Wall Drug

Years ago, the highways of America were dotted with unusual billboards that simply read: Wall Drug, plus the number of miles needed to reach this mecca. Growing up in California, I used to see these signs tempting me to drive some 1,200 miles to see a drugstore (even in Vietnam as an Army librarian I saw a Wall Drug sign in a remote base camp). What and where is Wall Drug? Located in the flyspeck town of Wall, South Dakota, Wall Drug could very well be characterized as the Holy Grail of kitsch, cornpone humor, and roadside humbug. Sitting off of I-90 between Rapid City and Kadoka, Wall Drug was built in 1931 to serve thirsty travelers--the owners lured motorists to the store with the promise of free ice water--and over the years has added on a book store, art gallery, and a jackalope (legendary antlered rabbits) garden, while still remaining a family-owned business. In this "special edition" from Jim and Kelly Watt's acclaimed, high-definition filmed Discoveries…America series, current manager Ted Hustead (grandson of the original owners) takes viewers on a guided tour of Wall Drug, explaining how it has evolved into a major tourist attraction for both U.S. and foreign visitors. An entertaining, humorous, and inspiring example of how a thriving business enterprise was built on the simple premise of giving people what they wanted, this profile of one of the most famous rest stops in America is recommended. Aud: P. (J. Carlson)