottom of the totem pole in Ventura," he said.

Gibson did get endorsed by the Ventura County Republican Central Committee. His campaign, however, largely has been self-funded. He expects to spend about $10,000 of his own money.

He knew it wouldn't be easy, which is why he has put a lot of effort into walking neighborhoods and speaking at forums. "People don't feel as safe as they used to," he said of his conversations with residents.

The city will need new money to add public safety personnel and enhance maintenance of city parks, streets and beaches — things "our citizens expect of city government," he said.

He said he would be hard-pressed to vote against Wal-Mart if its complies with city rules for opening a store at the current Kmart site on Victoria Avenue. He would prefer new big-box stores near the Ventura Auto Center, where they would have less impact on traffic.

The hills above Ventura, however, would not be where he would target development. "The community has spoken on that and has been very clear that's not where it wants homes to go," he said.

As a fiscal conservative, he opposes new taxes and doesn't support an effort to create tough rules on building heights. "You have to look at what's best for the future of the community," he said.

He has used his closing statement at candidate forums to urge voters to shake up the current city leadership, saying that staying the course would only advance mediocrity. "I really want to contribute, as corny as that may sound," he said.