Wall Drug
| Company type | Private |
|---|---|
| Industry | Retail, Tourism, Pharmacy, Dining |
| Founded | 1931 |
| Founder | Ted Hustead |
| Headquarters | Wall , United States |
Area served | Regional, Tourists visiting Badlands National Park and Interstate 90 |
Key people | Rick Hustead (current leader), Bill Hustead (former leader), Ted Hustead (founder) |
| Products | Pharmacy, gift shops, dining establishments, art gallery, roadside attractions |
| Website | www |
Wall Drug Store, often referred to simply as Wall Drug, stands as a well-known tourist destination and roadside attraction in Wall, South Dakota, situated close to Badlands National Park. It functions as a cohesive business entity that includes cowboy-themed retail outlets, such as a pharmacy, gift shops, several dining establishments, an art gallery, and a striking 80-foot (24 m) brontosaurus statue.
In contrast to conventional shopping centers composed of independent merchants, Wall Drug’s integrated business approach has fueled its expansion. Drawing nearly two million visitors annually to this isolated area, it wields considerable influence in both regional tourism and retail sectors.
History
In 1931, Nebraska-born pharmacist Ted Hustead purchased the enterprise, seeking a small town with a Catholic population to launch his business. Initially facing challenges in a community of just 231 people, the company’s fortunes changed when Ted’s wife Dorothy began promoting free ice water for travelers heading toward Mount Rushmore, which quickly increased customer traffic.
Ted’s son, Bill Hustead, became involved in 1951 and transformed Wall Drug into a cowboy-themed shopping mall and department store. Bill also introduced various attractions including the Art Gallery Cafe—modeled after New York City’s Club "21"—a western art museum, a chapel inspired by New Melleray Abbey near Dubuque, Iowa, and the prominent 80-foot brontosaurus statue visible from Interstate 90. This dinosaur sculpture was crafted by Emmet Sullivan, noted for his similar dinosaur works in South Dakota and Arkansas.
Under Bill Hustead’s guidance, the business experienced substantial growth and diversification. Leadership has since passed to his eldest son, Rick Hustead, who continues to oversee Wall Drug Store’s strategic development and expansion.
Marketing campaign
Wall Drug’s notoriety is largely attributed to its extensive self-advertising efforts. Billboards promoting the store extend for hundreds of miles across South Dakota and neighboring states, mainly along approximately section of Interstate 90 from Minnesota to Billings, Montana. These signs were designed by South Dakota artists such as Dobby Hansen and Barry Knutson and play a crucial role in attracting motorists. By 1981, Wall Drug reported distributing 20,000 cups of free water daily during the peak tourist season from Memorial Day through Labor Day.
Today
Continuing the tradition of offering complimentary ice water, Wall Drug has broadened its marketing by handing out free bumper stickers with slogans like "Where the heck is Wall Drug?" and "Have You Dug Wall Drug?" Coffee remains available for just five cents, reinforcing its reputation for inexpensive offerings that encourage visitor turnout.
The venue also features more than 300 original oil paintings displayed in its Western Art Gallery Dining Rooms, representing one of the country’s foremost private collections of Western and Illustration Art. Artists showcased include N. C. Wyeth, Harvey Dunn, Dean Cornwell, Louis Glanzman, and Harold Von Schmidt.
Historically supportive of nearby military personnel, Wall Drug provided free coffee and doughnuts to United States Air Force members traveling to or from Ellsworth Air Force Base located roughly west along Interstate 90. This practice continues today with complimentary coffee and doughnuts offered to active military members and remains popular among tourists.
After the passing of founders Ted and Bill Hustead in 1999, South Dakota Governor Bill Janklow commended their visionary leadership that transformed free ice water into a thriving enterprise in an otherwise remote setting.
Media coverage
- In 1981, Time magazine identified Wall Drug as one of the premier tourist destinations in the northern United States.
- Writer Bill Bryson referred to Wall Drug in his 1989 publication The Lost Continent as "a terrible place" yet one he found endearing.
- The origin story of Wall Drug was explored over two episodes of the podcast The Radio Adventures of Dr. Floyd.
- Wall Drug made an appearance in the third season, episode eight of the television series Z Nation (2016).
- The 2020 motion picture Nomadland features scenes filmed at Wall Drug, emphasizing its cultural importance.
These appearances in various media have strengthened Wall Drug’s brand presence and expanded its recognition well beyond its local area.
Further reading
See also
- South of the Border, a comparable roadside attraction located off Interstate 95 in South Carolina
- Iowa 80
- Badlands National Park
- Breezewood, Pennsylvania
- Uranus, Missouri
External links
- Roadside attractions in South Dakota
- Buildings and structures in Pennington County, South Dakota
- Pharmacies of the United States
- Landmarks in South Dakota
- Restaurants in South Dakota
- American companies established in 1931
- Retail companies established in 1931
- 1931 establishments in South Dakota
- Tourist attractions in Pennington County, South Dakota
- Health care companies based in South Dakota
- Culture of South Dakota
- Companies of the United States by year of establishment