In a shocking move that has begun to reverberate throughout the American conservative movement, Marco Rubio has just announced that he’s skipping the 2016 CPAC – the Conservative Political Action Conference – the pre-eminent conservative gathering.  Rubio’s decision to be missing in action at CPAC is a snub to the conference, as well as to the more than 12,000 conservatives planning to be there starting next Wednesday, March 2. 

Neither Rubio nor his communications director gave any reason for this snub, but it comes at a particularly telling time in the campaign, when some of Rubio’s past actions are coming under the harsh glare of public scrutiny.  This decision also casts doubts on either Rubio’s conservative credentials or – based on his recent upsurge in support from mainstream country-club Republican leaders and donors – his willingness to publicly align himself with the conservative movement.

The 500,000-member American Conservative Union, which hosts CPAC each year, was quick to respond to Rubio’s decision.  In a statement provided to Breitbart, the ACU said:

Although Marco Rubio has built a conservative record and has a high ACU rating, he and his campaign have made a rookie mistake. Today the Rubio campaign informed ACU’s chairman that their candidate is unwilling to make time to meet with activists and answer their questions at CPAC 2016. Sen. Rubio cannot have it both ways: he cannot hope to be the inspirational leader of conservatives and at the same time hide at the very moments when activists who comprise the heart and soul of the movement assemble and organize.

For 43 years CPAC has been that critical moment, and in this year’s conference will be the biggest yet. Ronald Reagan came to CPAC 13 times; he launched his national political career from CPAC and our theme this year comes from President Reagan’s first public address after his 1980 election. That theme is ‘Our Time is Now.’ Reagan’s words ring even truer today than when Reagan first said them. If we do not carry the country in 2016 America will be a different nation. But if conservatives are not central to the effort we will fail before we even begin. 

We also appreciate those candidates and former candidates who have made CPAC 2016 a priority: Donald Trump, Ted Cruz and Ben Carson, Scott Walker and Carly Fiorina (our former Foundation Chair.) They honor Reagan’s legacy and they honor the thousands of conservative activists who will spend significant resources to travel to CPAC to learn, be inspired, and eventually vote in our straw poll for the person they want to carry the Reagan torch.

Self-consciously adopting the mantle of Reagan, Rubio has long claimed that he was the only candidate who can bring together the various elements in the Republican Party and the conservative movement, as well as “Reagan Democrats,” independents, and others.  Marco Rubio has indeed made a “rookie mistake,” and it may well cost him.  His snubbing more than 12,000 committed conservatives isn’t likely to play well with those hard-core patriots. 

As I go to participate in tonight’s Nevada Republican caucus, Rubio’s decision is weighing heavily on my mind.

Ned Barnett is a political strategist and campaign consultant, as well as the founder of Barnett Marketing Communications, which supports start-up, high-tech, health care, and nonprofit clients.  He has authored a dozen books on professional communications and has taught at two major universities.  He is currently working on a book focusing on practical ways of winning elections.  He also plans to attend CPAC.