Trending Now - Noem's Mount Rushmore Ad Costs Include Horse and Makeup Expenses
WHO:
Kristi Noem, Secretary of the Department of Homeland Security (DHS)
President Donald Trump
Republican Senator John Kennedy
Markwayne Mullin, selected to replace Noem
The Strategy Group Company, a subcontractor involved in the ad production
Welch and Blumenthal, lawmakers questioning Noem
WHAT:
Noem spent $20,000 on horse rentals and $3,800 on hair and makeup for Mount Rushmore ads
The advertising campaign authorized by Noem cost over $220 million
The Strategy Group accrued more than $100,000 in labor costs and a $60,000 signing bonus
Approximately $50,000 was spent on videography, photography, and production vendors
Noem's ad featured her riding a chestnut-colored horse in front of Mount Rushmore
WHERE:
Mount Rushmore, South Dakota
WHEN:
The ad was filmed in October 2025
Noem is expected to leave DHS by the end of March 2026
Senate confirmation vote for Markwayne Mullin expected on March 27th, 2026
WHY:
Noem pledged to root out wasteful spending upon becoming DHS secretary
The spending was questioned during congressional hearings earlier in March 2026
HOW:
The payments were made under a subcontract issued to The Strategy Group Company as part of the advertising campaign
Noem claimed President Trump approved the spending, which Trump denied
(UPDATED March 24, 2026 01:45 UTC)
In a congressional hearing earlier this month, Secretary of the Department of Homeland Security Kristi Noem faced scrutiny over her $220 million advertising campaign featuring her riding a horse in front of Mount Rushmore, which included $20,000 for horse rentals and $3,800 for hair and makeup. The campaign's costs, managed by The Strategy Group Company, also included over $100,000 in labor and a $60,000 signing bonus, raising questions about wasteful spending despite Noem's pledge to eliminate it. As Noem prepares to leave her position by the end of March, the Senate is set to vote on Markwayne Mullin's confirmation to replace her on March 27.