After a long drive through the plains of South Dakota in the quiet town of Wall, Wall Drug Store stands as one of America’s most iconic roadside attractions. Known for its quirky and frequent advertisements, free ice water, and a promise of a unique shopping experience, Wall Drug has grown from a small pharmacy into a sprawling complex that attracts over two million visitors annually all eager to break up a long drive with this unique stop.
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A Brief History of Wall Drug
Wall Drug’s story begins in the early 1930s, during the heart of the Great Depression. Ted Hustead, a recent graduate of pharmacy school, and his wife, Dorothy, were looking for a place to start their own business. They settled on the small, isolated town of Wall, South Dakota, despite its population of just 231 people. The town was struggling economically, and the Husteads quickly realized that attracting customers would be a challenge.
After several years of minimal success, Dorothy came up with a brilliant idea in the summer of 1936. Recognizing that the nearby Badlands National Park drew a steady stream of thirsty travelers, she suggested offering free ice water as a way to draw people into the store. Ted put up signs along Highway 16, advertising the free water, and the idea worked like magic. Cars began pulling off the road, and Wall Drug’s reputation started to grow.
From these humble beginnings, Wall Drug has grown into a sprawling, 76,000-square-foot complex that includes restaurants, shops, art galleries, and even a chapel. What started as a small pharmacy is now a full-fledged destination, a place where the promise of free ice water continues to entice travelers from all over the world.
Things to See and Do at Wall Drug
While free ice water remains a popular draw, Wall Drug offers far more than just a cool drink on a hot day. Here are some of the key attractions you’ll want to explore during your visit:
1. The Wall Drug Store
At the heart of Wall Drug is, of course, the pharmacy where it all began. While it still functions as a drug store, today it’s much more of a general store, offering a wide range of products from over-the-counter medications to cowboy boots, souvenirs, and books. The store’s eclectic mix of merchandise reflects its roots as a small-town pharmacy while catering to the diverse needs and interests of modern-day visitors.
2. The Wall Drug Café
One of the most famous aspects of Wall Drug is its café, which serves up hearty, home-cooked meals. The café is particularly famous for its homemade donuts, five-cent coffee, and buffalo burgers. These affordable, no-frills options make it a favorite stop for families and road-weary travelers looking for a satisfying meal.
3. The Backyard
The outdoor area known as “The Backyard” is where Wall Drug’s eccentric charm truly shines. Here, you’ll find a variety of photo opportunities, including a giant jackalope, an 80-foot brontosaurus, and a six-foot-tall rabbit. Kids and adults alike will enjoy climbing on these oversized statues and taking photos to remember their visit.
4. The Traveler’s Chapel
For those seeking a quiet moment of reflection, the Traveler’s Chapel offers a peaceful retreat. This small, non-denominational chapel is tucked away in a corner of the complex and provides a serene environment for prayer or contemplation. The chapel’s stained-glass windows and wooden pews add to its charm, making it a hidden gem amidst the hustle and bustle of Wall Drug.
5. The Wall Drug Art Gallery
Wall Drug is also home to an impressive collection of Western art. The Wall Drug Art Gallery features works by prominent artists such as Harvey Dunn and L. Frank Baum, the author of “The Wizard of Oz.” The gallery’s collection includes paintings, sculptures, and Native American artifacts, offering visitors a glimpse into the region’s rich cultural heritage.
6. Shopping for Souvenirs
No visit to Wall Drug would be complete without picking up a souvenir or two. The complex offers a wide variety of items, from kitschy postcards and magnets to high-quality leather goods and handcrafted jewelry. Whether you’re looking for a small memento or a unique gift, you’re sure to find something that catches your eye.
7. The Western Art Collection
Ted Hustead was an avid collector of Western art, and his passion is evident throughout Wall Drug. The walls of the complex are adorned with paintings, murals, and sculptures depicting scenes of frontier life, Native American culture, and the rugged beauty of the American West. The collection is a testament to Hustead’s love of the region and his desire to share its history with visitors.
8. The Wall Drug Dinosaur
One of the most recognizable landmarks in Wall is the Wall Drug Dinosaur, an 80-foot-long concrete model of a brontosaurus that towers over the parking lot. Originally built in 1967 as a way to attract more visitors to the store, the dinosaur has become an iconic symbol of Wall Drug and a popular photo op for families and dinosaur enthusiasts.
9. The Pharmacy Museum
For those interested in the history of medicine, the Pharmacy Museum at Wall Drug offers a fascinating look at the evolution of the pharmaceutical industry. The museum features a collection of antique pharmacy equipment, vintage medicines, and historical photographs, providing insight into how pharmacies like Wall Drug operated in the early 20th century.
10. The Wall Drug Mining Company
Kids will love the Wall Drug Mining Company, a gem-panning experience that allows them to sift through sand and water to find semi-precious stones. This hands-on activity is both fun and educational, giving children a taste of what it was like to prospect for gold in the Old West.
Directions to Wall Drug
Wall Drug is conveniently located just off Interstate 90, making it an easy stop for travelers heading to or from the Black Hills, Mount Rushmore, or Badlands National Park. Here are some simple directions to help you find your way:
- From Rapid City, South Dakota: Wall Drug is approximately 55 miles east of Rapid City. Take I-90 East and look for Exit 110 (Wall, South Dakota). After exiting the highway, you’ll find Wall Drug just a short distance north on South Boulevard.
- From Sioux Falls, South Dakota: If you’re coming from the east, Wall Drug is about 300 miles west of Sioux Falls. Take I-90 West to Exit 110 (Wall, South Dakota), and follow the signs to South Boulevard.
- From Mount Rushmore: If you’re visiting Mount Rushmore, Wall Drug is a little over an hour’s drive east. Take US-16 East to I-90 East, then follow I-90 to Exit 110.
- From Badlands National Park: Wall Drug is located just north of Badlands National Park, making it an ideal stop after exploring the park’s dramatic landscapes. From the park, take SD-240 West (the Badlands Loop Road) to I-90, then head west to Exit 110.
Planning Your Visit
Wall Drug is open year-round, but hours may vary depending on the season. It’s a good idea to check their website or call ahead to confirm current hours of operation, especially if you’re visiting during the winter months. Parking is plentiful and free, with ample space for RVs and larger vehicles.
While Wall Drug can get busy, especially during peak tourist season in the summer, the complex is large enough to accommodate crowds without feeling overly congested. To make the most of your visit, plan to spend at least an hour or two exploring the various shops, attractions, and exhibits.
