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Extensive Media Enterprises Good Friday morning. Former state Sen. Jack Latvala, once one of the most influential powerbrokers in Tallahassee, has died. He was 74. "It is with profound sadness that our family shares the news of the passing of Jack Latvala. We are grateful for the outpouring of love, prayers and support during this difficult time," the family said in a statement. "Jack dedicated a lifetime to public service and was honored to serve the community he loved. We appreciate everyone's kindness and respectfully ask for privacy as our family mourns this tremendous loss." Latvala's roots in Republican politics ran far deeper than his time in office. After graduating from Stetson University in 1973, he threw himself into party work, managing campaigns and, by 1975, serving as a young operative for the Republican Party of Florida. In the shadow of Watergate — with Democrats in complete control of the Legislature — Latvala crisscrossed the state recruiting Republicans to run for legislative seats. This thankless assignment put him on a first-name basis with a generation of the party's builders, including Jack Eckerd, the St. Petersburg drugstore magnate and perennial statewide candidate. 
Jack Latvala leaves behind a political legacy that shaped generations of Florida Republicans. Image via Kevin Cate. In 1979, he founded Direct Mail Systems, the St. Petersburg firm that turned direct mail into both a thriving business and a political weapon. Through the 1980s and into the 1990s, Latvala recruited candidates up and down the ballot and gave the Republican Party the data, expertise and technology many credit with laying the groundwork for the GOP takeover of Tallahassee. That groundwork culminated in his own election to the Senate in 1994 — the same year Republicans won control of the chamber for the first time since Reconstruction. In the Florida Senate, Latvala represented parts of North Pinellas County from 1994 until 2002, and then again from 2010 until 2018. Throughout his tenure, Latvala was considered one of the Chamber's ultimate statesmen, with a keen ability to carry the torch for his Republican Party while still reaching across the aisle to Democrats. In his later service, he was often seen as an ally of moderates and Democrats, blocking conservative legislation that some saw as too extreme for Florida at the time. He sometimes aligned with Democrats on issues ranging from protecting environmentally sensitive land to increasing pay for public workers. In 2017, he was the only Republican to vote against putting a homestead exemption increase on the ballot, deriding the proposal as "ill-conceived." Latvala's brand of politics seems long gone in what is now ruby-red Florida, but when he served, Latvala was able to whip votes, change hearts and minds, and influence policy. He never rose to the rank of Senate President, but those in Tallahassee knew that if they wanted something done, having Latvala in their corner was one of the best ways to make it happen. Latvala's highest-ranking position in the Legislature was as Appropriations Committee Chair, widely considered the second most powerful position in the Senate, and the post with the power of the purse. He served in that role from 2016 until late 2017. The late Senator earned accolades from competing political interests, including the Florida Sheriffs Association's 2014 Legislative Champion Award, an honor for which Pinellas County Sheriff Bob Gualtieri recognized Latvala for his "unconditional commitment to the sheriffs." Meanwhile, the ACLU of Florida recognized Latvala three years earlier with its weekly Defender of Freedom award for honoring privacy rights in healthcare, a nod to his comments and vote against a bill that would have required doctors to perform an ultrasound and show and describe the images to women seeking an abortion before the procedure could be performed. "I just basically believe in the philosophy that government needs to stay out of decisions like this," Latvala said at the time. As Latvala's legislative career was winding down, he launched a campaign for Governor in the 2018 cycle and was widely viewed as a top-tier contender. Then the end came suddenly. On Latvala's 66th birthday — Nov. 3, 2017 — multiple women anonymously accused him of sexual harassment, as the Tampa Bay Times' Michael Van Sickler reported. A subsequent Senate investigation included testimony that Latvala had groped women and attempted physical contact in exchange for legislative favors. He resigned after a retired judge issued a 33-page report documenting the claims of a lobbyist with whom Latvala had a 20-year relationship, including text messages outlining his support for her agenda if she would engage in sexual contact with him. "My political adversaries have latched onto this effort to rid our country of sexual harassment to try to rid the Florida Senate of me," Latvala wrote in his resignation letter. Months later, he ended