WATERTOWN - A self-described lifelong conservative from Watertown has announced his candidacy on the Republican ticket for the U.S. Senate seat currently held by Janesville Democrat Russ Feingold.

Dave Westlake, a small business owner, made the announcement Monday regarding the 2010 election, using the motto, "I believe in you. Do you?"

"My family and I are excited about this campaign and the opportunity to potentially represent the good-hearted people of Wisconsin in Washington D.C.," Westlake stated in a press release.

Westlake said he believes the "reckless spending and big-government agenda of our current administration" is dangerous now and damaging for the future, especially "when it's unchecked by any party balance in Congress."

"It directly impacts our homes and families, our jobs and some of the fundamental freedoms we're accustomed to, like choosing the types of cars we drive or partaking in the hobbies we enjoy," Westlake said.

In a message to potential voters on his website, www.davewestlake.org, Westlake describes himself as a "pretty regular guy" who was born and raised in Reeseville. He said he has lived his whole life in Wisconsin with the exception of his time in the Army and a few professional ventures.

Westlake is a U.S. Army veteran, having served as a combat engineer, and has a bachelor of science degree from the U.S. Military Academy at West Point.

Additionally, Westlake has a master of business administration degree from the University of Chicago Booth School of Business.

He reportedly is a life member of the National Rifle Association and a member of Ducks Unlimited, the American Legion, Disabled American Veterans and River Valley Alliance Church.

In a list of issues he supports, Westlake wrote that he favors lower taxes and decreased government spending to stimulate new business and economic activity, faith-based organizations, anti-abortion and traditional marriage, Second Amendment rights, term limits and "taking care of our military during and after their service."

"I don't pretend to be perfect, nor do I claim to independently have all the answers to everything that ails us," Westlake said. "I've made numerous mistakes in my life and, conversely, have been blessed with some fantastic victories."

Westlake said he walks away from each instance learning lessons and "accepting God's forgiveness for the times that I've failed to live up to His standards."

The candidate says his campaign centers on "common-sense leadership," including researching low-cost, highly effective energy sources like trash-to-energy technology and "preserving and protecting the American dream."

"On a fundamental level, I believe that each individual makes better decisions for themselves and for their families than the government does," Westlake said. "I believe in Wisconsinites. Now, I want to give Wisconsinites a reason to believe in themselves."

Westlake is the is the owner of High IQ in Watertown, which sells high quality printer cartridges to businesses all around the country, according to the Watertown Daily Times.