Sturgis Rally goers like to stop at Wall Drug

WALL, S.D. (KELO) -- There are so many things for bikers to see and do while they are in the Black Hills; Mount Rushmore, Spearfish Canyon and of course the Badlands.

And if they take a ride through the Badlands, almost all of them make a stop at the world famous Wall Drug.

"Absolutely, it's the most exciting 10 days of summer," chairman of Wall Drug Rick Hustead said.

During the Sturgis Motorcycle Rally the small town of Wall explodes with bikers, who are anxious to visit Wall Drug.

"Well on a busy day we see 20 thousand customers," Rick said.

"There's a certain point during the Rally our Main Street, there's no cars, it's just solid bikes," vice president of Wall Drug Sarah Hustead said.

Wall Drug first opened in 1931 during the dust bowl and great depression. Not a great time to start a business.

But the owner, Ted Hustead, had an idea that would be a game changer.

He had crude sign made offering weary travelers free ice water.

"Ted thought if one sign had an impact, what would 20 or 30 Wall Drug signs do," Rick said.

Well, the rest is history as they say.

Today...