Wall Drug in Wall South Dakota

One of the world’s most well-known tourist attractions, it’s hard to believe Wall Drug Store got its start with something many wouldn’t even turn their heads at today … the promise of free ice water. But in fact, the Husteads turned free ice water into a million-dollar idea with a little determination, quick thinking and a lot of signs.

Signs with catchy jingles like “Get a soda . . . Get a root beer . . . turn next corner . . . Just as near . . . To Highway 16 & 14. . . Free Ice Water. . . Wall Drug” drew weary travelers into the small-town drug store to enjoy a refreshing break. Today, more than 2 million visitors a year stop at the popular roadside attraction for a meal or activity, 5 cent coffee, and ice water – which is still free.

Located in Wall, South Dakota, Wall Drug has always been a popular stop on the road to the more populated areas like Mount Rushmore or Rapid City. As a matter of fact, when the United States Air Force operated the Minuteman missile silos east of Wall, the Hustead family offered free coffee and donuts to the service personnel as they traveled to and from Ellsworth Air Force Base near Rapid City. Wall Drug honors the men and women in the armed services by providing them free coffee and donuts to this day.

Read Ted Hustead’s story about the genius behind what made Wall Drug Store into the roadside attraction we love and celebrate around the world.