Bob Richards' plan for reform fell flat with conservative United Bermuda Party members who don't see the need for change, according to a member who took part in last week's leadership contest.

Kim Swan — who beat Mr. Richards by 41 votes to 34 on Thursday night — is said to have won over the audience by citing heroes from the UBP's past and stressing the need to work hard.

In contrast, Mr. Richards got a comparatively muted response when he spoke of the need for rebranding, establishing a reform committee and bringing in consultants to drive through an overhaul of the beleaguered party.

Many had expected delegates would elect the Shadow Finance Minister because of his plan to reform the party which has repeatedly come under fire for being stuck in the past and has lost five of its 14 MPs since the last General Election.

But one party member told The Royal Gazette yesterday: "Bob's speech was basically about change and rebranding, but nobody applauded really.

"Bob spoke about how we should establish a committee in the party and look at the issues of rebranding, maybe get a consultant to come in to see how we can change.

"Kim was more about working harder, being a unified team. Kim spoke to the past people of the party.

"His message was business as usual, but he got all this applause. That's when I realised these people want the status quo.

"There's a lot of people that are not happy, but this pride and perseverance won't allow them to leave. I looked around the room.

"I didn't see anyone that had their political ear to the ground and aware of what the vast majority of the Country is saying."

Deputy Leader Trevor Moniz said it was fair to say Mr. Richards had focused on the need to change, with Mr. Swan speaking more of the need to work hard and saluting household names from the past.

But he said: "I don't think you can characterise it as a rejection for Bob. It's very important for the party to embrace both views. The skill sets he and Kim have are complimentary.

"It may be that the delegates on balance learned a little bit more to the conservative side, but if you are a leader you have to be visionary and take people forward. I think most of the delegates would have recognised the need to move forward."

Mr. Moniz said he believed both were good candidates because they stated their positions publicly, and that while Mr. Swan is personable and inspirational, Mr. Richards is more serious and analytical.

He said of the chances of Mr. Swan pushing through reform: "All I know is I'm doing my best as deputy to urge him to embrace the need to go forward."

On Thursday night, party chairman Jeff Sousa had refused to announce the vote score, with party members kept in the dark as to the margin of Mr. Swan's victory.

However, the party's website was updated over the weekend to show 76 delegates took part — a 100 percent turnout — with Mr. Swan getting 41 votes and Mr. Richards 34, with one spoiled ballot.

Asked why the vote score had been kept under wraps, a party spokesman replied: "We wanted people to focus on the one result — who won — not the vote count."