Recommendation by Lemi
Refuel on five-cent coffee and old-fashioned milkshakes at Wall Drug Store! The sprawling shopping complex is the ideal spot to stretch your legs and stock up on supplies while crossing South Dakota. Wall Drug started out as a humble pharmacy that struggled to draw visitors. However, owners Dorothy and Ted Hustead turned their challenges into opportunities. It was simple: they advertised. “Get a soda, get a beer, turn next corner, just as near, to Highway 16 and 14, free ice water, Wall Drug,” was the billboard jingle that drew parched travelers off then-Route 16. In a time when people were tightening their belts, the promise of a cold drink was like an oasis in the middle of nowhere. The business took off and grew to a one-stop shop, stocking everything from necessities to souvenirs. Ice water is still free, and the hand-painted signs at Wall Drug serve as a constant reminder of the billboard that changed the game.
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