Texas Border Business
By Roberto Hugo González
The City of McAllen officially launched the 2025 McAllen Holiday Parade with a festive press conference held on the morning of July 22, 2025, at the McAllen Convention Center Ballroom. The announcement, hosted by McAllen Mayor Javier Villalobos and the McAllen City Commission, unveiled this year’s parade theme: Christmas Across America, promising a coast-to-coast journey of holiday magic that will culminate in December.
“Welcome, everybody. It’s a pleasure to have you all here today,” said Mayor Villalobos as he greeted guests in full holiday spirit despite the summer heat. “It’s a little too hot for Christmas, but here in McAllen, you know what we do? We do it the McAllen way. We’re starting Christmas in July because it takes a lot of time, a lot of effort, and a lot of people to get this parade going.”
Acknowledging the immense behind-the-scenes efforts that go into producing the parade, Mayor Villalobos gave a special shoutout to the City of McAllen’s float studio: “From creative design to projection, our float studio is the force behind the parade’s magic.” He invited team members to stand and be recognized for their year-round dedication.
Villalobos also praised the community’s role in shaping the world-class event: “From Team McAllen to students, seniors, law enforcement, and everyday people… our community has truly embraced the tradition of the McAllen Holiday Parade.”
The 2025 theme, Christmas Across America, will bring iconic destinations to life through elaborate illuminated floats, oversized helium balloons, and marching bands, all reflecting America’s most beloved landmarks and roadside attractions. A video unveiled at the press conference set the tone: “The McAllen Holiday Parade is more than the largest illuminated holiday and helium balloon parade in Texas. It’s a night of holiday magic that brings out the best in our community.”
City Manager Isaac “Ike” Tawil emphasized the legacy of the event’s visionary founder, the late Joe Vera. “Joe built this parade from the ground up,” Tawil said. “His dream for what the Valley would become through magical events lives on in all of us.” Tawil announced the formation of a new Department of Special Events dedicated to further elevating McAllen’s public celebrations in the coming years.
McAllen’s Director of Special Events, Karina Jimenez, offered a detailed preview of this year’s creative direction. “Christmas Across America is a journey with Santa to discover holiday magic in the places and people that make our country special,” she explained. “From major landmarks to roadside attractions, Santa is bringing a country full of surprises home to the South Pole of Texas, McAllen.”
Among the floats revealed were themes inspired by destinations such as New York City, Las Vegas, and San Antonio’s Alamo. “The float studio has a lot of creative work ahead of them,” Jimenez noted, “and Santa is bringing some special friends from across America that we are excited to share with you as we get closer to the parade.”
Jimenez also highlighted the involvement of regional talent, including local musicians, influencers, and food personalities who will help bring a uniquely McAllen twist to the national journey. Parade attendees will even be invited to track Santa’s whimsical travels through interactive clues shared on the event’s social media platforms.
Corporate sponsorship remains a cornerstone of the parade’s success. Premier sponsors include presenting sponsor H-E-B, powering partner Bert Ogden Auto Group, and additional support from McAllen International Airport, South Padre Island CVB, Lone Star National Bank, and Reliant.
Representing Lone Star National Bank, Irma Chapa and Julian Alvarez spoke of their growing involvement and enthusiasm for the parade. “Lone Star National Bank’s partnership with the McAllen Holiday Parade is three years strong and the best is yet to come,” said Chapa. Alvarez added, “The parade is a gift to families during the holidays… everyone looks forward to an evening of lights, music, and magic.”
As a surprise promotion, Lone Star National Bank’s mascot, Cowboy Cash, is offering a limited-time deal: “Buy one, get one free” parade tickets available on Ticketmaster starting at 5 p.m. today.
The event concluded with a tribute to Joe Vera, who passed away last year. “For you in heaven, “Ya verás”, you’ll see, it’s going to be great just for you, Joe Vera,” Chapa said.
The 2025 McAllen Holiday Parade, presented by H-E-B and powered by Bert Ogden Auto Group, will once again bring together the magic of the season and the spirit of the community. For more information and tickets, visit www.mcallenholidayparade.com.
