Utah's 3rd Congressional District will now become a primary spending ground for Republicans Chris Cannon and John Jacob — and much of the money may be their own.

Jacob impressed Utah's GOP establishment by coming out first in the May 13 state GOP Convention over incumbent U.S. Rep. Cannon to square off in a June 27 closed Republican primary election.

A successful water and land developer, Jacob says he will now pump between $100,000 and $300,000 — maybe even more — into his race over the next four weeks, promising to "spend what is needed to get myself known, my message out. But I will still be frugal."

His radio ads — and perhaps some TV ads as well — will start running after Memorial Day, Jacob said, as the primary race heats up in the final four weeks.

Jacob said up through the convention he contributed around $335,000 of his own funds to his campaign. His campaign spent upwards of $300,000.

At $635,000, Jacob's personal spending through the primary election would become one of the largest donations to a U.S. House race in Utah — although other wealthy candidates have spent much more on statewide races, such as governor and U.S. Senate.

And Cannon, also a millionaire, may have to start giving heavily to his primary race, as well.

Cannon did not return Deseret Morning News telephone messages for comment Monday. Earlier this year, Cannon told the newspaper that considering he's up against a millionaire who may spend freely, he may well spend some of his own money in this campaign.

"Yes, I could, and probably would," Cannon said.

Monday, Cannon's chief of staff, Joe Hunter, said, "If the day comes there is not enough money in the campaign account to do what we need to do, he can put up personal funds. That day has not arrived. We are raising money very rapidly."

In his first run at the 3rd District in 1996, Cannon spent $1.5 million of his own money unseating then-Democratic Rep. Bill Orton.

But since then Cannon's wealth has constantly dwindled, with personal finance statements filed with the U.S. House showing he could have lost as much as $20 million in unwise investments since first taking office. Outside of the public reports, which only show ranges of assets and debts, Cannon has consistently declined to give exact accountings of his personal assets.

House filings earlier this month show Cannon's wealth at between $2.1 million and $7.5 million, not including his personal house and cars.

Up through the convention, Cannon had raised and spent nearly half a million dollars since his 2004 re-election. Being an incumbent — who have financial resources far beyond out-of-office challengers — nearly all of that cash came from individuals and political action committees.