"Knowing when to call it quits is one of the most important decisions we make in all facets of our lives," California Moderate Party founder Ash Roughani wrote in a message to supporters that was posted via Twitter. "Having turned 30 this past February, I can't help but feel that this was a manifestation of my entire life's experience. Yet, people weren't taking me seriously."
Roughani wrote that organizers of the effort "simply weren't generating the results we needed" to keep going. The effort has long struggled to raise money and gain traction in the state.
The former California Forward aide spent the last nine months working full time without pay to promote the proposed party, including releasing an online video channeling the "Half Time in America" Superbowl ad. The video has received less than 800 views since it was launched in early April.
"I don't know if that was due to lack of demand, credibility, media coverage, etc," he wrote. "What I do know is that I'm ready to try something new."
Qualifying a new political party in California currently requires registering about 103,000 write-in voters or collecting petition signatures from just over 1 million voters.
While those goals have been tabled, Roughani plans to keep the Web and social media presences carrying the party's purple logo alive. For now, he said he needs to focus on finding a new job to pay off debts he accrued during his Moderate Party work.
"Truth be told, there are many ways this effort could evolve," he wrote, "but I need to focus on self-preservation in the near-term."
PHOTO CREDIT: A screenshot from The California Moderate Party's April YouTube video.