I had never heard of Wall Drug until I read about it in a travel guide.
In 1931, Ted and Dorothy Hustead purchased a little drug store in the tiny (population 238) town of Wall. Although Wall was in the middle of nowhere, it seemed to be a good match. The town had a Catholic church and was in need of a pharmacist. Against the advice of family and friends, the Husteads
Followed their strong instincts, which insisted this was the right move. Business was almost nonexistent. A new monument 60 miles down the highway called Mt. Rushmore had recently opened. Dorothy, outside in the heat, could hear the traffic in the distance. She got the idea to offer free ice water to parched travellers. This began Wall Drug's campaign of self-promotion. Signs and billboards advertising the establishment can be seen for hundreds of miles. Visitors to the store started posting their own signs all over the world announcing how many miles to the notorious store.
It has grown into a South of the Border-type shopping emporium.
Loads of souvenirs, but also some high end stuff like top of the line camping supplies and killer cowboy boots.
Two people, upon hearing that South Dakota was on our itinerary, asked if we would be visiting Wall Drug...Jill (my mother-in-law) and my friend Anne. I'm wondering if it is a common crossword puzzle clue?
We enjoyed lunch in the cafe, where they still offer free ice water.
Our own sign is in-hand and ready to post in Jericho. It will read, "1796 miles to Wall Drug."
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