
Sure, you've seen Wall Drug signs since Ohio, but just this sign alone would make you turn around to visit this South Dakota attraction. Yet, even though you are in the middle of a deserted prairie, this oasis will only take a slight detour off the main highway.
Actually, this sign represents a foundational change to the business started in 1931. According to walldrug.com, the founder of Wall Drug had a strong sense that God was leading him to operate his small town pharmacy. However, business was bad for Ted and Dorothy Hustead. Cars just zoomed by their town and would rarely turn off onto their street (and even rarer; drive up to their store).
Nearly five years later, Ted was on the verge of quitting his dream, and leave the small town he had fallen in love with. One hot July afternoon his wife had a great idea:
"Well, now what is it that those travelers really want after driving across that hot prairie? They're thirsty. They want water. Ice cold water! Now we've got plenty of ice and water. Why don't we put up signs on the highway telling people to come here for free ice water?"The idea was simple. The idea worked, even though it meant a lot more work for the Husteads: In the 1930s ice had to be chiseled off a large block. But with the free water they sold ice cream, other goods, and provided future customers with directions. And year by year their business grew to be a popular spot for thirsty children and tired parents alike. Even today, when many roadside attractions have settled into the dust, Wall Drug is a place people go to quench their thirst with free ice cold water.
There are many lessons this story can show. Good timing. Providing a service where no one else does. Not giving up. What this lesson means to me is during the dry times, you can be one dream or idea away from when God inspires you. Failure can turn to success when you trust in Him.
Picture Credit: kyletaylor on Flickr.com
Quote Source: www.walldrug.com/t-history.aspx