Tea partiers gather at the Tea Party Express national bus tour rally at the Illinois State Fairgrounds. GOP operatives crash the tea party

Just days after the first widespread tea party demonstrators hit the streets a year ago Thursday, Joe Wierzbicki, a Republican political consultant with the Sacramento firm Russo Marsh + Rogers, made a proposal to his colleagues that he said could “give a boost to our PAC and position us as a growing force/leading force as the 2010 elections come into focus.”

The proposal, obtained by POLITICO, was for a nationwide tea party bus tour, to be called the Tea Party Express, which over the past seven months has become among the most identifiable brands of the tea party movement. Buses emblazoned with the Tea Party Express logo have brought speakers and entertainers to rallies in dozens of small towns and big cities, including one in Boston on Wednesday that will feature former Alaska Gov. Sarah Palin.


Aided by campaign-style advance work and event planning, slick ads cut by Russo Marsh, impressive crowds and a savvy media operation, the political action committee run by Wierzbicki, Russo Marsh founder Sal Russo and a handful of other Republican operatives has also emerged as among the prolific fundraising vehicles under the tea party banner. Known as Our Country Deserves Better when it was founded during the 2008 election as a vehicle to oppose Barack Obama’s campaign for president, the PAC saw its fundraising more than quadruple after it took the Tea Party Express public in July, raising nearly $2.7 million in roughly the following six months, compared with less than $600,000 in the preceding six months, according to Federal Election Commission filings.

Its fundraising success has made the PAC — which formally filed with the FEC in October to change its name to “Our Country Deserves Better PAC–TeaPartyExpress.org” — a power player in the tea party and beyond, airing hundreds of thousands of dollars in ads supporting Republican campaigns such as Scott Brown’s successful special election for Senate in Massachusetts and blasting Democratic ones, such as Senate Majority Leader Reid’s reelection bid in Nevada.

And that fundraising success has also meant a brisk business for Russo March, which essentially runs the PAC. In that capacity, Russo Marsh and a sister firm called King Media Group have received $1.9 million of the $4.1 million in payments made by the committee — a financial relationship that is not uncommon between political action committees run by consultants and their consulting firms.

But the Tea Party Express’s high profile has angered tea party leaders who are suspicious of its big payments to Russo Marsh, view the bus tours as distractions from meaningful grass-roots organizing headed into the 2010 midterm elections and say the Republican ties of both the firm and PAC are wrong for a movement that has prided itself on independence from the political establishment and has fiercely rejected what it sees as GOP efforts to co-opt it.

“We’ve worked hard to distance ourselves from the Tea Party Express because of their close affiliation with the Republican Party, the Republican establishment and their PAC,” said Debbie Dooley, a national coordinator for the Tea Party Patriots, a national umbrella group of local activists. The Patriots have supported a strict nonpartisan posture but also have struggled to raise money, and Dooley contends that’s partly because of Tea Party Express.

“When people donate to Tea Party Express, they think that they are donating to a tea party, because they don’t read the fine print at the bottom of their e-mails that says it is a PAC,” she said. “And that hurts the local grass-roots tea party organizers, since a lot of that is actually taking some money away from them.”

Adds Ned Ryun, president of American Majority, a nonprofit group that trains local tea party organizers: “I’m concerned that they’re using (Tea Party Express) as a marketing gimmick to line the pockets of consultants instead of actually helping the tea party movement. People are already pretty fired up, so enough protesting and rallying — they need to be empowered to go back and organize their communities.”

In a draft of his proposal last April, Wierzbicki seemed to anticipate some of the criticism, broaching the idea of recruiting Eric Odom and Michael Patrick Leahy, among the organizers of the April 15, 2009, rallies, or FreedomWorks, the Washington-based nonprofit that has helped organize local tea party groups and events across the country.

“We can probably pull off a phenomenally successful tour without these big-ego establishment types,” Wierzbicki wrote in his proposal, cautioning his colleagues that in any effort to woo them “We have to be very, very careful about discussing amongst ourselves anyone we include ‘outside of the family’ because quite frankly, we are not only not part of the political establishment or conservative establishment, but we are also sadly not currently a part of the ‘tea party’ establishment.”

