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Outrageous American Roadside Attractions

In the depths of the Depression, Ted Hustead’s grandmother drew up signs offering travelers free ice water in order to draw business to her husband’s struggling pharmacy in a tiny town near a nascent Mount Rushmore. Today, Wall’s billboards stretch as far as Minnesota and the store, restaurant and gift shop see as many as 15,000 visitors on a summer day. “We’re on our second- and third-generation customer,” says Hustead, grandson of the founders. “Grandparents want to share an experience that th

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Wall Drug

Location: Wall, South Dakota

In the depths of the Depression, Ted Hustead’s grandmother drew up signs offering travelers free ice water in order to draw business to her husband’s struggling pharmacy in a tiny town near a nascent Mount Rushmore. Today, Wall’s billboards stretch as far as Minnesota and the store, restaurant and gift shop see as many as 15,000 visitors on a summer day. “We’re on our second- and third-generation customer,” says Hustead, grandson of the founders. “Grandparents want to share an experience that they had when they were a kid.”

That experience has evolved “to entertain, educate and do it with world-class aesthetics,” says Hustead. Famous for its ubiquitous bumper stickers, Wall displays a priceless collection of Western art. In addition to its Yosemite and Rushmore souvenir sales, the Husteads do a half-million dollar trade in cowboy boots alone.

Photo: www.walldrug.com