Driving across South Dakota on I-90 can feel like an endless stretch of prairie, but then the signs start appearing. “Free Ice Water!” “Homemade Donuts!” “5¢ Coffee!” One after another, the Wall Drug billboards build the anticipation. By the time we reached Exit 110, there was no question—we had to stop.
Wall Drug isn’t just another roadside attraction. It’s part old-west town, part theme park, part history lesson, and part shopping mall. But most of all, it’s Americana at its finest.
This post contains affiliate links. As a participant in Amazon Associates and various affiliate programs, we are compensated when qualifying purchases are made through our referral links at no additional cost to you. Full Disclosure
How It All Began
The story goes back to 1931, when Ted and Dorothy Hustead bought a small drug store in the tiny town of Wall. Business was slow until Dorothy came up with a simple idea: offer free ice water to travelers heading to and from Mount Rushmore. They put up signs along the highway, and before long, cars were pulling off to fill up. That clever idea turned Wall Drug into a booming success, and nearly a century later, it’s still thriving.
Today, Wall itself has a population of just about 800 people, yet Wall Drug welcomes an estimated 20,000 visitors on peak summer days. It’s one of those rare places where the number of tourists on a single afternoon can easily outnumber the residents many times over.
Exploring Wall Drug
Pulling into the huge parking lot, we couldn’t miss the giant jackalope statue that practically begs for a photo. From the outside, the storefront stretches like a western main street, but step through the doors and you’re in a maze of shops, cafes, and exhibits.
We grabbed the famous free ice water and couldn’t resist a five-cent cup of coffee. The café tempted us with its homemade donuts and hearty fare like bison burgers, a perfect stop for road-weary travelers. Around every corner, there was something new—western wear shops, souvenir stands, Native American art, and even a surprisingly impressive western art gallery.
Out back, the Wall Drug “Backyard” added to the fun. Families laughed around the shooting gallery, kids climbed onto the giant jackalope, and the animatronic T-Rex roared every few minutes. It’s kitschy, but in the best possible way.
Fun Fact: The Billboards
Wall Drug’s billboards are almost as famous as the store itself. Beginning in the 1930s, the Husteads used them to spread the word about free ice water. Today, there are over 300 billboards across South Dakota and neighboring states. Some appear hundreds of miles away—Minnesota to the east, Wyoming to the west, and even as far north and south as Montana and Nebraska. And Wall Drug has gone international too, with novelty signs spotted in Europe, Africa, and even Antarctica.
The farthest official Wall Drug sign sits in Greybull, Wyoming, nearly 394 miles from Wall, South Dakota. Other “unofficial” or enthusiast-placed signs have popped up even farther away, like one in a Minnesota cornfield reading “440 Miles to Go.” Between the official and unofficial markers, counting billboards along the way has become part of the Wall Drug adventure.
A Photographer’s Playground
As photographers, we had a great time capturing the details. The colorful old-west facades, vintage neon signs, and quirky displays all begged for the camera. Wide shots worked beautifully to capture the storefronts, while close-ups of jackalopes, rustic details, and even that steaming cup of coffee brought the character of Wall Drug to life.
What’s Nearby
One of the best parts about stopping at Wall Drug is how close it is to some incredible attractions.
- Badlands National Park – Just minutes away, this park is filled with rugged beauty, colorful rock formations, and abundant wildlife. Sunrise and sunset light up the landscape, making it a dream for photographers.
- Minuteman Missile National Historic Site – A sobering but fascinating Cold War landmark located off I-90 near Wall. Visitors can tour a preserved missile silo and learn about the history of the U.S. nuclear arsenal.
- Prairie Homestead – Near the Badlands entrance, this historic sod house offers a glimpse into the life of settlers on the Great Plains.
- Buffalo Gap National Grassland – A quieter stop for those who enjoy hiking or wildlife viewing in open prairie landscapes.
Pairing Wall Drug with these sites makes for a perfect day or two of exploring the region.
Why You Should Visit
Some might dismiss Wall Drug as a tourist trap, but we found it to be a delightful stop that breaks up the long haul across the plains. It’s quirky, a little outrageous, and steeped in history. More than that, it’s a tradition—millions have made the stop over the years, and it feels like one of those places you have to experience at least once. The fact that a town of 800 draws tens of thousands of visitors a day in the summer says everything about its charm. And really, after hours of driving across the prairie, who couldn’t use some free ice water?
Tips for RV Travelers
Parking is plentiful and big-rig friendly, so pulling in with a motorhome or while towing isn’t an issue. Summer afternoons can be crowded, so mornings make for a more relaxed visit. Wall Drug is about 55 miles (roughly an hour’s drive) east of Rapid City and about 350 miles (five to five and a half hours) west of Sioux Falls along I-90, making it an easy stop whether you’re exploring the Black Hills or crossing the state. And since it’s only minutes away from Badlands National Park, it’s the perfect side trip before or after exploring the park’s dramatic landscapes.
Final Thoughts
Wall Drug is pure Americana—quirky, nostalgic, and unforgettable. For us, it was more than just a break from driving. It was a chance to step into a piece of roadside history, enjoy a donut and a cup of coffee, and make another memory on our journey through South Dakota.
What makes Wall Drug special is that it’s not just about the store itself, but about the tradition of stopping there. Generations of families have made the same detour, whether on their way to the Black Hills, heading east toward Sioux Falls, or exploring the Badlands. There’s a sense of community in knowing you’re part of that long line of travelers who saw the signs, got curious, and pulled off the road.
It’s also a reminder that sometimes the most unexpected stops turn out to be the most memorable. Sure, you’ll find souvenirs and kitsch, but you’ll also find history, hospitality, and a little bit of charm that’s uniquely South Dakota. The combination of tiny-town hospitality and world-famous notoriety makes it a stop you won’t forget.
So whether you’re crossing the state on a big road trip, exploring the Badlands, or just curious about those billboards, make time for Wall Drug. It may be a little over the top, but that’s part of the fun—and that’s exactly why it’s worth the stop.
Have you visited Wall Drug before? We’d love to hear your favorite memories—or other quirky roadside stops you recommend—in the comments below.
If you’re looking to build your own home-based business like we have with this webpage, check out Wealthy Affiliate.
Wealthy Affiliate is an all-in-one platform that you can build your whole affiliate marketing business on. It combines training, software, and website hosting into one. This makes the whole process of starting an online business from scratch much easier, especially if you’re new to building a website.
