Interstate: Impressions

Marketers and advertisers know that it takes a minimum of seven, if not more, impressions to convert someone into a customer. That potential customer will need to see or hear at least seven advertisements or product mentions before they will take action. The marketers in South Dakota are well acquainted with this fact, thus the Interstate is lined with billboards that announce restaurants and attractions that are hundreds of miles away.

For example, for hours before I arrived to Wall, SD, population 800 or so, I must have seen dozens of billboards with simple but tempting graphics and slogans for Wall Drug. In hindsight, I wished I had stopped to photograph each and every one of them, although that might have slowed me down quite a bit.

The theme was simple. Each billboard emphasized a different items available at Wall Drug. One sign focused on homemade donuts, and had an image of a chocolate frosted one. Another boasted 5 cent coffee. A third showed cowboy boots. A fourth had a picture of cherry pie. A fifth announced that T-Rex was at Wall Drug. A sixth said, "Only 50 miles to Wall Drug". And on and on, mile after mile, billboard after billboard, to the point that I got curious about what kind of place Wall Drug was. Yup, they totally snagged me with their clever ads.

After soaking up the Badlands I headed to Wall Drug. Leaving the park, sign after sign informed me that I was getting closer to the 5 cent coffee. I pulled up in front of what looked like an old western store front. Wall Drug is basically a small mall filled with cowboy boots, food, games, gimmicks and more. It is probably the largest employer of this tiny town, which counts on a steady stream of visitors from the national park.

If I had been less tired, I might have lingered at Wall Drug to fully absorb the kitsch, but I wanted to eat something before traveling one more hour in waning daylight to get to Rapid City, SD. I ditched over-the-top Wall Drug in favor of the unpretentious Badlands Bar, a local joint that seemed anachronistic. Both the bartender and a few of the cowboy hatted customers smoked cigarettes as ceiling fans whirred.

The man who took my order had longish gray hair, a handlebar moustache and a friendly demeanor.

I asked him if the buffalo burger came with anything on it.

"Nope, we don't have lettuce or tomato," he said, simply stating the facts without apology. This place was really about the meat and french fried potatoes.

"Could you some put onion on it?" I asked.

"Well, I can bring you some onion on the side," he replied. I hadn't yet noticed the sign on the wall that let customers know that this place was not Burger King....you don't have it your way.

He brought over a cardboard beer bottle tote filled with condiments: two squirt bottles, one with ketchup and one with mustard, and two recycled Corona bottles, one filled with pepper and another with salt. He placed a small plastic container with chopped white onions and a white plastic fork next to it.

The buffalo burger was a bit overcooked but I dumped a lot of onions and ketchup on it, washed it down with french fries and a coke, and in its own way was just fine. Just as, in its own way, even the mildly smoky air was refreshing.