Once there was a young man with a promising future: Ted Hustead dreamt of having his own drugstore and raising his family in a small town. He had no idea that his dream would become reality, a hundredfold… thanks to his wife Dorothy.
Let’s start at the beginning.
Once there was a young pharmacist, Ted Hustead. He adored his wife Dorothy. They bought a very little drugstore in the small town of Wall, South Dakota. The village was close to one of the most wonderful parks in the United States: Badlands National Park.
Ted, Dorothy and their little Billy aroused jealousy in front of their drugstore. All three hundred citizens admired them tenderly. Dorothy, who had given up her teaching career, was happy to give a hand to her husband.
Years went by. Another child was added to the family. Everything seemed great. However, nothing is perfect… Ted was short on customers: that’s why he one day told his beloved Dorothy that he intended to sell the drugstore. Under gloomy skies, Dorothy drove out of the house with the kids, to think.
She drove for quite a while. All of a sudden, she turned back and returned to her darling small town. Ted was delighted and greeted her from behind the counter. An idea had developed in Dorothy’s mind. A few days later, she handed a piece of paper to Ted. She had written a poem.
Get a soda…
Get root beer…
Turn next corner…
Just as near…
To Highway 16 & 14…
Free ice water…
Wall Drug.
Dorothy would attract visitors on their way to Badlands National Park by offering free ice water, in front of the drugstore.
Ted was sceptical, but anxious to please his beloved wife, he built a large quantity of billboards and posted Dorothy’s poem offering free ice water. The billboards were installed along Highway 16 and 14.
Success was immediate. Dorothy and the children were offering cold water to motorists and Ted was selling them bottles of Aspirin, ointments and lozenges.
The sky was blue again. Dorothy then installed a small counter to sell ice cream while still offering free cold water. They hired employees. Customers were pouring in. A restaurant, a tobacco store and a jewellery store were added to the drugstore. While Ted was selling his little pills, Dorothy minded the store.
If you ever happen to go to Badlands National Park, pay attention along Highway 16 and 14: hundreds of billboards will take you to Dorothy’s stores. Go and quench your thirst, cold water is still free… but you will be overwhelmed by all the things you can buy, I guarantee it.
Ted’s drugstore still exists. It is surrounded by businesses owned by his successors. The view is unbelievable: thousands of visitors wander among Dorothy’s shops, that now occupy several streets of the village. It looks a lot like a gigantic flea market. Customers take advantage of the free water and leave with their arms filled with all sorts of goods. You will enjoy visiting Badlands National Park after satisfying your thirst in Wall, the village of Ted and Dorothy.
Lyne
No comments:
Post a Comment