Sweet Sips, Local Trips The Magic of the Hot Cocoa Crawl

Sweet Sips, Local Trips

The Magic of the Hot Cocoa Crawl

Sasha Bush

The Ashland Beacon

If your idea of holiday cheer involves cozy mugs, twinkling lights, and a whole lot of chocolatey goodness, then mark your calendar—because the Northeast Kentucky Chamber of Commerce has whipped up a festive adventure that’s part shop-local celebration, part sugar-fueled spectacle, and entirely irresistible. The annual Hot Cocoa Crawl, timed perfectly with Small Business Saturday, invites locals and visitors alike to sip, stroll, shop, and soak in the holiday spirit… one delicious cup at a time.

Each year, the Chamber rallies dozens of participating businesses to open their doors and serve free hot cocoa to crawlers. Not just any cocoa, either—businesses compete for coveted titles like “Best Cocoa Concoction” and “Crawler’s Favorite.” You can practically taste the friendly rivalry.

This year Cocoa Crawl’s lineup includes Alladin’s Art Gallery, Bluegrass Collectors, Kel’s Tavern, M&J Café, Merle Norman, Pawsh Pawz, Pollock’s Jewelers, Pretty & Poised, West End Jewelers, and many more to come.

Scott Martin, President and CEO of the Northeast Kentucky Chamber of Commerce, shared the excitement behind the event’s purpose: “Okay, so the Hot Cocoa Crawl coincides with Shop Small Saturday, or Small Business Saturday. It's a chamber event that we started last year to really draw attention to Shop Small Saturday. So, if you're a member of the chamber and you want to serve up some really cool hot cocoa, we'll probably have 20 or 30 locations by next Saturday, November 29th, which is Shop Small Saturday. Then we'll put a sign in your window to help draw cocoa connoisseurs from near and far.”

That collectible mug is your golden ticket. Attendees can purchase the special-edition mug—updated annually with a fresh design—and receive an official crawler wristband. As Martin humorously explained, the wristband plays an important role:“You can go to each location, you get free hot cocoa, and you can shop and look around while you're there. So, it drives you to a bunch of different businesses. You meet people you haven't met, and you see things you haven't seen”

The Crawl isn’t just fun—it’s brilliantly designed. By weaving together cocoa-tasting and holiday shopping, the event boosts foot traffic and encourages people to explore shops they may have never visited before. Attendees get a warm treat at every stop, and businesses get a surge of customers right when they need it most.

The Hot Cocoa Crawl has grown every year, drawing families, friends, and cocoa connoisseurs from across the region. And with growth comes refinement. Organizers have taken lessons from previous years to make the experience smoother, sweeter, and even more engaging.

Not only does the event energize the local economy, but it also reinforces the Chamber’s connection to the community. Martin explained how purchasing a mug helps introduce people to the Chamber’s headquarters: “You can get online and buy the mug. We just ask you to come by the chamber and pick it up, and the main reason for that is we want everyone to know where the Chamber of Commerce office is. We are located at 1730 Winchester Avenue. So, you buy it online, come by, pick it up, get your wristband and go and have a great big time.”

From its clever wristband system to its ever-changing mug design, the Hot Cocoa Crawl has become a piping hot example of how creativity can strengthen community ties. As more businesses join and more locals participate, the Crawl continues to simmer into something truly special.

So, if you’re ready for a warm, whimsical holiday adventure—complete with sweet sips, local treasures, and festive fun—grab a mug, grab a friend, and start crawling!