Wall Drug Store

Wall Drug Store is a retail and dining complex in Wall, South Dakota, that began in 1931 as a small pharmacy and grew into one of the American West's most recognized roadside landmarks through an aggressive highway billboard campaign. Owners Ted and Dorothy Hustead launched the famous 'Free Ice Water' advertising strategy in 1936, eventually placing billboards across the country — and reportedly worldwide — directing drivers to the store. Today the property occupies an entire city block on Main Street in Wall and comprises multiple interconnected shops, a bakery, restaurant, animated wax figures, a life-size dinosaur sculpture, a 6-foot jackrabbit statue for photos, western art galleries, and novelty gift sections. The free ice water tradition continues, alongside complimentary coffee for veterans and honeymooners. The scale of Wall Drug's interior surprises most first-time visitors: nearly 76,000 square feet of retail and dining space, including a western-themed café serving breakfast and lunch with house-made donuts. The sign phenomenon — the store claims hundreds of thousands of roadside signs placed across North America and beyond — continues to lure visitors who encounter Wall Drug references years before setting foot inside. Located directly at I-90 Exit 110 between Rapid City and Badlands National Park, the store functions as a natural highway break point. The store is a South Dakota cultural institution, drawing visitors who come as much for the roadside Americana experience as for shopping. Admission to the complex is entirely free; revenue comes from retail purchases and the café.