Van Buren, Swearingen to square off for 34th Assembly seat

A rematch is brewing in the race for the state’s 34th Assembly District seat. With the June 1 filing deadline passed, Merlin Van Buren has announced he is once again challenging Rob Swearingen for the right to represent Oneida and Vilas counties in the state legislature.
It is Van Buren’s third run for the seat. His first campaign was in 2010 when he was defeated by former Rep. Dan Meyer, an Eagle River Republican. Two years after that, he was the Democratic nominee against Swearingen for the same seat. Swearingen, a Republican from Rhinelander, has represented the 34th since 2013.
“Fourteen years ago I ran against Rob Swearingen, and one of the number one issues was school funding,” Van Buren said. “Today, 14 years later, what is one of the number one issues? School funding. Rob has done basically next to nothing.”
Van Buren, who has served on the School District of Rhinelander Board of Education for approximately 12 years (he said he would resign his board seat if elected to the Assembly), and recently took over as chair of the Oneida County Democratic Party, said several factors converged to push him into the race. He cited redistricting changes to the 34th as one reason he sees a genuine path to victory, noting that the reconfigured district brought Vilas County back in while removing Forest and Florence counties. He also pointed to what he described as a heightened level of political engagement in the Northwoods, referencing the April Wisconsin Supreme Court race where Chris Taylor carried both Oneida and Vilas counties.
“I saw an opportunity, a possibility that it could be done,” Van Buren said. “If I didn’t think there was a possibility, I wouldn’t run.”

Van Buren, who will turn 66 in September, said he is entering the race with a specific, limited scope in mind. His plan is to serve only one term, make some needed changes, and hand the baton to someone younger.
School funding is at the top of Van Buren’s stated agenda, and it is a subject he knows from more than one angle. As a school board member, he has seen firsthand how inadequate state reimbursement for special education costs forces districts to pull money from general funds, reducing what is available for all students.
“If you don’t get this funding for special ed, you’re pulling that money from your general fund — pulling from all the kids to pay that bill,” he said.
He is also sharply critical of Swearingen’s support for the private school voucher program, arguing that it drains money from Northwoods public schools — schools in a region where, he noted, there are no voucher schools to benefit.
“He’s actually taking money away from the Northwoods and sending it south to pay for those voucher schools,” Van Buren said.
He would also like to see a full overhaul of the state’s school funding formula, which he said has left Rhinelander at a disadvantage since funding levels were locked in years ago.
Beyond education, Van Buren described “affordability” as the unifying theme of his platform, with housing costs, healthcare, and childcare among his priorities. He acknowledged he will be significantly outspent by Swearingen, who has the backing of the state Republican apparatus and a history of well-funded campaigns. He said he does not intend to accept PAC money.
“I’m not going to answer to special interest groups,” he said. “I’m going to answer to the people of the Northwoods.”
His strategy will rely on door-to-door organizing, with the support of volunteers he hopes will allow him to focus his personal conversations on voters who are ready to engage. He said he believes the current political environment — marked by protests, high turnout in spring elections, and widespread frustration with rising prices — has created an opening that did not exist in his previous runs.
“It’s going to take all those people who are involved right now, knocking on doors,” he said.
Oneida and Vilas counties have been reliably Republican for some time, as Swearingen’s dominant electoral history shows. In April he announced that he was seeking an eighth two-year term.
In his announcement, Swearingen pointed to his record of supporting economic growth and advocating for local priorities. He noted that his focus remains on lowering taxes, expanding broadband access, strengthening tourism, and addressing the unique needs of Northwoods communities.
“I’m grateful for the continued support I’ve received from people across the district as I seek another term,” he said. “My experience as a small business owner (he operated the Al-Gen Dinner Club until it was destroyed by fire in 2022) has given me a real understanding of the pressures facing families and employers, from rising costs to skyrocketing property taxes. I remain committed to keeping taxes low, limiting government overreach, and building on the strong economic foundation we’ve worked to create.”
In the most recent legislative session, Swearingen noted that he worked to advance key Northwoods priorities, including a historic investment to address PFAS contamination, along with significant investments in K-12 education and continued expansion of broadband infrastructure for residents and businesses.
“We approved a responsible state budget that delivered meaningful tax relief while also making major investments in education and workforce development,” he said. “Those efforts are critical to ensuring our region continues to grow and remains a great place to live and work.”
“Representing the 34th Assembly District has been an honor,” Swearingen said. “While other districts have seen significant changes, our district has remained consistent. I look forward to earning the opportunity to continue serving the people of northern Wisconsin.”
The election is Nov. 3.