BURLINGAME (CBS / AP) — The chairman of the California Republican Party is trying to rebrand the damaged GOP name in the state.

Since taking the helm of the party last year, Tom Del Beccaro has held town hall meetings with Hispanic voters and is trying to keep Republican candidates focused on issues such as state spending that he says will help them win elections this year.

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At the same time, he wants them to talk less about divisive social issues. This weekend’s state party convention will start to put a fresh face on the GOP, showcasing the Asian, Hispanic and young voters the party needs to survive.

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Republican registration numbers have been falling for more than a decade in California. Del Beccaro’s challenge is to persuade new voters to register and vote as Republicans.

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