Horseless Carriage Museum Billboard in Rapid City, South Dakota

by John Margolies

Captured in 1980 by renowned photographer of architecture, John Margolies, this is an iconic image that illustrates the roadside Americana and typography of the Horseless Carriage Museum Billboard in Rapid City, South Dakota. The billboard contains a cut-out of a saloon dancer placed amidst the open landscape of South Dakota that encourages visitors to come inside and see "1,000's of OTHER EXHIBITS for LADIES & CHILDREN."

Renowned for documenting "Roadside America," John Margolies' work showcases vintage automobiles and mid-century Black Hills tourism and American folk art.