America’s Main Street Contest

Florence Main Street has the chance to win $25,000! All it takes is one click to vote for #DowntownFlorence to win. You can vote once a day, now through April 23rd. We ask that you please take two seconds to vote and then share with your friends! Think of all the amazing things we could do for our downtown!

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Florence Main Street 3rd Annual Downtown Chocolate Crawl


Downtown Florence boutiques, salons, and other businesses are turning into Chocolate Shops to help you get in the mood for Valentine’s Day! So grab your sweetheart or your best shopping buddy and join us in downtown Florence for the 3rd Annual Downtown Chocolate Crawl presented by Florence Main Street, on Saturday, February 11th from 10am until 3pm (or until treats run out).

“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.

Tickets for the event are $10.00 each and can be purchased online (click here)
or at the Main Street office, 301 North Pine Street, in downtown Florence. There are a limited number of tickets available, so early purchases are encouraged. Anyone purchasing a ticket before February 1 will be entered into a drawing for $25 Downtown Dollars that can be redeemed at participating stores. Downtown Dollars spend just like cash and will be given to winners at the beginning of the event.

On Saturday, February 11th, ticket holders need to check-in at the Florence Main Street tent, which will be located on the corner of Court and Tennessee Streets, to receive your wristband, map and goodie bag. Then you’re off to follow the balloon trail to participating downtown businesses, where you will enjoy a variety of free chocolate samples (while supplies last) and take advantage of a 10% OFF discount or other special offers at each location. Only ticket holders can sample the variety of chocolate and take advantage of the special discount. Once you have visited all businesses, return to the Main Street tent by 2:30pm and cast your vote for the best chocolate item of the day.

“This is such a fun event that allows adults to treat themselves to a day of shopping and chocolate with family and friends, all while helping our wonderful downtown community thrive economically” said Molly Austin, 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 and Pine Streets.

Florence Main Street, a non-profit 501(c)3 organization dedicated to 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

3rd Annual Downtown Chocolate Crawl



Do you love chocolate and sweet deals? Then this is the event for you! Downtown Florence boutiques, salons, and other stores will be turning into Chocolate Shops for one day only and they want you to come see them! Make it a date or bring your friends for a day full of shopping and fun! This event is known as ‘trick or treating for adults” and “a wonderful time had by all, sampling sweets and exploring all the great stores in downtown Florence”!

Each business will be showcasing their current styles, specials, and services along with a bite-sized sample of a chocolate treat. During the Chocolate Crawl, shoppers will also get 10% off their purchases at participating businesses.

Tickets for the 3rd Annual Downtown Chocolate Crawl will go on sale Monday, January 16th at 10:00am! Only 350 tickets will be sold for this event. Tickets will be $10 at the office and $11 online ($1 will be added as a processing fee)
Check back here for more details!

2016 Florence Christmas Parade Winners

2016 Florence Christmas Parade Winners

The 2016 Florence Christmas Parade brought the sights and sounds of the holidays to historic downtown Florence and kicked off the holiday season. The parade featured over 100 floats, bands and performance groups as they marched, danced, sang and twirled their way down 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 – Florence High School; Best Performance Group – Allegro Dance and Fitness;  Best Business Float – Express Oil and Best Non-Profit/Community Organization—Shoals Area Salvation Army.  “Thanks to everyone who participated in the 2016 Christmas parade.  This parade gets such great interest and support from the community and this year’s bands, floats and performance groups were fantastic” said Molly Austin, Florence Main Street Event Coordinator.

Florence Main Street would like to thank Participating Sponsors University Honda and University Nissan for their support which helps make possible the prizes to the Best Band, Business, Non-Profit and Performance groups.  A special thank you to Big River Broadcasting for providing the stage, sound and for emceeing this year’s parade. 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 along with the UNA University Police and the Florence Police Department providing assistance and coordinating a safe and secure environment for the parade. Anyone with questions about the parade can contact Florence Main Street at 256-760-9648.

