With Duncan D. Hunter Jr. vying for the Alpine U.S. House seat from which his father, Duncan Hunter Sr., is stepping down, rival Republican candidate Bob Watkins faces a formidable challenge: taking a seat that has long been held by a well-known, conservative family.

It is a reality that shapes the campaign strategy of Watkins, a businessman and president of the San Diego County Board of Education.

“Telling voters you’re not voting for Duncan Hunter Sr., you’re voting for Hunter’s son” is a major plank of the Watkins’ campaign, according to campaign manager Brian Watkins, who is not related to the candidate. “This race is going to be won on the ground.”

Hunter, an Army Captain who finished his third tour of duty in December, is running on his military background. He joined the race after his father announced in March 2007 that after 26 years in office he would not run for reelection. At the time, the elder Hunter was campaigning for the Republican presidential nomination.

Also campaigning for the vacant seat are Republican Brian Jones, a Santee City Councilman and minister, and Democrat Mike Lumpkin, a retired Navy officer.

Allan Hoffenblum, editor of the non-partisan California Target Book, says that with his business background and tenure as president of the Lincoln Club Watkins brings an appeal to the “country club Republican” set – an important demographic in a district that has an affluent population in its coastal region.

Watkins has also lined up a series of impressive endorsements. Sitting in his corner is Assemblywoman Shirley Horton, San Diego County Supervisor Ron Roberts, and Chairman of the San Diego County Board of Supervisors Greg Cox.

Jones’ presence in the race could also help Watkins because Jones’ religious background may draw some conservative-minded voters away from Hunter.

One major factor to watch, says Hoffenblum, is the expected low turnout in the June 3 primary. If only the most conservative voters head out to the polls that day, Hunter might be in for a win, but the Watkins campaign says that won’t necessarily be a problem.

“(The turnout) doesn’t help any one candidate,” said Watkins, the campaign manager, who added that he was expecting to see “low-to-mid” turnout.

Watkins said that the more informed voters who were likely to vote in the primary would not confuse Hunter with his father.

For now, Watkins said the campaign is pounding home its grassroots emphasis, and is focused on interacting with voters.

“This race is really about getting out and talking to voters,” said Watkins.