Cllr Toby Slade represents Muscliff & Strouden Park Ward on Bournemouth, Christchurch and Poole Council.
Winning the by-election for Muscliff & Strouden Park was a personal honour, but more than that, it was a clear message from our community about the direction they want to see for our town and council.
This election was not just a local contest but a referendum on the effectiveness and accountability of a council run by a Liberal Democrat-led coalition.
Muscliff & Strouden Park had been represented by independents allied with this coalition, and their decline in this election reflects a more significant trend: communities are ready for a change and ready to support Conservative candidates who speak to their values and concerns.
From the outset, our campaign focused on two key points. First, I positioned myself as a local, family-oriented candidate—a business owner, school governor, and committed resident with deep ties to the community. This foundation of trust and shared values allowed me to connect with residents in a way that went beyond party politics. Second, we delivered a clear message: this by-election was an opportunity for voters to voice their dissatisfaction with how the council was being run.
This wasn’t just my message; it came straight from the doorstep. The Lib Dem-led council and its independent allies have seen diminishing support due to their decisions, which many residents view as out of touch with local needs. Constituents shared stories of declining services, lack of engagement, and a sense of neglect from current leaders. By emphasising that our campaign represented a voice for accountability and change, we resonated with the electorate who had grown tired of feeling overlooked.
This election was not a typical Conservative-versus-Labour contest. Instead, it was a battle against a coalition of independents aligned with the current Lib Dem administration. The local independents, who had been the main representatives of Muscliff & Strouden Park, were expected to be strong competitors. However, the results told a different story. Not only did we beat them, but even when the independents’ votes were combined, our campaign came out decisively ahead. Labour came in second, but we more than doubled their vote, showing that traditional Labour messaging isn’t landing with voters here. The Three Towns Alliance candidate, representing the Lib Dem-led council coalition, placed a distant fourth.
Residents were clear: they wanted new representation and weren’t persuaded by last-minute tactics or old alliances. The independent candidate, endorsed by a current council cabinet member, made a strong push in the final days, even resorting to fly-posting across the ward. But this move backfired, as residents told us they found it intrusive and disingenuous. The choice for voters became even clearer—between a party and candidate who respected community standards and engaged transparently, and those who resorted to questionable tactics.
Our success in Muscliff & Strouden Park illustrates a critical strategy that can empower other Conservative campaigns: the importance of running on a strong local identity and holding opponents accountable for the issues that matter. Residents told me that they wanted to see a representative who was present, accountable, and responsive to the community’s needs. This message resonated deeply, particularly as many felt ignored by the current council and its independent allies.
At the polling stations, the support was palpable. Voters who had previously supported independents, the Lib Dems and Reform came forward to say they were casting their ballots for me. For many, it wasn’t just about local concerns but about restoring a sense of integrity and service in local government. We showed that when the Conservative message is grounded in local issues and a commitment to real change, we can unite broad support.
This by-election has highlighted how Conservatives can win back communities where they may have felt distant from local government. The approach is simple but powerful: listen closely, connect as a local, and campaign on a platform of accountability. By framing this election as a referendum on council leadership, we provided residents with a clear choice, and they responded emphatically.
For Conservative candidates nationwide, this campaign offers a lesson in leveraging local credibility while framing the opposition’s record as a focal point for change. My experience in Muscliff & Strouden Park proves that a Conservative message that aligns with community values, respects voter concerns, and commits to transparent governance will resonate—and win.
This campaign was an incredible journey, not only for me but for our entire community. Our victory wasn’t just a Conservative win; it was a call for a fresh approach grounded in accountability and local pride. I’m grateful to everyone who supported us, and I’m committed to turning our campaign promises into action. With continued effort and unity, we can make Muscliff & Strouden Park—and many communities like it—a better place for everyone.
