What is Wall Drug? (333 Billboards outside Wall Drug, SD)

What is Wall Drug?  It’s a drug store and restaurant and gift shop mall and tourist trap on I-90 just outside Badlands National Park in the little town of Wall, South Dakota.  For many of us, it’s a reminder of our childhood – long car trips on I-90 out west.  It’s the capital of KITSCH!

The Billboards

What is Wall DrugDepending on your route, you will likely see 100’s of Billboards extoling the virtue of Wall Drug:  Free Ice Water.  5 cent coffee.  All Roads Lead to Wall Drug, Wall Drug, as featured on the Today Show.  336 miles to Wall Drug.  Have you dug Wall Drug?

The billboards are predictably, located on I-90 starting 100’s of miles before Wall Drug, but I also saw signs in the middle of Wyoming on roads not headed directly towards Wall Drug.  There are also international signs! One could only guess how many signs are out there.  How many billboards does wall drug have?  It’s sort of like guessing how many gum balls are in a jar.  My guess – 333 Billboards outside Wall Drug!      Edit:  So I chatted with the PR folks at Wall Drug and they said officially there are 300 paid billboards for Wall Drug.  But there are many other billboards that aren’t official.  So now you know!

 The History

Wall Drug opened around the time of the depression, in a poor little town.  But it also opened around the time that Mt. Rushmore was completed.  This was a lucky break.  They had the genius idea to put up billboards and offer free ice water to travelers on the dusty roads.  This drew in the tourists on their way to Rushmore who bought ice cream cones or other goods, leading to the huge growth of the store.  Many more billboards were added after this, to spread the word.  You can read the full story in a brochure in the café.

 Main Street

Wall Drug is located on Main Street of Wall, SD among a few other businesses that have sprung up to attract visitors.  There’s loads of parking on main street, and a big gravel parking lot just a block away (follow the signs). 

The Café

Biscuits and GravyAfter a night of camping in the pouring rain in the Badlands and waking up in 2 inches of mud, I was ready for a hot breakfast and coffee.  The café opened at 8am and I ordered the special of biscuits and gravy with a cup of 5 cent coffee.  I was amazed by the large number of apparent locals skipping breakfast and sipping 5 cent coffee as they spread the town gossip.  No money made on them.  I found the prices reasonable to a little high for the middle of South Dakota. 

Shops

Wall Drug MallThere is no shortage of shops at Wall Drug.  You might be surprised what you can find from western wear to gems to shot glasses to books.   Get your South Dakota Stickers and South Dakota Magnets here.

The Chapel

The folks that started Wall Drug were Catholic and the mall includes a quiet chapel.

The Backyard

Jackalope Wall DrugThe backyard is filled with all kinds of kitschy stuff – like a plastic Mt Rushmore, a cymbal playing ape, and a great big jackalope.  Great for your Instagram shots. 

T-Rex

T-Rex Wall DrugThere were several billboards that mentioned the T-Rex feature.  This guy resides in the back building and eats every 12 minutes.    Reminds me of Jurassic Park.

The $$$

Zoltar Wall DrugEnticed by the 5-cent coffee, I headed into Wall Drug and I left about $12 poorer (but with a new refrigerator magnet and a belly full of biscuits).  You need to keep an eye on your friends or family members if they are shop-a-holics, there’s loads of stuff to buy. 

Where to Stay

There are several hotels in Wall, SD (Check Rates and Availability).  This is a great gateway to the Badlands National Park, which is worth a day of your vacation.

 

If making your way through Wall, SD, make sure you don’t miss visiting the incredible Badlands National Park.  

What is Wall Drug to you?  Have you been to Wall Drug?  What’s your favorite thing about it?

Want a reminder of your youth?  Check out the myriad Wall Drug memorabilia available:


 

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