Ocean City Councilman Keith Hartzell is preparing to officially announce his second run for mayor. This race will set up a rematch against incumbent Mayor Jay Gillian, who has held the office since 2010 and is currently serving his fourth term.
Although Hartzell, a 2nd Ward city councilman, has not yet formally entered the race, he is making what he described as a “soft announcement” by spending time meeting with voters across the city.
“What I like to do is knock on doors and talk to people, and make sure that what I’m thinking is what they’re thinking,” Hartzell said. “So when I go to announce, and I have my platform, it will be vetted from door-to-door activity every day.”
Hartzell said he is developing his campaign strategy by finding what he calls a “sweet spot,” formed through direct conversations with constituents about what will work.
He said he targets a cross section of registered voters when canvassing neighborhoods and relies on those discussions, rather than polling, to shape his message.
“I’m formulating my strategy. I’m out talking to people…This is a time when I go knock on doors every day, and I talk to people, and I gather information and research,” he said. “I mean, you can poll or you can go talk to people. I go talk to people. I’m a living room, front porch guy.”
He said an official announcement is expected toward the end of February.
Hartzell previously ran for mayor in 2022 but lost to Gillian. As a result, he also lost his council seat at that time before returning to council two years later. He said his approach this time is centered on listening directly to residents before finalizing his platform.
In explaining why he ran for mayor in 2022, Hartzell pointed to development concerns, particularly surrounding the former Gillian’s Wonderland Pier site.
“I was very concerned that Gillian’s [Wonderland Pier] would cease to exist one day, and that Mr. Mita would want to build a high-rise hotel,” Hartzell said. “And that’s exactly what happened.”
He added that while he supports redevelopment, he opposed a high-rise hotel at the site.
“I don’t mind some kind of a hotel, but not a high rise,” he said.
Hartzell said that issue is not the only reason he is running again, but it remains part of his broader vision for the city. He has publicly supported a mixed-use redevelopment concept for the Wonderland property.
The councilman described a vision that maintains boardwalk-style entertainment along the boardwalk while placing lodging toward the rear of the property.
When asked how his leadership would differ from Gillian’s, Hartzell said details would be shared once his campaign is formally launched.
For now, Hartzell said his focus remains on listening.
“This is just a time to go out and talk to people and listen,” he said.
