The town of WALL, eight miles north of the Badlands, may look like nothing special, yet thanks to Wall Drug, begun modestly in 1931 as a pharmacy and veterinary supplies shop on Main Street, it’s known around the world. You’ll learn about Wall Drug’s presence long before you reach town. Over five hundred billboards along I-90 tout its wares, including the free ice water that was its original sales gimmick. By the time you get to exit 110 (the one with the 85ft Wall Drug dinosaur), you’ll be compelled to pull off and see what all the fuss is about.