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Wall Drug
The billboard empire on the edge of the Badlands
Wall Drug is a sprawling roadside attraction and shopping complex in the small town of Wall, South Dakota, on the edge of the Badlands. During the Depression its owners began luring travelers off the highway with the promise of free ice water, and the gambit worked so well that Wall Drug grew into a block-long emporium of shops, a café, and kitschy attractions. Its hand-painted signs — advertised for hundreds of miles and once posted around the world — are a piece of American road-trip lore.