CHARLESTON, S.C. — By this time four years ago, Mitt Romney had given up on South Carolina, pulling his ads and ceding the state two weeks before the Republican primary.
It was the same Mitt Romney who bolted onto a stage outside Charleston last week, wearing jeans and a smile as he basked in a friendly crowd and brighter prospects. Same guy. Different year.
“Last time, he was the Yankee governor and the Mormon,” said state Rep. Nathan Ballentine, a Wells Fargo banker from Columbia. “Now he’s the business professional who can lead the country.”
The former Massachusetts governor hopes to win the Jan. 21 primary in a state that prides itself on anointing every GOP nominee since 1980.
The contest comes 11 days after Tuesday’s New Hampshire primary, where Romney is heavily favored. He’s sending prominent surrogates and relocating staffers to the Palmetto State. This week, advisers say, Romney will get more high-profile endorsements.
“It’s going to come down, … as it always does, to South Carolina,” Sen. John McCain, R-Ariz., told Romney supporters Friday in Myrtle Beach. “If Mitt Romney wins here, he will be the next president of the United States.”
Polls released after he won last week’s Iowa caucuses showed Romney leading in South Carolina for the first time in a year, with former Sen. Rick Santorum and former House Speaker Newt Gingrich his nearest rivals.
The stars also seemed aligned for Romney in 2008.
He’d hit the ground before any of his rivals and built a wide network. He had U.S. Sen. Jim DeMint of South Carolina in his camp, along with one of the state’s top consultants. He blitzed the airwaves.
But he was a tough sell. In a conservative state where evangelicals make up 60 percent of the GOP electorate, he was a Massachusetts moderate with a questionable record. He finished a disappointing fourth.
“It was like selling ribeye steaks to vegetarians; they just weren’t having it,” said Wesley Donehue, a Romney consultant in 2008 who until last week served as a senior adviser to Michele Bachmann. “People just didn’t trust him. … Since then, he’s been able to jump that trust hurdle, and people are starting to listen.”
This year, Romney got a late start in South Carolina, just as he had in Iowa. Two high-profile consultants didn’t even come on board until December.
But he won key supporters, including Gov. Nikki Haley and state Treasurer Curtis Loftis, a tea party favorite.
“When you look at the field,” said Ballentine, “he’s the grown-up who can go up to Washington and manage that sandbox.”
At Charles Towne Landing, Haley told a crowd that Romney would promote South Carolina-style conservatism in Washington on such issues as voter ID laws, “mandatory” health care and illegal immigration.
“I asked him, ‘Gov. Romney, can you believe that we passed an illegal immigration bill in this state and the federal government is saying we can’t do it?’ ” Haley said, standing alongside the candidate.
“And he said, ‘Every state that passes a law should be able to enforce those laws in their state.’ That’s what we need in a president!”
While a pro-Romney super PAC has attacked Gingrich and other rivals, Romney has sought to stay above the fray, targeting President Obama instead. He casts the president as an advocate of big government and spending, arguments that play well in a conservative state.
South Carolina voters “take a lot of pride in that record,” said former U.S. Rep. Henry Brown, who represented coastal Carolina for five terms.
“We try to really pick the best candidate. And I think (Romney) is the best.”