Oklahoma Tourism's $30M Marketing Contract Scrutiny Leads to Termination - What's Next?

Major Shakeup in Oklahoma Tourism Spending

In a significant turn of events, the Oklahoma Tourism and Recreation Department (OTRD) is reevaluating its marketing strategies after a $30 million marketing contract with VI Marketing has come under fire following inquiries from FOX 25. This investigation revealed that $30,011,761.47 of taxpayer money has been funneled through the agency over the past four years, with a hefty monthly retainer of $125,000.

The Importance of Tourism in Oklahoma

Tourism plays a pivotal role in Oklahoma’s economy, being the third-largest industry in the state, contributing over $10 billion annually. To attract visitors, the state has relied heavily on expensive ad campaigns managed by third-party vendors, including VI Marketing, which has worked with OTRD for nearly a decade.

Uncovering the Financial Flow

Through an Open Records Request, FOX 25 uncovered 2,959 invoices from January 2020 to October 2024, but the specifics of how these funds were utilized remain unclear. The previous executive director, Jerry Winchester, signed off on these invoices until his resignation in 2022 amid a scandal involving state park restaurants. His successor, Shelley Zumwalt, continued to oversee the contract until her recent retirement.

Accountability and Transparency

The investigation raised pressing questions about transparency and accountability in the spending of taxpayer dollars. As FOX 25 sought answers from OTRD, they were met with evasive responses regarding the ongoing payments to VI Marketing.

Contract Termination Announcement

In response to the scrutiny, OTRD announced that they are terminating their contract with VI Marketing, stating:

"The Oklahoma Tourism and Recreation Department is committed to meeting its statutory duty of promoting the State of Oklahoma through both new and traditional media. ... the Department determined the best interest of the agency and Oklahoma taxpayers would be served by ending the contract as the agency evaluates its marketing needs moving forward."

Additional Funding Sources for VI Marketing

It's noteworthy that VI Marketing also receives over $20 million annually from Oklahoma’s TSET program and the Highway Safety Office, prompting further scrutiny into their overall funding.

For ongoing updates on this developing story, stay tuned.