Wall Drug Workampers Give More Than a Drink of Cold Water

Wall Drug Workampers Give More Than a Drink of Cold Water

Abstract: 

Back in 1936, Ted and Dorothy Hustead spent many hours looking out the window of their storefront to a two-lane South Dakota highway. The young entrepreneurs wondered how to attract some of the highway’s travelers to their soda fountain and pharmacy in the tiny town of Wall. Located on the edge of what was then the Badlands National Monument, Wall boasted a population of 326 farmers, most of them poor and reaping the devastation of the nation’s dust bowl days.

One hot Sunday afternoon, Dorothy came up with the idea of offering free ice water to travelers. With quips modeled after the Burma Shave advertisements, they hammered homemade signs along the road that tracked near their town. "Get a soda . . . Get a root beer . . . turn next corner . . . Just as near . . . To Highway 16 & 14. . . Free Ice Water. . . Wall Drug."
Their scheme worked. People showed up. And they bought ice cream cones and soda pop. The next summer, the Husteads had to hire eight girls just to keep up with the swarm of customers. Signs for free ice water at Wall Drug sprang up all over the country—and on other continents.
Over seven decades later, the national monument is Badlands National Park. The highway is Interstate 90 with thousands of people speeding along its lanes headed to Mount Rushmore National Monument and Yellowstone National Park. Over 20,000 of those travelers every summer day stop off at Wall Drug for free ice water, five-cent coffee, homemade fudge and donuts, ice cream, or a meal at one of two restaurants with seating up to 500. The vacationers typically spend three to four hours browsing souvenirs, western clothing, hats, tee-shirts, postcards, toys and trinkets. Or they simply gawk at hundreds of animal heads, totem poles, and carved statues covering the knotty pine interior walls. In the “backyard,” folks snap photos atop a furry-six-foot-tall rabbit, a mini Mount Rushmore, or a giant saddled fiberglass jackalope.
Now into the third generation of Hustead management, Wall Drug has progressed to a work force far exceeding the first eight ladies hired to help out with the initial influx of customers. Although the majority of seasonal help is college-age students from South Dakota, Asia, and Europe, Wall Drug discovered a dependable source of employees among Workampers. Bill Enriquez was among the 10 Workamping couples employed at Wall Drug for the 2009 summer season. His wife, Mary, chose to not work, but the couple still received a full-hookup site in the company’s campground for $32.50 per week. Bill reports that 10 rigs belonging to Workampers parked there with eight spaces left over. He says that one Workamping couple sold their rig while there, and moved into the company’s dormitory housing for employees.
“The campground—for employees only--is located five blocks from the Wall Drug complex, and sets at the east end of Wall,” Bill says. “We could see the northwest end of Badlands National Park from the campground.
“Our full hook-up site included about 50 channels on cable television, and we could have had a local phone,” he continues. “However, we chose to use the phone line for DSL, which cost us $40 per month.”
Bill started his job in the toy section of the souvenir department on June 15. He worked a 40-hour week, spread over five days. A sixth day was optional for overtime. He notes that schedules started at 6:30, 7:30, 9:00, and 10:00 a.m. for early shifts, and 12:30 and 1:00 p.m. for closing shifts. Starting pay was $8 per hour with time and half for overtime and an end-of-season bonus.
“Hours were one week on the early shift, and one week on the late shift, rotating throughout the season,” Bill says. “Depending on the department, a Workamper could be scheduled from 6:30 a.m. to 3:00 p.m. or 7:30 a.m. to 4:00 p.m. For the late shift, one might work noon to 8:30 p.m. or 1:00 to 9:30 p.m., or 1:30 to 10:00 p.m. Some schedules were split shifts, four hours on with a two to two-and-half-hour break, and then returning for another four hours. However, mostly college students worked the split shifts.”
According to general information about the company’s policies, Wall Drug provides Western denim shirts as uniforms for both men and women employees. Men are required to wear their own jeans, but the company requests that ladies wear their own black slacks.
In the stores, a 25 percent discount is offered all employees on items, except food, tobacco, and sale merchandise. The company offers complimentary Black Hills Badlands and lakes passes, as well as golf passes. Soccer, softball, volleyball, and dancing are available on the premises.
“Mike Huether, the general manager—and all the other managers are great employers,” Bill states. “Wall Drug is a fun place to work! The company hosts an employee party weekly on Thursday night, supplying food, beverages, and door prizes.” Bill says his department was loud and noisy with families coming through and shopping with children. “I met customers from all over the world and every state in the U.S.,” he adds. “One day, I met a family whose daughter is in the same high school as my granddaughter.
“I also had a number of people close to retirement asking about how to find summer jobs,” he continues. “I always recommended Workamper News.”
While working his summer job, Bill and Mary had time on his days off to visit nearby attractions such as Mount Rushmore, Custer State Park, Badlands National Park, the South Dakota Air and Space Museum, and Pierre, South Dakota’s state capitol. Mary kept busy during Bill’s working hours with baking, walking dogs for other Workampers, and swimming in the private pool Wall Drug provides its employees. A weight room is also available to Wall Drug’s employees.
Bill notes that during the summer of 2009, Wall Drug hired 202 employees, and 122 of those workers were seasonal. Bill’s last day of work for 2009 was September 20. In the remainder of the year, the company maintains about 80 full and part-time employees. Mike Huether notes that positions are available to Workampers in retail sales, restaurant staff, and maintenance.
Wall, South Dakota, used to be known by locals as the geographical center of nowhere. Today, thanks to Wall Drug, the small town with a population of only 800 attracts over a million travelers annually. Yet, its hometown spirit takes over on July 4 with a parade, dance, and a rodeo. Wall Drug employees participate with a float in the parade. Wall Drug’s sprawling tourist mall, the principal industry in the tiny town, occupies most of downtown and employs nearly a third of Wall’s residents. A tiny pharmacy, the only one within 50 miles, still operates within the complex but the company’s side-line amusements with a carnival atmosphere are the main attractions. The mall extends across a maze of connected buildings.
Beyond the tourist-oriented facility, Wall is a safe community with a clinic and physician, churches, a library, a golf course, and a city gymnasium and pool. Additional services are available in Rapid City. The company offers Workampers an interesting summer, some extra cash, and the opportunity to explore an area of the country rich in natural beauty and historic significance.