A candidate running in this month's municipal election in St. John's says the high cost of campaigning is keeping qualified people out of politics.

Sheilagh O'Leary, who is running for councillor at large, said candidates should get tax deductions for some of their election expenses, a change she wants to see in time for the next municipal election.

"I would certainly like to see that changed because certainly in provincial and federal elections you get a tax deductible receipt, and that is very enticing for people, no kidding, when it comes to tax time," she said. "I think there are a lot of people who are daunted about the financial cost."

Under the city's spending guidelines, candidates for mayor, deputy mayor and at-large councillors can spend up to $80,000.

Even though nominations for this year's election close Tuesday, big election signs have sprung up around the city.

O'Leary, who has has attracted a lot of volunteer help for her campaign, says money still is essential.

"The bottom line is, you've got to think about just reaching the public. It's all about visibility; getting your name out there. As a first-timer, of course, the priority is letting people know who I am," she says.

Mayoralty candidate Ron Ellsworth has splashed out on a slick-looking website, lots of signs and a glossy 12-page booklet containing his platform. However, he says, it's not all about money.

"Yes, money is very important, but obviously working hard … is even more important, I think. Pound the pavement, meeting people on the doorsteps," he said.

Municipal elections across Newfoundland and Labrador take place on Sept. 29.