Florence Main Street launches Downtown Chocolate Crawl

Downtown Florence boutiques, salons, and other businesses are turning into Chocolate Shops.

Main Street wants to get you in the mood for Valentine’s Day by hosting our first Downtown Chocolate Crawl on Saturday, February 7th from 10am until 2pm. Everyone is invited to purchase a $5 ticket at Main Street’s tent in front of Mefford Jewelers (102 North Court Street), then follow the balloons to participating downtown businesses, where they can enjoy a variety of free chocolate samples (while supplies last) and take advantage of a 10% OFF discount at each location.  Only ticket holders can sample the variety of chocolate and take advantage of the special discount. Tickets can be purchased online at this link or at the Main Street office, 301 North Pine Street. There are a limited number of tickets available, so early purchases are encouraged.

“The beginning of the year can be a very slow sales time for our downtown Florence businesses. The Chocolate Crawl is a fun way to get folks downtown for sweet deals and to treat them to chocolate samples of all kinds. This is a great opportunity to check out our unique stores, their winter styles, end of season sales, and maybe some new Spring fashion collections,” said Teryl Shields, Executive Director of Florence Main Street.

The crawl beings at 10am. We ask for all ticket holders to meet Main Street staff at our tent to be given a map, the discount ticket, and to put their name in the door prize bowl. Once you have visited all businesses, we ask for you to turn in your vote for the best chocolate item of the day by 2pm. The event includes door prizes of $25 Downtown Dollars that can be redeemed at participating stores. Downtown Dollars spend just like cash.

“Don’t spill the news to the kiddos though. Children got to visit our merchants during the Fall Fun Fest for candy, costume contest, and much more. Now it is time for the adults and older teens to treat themselves to a day of shopping and chocolate,” said Christina Dorough, Event Coordinator for Main Street.

Anyone participating in the Downtown Chocolate Crawl is encouraged to park at the public parking garage at the corner of Tennessee Street and Pine Street.

The participating businesses are Cherry Tree Lane, Coat’s Clothing Company, Coco’s Boutique, Creative Jewelers, Earthside, Imagine That, Inga’s Lashes and More, Jewell’s Accessories Boutique, Le Vintage Soul, Mefford Jewelers, Merry Blu Boutique, Nicole Nicole Clothing and Design, Stained Glass Artistry, Surprise Store, The Carriage on Court, The Coiffure at 108, the end. Theatre, The Wine Seller, TRU Identity, Unraveled Yarn & Gifts, Ye Ole General Store, and more.

Florence Main Street, a non-profit 501(c)3 organization dedicated of working with business owners, community leaders, and residents toward the common goal of revitalizing Downtown Florence culturally and economically. For more information about us or any of these efforts, please contact Florence Main Street at 256-760-9648 or info@florencemainstreet.org



2014 Florence Christmas Parade WINNERS Announced

The 2014 Florence Christmas Parade brought the sights and sounds of the holidays to historic downtown Florence and kicked off the holiday season. Over 85 floats, bands and performance groups marched, danced, sang and twirled their way down North Court Street to the delight of the spectators. Even Santa was on hand to wave at the crowd and shared some sweet treats.

Florence Main Street was responsible for the coordination of this year’s parade. “There’s not much more fun than a parade and the Christmas parade really gets everyone into the holiday spirit!” said Teryl Shields, Executive Director of Florence Main Street. “There’s no better way to get excited about Christmas than seeing all the cute kids and great costumes, hearing the wonderful bands from our community play holiday music and watching the floats go by.” Winners of the parade prizes were Best Band – Wilson High School; Best Performance Group – Sole Dance Studio; Best Business Float – Champion Cheer Athletics and Best Non-Profit Organization—Faith Church.

“Thanks to everyone who participated in the 2014 Christmas parade. This parade gets such great interest and support from the community and this year’s bands, floats and dancers were fantastic” said Shields. First Southern Bank was the parade sponsor this year and Florence Main Street thanks them for being so enthusiastic! First Southern Bank offered hot chocolate and balloons to parade spectators from their office on South Court Street. They also coordinated schedules with the North Pole so Santa could be here. The smiles on the faces of the little ones as Santa rode by on his sleigh were priceless! We offer First Southern Bank HUGE thanks for their sponsorship of the Christmas parade as it is through sponsorship that the parade can happen and prizes are available to be given. Big River Broadcasting served as the media sponsor and helped to get the word out about the Christmas parade and we thank them for all their hard work sharing the parade message.

And the parade couldn’t happen without the fantastic support of the University of North Alabama ROTC who handles logistics on the night of the parade; UNA University Police and the Florence Police Department for all of their hard work providing a safe and secure environment for the parade. Anyone with questions about the parade can contact

Florence Main Street at 256.760.9648.

Best Business Float - Champion Cheer Athletics

Best Business Float – Champion Cheer Athletics

Best Non-Profit Organization - Faith Church

Best Non-Profit Organization – Faith Church

Wilson High School

Best Band – Wilson High School

Wilson High School_winner

Best Band – Wilson High School


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Thank you to our wonderful sponsor of the Florence Christmas Parade, First Southern Bank!

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