From Factory Town to Battleground: Allentown’s Latino Surge Shapes the 2024 Election

Allentown, Pennsylvania, once a manufacturing hub immortalized in Billy Joel’s 1982 hit, has undergone a vibrant transformation. Today, the city's streets pulse with reggaetón, the aroma of tacos from local eateries like La Cocina del Abuelo, and colorful murals that celebrate its cultural revival. The old factories that inspired Joel may be gone, but Allentown has been reborn with a thriving Latino community, now the majority of the population.

In the heart of downtown, one of 50 campaign offices for Democratic nominee Kamala Harris is buzzing with activity. Volunteers at the "Latinos con Harris" headquarters work tirelessly to energize voters for the 2024 presidential election. But despite these efforts, there’s still uncertainty among some voters like Adrian Modesto, a 36-year-old Walmart distribution manager. Modesto, who had supported independent candidate Robert F. Kennedy Jr. before he dropped out, is undecided, leaning toward Harris but unsure. “If I vote, it’d probably be for her,” Modesto said, citing her tax policies and housing initiatives. Yet, like others, he feels he hasn’t heard enough from Harris directly to fully commit.

The 2024 election in Pennsylvania, one of the most critical battleground states, will likely hinge on swing regions like the Lehigh Valley, home to cities like Allentown, Bethlehem, and Easton. In 2020, President Joe Biden narrowly won Pennsylvania, and for Harris to replicate that success, she must secure strong voter turnout in urban centers and gain the support of undecided voters in key areas. Meanwhile, Donald Trump seeks to reclaim the state by expanding his support in rural areas while making inroads in cities and suburbs.

Harris’ campaign is focused on engaging Pennsylvania’s growing Latino population, which is expected to play a decisive role. With outreach strategies such as Spanish-language media and a WhatsApp channel, the campaign is pulling out all the stops. Yet, polls show a tight race. Harris leads Trump by a slim margin, but with 5% of voters still undecided, particularly in bellwether areas like Northampton County, every vote counts.

Many voters remain on the fence, influenced by issues such as the economy, inflation, and abortion rights. Jessica Leibenguth, an insurance saleswoman in Allentown, is leaning toward Harris due to her stance on reproductive rights but is still not fully decided. “I like how she’s for women’s rights,” Leibenguth said, noting her disappointment with both candidates.

As Harris makes her case to the people of Pennsylvania, she is banking on grassroots efforts similar to those that propelled Barack Obama in 2008. Some, like Allentown School District board chair Andrene Brown-Nowell, see this as a rejuvenation of Democratic engagement. Harris has a strong ally in Allentown’s Cuban-American mayor, Matthew Tuerk, who believes the city’s transformation mirrors Harris’ campaign – full of energy and potential for change.

Still, the outcome remains uncertain. Both Harris and Trump have been frequent visitors to Pennsylvania, aware of the state’s importance. Harris has targeted Latino voters and small business owners with policy proposals, while Trump is aiming to peel away votes by appealing to social conservatism and economic concerns, especially among Black and Latino voters.

As the race intensifies, the result in Pennsylvania could hinge on undecided voters like Modesto and the artists and workers who represent Allentown’s changing face. Some are drawn to Harris for her policies on housing and business, while others, like Dominican muralist Mario Peralta, plan to vote for Trump, citing economic concerns. Peralta, who has lived in Allentown for 20 years, said, “The most important issue for me is the cost of living.”

Allentown, like Pennsylvania, stands at a crossroads, and the upcoming election will determine its next chapter. For now, the community continues to evolve, waiting for the change that may come with the results in November.