Texas Border Business
By Roberto Hugo González / Texas Border Business
The 2025 South Pole Illuminated Festival is set to bring McAllen another unforgettable holiday season, and this year’s celebrations arrive with special excitement as the McAllen Holiday Parade draws near. In her remarks, Yajaira Flores, Director of the McAllen Convention Center facilities, emphasized the inspiration, collaboration, and community pride that continue to shape the festival each year.
Flores reflected on the origins of the South Pole concept, describing “the magic that happens when visionary leaders in our community come together.” She shared how early conversations with leaders like the late Joe Vera and HEB’s Linda Tovar sparked a bold dream “to make the impossible possible and create something magical right here in our own backyard.” According to Flores, Tovar pushed the team toward unforgettable scale and impact, telling Vera she wanted “a big, big Christmas tree, bigger than the Christmas tree in San Antonio, bigger than the Christmas tree at the Rockefeller Center.”
Flores explained that this ambition was rooted in something deeper than holiday décor. “It’s about belonging,” she said. “It’s about giving our community something to gather around and something to be proud of.” That collaboration ultimately brought America’s tallest digital Christmas tree to McAllen and opened the tree-lighting ceremony to the public at no cost. As she put it, “That’s the kind of magic that happens behind the scenes…the kind of generosity and vision that make McAllen truly special.”
As the city prepares for the 2025 season, Flores emphasized that innovation remains at the heart of the festival. “Every city has a heartbeat. Our pulse goes through festivals, lights, and music,” she said, highlighting the team’s goal each year to deliver “something extraordinary, something our community has never seen before.”
This year’s enhancements include all-new illuminated lantern displays featuring “Christmas across America,” expanded holiday markets, carnival rides, train experiences, nightly entertainment, and returning favorites such as Santa’s magical village and the viral-worthy hot cocoa stations. Flores said each element was intentionally crafted “to bring people together to celebrate the spirit of the season and the creativity that defines McAllen.”
With the McAllen Holiday Parade approaching quickly and festival gates opening soon, Flores delivered a heartfelt invitation to the community: “We invite everyone to come, see, explore, and experience the South Pole reimagined again, where imagination meets illumination and every light tells a story.”
| Important Dates to Know: |
| • Friday, November 28, 2025Opening Day of the South Pole Illuminated FestivalAlso the date of the official Tree Lighting Ceremony presented by H-E-B. |
| • November 28 – December 28, 2025Full festival operating dates for the South Pole Illuminated Festival. |
| • Every Weekend During Festival DatesThe Driscoll Electric Parade will take place at Oval Park. |
| • Saturday, December 6, 2025McAllen Holiday Parade — One of the biggest celebrations of the season, featuring festive floats, giant balloons, and holiday entertainment. |
| • Tuesday, December 16, 2025H-E-B Community Day with free admission before 7 p.m.(A special community-focused day for families and nonprofits.) |
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