Texas Border Business
By Roberto Hugo González / Texas Border Business
The South Pole Illuminated Festival will return to McAllen with enhanced experiences and renewed community focus, according to remarks by Linda Tovar, Director of Public Affairs for HEB. Tovar said HEB is “proud to once again partner with the city of McAllen and the McAllen Convention Center to bring the magic of the South Pole Illuminated Festival to life,” emphasizing that “each year the festival shines brighter.”
She underscored HEB’s commitment to families across the Rio Grande Valley, stating that the company is honored to help create “holiday moments that unite our community and celebrate the spirit of giving.” Tovar described the festival as an event that embodies Texas traditions, noting, “Holidays in Texas are all about family, tradition and community, and nobody celebrates those traditions quite like HEB.”
Among the major events returning this year are two HEB–hosted celebrations. Tovar announced that the official tree lighting ceremony will be held on November 28, inviting families to “kick off the holiday season with us as we light up the night sky in McAllen.” She also highlighted HEB Community Day on December 16, which will offer “free admission before 7 p.m. as our gift to the community.”
One of the most anticipated additions this year is the debut of an indoor ice-skating attraction. Tovar introduced the feature by saying, “We have something very exciting. We have a new attraction… an indoor ice skating rink, HEB on Ice.” She explained that guests will be able to “lace up their skates and glide through a winter wonderland,” surrounded by the creative artistry of the McAllen Holiday Parade.
Tovar also reaffirmed HEB’s commitment to philanthropy through the continuation of HEB Days of Giving, calling it “a tradition celebrating and supporting local nonprofit organizations that reflect the heart of our community.” She emphasized that the season is not only about lights and festivities: “These organizations remind us that the holidays are about more than lights and gifts. They’re about helping our neighbors.”
She encouraged the public to follow the festival’s social media and event calendar to learn more about honorees and community programs. Concluding her remarks, Tovar thanked the city, the McAllen Convention Center, and participating families, saying, “Together we are making the holidays brighter for everyone across the Valley.”
| 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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