Wierzbicki posited that his PAC’s lack of establishment tea party backing could be offset by winning over “local tea party leaders and grass-roots conservatives” and also by generating buzz including “mentions and possibly even promotion from conservative/pro-tea party bloggers, talk radio hosts, Fox News commentators, etc…”

And the PAC’s focus had to change to reflect the tea party movement. Wierzbicki told POLITICO that Our Country Deserves Better did this primarily by eschewing some of the national security and social issues on which it focused during the campaign in favor of a narrower concentration on the fiscal issues that unite much of the tea party movement. But he defends the PAC as having “a commitment to honoring the principles of the tea party movement.”

“There is an integrity to the work we do with Tea Party Express,” said Wierzbicki, asserting the Express adheres to the five principles emblazoned on the side of its bus, which he summarized as “end the bailouts, lower taxes, stop government-run health care, end the out-of-control deficits and reduce the size and intrusiveness of the federal government.”

Before its tea party days, however, the PAC aired ads praising Palin, both during and after her unsuccessful GOP vice presidential campaign, “for serving the people of America with a servant’s heart,” standing up to “the liberal media” and teaching her son about “the honor and valor of serving in our nation’s armed forces.”

Other Our Country ads aggressively attacked Obama, sometimes using themes Palin’s running mate, Republican presidential candidate John McCain, had declared out of bounds. One reminded voters of “hateful sermons from Obama's pastor for over 20 years,” while footage played featuring former Obama pastor Rev. Jeremiah Wright preaching the words “God damn America!”

Russo — who helped elect former Govs. George Deukmejian of California and George Pataki of New York, among other Republicans, and helped engineer the recall of Democratic California Gov. Gray Davis — said he was actually planning to shutter Our Country Deserves Better after the 2008 election, “but so many people were telling us that somebody had to stay active and do something. So we decided that we would do that, but we weren’t clear on exactly what we would do.”

When the tea party movement picked up steam, Russo said, it made sense for the PAC to join in. “We had a good running start,” he said.

Russo brought with him some of old tricks. The bus tour, for example, mirrored the cross-country “Stop Obama Tour” in which a bus emblazoned with pictures of McCain and Palin flanking the Our Country Deserves Better PAC logo, stopped at 30 pro-McCain/Palin rallies during the final two weeks of October 2008.

And then, as now, a substantial portion of the PAC’s spending goes through Russo Marsh and, to a lesser extent, through King Media.

The PAC paid Russo Marsh $135,000 in consulting fees and commissions, $400,000 for e-mail and Web newsletters and at least $650,000 to produce and place television advertisements. Though some of those sums reflect payments for e-mail address list rentals and television airtime that were passed along to list vendors and television stations, respectively, many of the blast e-mails and television ads served to drum up more attention and cash for the PAC, even as they also touted Republican candidates or attacked Democratic ones.

“Go to OurCountryPAC.org and help us defeat Nancy Pelosi’s Democrats,” one pre-tea party PAC ad instructed viewers. A more recent offering urged viewers to “Join the Tea Party Express as we send Bart Stupak packing for an early retirement. Log on to TeaPartyExpress.org as we fight to defeat Bart Stupak.”

Kelly Eustis, who was fired from his job as the Our Country Deserves Better’s political director in October, said the PAC — and particularly the Tea Party Express aspect of it — “is keeping the firm afloat.” Eustis, who started his own PAC and also has been retained to do fundraising consulting for rival tea party groups, said that while he was at Our Country Deserves Better, his colleagues regarded the tea party as “a brand name. We stole the brand name to make money.”

And he charged Russo and Wierzbicki with “basically hijacking the movement for their personal and business gains without regard for real tea party activists.”

Russo countered “we’re hardly making any money at all. I’m a cause-oriented person. This is not a lucrative business proposition. It’s a cause for me. I believe in what I’m doing.”

As for the bus tours, Russo said “they work for us. It’s a great vehicle to go to a lot of places and get a lot of people involved and engaged. I am proud of what we do. Who else goes out there and motivates people and insinuates involvement and activity and actually is making a difference in what is going on?”