Sweet Revitalization: Chocolate Lovers’ Day 2014

This post comes to you from Sami, Preserve WV AmeriCorps, serving at Main Street Morgantown and gives a glimpse into her duties as an AmeriCorps member.

While Chocolate Lovers’ Day is well known in Morgantown as a one-day chocolate extravaganza that invites the public to indulge themselves in an array of chocolate creations, it serves a deeper purpose for Morgantown’s community. The goal of Main Street Morgantown’s annual Chocolate Lovers’ Day is to foster downtown revitalization.

Now in its 15th year, Chocolate Lovers’ Day has become a staple downtown event. It’s one of the few events where people call us rather than waiting for us to post the event on our website or Facebook page.

With $5 buying them more chocolate than they could possibly eat in one day and the opportunity to win four tickets to Hershey Park in Pennsylvania if they visit enough businesses, the only limiting factors participants face are time and sugar tolerance. This is what makes this event so effective.

While participants are purposefully visiting businesses to collect chocolate treats and hole punches on their brochures, they are also inadvertently witnessing two things:

  1. They are seeing what Downtown businesses have to offer.
  2. They are seeing that Downtown is a vibrant, active place.

With 981 registered participants and 63 participating businesses, Chocolate Lovers’ Day 2014 was the biggest event Main Street Morgantown has ever hosted, creating what we hope was the biggest impact ever on our downtown.

In the words of David Bruffy, a photographer whose businesses is tucked in the back of a local arts center and is often unknown by the general public:

“It was a GREAT event….I had more than 250 visitors, sold some prints and gave out a lot of portrait info.  To have an event that brings that many people into my embedded business is truly fantastic and a success.  Best marketing dollars I’ve spent in 2 years of operation.”

Similar sentiments were espoused by several other downtown businesses, with many reporting an increase in sales of 20% or more that day. Thus, this cross between a scavenger hunt and a chocolate buffet has over the years become one of downtown Morgantown’s most successful downtown revitalization efforts.


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