Establishments across the street that attract spillover traffic from Wall Drug Store, one of the world's most humble, yet thriving, tourist attractions almost literally "in the middle of nowhere" in arid South Dakota. In 1937, Wall's husband and wife owners turned the simple idea of offering thirsty families passing through free ice water into an emporium of western goods and eccentricities. Soon, as now, tourists were lured to Wall Drug by cleverly written signs miles and miles in advance of tiny Wall. Photo by Carol Highsmith, 2021.