It was December 1931. Dorothy and Ted Hustead had just bought the only drugstore in a town called Wall on the edge of the South Dakota Badlands. They'd been open a few days, and business had been bad.
In this little prairie town there were only 326 people, 326 poor people. Most of them were farmers who'd been wiped out either by the Depression or drought. By the time the summer of 1936 came around, the business hadn't grown much at all. But one hot Sunday in July, Dorothy came up with the idea of serving ice cold water to the people driving across the hot prairie. So they put up some signs out on the highway modeled after the Burma Shave signs.
In this little prairie town there were only 326 people, 326 poor people. Most of them were farmers who'd been wiped out either by the Depression or drought. By the time the summer of 1936 came around, the business hadn't grown much at all. But one hot Sunday in July, Dorothy came up with the idea of serving ice cold water to the people driving across the hot prairie. So they put up some signs out on the highway modeled after the Burma Shave signs.
And the rest is history.
I visited Wall Drug probably 8 years ago and I thought it was nothing but a junk yard with junk for sale. Dirty and disorganizd. 
I was pleasantly surprised when we stopped this time. It has really been cleaned up and was actually a very enjoyable place to stop. Very good ice cream.
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