By Cameron Owens
University of Kentucky School of Journalism and Telecommunications
University of Kentucky School of Journalism and Telecommunications
The thrill of the holiday season has worn off and the winter
season has left much to be desired. The last thing on many people’s minds is
going outside.
In spite of that, or
perhaps because of it, the Midway merchants have strategized a new promotion
tied to Valentine’s Day to get folks out the house and spend time with their
loved one.
The “Midway Chocolate Stroll” begins Saturday, Feb. 7 at 1
p.m. The event is sure to be tasty for people to share their love of chocolate
a week before Valentine’s Day, a popular time for Midway restaurants.
A portion of the proceeds will benefit Old
Friends Horse Farm, a facility for retired Thoroughbreds whose racing and
breeding careers have come to an end.
Visitors to the Midway Chocolate Stroll will be encouraged to purchase a $5 ticket at The Crushed Violet at 219 North Gratz St., where they can begin their stroll.
Visitors to the Midway Chocolate Stroll will be encouraged to purchase a $5 ticket at The Crushed Violet at 219 North Gratz St., where they can begin their stroll.
“The ticket will be used by
customers to be stamped at each shop they visit to have a chance to win a Historic Midway gift basket that will be filled with gift certificates,
restaurant discounts and items from each shop,” said Melissa Willis, owner of the Savon Apothecary store at 120
East Main St.
Willis said she started this event as a way to promote Midway and the shops on
Main Street as well as giving people
something to do on a Saturday when the Kentucky Wildcats basketball team
plays at 9 p.m.
The idea of the Midway Chocolate Stroll is to have each Main
Street merchant provide a chocolate treat for everyone to enjoy, as well as
Valentine’s Day discounts. Willis says the discounts and types of chocolate
will depend on the individual shops.
Claire McCarthy, owner of Celtic Trends, says “Customers can
expect a 15 percent store wide discount” at her store. “I’m not sure what type
of chocolate I will be serving, but I am considering hot chocolate but it
totally depends on the weather that day.”
Visitors can also expect live music from an acoustic artist,
a chance to take a picture at a kissing booth, a kettle corn booth and the
opportunity to enjoying a glass of wine and chocolate pairings by nearby Equus
Run Vineyards.
The Midway Chocolate Stroll will run from 1 to 4 p.m. “We hope to make this an annual Midway
event,” Willis said. “Even if 10 people show up, we want those 10 people to
have the best experience.”
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