Roadside travelers passing by the North and South Carolina border near Dillon will find a roadside stop featuring an amusement park, restaurants, motels, and other amenities. Its hard to miss, especially with the dozens of billboards advertising this place off the highway.

South of the Border
Dillon, SC
Photo courtesy Richard Weiss

For many East Coast road trippers, the vacation didn't really begin at the beach. It began somewhere along Interstate 95 when the first Pedro billboard appeared beside the highway. Then another. And another. Before long you found yourself reading every corny joke, counting down the miles, and wondering what kind of place could possibly deserve hundreds of billboards stretching across several states. Eventually the answer came into view. Rising above the trees near the North and South Carolina state line was the giant sombrero and the smiling face of South of the Border.

South of the Border marquee at dusk and Pedro
Dillon, SC
Photo courtesy Richard Weiss

South of the Border is open 24 hours a day. Pedro is the mascot that greets visitors throughout the complex. From the huge marquee straddling the road to the green Pedro smiling in the entranceway, Pedro makes his presence felt.

South of the Border tower
Dillon, SC
Photo courtesy Richard Weiss

What started in 1949 as a tiny beer stand just south of the North Carolina line grew into one of America's most recognizable roadside attractions. Founder Alan Schafer discovered there was good business selling beer to travelers coming from nearby dry counties in North Carolina. A small grill soon followed, then motel rooms, souvenir shops, restaurants, and before long the little roadside stop had become an entire roadside village.

South of the Border marquee at dusk and Pedro
Dillon, SC
Photo courtesy Richard Weiss

The arrival of Interstate 95 turned South of the Border into a destination known by millions. Travelers heading between the Northeast and Florida suddenly had an unforgettable place to stop, and Schafer made sure nobody accidentally drove past it. His famous billboard campaign became almost as legendary as the attraction itself. Beginning hundreds of miles away, signs filled with puns, jokes, and reminders kept motorists entertained while slowly building anticipation. Love them or hate them, nearly everyone remembers reading at least a few on family vacations.

Hot tamale
Dillon, SC
Photo courtesy Richard Weiss

Pulling off the interstate is like stepping into another world. Neon signs compete for your attention, oversized gift shops spill onto the sidewalks, fireworks fill entire buildings, and Pedro seems to smile from just about every direction you look. The giant Sombrero Observation Tower dominates the skyline, inviting visitors to climb to the top for a bird's-eye view of the sprawling complex. At night, the colorful lights make the place feel even more like an old-fashioned roadside carnival.

Neon Sombrero
Dillon, SC
Photo courtesy Richard Weiss

Over the decades, South of the Border has offered just about everything a weary traveler could need. Restaurants, motel rooms, a campground, gas stations, an arcade, miniature golf, and enough souvenirs to fill the trunk before the vacation had even begun. Even travelers who never stopped usually slowed down for a better look, while countless families made the attraction a tradition on every trip south.

Like many classic roadside attractions, the years have brought change. Some of the older sections have faded away, and not every attraction that once welcomed visitors is still operating. Yet the heart of the complex remains much the same. Pedro still watches over the highway, the giant sombrero still rises above the trees, and the billboards continue doing exactly what they were designed to do more than half a century ago: convince one more traveler to take the next exit.

Motel marquee
Dillon, SC
Photo courtesy Richard Weiss

Whether you stop for lunch, pick up a souvenir, or simply pull over to snap a few photographs, South of the Border remains one of those places that's impossible to confuse with anywhere else. It's kitschy, colorful, a little over the top, and exactly the kind of roadside attraction that reminds you why getting there can be just as much fun as the destination itself.

UPDATE: South of the Border remains open, although portions of the property have been closed and are slated for future redevelopment while the main complex continues welcoming travelers along Interstate 95. 08-26

Below are more photos of South of the Border. Many thanks to Richard Weiss for update.

Google Street View Image

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