his campaign for Governor. Tallahassee State Attorney Jack Campbell subsequently declined to bring charges. "There is insufficient evidence to prove beyond a reasonable doubt that Mr. Latvala was unlawfully compensated or rewarded for his official behavior as a Florida Senator," Campbell wrote. While a lingering ethics case against Latvala was ultimately dismissed in 2023, the scandal marked the end of his career in elected office. Yet Latvala, ever the political fighter, continued to wield influence quietly in the years that followed. Most recently, Latvala was advising former St. Petersburg Fire Rescue Chief Jim Large on his campaign for St. Petersburg Mayor. He also kept working with Republican candidates through Direct Mail Systems and his Largo-based printing firm, Gulf Coast Imprinting. His work as a whip-smart political strategist didn't go unnoticed. "Jack Latvala was a legend in the GOP. A revolutionary force in direct-mail persuasion and fundraising during the critical years of the Florida Republican Party. Jack was first and foremost a loyal, partisan Republican. Headstrong and steadfast, the ultimate hard ass. Those who knew him well also knew a very kind man who looked out for others. A true southerner, a Simple Man," said David Rancourt, the interim vice president of Advancement and Vice Provost at New College of Florida, and himself a brilliant political mind. But more than that, Latvala was a mentor to up-and-coming Republicans following him, including Rancourt. "Jack stood by me through thick and thin, always having my back, even when I failed. Especially when I failed. He pushed to get the best out of everyone. Jack loved to talk about finding some 'Latvala magic' in his work. I will always be grateful for his mentorship and our friendship. Rest in peace, my friend." That mentorship extended beyond one protégé. Lobbyist Alan Suskey, who met Latvala through his friendship with Chris Latvala, said the Senator took him under his wing early in his career — famous temper and all — invoking Proverbs: "As iron sharpens iron, so one person sharpens another." "When I'd go by his office and tell him I didn't understand something about a rule or how to get an amendment through, he'd close the door, push his glasses up with his finger, and teach me (not always quietly)," Suskey said. "He didn't have to do any of that — he just wanted to, for a reason I still can't explain. That's the kind of man he was." "There are a lot of stories people will tell about him in the coming days," Suskey added. "The one I'll remember most is the story of an old piece of iron whose greatest joy in life was sharpening the pieces around him." The Latvala family name has become synonymous with political influence. Latvala's son, Chris, served in the Florida House and is currently serving as a Pinellas County Commissioner. The younger Latvala's wife, Bianca Latvala, is a force in her own right, advising Republican candidates and now running for the Clearwater City Council. The Latvalas are also known for working behind the scenes on various campaigns, primarily supporting Republican candidates for office locally. Chris Latvala, for example, was instrumental in Clearwater City Council elections two years ago that handed Clearwater an all-Republican Board. As tributes poured in, those who knew Latvala kept returning to how hard he was to pigeonhole. "In a world where people love to put labels on everyone — liberal, conservative, Democrat, Republican — Jack was a complete independent," former Clearwater Mayor Frank Hibbard told the Tampa Bay Times. "Even if people didn't like him, they respected him because of his knowledge and that he could get things done. He knew how to return a favor." 
Jack Latvala built influence through conviction, compromise and an unmatched command of Tallahassee politics. Image via Kevin Cate. Jack Latvala's political career was marked by the sort of fiscal conservatism that defines the Republican Party, but with a moderate touch. He campaigned on and served in office as a political moderate, fighting for lower taxes, public safety and stronger consumer and environmental protection. He was also a champion for funding public schools while seeking accountability in public education. Latvala was born Nov. 3, 1951, in Oxford, Mississippi. He moved with his family to Florida in 1961 and grew up in Polk County before attending Stetson University. Direct Mail Systems and Gulf Coast Imprinting both remain operational today. Survived by his wife Connie Prince, his son Chris and his wife Bianca Latvala, his daughter Stephanie Courson and her husband Jim Courson, their daughter Sydni Courson, and son Blake Courson and his wife Kaylea Courson, and his stepchildren, Keri Prince and Nicole DuVerger. —"Jack Latvala, longtime Florida Senator and Republican powerbroker, dies at 74" via Michael Van Sickler of Tampa Bay Times —“Florida leaders remember Latvala’s lasting political legacy” via Romy Ellenbogen and Michael Van Sickler of the Tampa Bay Times |