Florence Main Street is a non-profit economic development organization dedicated to 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

Florence Main Street Presents the 2016 Florence Christmas Parade


‘Have a Holly Jolly Christmas’ with the Florence Christmas Parade on Court Street in Downtown Florence. Friday, December 9, 2016 at 7:00 p.m.

There’s no better way to celebrate the holidays and to ‘Have a Holly Jolly Christmas’ (this year’s theme) than to attend the Florence Christmas parade! You are encouraged to theme your float, performance or musical group in costume, decoration or musical selection. Get creative & have some fun!

Florence Main Street is once again responsible for coordinating the Florence Christmas Parade and as always, there are rules to be followed. These rules and regulations are to improve safety (following state laws and city ordinances) and provide increased enjoyment for participants and spectators.
VERY IMPORTANT…The Parade route will follow Court Street from the north end at Rogers Hall on the UNA campus to the southern end at Alabama Street. Parade line up will begin at 6 pm on Pine Street between Irvine and Cumberland Streets. Your exact time for line up will be determined by your placement in the parade. That information will be sent to you the week before the parade.
Please remember with the Parade line up being on Pine Street and ending on South Court Street at Alabama Street to arrange your drop off and pick up locations to match those areas.
The following are the guidelines set forth for the 2016 Florence Christmas Parade:
There will be awards for Best Decorated Float (Commercial & Non-Profit), Best Band and Best Performance Group.

Each entry is limited to four (4) units. For example, the XYZ club will be allowed four cars in their entry.
Entries MUST be decorated or dressed to reflect the theme of the parade:
‘Have a Holly Jolly Christmas!’;
No un-decorated vehicles will be allowed! There’s nothing more boring than watching a bunch of cars driving down the road!
Santa is a special guest and has his own float. No Santa Claus or Mrs. Claus impersonators allowed in or on any parade entry.
Motorcyclists are required by Alabama state law to wear helmets at all times. Motorcycles which are not designed and licensed for public streets will not be allowed to participate in the parade.
Alabama state law prohibits ATVs from public streets; therefore, ATVs are not permitted in the parade.
Vehicles not allowed on public streets, according to Alabama state law or City of Florence ordinance will not be allowed to participate in the parade.
Participation is contingent on Police Department approval.
Horse units will not be allowed. Other animals allowed only with permission from Florence Main Street. All animals must be cleaned up after by the group bringing them.
Wednesday, November 30 is the deadline for return of entry forms and fees.
This is stated on the entry form and will be strictly enforced. Any late entry will be at the sole discretion of FMS, and may result in an additional $50 late fee being charged.



More information is available from the Florence Main Street office by calling 256-760-9648 or email us at
We thank you for your participation and look forward to seeing you at the 2016 Florence Christmas Parade.

Downtown Florence Christmas Open House

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Downtown Florence Christmas Open House
Saturday ~ November 19th, 2016
10:00am ~ 6:00pm
Stocking Surprise ~ Holiday Window Decorations
Refreshments ~ Santa Claus ~ and More!

Pictures with Santa
Santa will be in front of Specs Downtown on Saturday, November 19th, from 11:00am – 1:00pm to pose for pictures with children and families. The pictures will be taken by a professional photographer from IKP Sports Photography.

Stocking Surprise
Shoppers who make a purchase at participating businesses will pick out a Christmas Stocking that has been filled with coupons from other downtown businesses, some will even have downtown dollars!

Holiday Window Decorating Contest
Downtown Florence businesses are Lighting Up the Holidays by decorating their windows to celebrate the Holiday Season.
Florence Main Street invites the community to visit our downtown to shop, eat and then vote online for your favorite storefront. Voting will begin November 19th and go through December 18th.


Florence Main Street Announces Nominated Charities for Florence Restaurant Week 2016

image-7For the last four weeks Florence Main Street has been collecting on-line and mail-in nominations from the community for their favorite charity to be on the Restaurant Week ballot.  After sorting over 750 nominations submitted between September 15-October 13, Florence Main Street finally has the top three most nominated charities and the two wild-card picks who will compete for the coveted $5,000 from our Presenting Sponsor, McDaniel Window & Door.

