Sunday in Wall, South Dakota, is not unlike any other day at first glance. The town is jam-packed with tourists. This is because the town is the Wall Drug Store, founded in 1933, an enterprising theme park that collects tourists off I-90 like black flies off the Black Hills, motorists at their wits ends after 12 hours of driving through flat cornfields.
Main Street is Wall Drugs on one side and Wall Drug spinoffs on the other side. Wall Drugs is a half-mile of winding creaking corridors of fudge shops, gun dealers, American flags, skin sellers, tonic brewers, restaurants, western clothing dealers with every clerk dressed like Annie Oakley or Roy Rodgers. Roy Orbison booms behind the many old photos plastered everywhere and if you accidentally bump into an employee in the halls, she courtsies or he bows.
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