Nuclear missile silos are all well and good, but to my mind the most quintessential of all Great Plains objects is the advertising billboard. They are everywhere. To be fair, there is not much else to break up the landscape, which basically consists of dry, grassy, windswept plains and the occasional small-holding, but it does which means that almost every vista in South Dakota is marred by a succession of giant signs. Just as one is imagining hordes of Indians on horseback stampeding over the plains, a sign pops up advertising 'Mistletoe Ranch, The Ultimate Christmas Store' or a Holiday Inn 75 miles away. Lady Bird Johnstone had a point, and her crusade is continued today by 'Scenic America', a non-profit dedicated to preserving and enhancing the visual character of America's communities and countryside, Their number one priority is tackling 'Billboard Blight', which they describe as "Visual pollution. Sky Trash. Litter on a stick. The junk mail of the American highway". And after four days in South Dakota I tend to agree.
The exemplar par excellence of the power of the South Dakotan billboard is a family-owned pharmacy (or drugstore) in a tiny town called Wall, whose original advertising idea was so successful that it served to establish a multi-million pound business. What do you if you buy a little drugstore in the middle of nowhere at the height of the Depression and discover that you have no customers? Put up lots of signs advertising free ice water, of course. Now, this wouldn’t work in the UK as a) nowhere is far enough from anywhere else to make it worth a detour to get some free water and b) we don’t have the same obession with iced water as Americans do. But in the middle of the prairie on the route between Mount Rushmore and Yellowstone National Park, this turned out to be a brilliant idea.
We encountered our first Wall Drug sign just a couple of miles outside Rapid City: 'Free coffee & bagel for all Veterans - Wall Drug'. Bearing in mind that Wall is 55 miles from Rapid City, that's a long way to go, however good the free coffee and bagel. The tempting offers continue: '5c hot coffee - Wall Drug', 'Homemade Pie - Wall Drug', 'Western Wear - Wall Drug', 'Free hot coffee & donut for Hunters - Wall Drug'. (As well as veterans and hunters, other favoured travellers include honeymooners, priests and truck drivers). In total, Wall Drug has over 500 miles of billboards on the I-90, costing an estimated $400,000 per year. And it works. Apparently by 1981 20,000 cups of free water were being given away per day during the summer season, attracting a huge number of tourists to the Wall. The Drug Store itself is an incredible emporium, an Aladdin's cave of cowboy kitsch, Western memorabilia and tourist tat. Amongst other things, it contains a Traveller's Chapel, a Western Art Gallery, carvings of Butch Cassidy and the Sundance Kid and a life size animated Tyrannosaurus Rex. This is not your average small-town pharmacy.
Having had our fill of Sioux Indian pottery, cowboy calendars, moustache wax, horseshoe toilet roll holders, frontier style tomahawks, wall-mounted jackalope, South Dakota pillows, state refrigerator magnets, spoons, patches and pins, we reluctantly left Wall to visit the nearby Badlands. Over a million people a year visit the Badlands National Park to admire the eerie, twisted rock formations and prehistoric mammal fossil beds. The park extends over 244,000 acres and is the largest protected prairie ecosystem in the United States. Unfortunately both Simon and Alex snoozed for the majority of our meanderings through the park, the enormous helping of Wall Drug homemade cherry pie having taken its toll on Shercliff Senior.
We drove back along the northern edge of the Pine Ridge Indian Reservation, through flat, dry scrubland reminiscent of the prairie around the site of the Battle of the Little Bighorn in eastern Montana. This part of the Dakotas has a similarly tragic past - an estimated 300 unarmed Lakota Sioux men, women and children were killed at the infamous massacre at Wounded Knee Creek in December 1890. The unhappy legacy of a turbulent history lingers today: The Pine Ridge Reservation is the poorest county in the entire country, with 49% of the inhabitants living below the Federal poverty line. The statistics make grim reading: unemployment on the reservation runs as high as 85%; teen suicides are four times the national average; many homes are without electricity, running water or decent sewerage systems. The average life expectancy amongst the Pine Ridge population is approximately 47 years for males and 52 years for females (that's significantly lower than Tanzania, where the rate is 51 for men and 54 for women) and the infant mortality rate is five times the U.S. national average.
Dwelling on the sorry story of the Plains Indians, we returned to Rapid City to witness a night of brutal combat, one tribe pitted against another, fighting to the bitter end. Yes, the local ice hockey team were in action. The Rapid City Rush faced the Mississippi River Kings in a hotly-contested show-down. The Rush began by scoring twice in just eleven seconds, which represented the fastest two goals in team history. (Unfortunately I missed boths of these historic goals as I was busy in the family restroom changing Alex's nappy during the momentous moment).
The action on the ice was fast and furious, as was the crowd. The animated Rush fans had all come brandishing cowbells, which made such a racket I was worried they would permanently impair Alex's hearing. I covered his ears with a hat, a hood and my hands every time the crowd were requested by the announcer to 'MAKE SOME NOISE'. This had the added advantage of preventing him from hearing the choice chants ("River Kings Suck" and "I'm blind, I''m deaf, I want to be a ref" being the only two quotable on a family blog). Unfortunately, I was not quick enough to cover his eyes to prevent him seeing the on-ice fighting which is apparently de rigeur at all hockey matches. There was even music to accompany the action as an over-sized Rush defender took out the Kings' star striker to the cheers of the home crowd. The referees took almost ten minutes to decide who'd been to blame and then sent both men to the sin bin. This interrupted the flow of the game somewhat and made me seriously reevaluate my allegiance to the Rapid City team. Alex, however, thought this was great sport and merrily cheered the offending player, cowbell dinger in hand, as the referees wrestled the troublemaker to the ground.