1952, and came surprisingly close to winning on the second occasion. He challenged Winnipeg mayor Garnet Coulter later in 1952, and received 28,000 votes to Coulter's 38,000 (CCF candidate Donovan Swailes finished third with 22,000). Under the Alternative Voting system in use, Swailes' votes were transferred, mostly to Coulter who won the seat. Juba called for reform of the province's liquor laws during this campaign. In 1954 he ran for mayor again, this time placing second to alderman George Sharpe. Juba would be more successful in the next election. MLA With an increased civic profile, Juba ran again as an independent in the 1953 provincial election. He finished second in Winnipeg Centre, and secured election on the eighth count. During this election, Juba supported racetrack gambling to fund the provincial hospital system. During his time as an MLA, Juba remained independent of party politics and was not committed to any particular ideology. His primary accomplishment was securing reform for the province's outdated liquor laws. Juba was also re-elected as an MLA in the provincial election of 1958, this time defeating CCF candidate Art Coulter in the redistributed, single-member riding of Logan. The minority Conservative government did not last long. He did not seek re-election again when it fell in 1959. He chose instead to concentrate on his responsibilities at city hall. He had been elected mayor of Winnipeg in 1956. Mayor of Winnipeg Juba ran for the mayor's office again in 1956, and was successful. He would serve as mayor from then until 1977. His 1956 win came, after a campaign in which he referred to Sharpe as Premier Campbell's "trained seal", and promised to fight harder for the city's fair share of provincial revenues. On election day, Juba received 46,197 votes to Sharpe's 44,266. Most of his support came from the city's ethnically diverse north-end, and his election was seen as a major victory for the city's non-Anglo-Saxon communities. One local newspaper described the result as a "big upset", and provincial CCF leader Lloyd Stinson later called it "a pretty shocking experience for South Winnipeg". Winnipeg was the first city in North America to use a central emergency number (in 1959). It instituted the change at the urging of Mayor Juba. Juba was a flamboyant mayor. He was skilled at using the media to win support for his causes. He was a strong promoter of Winnipeg on the world