Texas Border Business
By Roberto Hugo González
During the July 22, 2025, press conference unveiling the theme of this year’s McAllen Holiday Parade, a moment stood out amid the celebration. Irma Chapa, Senior Vice President and Marketing Director at Lone Star National Bank, paused to reflect on the lasting impact of Joe Vera, the creator of the McAllen Holiday Parade, who passed away on April 16, 2025.
“I was very touched to see Joe Vera on the screen,” Chapa said as images of the parade’s history were shown. “He was so instrumental, not only for the City of McAllen but also for the City of Hidalgo. Maybe that’s why we all felt so special when we walked in today—because we feel his presence.”
Joe Vera’s vision for the parade has transformed the event into one of the most celebrated holiday spectacles in the world. Since its inception in 2013, the McAllen Holiday Parade has received nine international recognitions from the International Festivals and Events Association (IFEA), including being named the Best Parade in the World on multiple occasions. These accolades reflect the quality, scale, and creative excellence that Vera inspired in the City of McAllen’s event planning.
Since its debut, the parade has attracted more than 1.5 million people to experience it in person, making it the largest illuminated holiday and helium balloon parade in Texas. Vera’s dedication to community engagement and cultural celebration helped establish the parade as a signature event in the Rio Grande Valley.
“We feel his presence,” Chapa continued. “And I don’t know why I thought about this, but for you in heaven—ya verás—you’ll see, it’s going to be great, just for you, Joe Vera.”
As the City of McAllen continues to grow the parade’s legacy with new themes and expanded community involvement, Joe Vera’s contributions remain at the heart of the celebration. His original goal—to create an event that would unite, uplift, and inspire—continues to be fulfilled every December through the passion of those who carry his vision forward.
