— — free ice water, since 1936.
“A roadside drugstore in Wall, South Dakota, that turned into a small Western town under one roof. Ted and Dorothy Hustead bought the store in 1931 and started posting signs offering free ice water to travellers in 1936. The signs travelled with the country. The store still pours the water, free, every day.
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Wall sits on Interstate 90 in western South Dakota, eight miles north of Badlands National Park and about sixty miles east of Rapid City. The town's population is roughly eight hundred. Ted Hustead, a pharmacist from Nebraska, bought the local drugstore in December 1931, and his wife Dorothy proposed the free ice water signs in the summer of 1936 to pull cars off the new federal highway. The store has been in the Hustead family for four generations.
The Wall Drug signs spread first along the highways of the Dakotas, then onto military bases across the Pacific during the Second World War, then to the London Underground and roadside fences across the lower forty-eight. The original handful at six miles out grew into thousands. The store itself expanded across most of a block, holding a chapel, an animatronic T. rex, a cowboy orchestra, and the original soda fountain. The water is still free.
Wall Drug is open daily on Main Street in the town of Wall, off Exit 110 of Interstate 90 in western South Dakota. Admission is free; the standing draws are five-cent coffee, the donut counter, the western art gallery, and the back-yard fibreglass jackalope. Most visitors stop on the way to or from Mount Rushmore and Badlands National Park. Summer mornings move quickly through the dining room; late afternoons in the off-season give the building its quietest hour.