The Kitschy Charm of Wall Drug Cafe

Wall Drug Cafe is a self-promoted roadside attraction located in Wall, South Dakota. It started as a small pharmacy in 1931, and now has sprawling 76,000 sq. ft. of shopping area. The owners built the success of the establishment by offering free water to travelers for many miles. They advertised this fact with handmade billboards placed far and wide all over the area. Over the years, it has become a huge tourist attraction with its wide ranging offerings - souvenir shopping, unique cafes, art galleries and a dinosaur museum! As soon as I entered the store, I was fascinated by the artistic creations like a giant jackalope, fake mounted bison, and numerous picture spots scattered around the druggist aisles. It's amazing to see how a small marketing gimmick turned into a full-fledged business in its own right. The gift shops sell everything from Western wear and souvenirs to collectibles and jewelry items.