Former Progressive Labour Party supporter Sylvan Richards goes into Bermuda Democratic Alliance's first by-election stating: "Political experience is overrated."

Mr. Richards dismissed the suggestion former Senator Marc Bean will simply walk to victory in Warwick South Central, the PLP stronghold occupied by former Premier Ewart Brown since it was formed in 2003.

"I'm not taking that approach at all. I believe Bermuda Democratic Alliance is really an opportunity for those voters fully disenchanted and disappointed or just don't agree with what the Government is doing," Mr. Richards told The Royal Gazette.

"If people have been feeling somewhat helpless, this is the opportunity to send a message to Government and vote for an alternative to the two legacy parties.

"We have a real opportunity with the youth vote and all voters looking for a home who are fed up of some of the old rhetoric. We have a new approach to problem-solving and we are a party that isn't trying to divide the population based on race.

"I realistically think we could take it. I say that because I have been talking with people. I have never seen the disenchantment so high against politics period. I'm a new guy, I care about Bermuda.

"Some people might say we are inexperienced and might not have the confidence they should in us. I would say, look at the people in the BDA who are very astute business-minded people with a common touch. Political experience sometimes is overrated. We have got a lot of experience politically in the House right now. You can't give them a passing grade.

"My experience is life experience, business decision-making experience. People are looking for honesty, integrity, transparency and responsiveness."

Mr. Richards, 51, is assistant vice president of the general casualty department at Allied World Assurance Company.

He says he wanted to get involved in politics because he felt Bermuda was heading in the wrong direction.

He joined the BDA shortly after its formation despite being a lifelong PLP supporter, explaining: "I thought that our leadership at that time was failing us. There was a rise in social problems, a downturn in the economy. I needed to get involved in some level."

He said he couldn't join the United Bermuda Party because of its legacy and it had been ineffective since losing power in 1998.

"I just thought the BDA was a new organisation unencumbered by legacy issues, with a blank slate," he said.

"I was very impressed with the people, they were intellectually talented, people who run their own businesses and blue collar as well — very diverse: male, female, black, white.

"I just felt this was the party I wanted to help build and grow: the future of politics."

Mr. Richards says Government needs to do more to make international business feel welcome.

"I know it's a delicate balance protecting Bermudian business, but at the same time you can't make international business feel they are a pariah," he said.

"I feel we have damaged ourselves unnecessarily because of an overly negative attitude from Government."

He says his canvassing in Warwick South Central, where his family has roots, has shown the top concern to be crime. More neighbourhood watch initiatives and visible Police patrols would help people feel more comfortable, he said.

Mr. Richards went to Warwick Academy and Bermuda College before attending Howard University where he received a bachelor of business administration. He worked abroad for seven years before returning to Bermuda to become an underwriter.

The married father of two girls is a member of Cornerstone Bible Fellowship.

He travelled to Haiti in January of 2010 with a group from Cornerstone to help in the aftermath of the earthquake for two weeks.