Noem spent over $20K of taxpayer money in production costs for Mount Rushmore ads: Dems

WASHINGTON, D.C.: Kristi Noem used over $20,000 of taxpayer money for an advertisement showing her riding horseback around Mount Rushmore, Democratic lawmakers revealed Monday, March 23.

The large sum was paid to The Strategy Group Company under a subcontract, as part of a $220 million advertising campaign authorized by Noem that urged illegal migrants to leave the US while promising legal immigrants an “American dream…as big as these endless skies.”

Noem allowed usage of $52,599 on videography, photography

A partial invoice seen by Senator Peter Welch (D-Vt) and Senator Richard Blumenthal (D-Conn) revealed that Noem had allowed The Strategy Group Company to spend $20,000 on horse rentals; $3,781 on hair and makeup. The firm also used $52,599 on videography, photography and production vendors as well as $41,852 on “other vendors.”

Besides, $107,405 was spent on labor costs and $60,000 for a “signing bonus”, as claimed by the senators. An additional amount of $500 was paid to a South Dakota magic store by The Strategy Group Company.

Welch called the ad’s production costs “waste, fraud, and abuse.”

Democratic senator accuses Noem of 'abuse of taxpayer funds'

He also noted that “while leading the Department of Homeland Security, Kristi Noem and her senior team allowed tens of thousands of taxpayer dollars to be spent on wasteful production costs, a shady signing bonus, and a very expensive horse rental — and that’s just what we know so far.”

Blumenthal asserted that the spending was “completely unacceptable” and an “absurd waste, fraud, and abuse of taxpayer funds.” He added that he “will continue to demand the answers the American people deserve about how these funds were used and whether any federal officials profited from DHS contracts.”

Noem allegedly bypassed a competitive bidding process

According to a press release shared by the senators, Noem initially “bypassed the competitive bidding process to award no-bid contracts to firms” connected to her and her senior advisors.

“Safe America Media was awarded a $143 million no-bid contract from the Department of Homeland Security in February 2025 to produce and place ad campaigns for the agency,” the press release stated.

The release also noted that The Strategy Group Company was chaired by the husband of Noem’s then-spokesperson and Assistant Secretary, Tricia McLaughlin.

Trump denied any involvement in Noem's controversial ad

Earlier this month, during a Senate Judiciary Committee hearing, the 54-year-old claimed that President Donald Trump had asked him to run the ad. However, shortly after firing Noem, the POTUS stated, “I wasn’t thrilled with it. I spent less money than that to become president.”

He also said he “didn’t know about” the campaign.