Wall Drug Store, one of the world's most humble, yet thriving, tourist attractions in desolate Wall, South Dakota (2020 population, 881). In 1937, its husband and wife owners turned the simple idea of offering thirsty passing families free ice water grew into an emporium of western goods and eccentricites. Soon, as now, tourists heading for the Mount Rushmore presidential monument in the Black Hills were lured to Wall Drug by cleverly written signs miles and miles in advance of town. Photo by Carol Highsmith, 2021.