Frederick William VanNatta
December 1, 1938– March 29, 2025
Fred VanNatta, the founding father of VanNatta Public Relations (VPR), passed away peacefully on March 29, 2025, in Salem, at the age of 86, in the presence of his family.
Fred was born in Portland, Oregon, to Irene (Breithaupt) VanNatta and George G. VanNatta on December 1, 1938. He grew up on a cattle and hog ranch in rural Columbia County, which later became a timber operation. He attended Rainier Union High School. He was one of the 11 family members to attend Willamette University and graduated with a degree in political science. While in school, he served in the Army National Guard.
At 17 years old, he met fellow student Mariel Dawn Fahlstrom of Astoria, and they got engaged at the Capitol Building’s Willson Park. They married in their Junior year on September 6, 1959 at Trinity Lutheran Church in Astoria, Oregon. He and Mariel moved to Eugene, where he drove a school bus to make ends meet while earning his Master’s in Political Science and Public Administration from the University of Oregon.
After receiving a fellowship, they travelled east in 1964, where Fred was the first paid campaign staffer for Pennsylvania Gov. William Scranton, who lost the nomination to Arizona Sen. Barry Goldwater. Their first daughter, Mary Louise, was born in Harrisburg, PA, that year.
Before starting his own business, he was an assistant to the Speaker of the Oregon House to F.F. “Monte” Montgomery during Oregon’s 1965 and 1967 legislative sessions.
In 1968, he was Oregon and Western States Director for California Governor Ronald Reagan. This included serving as Chief of Staff for the 1968 Republican Governor’s Conference in Palm Springs and planning major events featuring celebrities like Bob Hope. He was proud to have been headlined as a “rock star lobbyist” and was mentioned 30 times in Gene Kopelson’s 2016 book, “Reagan’s 1968 Dress Rehearsal,” which mapped Ronald Reagan’s presidential campaign enterprise. Reagan lost the nomination to Richard Nixon but would go on to win the presidency.
Daughter Michelle Marie was born that year.
Fred, a dynamic leader and visionary, built and guided VanNatta Public Relations, originally known as Public Affairs, Inc., for nearly six decades.
In 1969, Fred founded his company and quickly secured his first two clients, the Association of Engineering Employees (AEE) and the Oregon Home Builders Association (OHBA). He worked with OHBA until 2003, serving as Executive Vice President and chief lobbyist – playing a key role in the association’s growth and success. Fred was inducted into the Oregon Housing Hall of Fame in 1999 and received a Lifetime Achievement Award from the homebuilders in 2017.
In addition to his local work, Fred’s clients included national organizations such as the NBA, NFL, and Alamo Rent-A-Car. He was deeply involved in several pieces of landmark legislation, including Senate Bill 100, a bill that created Oregon’s Department of Land Conservation and Development. He is referenced in Brent Walth’s Tom McCall and the Oregon Story for his role in drafting the final compromise of this legislation.
Fred was also an active member of his community. He was a charter member of the Salem City Club and a founding member and past president of the Strategic Economic Development Corporation (SEDCOR), with VPR receiving their Community Service Award in 2021.
Fred immediately joined the Salem Area Chamber of Commerce and served as a director and chaired the Governmental Affairs Committee three times. In 2009, Fred was recognized by the Chamber’s First Citizen Committee with a Distinguished Service Award. He cared deeply about the State of Oregon and its Capitol Building, serving on the Oregon State Capitol Foundation board.
Beyond his professional endeavors, Fred had a passion for fishing and beekeeping. He co-founded Oregon Anglers, the first Political Action Committee dedicated to sport fishing in Oregon, and co-founded the Oregon Anglers Research Society (OARS). Fred was an accomplished beekeeper, winning the Oregon State Fair’s Sweepstakes Award for Best Exhibit by a Hobbyist Beekeeper in 2003. He was a dedicated member of various fishing and beekeeping associations.
Fred was incredibly proud of his two daughters. Mary Louise remained in Salem, joining the family firm in 1986. He noted that her addition was one of the greatest rewards of his life. He was equally proud of Michelle Marie, who earned her P.h.D. She is currently a criminology professor and Chair of the Sociology and Criminology Department at the Rosary College of Arts and Sciences at Dominican University in Chicago.
Fred was also committed to preserving the Columbia County property where he grew up. With his brothers Kay and Robert, he established guiding principles to ensure the land’s sustainability for future generations. Now shared by eight family members across two generations, the property remains integral to Fred’s legacy.
Fred is survived by his wife Mariel Dawn; daughters Mary Louise (husband Harvey); grandsons Ryan and Caleb; Michelle Marie (husband Maximo); his brothers Kay Charles and Robert; and several extended family members.
His legacy of leadership, community involvement, and dedication to family and sustainability will continue to inspire those who knew him.
A celebration of Fred’s life will be held May 12, 2025 at the church where Fred served as a deacon, on May 12, 2025, at Salem’s First Presbyterian Church at 770 Chemeketa Street NE, Salem, OR 97301, at 2:00 pm.
In lieu of flowers, the family asks that donations be made to:
Fred VanNatta Public Policy Internship Fund, Willamette University, PO Box 24146, Seattle, WA 98124 or online at https://engage.willamette.edu/page/33052/donate/1 or https://willamette.edu/go/give (note Fred VanNatta)
or
Oregon State Capitol Foundation, PO Box 13472, Salem, OR 97309, EIN: 20-5164853 Or online at:oregoncapitolfoundation.org.
