Texas Border Business
By Roberto Hugo González
As preparations intensify for the 2025 McAllen Holiday Parade, one key tradition remains firmly in place: the signature float designed and presented by Bert Ogden Auto Group. As a founding sponsor, Bert Ogden Auto Group has powered the parade since its inception. It continues to play a central role in bringing spectacle and creativity to the streets of McAllen each December.
Janet O. Vackar, Vice-Chairwoman of the Board and President of Marketing for Bert Ogden Auto Group, is widely recognized for conceiving and overseeing the group’s annual float concept. Her creative direction has consistently resulted in crowd favorites and headline-grabbing moments. “Janet always brings a show-stopping idea,” said a city representative during the July 22, 2025, press conference announcing this year’s parade theme, Christmas Across America.
Last year’s float, themed around international pop star Taylor Swift, was a sensation both along the parade route and across social media. The float featured dazzling visuals and Swift-inspired design elements that captivated fans and onlookers alike. Bert Ogden, CEO; Natacha del Barrio, Marketing Director; and Stephanie Garcia fully embraced the theme by appearing in striking look-alike Taylor Swift dresses, further energizing the crowd.
A key visual moment of the 2024 parade came when the float was towed by a powerful Cadillac Escalade, driven by Johnny Rodriguez. In the back passenger seat was Mr. Bob Vackar, and riding comfortably in the front passenger seat was Mrs. Vackar, waving to the crowds at the McAllen Memorial Stadium.
While the exact design of the 2025 Bert Ogden float remains under wraps, event organizers and paradegoers alike are eager to see how Janet O. Vackar and her team will interpret this year’s coast-to-coast theme, Christmas Across America. The float is possibly expected to feature a major American icon or destination, continuing the tradition of creative excellence for which the Bert Ogden team is known.
“Bert Ogden Auto Group has been powering this parade for over a decade,” said Karina Jimenez, McAllen’s Director of Special Events. “Their partnership is more than sponsorship—it’s leadership, vision, and community pride in action.”
The McAllen Holiday Parade is the largest illuminated holiday and helium balloon parade in Texas, drawing over 1.5 million spectators since its debut and earning nine international recognitions, including multiple “Best Parade in the World” honors from the International Festivals and Events Association. Bert Ogden Auto Group has been a key part of that success story, not only through its float but also by supporting logistics, promotion, and community outreach.
With the support of sponsors like Bert Ogden Auto Group and the creative energy of leaders like Janet O. Vackar, the 2025 McAllen Holiday Parade promises another unforgettable evening of magic and holiday joy. As always, the parade will begin with the float that sets the tone—and if history is any indication, it will once again be one to remember.
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