Map of Wall Drug “The Ice Water Store”

“Wall Drug is Still Dispensing Ice Water”

What began as a small roadside drug store in 1931 eventually developed into a 75,000-square-foot international attraction and the largest employer in the town of Wall, South Dakota. The strategic advertising campaign for Wall Drug Store began with a suggestion by the founder’s wife that travelers along the nearby highway might be thirsty. “Free Ice Water” was promoted on a hand-painted sign, and its success saw Ted Hustead and his son, Bill, issue hundreds of similar billboards across the U.S. and the world.

This promotional flyer and menu printed in 1982 shows the slogan was still going strong over five decades later. The five-panel folding brochure provides a history of the Badlands (with map of the National Park), a plan of the store, and a list of free attractions that include an animatronic cowboy orchestra, a Western art gallery, and a large replica of Mt. Rushmore. The menu replicates the floor plan and includes a list of the restaurant’s offerings.

The map of Badlands National Park is signed Rose Mary Goodson (a local artist) and the illustration on the front of the menu is also attributed to R.M.G. It’s likely she did the store layout as well, though I’ve been unable to identify her initials.

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