Texas Border Business
By Roberto Hugo González / Texas Border Business
The City of McAllen officially launched the 2025 South Pole Illuminated Festival during a press conference held on November 11, 2025, at the McAllen Convention Center Ballroom. Presented by the City of McAllen and McAllen Convention Center Facilities, and title sponsored by H-E-B, the event highlighted a season of celebration, partnership, and community pride.
Mayor Javier Villalobos delivered the keynote address, celebrating McAllen’s continued transformation into the “South Pole of Texas.” He described the festival as “a hallmark of McAllen’s creativity and imagination.” He added that “each year, the lights grow brighter, the smiles get bigger, and the sense of community deepens.” Villalobos praised partnerships with sponsors like H-E-B and encouraged residents to experience new attractions, special community days, and to “join in welcoming Santa Claus back to the South Pole of Texas.”
“When you give the people of McAllen the opportunity to dream big, there is no limit to what they can do,” Villalobos said. “Through the South Pole Illuminated Festival, we’re not just lighting up our city — we’re lighting up hearts.”
City Manager Isaac Tawil echoed the mayor’s message, emphasizing how public events strengthen community connection. “McAllen’s special events, including the South Pole Illuminated Festival and McAllen Holiday Parade, have become symbols of unity and imagination,” he said. Tawil noted that these celebrations generate millions in economic activity and contribute to McAllen’s growing reputation as a destination city. “Placemaking is more than building attractions; it’s about creating belonging,” he added.
Representing H-E-B, Director of Public Affairs Linda Tovar reaffirmed the company’s dedication to the Rio Grande Valley. “H-E-B is honored to help create holiday moments that unite our community and celebrate the spirit of giving,” she said. Tovar announced two major highlights for 2025 — the Tree Lighting Ceremony on November 28 and H-E-B Community Day on December 16, which will feature free admission before 7:00 PM. She also introduced a new feature, “H-E-B on Ice: A South Pole Holiday Experience,” an indoor ice-skating rink designed for families.
Tovar also spotlighted the H-E-B Days of Giving initiative, which supports local nonprofit organizations assisting families during the holidays.
Yajaira Flores, Director of McAllen Convention Facilities, paid tribute to the festival’s origins, crediting Joe Vera and Linda Tovar for bringing the vision to life. “Every city has a heartbeat. Ours pulses through festivals, lights, and music,” Flores said. “The South Pole Illuminated Festival redefines imagination and illumination — where every light tells a story.”
She unveiled new features for 2025, including America’s tallest digital Christmas tree, all-new illuminated lantern displays themed “Christmas Across America,” and attractions such as Santa’s Castle Visits, Winter Treat Stations, carnival rides, live entertainment, artisan markets, and weekend fireworks shows during the Driscoll Electric Parade.
Driscoll Children’s Hospital President Matt Wolthoff announced the return of the Driscoll Electric Parade, now in its second year. He said the parade will feature “more spinning floats, motion effects, and interactive lighting displays” and will run every weekend during the festival. Wolthoff added that Driscoll will once again bring the parade experience to hospitalized children. “The Driscoll Electric Parade captures the true spirit of McAllen — a community that comes together to brighten lives through creativity, kindness, and collaboration,” he stated.
The 2025 South Pole Illuminated Festival will run from November 28 through December 28 at the McAllen Convention Center District. Tickets are available at SouthPoleTexas.com and through Ticketmaster. Signature events include the Tree Lighting Ceremony on November 28, H-E-B Community Day on December 16, and the Driscoll Electric Parade on festival weekends.
Throughout the press conference, speakers emphasized themes of collaboration, cultural impact, innovation, and unity. As City Manager Tawil summarized, “When McAllen shines, the entire region shines with it.”
