Nearly 100 Years of Free Ice Water | Rick and Sarah of Wall Drug

Family Business Connection

In this episode, we’re joined by both Rick and Sarah Hustead of Wall Drug, a family-owned and operated family business headquartered in Wall, South Dakota. Famous for their free ice water billboards around the world, Rick and Sarah describe how the family expanded the drug store into a landmark roadside attraction through Rick’s grandmother’s advertising suggestion during the Great Depression.

They also discuss how they’ve managed the business for nearly 100 years across four generations, the importance of asking the next generation to be a part of the family business, and what being “the steward” of Wall Drug looks like for the future.

Family Business Checkup - Want to learn what key areas your family business should focus on next? Take the Family Business Checkup! After answering several prompts, the Family Business Checkup will give you scores on the key indicators of family business success and point you in the right direction for what you should focus on next. The Checkup is free and available here: www.fambus.org/resources

2025 Conference - Join PFBA for an action-packed two-days full of family business inspiration and motivation that’ll transform your thinking around communication, succession, relationships, and the future of your family business at the 2025 Annual Family Business Conference, including the Taste of Family Business event Tim mentions in this episode. Now at the Steel District – Canopy by Hilton in Sioux Falls, South Dakota, you’ll want to register for your tickets at the lowest price of the year. Learn more and register: www.fambus.org/2025conference

Season One of the Family Business Connection features stories from all kinds of family business leaders that guide family businesses to thrive for generations.

Thank you to this episode’s sponsor, Pro Resources!