This is 99% invisible.

I'm Roman Mars.

There's a place in South Dakota just off Interstate 90.

That's one of those tourist attractions that you see hundreds of signs for as you approach.

They count down the miles and list the reasons to stop in.

Cowboy boots, donuts, cheap coffee, 60 miles ahead, souvenirs, fun for the whole family.

That's reporter Phil Corbett from a podcast called The Wind.

And a few months ago, while driving across the wide stretching grasslands of South Dakota, I aimed

the wheel off the freeway and followed the signs to the ultimate roadside stop, Wall Drug.

We are a fun roadside attraction.

We're a slice of Americana, you know.

This is Sarah Houston. Sarah owns Wall Drug with her dad, and she is the fourth generation of Houston to run this place.

It's in the small town of Wall South Dakota, which sits right at the spot where the badlands crumple up.

Above, the Great Plains silently sprawl toward a distant horizon.

Sarah's great-grandfather bought this place as a simple small-town pharmacy during the Great

Depression, and over nine decades the family expanded this small drugstore to take up an entire city

block and in addition to its restaurant soda fountain donut shop and traveler's chapel it is

a remarkable purveyor of Western catch.

And that is why I stopped.

Not for the cheap coffee, but because Waldrug is synonymous with one of my favorite examples of Western Kitch.

We are looking at a full wall of jackalopes. The jackalope. Looks like we've sold some here, but we have

four rows of solid jackalopes and they have their nice wood plaques and the beautiful jackrabbits with the real antlers.

...