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Texas Border Business

Today, the City of McAllen unveiled details of this year’s newly reimagined McAllen Holiday Parade, presented by H-E-B and powered by Bert Ogden & Fiesta Dealerships. The seventh annual presentation of the World’s and Texas’, Best Parade will be celebrated on Saturday, December 5 in a broadcast television production with no spectators in attendance, stepping off at 6:00 p.m. from Oval Park at the McAllen Convention Center, 700 Convention Center Boulevard.  The event will run live on six local networks and later, be rebroadcast on the top 31 U.S. Hispanic markets and throughout Texas on Christmas Day and New Year’s Eve.

“Christmas is the most wonderful time of the year and H-E-B is so proud to be a part of the family, holiday, and cultural traditions of this beautiful holiday,” said Tony Gonzalez, Director of Merchandising & Marketing, Border Region for H-E-B.  “Now more than ever, we do need to find ways to celebrate Christmas and H-E-B is proud that the newly reimagined presentation that will not only delight the entire Rio Grande Valley community, but also, help keep the wonderful, warm spirit of Christmas alive in McAllen, the true Official South Pole of Texas.”

Parade organizers promise to keep all of the dazzling and sensational elements of the previous six presentations of the parade, including the colorful, animated and iconic illuminated floats and the giant character and specialty helium and cold-air balloons; some features, including bands and celebrities, will be presented in entirely innovative and unique ways.  It will also snow along the parade route, which this year will run from the west side of Oval Park and head south before turning northeast, traveling a total of 689 feet from start to finish.  And once again, it will celebrate as its theme, McAllen as the Official South Pole of Texas.

“Everybody loves a parade and the McAllen Holiday Parade, presented by H-E-B, is no different,” said McAllen Mayor Jim Darling.  “Just because we can’t enjoy the parade in person, does not mean that will be any less special or beautiful.  The true meaning of Christmas is love and family and watching the McAllen Holiday Parade together with just family will make it more special. In fact, now everyone will have the best seat to enjoy the magic of the McAllen Holiday Parade.”

While an audience may not be physically present for the McAllen Holiday Parade, viewers will get a unique watch and win opportunities during the live telecast and in the weeks leading up to the parade.  Winners can get registered in various manners, including on the website www.McAllenHolidayParade.com, social media contests, and text to win raffles.  

Stay tuned for a list of prizes and how to get signed up!

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“Christmas is a time to share and give with love and peace in our hearts,” said Marsha Green, Vice-President of Marketing for Bert Ogden & Fiesta Dealerships. “For Bert Ogden & Fiesta Dealerships, there is no greater gift for us than to be able to deliver the McAllen Holiday Parade to everyone in McAllen, the Rio Grande Valley and Texas as we celebrate the best of our community.  Even if we are separated by social distancing, we are all joined together to show the world how McAllen comes together to rejoice this holiday season.”

The McAllen Holiday Parade will be seen live on TV and streaming options for the City of McAllen, including McAllen Cable Network Spectrum Cable 1300 for McAllen residents; on the McAllen 3-1-1 mobile app or over the air antenna channel KAZH-HP 57.1.  Viewers may also watch the parade on:

  • Azteca Valle  
  • CBS-4
  • Telemundo 40
  • Telexitos
  • Unimas

The McAllen Holiday Parade has been named the Best Parade in the World and the Best Parade in Texas three years in a row by international and state event industry organizations.

The McAllen Holiday Parade is presented by H-E-B and powered by Bert Ogden & Fiesta Dealerships, Budweiser, Reliant and Driscoll Health System/Driscoll Health Plan. Other sponsors include: McAllen Public Utility; McAllen International Bridge System; McAllen Recycling; Metro McAllen; McAllen International Airport; McAllen Chamber of Commerce; Peña Eye Institute; McAllen Economic Development Corp.; Linebarger, Goggan, Blair & Sampson; IBC Bank; AEP Texas; Chick-fil-A; PepsiCo.; Tres Lagos; Lacks; University of Texas-RGV; McAllen I.S.D.; Hermes; Laredo Taco Company/Stripes; Taco Palenque Group; KSA Engineers; Corollo Engineers; S&B Infrastructure; MedCare EMS; Plains Capital Bank; O’Reilly’s Auto Parts; Ambetter Superior Healthplan; and Matt’s Building Materials.

Media partners for the event include: Telemundo 40; CBS-Ch. 4/KVEO-Local 23 & Nexstar Digital; KRGV-Ch.5 and Azteca Valle; Entravision TV and radio stations; R Communications radio stations IHeartRadio; Univision Radio; Más Music Radio; Advance News-Journal; El Periódico, U.S.A.; Revista Expresión; Welcome Home RGV; and The Monitor.

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