This Labor Day weekend, I went to Wyoming for my cousin’s wedding. As someone from eastern South Dakota, it is a long, straight, flat drive, with nothing of interest to look at for hours.

Yet, eventually, I began seeing a train of billboards along I-90.

“Free Ice Water – Wall Drug!”

“Wall Drug 5-cent coffee!”

“Homemade Donuts – Wall Drug!”

“Wall Drug – 150 miles!”

For hours, sign after sign appears, all drawing your attention to this magical place called Wall Drug. The message seems desperate, annoying, yet there is no way to pass through Wall, South Dakota, without stopping at Wall Drug. Even I, having passed through Wall countless times, can’t resist spending way too much time at the drug store.

The coffee is great, and the dinosaurs are even better.