Texas Border Business
ALAMO — Assistant City Manager, Visionary Leader, Champion of South Texas, Joe Vera, age 69, was called to be with the Lord on April 16, 2025, during Holy Week.
Joe was a beloved husband, father, and grandfather, whose life was marked by faith, vision, and resilience. Born and raised in Pharr, Texas, he was a transformative leader in public service and cultural development.
He left a significant impact at just six years old by shining shoes at Sacred Heart Catholic Church and over four decades, significantly contributing to its growth and new construction. His dedication to his church community exemplified his lifelong devotion to service and spiritual leadership.
A visionary leader and pioneer in the festival and events industry, Joe most recently served as Assistant City Manager for Culture, Recreation, and Special Events for the City of McAllen—a role he cherished deeply, often calling it his dream job and proudly stating he would “sprint to work every day.” Under his meticulous attention to detail and relentless drive, McAllen flourished into a national and international destination. Joe spearheaded the creation and expansion of landmark events, including the McAllen Holiday Parades, South Pole Illuminated Festival, and McAllen Marathon. He repeatedly quoted Walt Disney, saying, “It’s kind of fun to do the impossible”—a principle he exemplified throughout his career.
Before joining McAllen in 2014, Joe profoundly impacted the City of Hidalgo, leading its transformation from a small town into a bustling cultural and entertainment destination. He was instrumental in launching the BorderFest, overseeing the development of Dodge Arena (now Payne Arena), and curating historic revitalization and economic initiatives.
Joe’s influence extended far beyond South Texas. In 2025, he proudly served as World Board Chair of the International Festivals & Events Association (IFEA), earning McAllen—and the greater South Texas region—a prominent place on the global stage. His contributions earned him numerous accolades, including induction into the IFEA Hall of Fame and the Texas Festivals & Events Association Hall of Honor.
Throughout his distinguished career, Joe built not just events but experiences. One of his cherished philosophies was, “There is no limit to what a man can do, if he doesn’t mind who gets the credit,” and true to this, Joe’s humble spirit touched countless lives and left an indelible mark on everyone he met.
Joe served his family without reservation. He is survived by his loving wife, Alma Vera; his treasured children, Thais Garza and Homer Garza (Sonya); cherished grandchildren, Ryan and Reena; beloved sisters, Joann Watts (George Sr.) and Linda Casas; and numerous nieces and nephews. He was preceded in death by his esteemed parents Inez Vera Jr. and Gloria.
Joe Vera built the impossible with pride, purpose, and a love for his community. His spirit should profoundly, not just be put to live on in every parade, every celebration, and every act of public service inspired by his extraordinary life. Let us honor his life by living ours with the same grace and compassion for others as he recited in his favorite quote, “The noblest art is that of making others happy.”
The family would like to thank the City of McAllen, his esteemed work team, medical team and lifelong physician Dr. Leonel Moreno and staff for their endless care and support.
Civil Services for Joe Vera will be held on Monday, April 21, 2025, at 4:00 p.m., with the Rosary following at 6:00 p.m. at the McAllen Performing Arts Center. A Funeral Mass will be celebrated at Sacred Heart Catholic Church, 208 E Camelia Ave, Hidalgo, TX., on Tuesday, April 22, at 10:00 a.m. Funeral internment will follow at Palm Valley Memorial Gardens, 2607 N Sugar Rd, Pharr, TX 78577.
In lieu of flowers, donations can be made to United Way of South Texas and Sacred Heart Catholic Church in Hidalgo, TX.
