Texas Border Business
Figure includes McAllen Holiday Parade, Christmas in the Park & stadium concert
McALLEN – Already the largest illuminated holiday parade in Texas, City leaders envision the McAllen Holiday Parade presented by La Plaza Mall, to become one of the top ten parades in America. In its second year, the parade attracted more than 240,000 attendees from South Texas and Northern Mexico.
“For months leading up to this event there was excitement and anticipation. It garnered attention and captured headlines,” said City Manager Roel “Roy” Rodriguez, P.E. “The goal of the parade is to enhance the quality of life, make our city a premiere travel destination and boost civic pride. We succeeded in those goals. I want to thank all the hard-working volunteers, community groups, city employees and sponsors that made this phenomenal event possible.”
The parade, considered the largest single-day event in the Rio Grande Valley, had an economic impact of $15.8 million in direct, recognizable benefits to the region, according to a study conducted by the University of Texas Rio Grande Valley. According to the analysis $9.2 million was injected into the local economy in consumer spending and operating expenditures.
The 2nd annual parade also premiered nationwide in 17 television markets including Chicago, Denver and Los Angeles reaching about 4.4 million viewers over the air and on cable. National mentions included Jimmy Kimmel Live, Suelta La Sopa and Televisa Espectaculos. Thousands of viewers were also able to watch the parade live locally on several TV channels and internet streaming. Countless more enjoyed the event via social media.
In the second year of the Christmas festivities, respondents indicated that there were significant upgrades with the addition of 170 restrooms, added trashcans and the establishment of a recyclable program.
“We listened to the people and added more manpower to do the things our community requested from us,” Assistant City Manager Joe Vera said. “We spent additional dollars to put on a superior quality civic event, but it was all done in an effort to present a magical experience for our families, residents and international visitors.”
In addition to the $15.8 million economic impact, there was $746,036 in tax revenue generated from the parade activities according to the UTRGV study. The total event cost for the McAllen Holiday Parade, Christmas in the Park and the stadium concert was $1.8 million, which included a bolstered law enforcement presence, barricades, live production, custom illuminated floats, helium balloons and celebrity appearances. Of that amount, $1,046,956 was brought in through sponsorships and revenue. Actual city dollars invested on the holiday events added up to $765,202. From that total, the city also acquired permanent parade assets including a fleet of handcrafted floats, safety barricades, balloons and banners that added up to $320,528.
Economic Analysis of Event Impact:
- Attendance: over 240,000
- Broadcast Reach: 5.5 million
- Total Economic Impact: $15.8 million
