Republican gubernatorial nominee Tom Tiffany rolled out an eight-point plan Tuesday aimed at lowering taxes and everyday costs for Wisconsin families, sharpening the contrast with Democratic nominee David Crowley over what is quickly becoming a central issue in the race for governor: affordability.
Tiffany unveiled his “Keep More of Your Hard-Earned Money” agenda at Clifford’s Supper Club in Hales Corners, where he was joined by State Sen. Julian Bradley and taxpayers from across Milwaukee County who have been impacted by tax increases under Crowley’s tenure as county executive.
“You work hard for your money. You should be able to keep more of it,” Tiffany said. “Government should be looking for ways to make life more affordable, not looking for another way to reach into your pocket.”
The plan calls for lowering and eventually freezing property taxes, delivering a 10% income-tax cut for working families earning less than $150,000, eliminating state income taxes on tips and overtime, returning the state budget surplus to taxpayers, reducing utility costs, preventing additional sales-tax increases, repealing Wisconsin’s minimum markup law and pursuing regulatory and occupational licensing reforms aimed at creating good-paying jobs.
On property taxes, Tiffany pledged to end Gov. Tony Evers’ controversial “400-year” veto before pursuing a freeze designed to give homeowners greater certainty over future tax bills.
“If you’re a senior on a fixed income, you shouldn’t have to wonder whether rising property taxes will force you out of the home you spent a lifetime working for,” Tiffany said.
The proposal comes as both campaigns battle to define themselves on affordability. Polling has consistently identified the economy and cost of living as likely defining issues in November.
For Tiffany, that means increasingly putting Crowley’s record in Milwaukee County at the center of the race.
Since taking office, Crowley has approved increases to Milwaukee County’s property-tax levy in five of six budgets. The lone exception came in 2024, after Crowley successfully pushed to increase the county sales tax from 0.5% to 0.9% — an 80% increase.
Despite the additional revenue, Milwaukee County’s five-year financial forecast projects a roughly $51 million budget gap in 2027 that grows to nearly $169 million by 2031.
Tiffany also pointed to the candidates’ records in the state Legislature. In 2019, Tiffany voted for a 10% middle-class income-tax cut that was ultimately signed by Evers, while Crowley voted against the legislation. Crowley also opposed a separate Republican income-tax proposal that year that Tiffany supported.
“David Crowley believes government needs more of your money,” Tiffany said Tuesday. “I believe you need more of your money.”
The affordability rollout comes the same day Tiffany launched his latest statewide campaign ad, “Tax It All,” which similarly targets Crowley over the Milwaukee County sales and property-tax increases and his votes against tax relief in the Legislature.
Crowley and his Democratic allies have attempted to turn the affordability argument back on Tiffany. A Democratic Governors Association-backed group launched an ad last week accusing Tiffany of supporting federal policies that have increased costs, while portraying Crowley’s proposals on utilities, health care and property taxes as an alternative.
Tiffany, however, argued Tuesday that Crowley’s record provides voters with a preview of what his approach would look like statewide.
“We cannot afford Tax Collector Crowley taking more of your paycheck just to spend more in Madison,” Tiffany said. “We unlock Wisconsin’s potential by putting power back where it belongs: with the people who work for a living, not the politicians who spend for a living.”