Last year, Presenting Sponsor Mike McDaniel awarded the $5,000 check to winning charity Shoals Sav-A-Life, and this year he is looking forward to making another charity very happy.

This year, we are thrilled to announce a second sponsor – Alabama Outdoors! During restaurant week be sure to go and visit Alabama Outdoors to see their fall inventory and cool specials. When you make a purchase show them your receipt from a participating downtown restaurant and they will donate 10 percent of your Alabama Outdoors purchase toward a check for the second place charity!  

In no particular order, the five charity finalists are: Room In The Inn, Salvation Army, Heart of Alabama Save Rescue Adopt, Meals on Wheels and Sidney’s Safe Foundation.  All five charities will be competing for the communities’ vote during Florence Restaurant Week, October 21st – October 30th. Whether you buy a cup of coffee from Rivertown or have dinner at Odette, every purchase will come with a ballot for the opportunity to vote for the charity of your choice.

Join Florence Main Street for our preview of Florence Restaurant Week during the Taste of Downtown event on Tuesday, Oct. 18th at Singin’ River Brewing Company! Get to know the nominated charities you will be voting for from 6:00 pm – 8:00 pm, while tasting samples of dishes prepared by all participating restaurants. Admission: $10 in advance and $15 at the door (while supplies last). Tickets can be purchased online at and or at the Florence Main Street Office ~ 301 N Pine Street.

FLORENCE RESTAURANT WEEK IS OCTOBER 21st-30th. Please help us do good where it counts by voting for one of the five charities by dining at any of the participating downtown restaurants and shopping at Alabama Outdoors!

Participating Restaurants: On the Rocks, Pie Factory, Woodpecker Café, Wildwood Tavern, Rivertown Coffee, FloBama, 306 BBQ, Odette, Legends, Ricatoni’s Italian Grill, City Hardware, Singin River Brewing Co., and Rosie’s Mexican Cantina.
Florence Main Street is a non-profit 501(c)3 organization dedicated to 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

Taste of Downtown


Florence Main Street is kicking off Florence Restaurant Week with the Taste of Downtown on Tuesday, October 18th from 6:00pm until 8:00pm at Singin’ River Brewery, 526 E College Street, Florence AL.

The Taste of Downtown is a fun event showcasing participating downtown restaurants, sponsors of Restaurant Week, our judges, and volunteers. In addition, we will unveil the five local charities that make it to the coveted charity ballot. This is the community’s opportunity to sample fabulous food from our downtown restaurants while meeting some of our local charities in person to ask questions and understand how they impact the Shoals.

Participating restaurants include: Odette, Rivertown Coffee Company, The Pie Factory, 306 BBQ, City Hardware, Woodpecker Cafe, Rosie’s Mexican Cantina, FloBama Music Hall, Wildwood Tavern, On the Rocks, Legends Steakhouse, Ricatoni’s Italian Grill, Renaissance Olive Oil Company and Singin’ River Brewing Company.

Tickets can be purchased online or at the Florence Main Street Office located at 301 N. Pine Street.

For additional information about Florence Restaurant Week please visit

2016 Florence Restaurant Week Charity Nomination


Florence Main Street is asking you to nominate your favorite local charity to have a chance to win $5,000 from our Presenting Sponsor ~ McDaniel Window & Door. The charity nominated must be a  registered 501(c)3 organization and must have a Shoals Area office. The top three most nominated charities and two wild-card charities (to be selected by the FRW committe and sponsors) will be placed on the Florence Restaurant Week Charity Ballot. The five charities will compete against each other for the most votes throughout a week of dining in downtown Florence for the $5,000 Grand Prize.

*Shoals Sav-A-Life is excluded from the nomination phase as they were the 2015 Florence Restaurant Week winning charity.

For more information about Florence Restaurant Week visit

Nominate through the link below:

2016 Florence Restaurant Week Charity Nomination