The Old Town Commercial Association organized the event to entice people into stores they might not have experienced before, said David Gregware, owner of participating business Tallulah’s Folly and chair of Old Town’s Promotions Committee.

“It’s really giving people a taste for how big Old Town is and what we have to offer,” Gregware said.

Gregware said even with the cold weather, and even with it being Old Town’s first chocolate walk, the demand exceeded expectations.

“We wanted an event for the winter to bring people out,” he said. “We thought we might sell 100 boxes, and we sold out with 175 boxes.”

Rick Preuss, the manager of participating business Preuss Pets, said reaching out to the community, inviting those who haven’t visited Old Town before and telling them to “come on down and have fun,” is at the event’s core.

“There’s half a dozen reasons to come to Old Town and not just one,” Preuss said. “Just experience the Old Town charm and have fun with it.”

Preuss likened the event to Halloween with a Valentine’s Day spin.

“It’s like trick-or-treating, except for love,” he said. “We’re giving out a little piece of love here and there.”

Louise Gradwohl, the Old Town Commercial Association executive director, said given the energy put into it by all those organizing the chocolate walk, it could evolve into an annual event.

Lansing resident Mallory Lyman, who grew up in the area, said it fills her with pride to see entrepreneurs and small businesses continually put on events bringing the community together.

“(It’s) something to get out and stretch your legs and do something,” Lyman said. “This is a great area to kick-start something local and fresh.”

Lansing resident Keesa Johnson said events such as this give the community a certain identity.

“Old Town is a center point,” Johnson said. “I can always come down here and listen to music or play. It’s sort of like a second home.”