Texas Border Business
By Roberto Hugo González
PHARR, Texas — The City of McAllen officially launched the 2025 Holiday Parade season with a press conference at the new Bert Ogden BMW facility on North Cage in Pharr. Presented by HEB and powered by Bert Ogden Auto Group, the event gathered city leaders, sponsors, and media partners to unveil details for the December 6 parade, now in its 11th year.
McAllen City Commissioner Tony Aguirre emphasized the parade’s importance, calling it “the biggest event of the year.” He announced that two Dallas Cowboys legends — three-time Super Bowl champion Leon Lett and three-time Pro Bowl wide receiver Tony Hill — will appear at this year’s parade. “We are very excited to see these two legends at our parade,” Aguirre said, noting that more celebrity guests will be revealed soon.
Assistant City Manager Elvira Alonzo emphasized how the parade has become a tradition for local families. “Every year the McAllen Holiday Parade brings a special kind of magic to our community,” she said. “There are many kids, now adults, who started coming to the parade, and today they have families of their own.” She also invited residents to follow “Santa’s Journey Across America” online, a new way to connect with the parade’s theme.
Natasha Del Barrio, CEO of Bert Ogden Auto Group, welcomed guests to the group’s newest dealership. “Here at the Bert Ogden Auto Group, we are already feeling the holiday spirit,” she said. Del Barrio announced that the UTRGV marching band will return to the parade after making a strong impression at the university’s first football games this year. She also teased a new Bert Ogden float and confirmed the company will again provide trucks and vehicles for the parade.
City Manager Isaac Tawil, speaking virtually, highlighted the strength of the city’s partnership with Bert Ogden Auto Group. “We’re so grateful for our partnership since inception and thrilled they continue to help us support the holidays,” he said, reminding residents to save the date of December 6.
McAllen Parks and Recreation Director Denny A. Moline brought energy to the announcement, pointing out the parade is less than 90 days away. He encouraged community groups to participate by selling seating along the parade route and called for volunteers to help with the parade’s signature giant helium balloons. “Everyone has a special place on our team, from teenagers over 16 to senior citizens,” he said. “You’ll give back to your community, gain leadership experience, and work with good-hearted people.”
The event also featured a key announcement from Mr. Robert C. Vackar, Chairman of the Board and Chief Performance Officer of Bert Ogden Auto Group, and his wife, Mrs. Janet Ogden Vackar, Co-Chairwoman and President of Marketing. As leaders of the Rio Grande Valley’s largest family-owned and operated group of dealerships, both have been longtime supporters of the McAllen Holiday Parade. Mr. Vackar announced plans to remodel the old McAllen BMW building on 10th Street into the company’s new corporate headquarters, which will house about 100 employees. “We are committed to the Rio Grande Valley and its growth,” Vackar said, adding that even his grandson Walt, after spending the summer in McAllen, now wants to attend college and settle in the region.
Vackar’s leadership has been central to the group’s ongoing sponsorship. Over the past eleven years, the Bert Ogden Auto Group has consistently played a pivotal role in powering the parade, providing vehicles, floats, and community support. At the press conference, multiple speakers credited the auto group’s loyalty and vision. “We’re so grateful for our partnership since inception,” City Manager Tawil reiterated, highlighting the vital role of the Bert Ogden brand and its leadership.
Closing remarks acknowledged the media outlets supporting the parade. The 2025 McAllen Holiday Parade, themed Christmas Across America, will take place Saturday, December 6. With celebrity guests, giant balloons, marching bands, and elaborate floats, the parade is expected to draw thousands of spectators once again and showcase the spirit of the Rio Grande Valley.
