Wall Drug, South Dakota

In 1931 Wall, South Dakota, population 326, had only a drug store, church, and a bank. The drug store set up signs offering free ice water, trying to get travelers to stop. It worked and that lead to more signs and more customers. The population now is 876 and over 20,000 visitors a day.

Along the highway you will see these designs and many more.
Even in other states, pointing the way.