Texas Border Business
By Roberto Hugo González
The City of McAllen is preparing to host an extraordinary fall season of arts and culture, marking its evolution into a true festival city. This transformation, a decade in the making, is the result of strategic efforts led by Assistant City Manager Joe Vera, who has overseen the city’s growth into a renowned destination for cultural events.
“McAllen is known as a world festival and event city, as recognized by the International Festival and Event Association,” said Vera. “We started this journey ten years ago when we launched the McAllen Holiday Parade, and it surprised us how quickly it became a destination event. That really set the pace for McAllen becoming a festival city.”
The fall season promises to bring residents and visitors together through a packed lineup of events designed to enrich McAllen’s cultural and economic landscape. According to Vera, this robust programming has significantly impacted the city. “Through the more than 500 events held annually at the Convention Center and across the city, we’ve redefined McAllen’s cultural and economic identity.”
McAllen’s 2024 fall season is filled with various festivals, concerts, and free public performances that cater to all audiences. Some of the highlights include:
- Symphony in the Park – October 5, 2024
- A collaboration with the Valley Symphony Orchestra, offering a free, open-air performance at the McAllen Convention Center’s Oval Park. “Symphony in the Park is a new experience that we’re excited to offer the community,” said Vera. “It’s all about creating access to the arts in an engaging and inclusive way.”
- US Army Field Band Concert – October 17, 2024
- A free performance at the McAllen Performing Arts Center, this concert is part of the city’s commitment to bringing high-quality music to the public at no cost.
- Fiesta de Palmas – October 18–20, 2024
- McAllen’s flagship cultural festival returns with live performances, artisan markets, and the beloved H-E-B Pumpkin Patch. Vera highlighted the significance of the event: “Fiesta de Palmas unites our community and showcases the best of McAllen’s culture. And demonstrates the effort of all our city departments, from the convention center to public works.”
- Alebrije Music Fest – October 19, 2024
- The music festival promises major headliners and an electric atmosphere, adding another dynamic element to the Fiesta de Palmas weekend.
- Broadway Series – “Mean Girls” – November 7, 2024
- A part of the city’s thriving Broadway series, bringing popular productions to the McAllen Performing Arts Center.
Beyond entertainment, McAllen’s arts and cultural events are vital to the city’s economy. Vera noted the extensive economic benefits generated by these events: “With more than 30% of attendees traveling over 50 miles to attend performances at the McAllen Performing Arts Center, we’ve seen a major boost to our local economy. In 2024 alone, we expect to generate over $60 million in economic impact.”
McAllen’s festival-driven approach has also created over 1,000 jobs and positioned the Convention Center as a central hub for tourism. “The Convention Center has become a light for drawing visitors across the nation,” Vera explained. “It’s not just about culture; it’s about tourism and placemaking—creating spaces that foster community and elevate our quality of life.”
One of the city’s major initiatives is to make the arts more accessible, mainly through educational programs. “Culture is the heartbeat of any community,” Vera said. “It tells our story, reflects our shared experiences, and shapes the future.”
Through the McAllen Performing and Cultural Arts Foundation, the city is raising funds to provide scholarships to students, giving them access to top-tier dance and music programs. “We want to ensure that future generations have the opportunity to explore their creativity and enjoy the arts,” Vera emphasized.
The foundation also supports events like Edu Fiesta, an interactive educational experience at Fiesta de Palmas, where children and families can engage with exhibits from partners like Texas Parks and Wildlife. “Edu Fiesta is one of our favorite ways to bring the community together to learn and celebrate,” said Vera.
McAllen’s transformation into a cultural hotspot has been a decade in the making, and Vera sees the city’s future as even brighter. “What we’ve achieved with these events—whether it’s the McAllen Holiday Parade, Fiesta de Palmas, or the countless concerts we host—is remarkable,” Vera said. “The energy we’ve created is inspiring, and we’re only going to continue growing.”
The combination of festivals, Broadway performances, symphony concerts, and free public events has made McAllen a cultural destination. “These events create memories, bring families together, and connect us to our heritage,” said Vera. “It’s not just about bringing people to McAllen; it’s about celebrating who we are.”
As the fall season unfolds, McAllen invites everyone—residents and visitors alike—to experience the power of the arts. “We’re excited to welcome people from near and far to experience McAllen’s vibrant culture and dynamic arts scene,” Vera concluded.
Save the Dates:
- Symphony in the Park: October 5, 2024
- US Army Field Band Concert: October 17, 2024
- Fiesta de Palmas: October 18–20, 2024
- Alebrije Music Fest: October 19, 2024
- Broadway Series – Mean Girls: November 7, 2024
- McAllen Wind Ensemble Concerts: Starting November 12, 2024
With its dedication to arts, culture, and community, McAllen is set to make this fall season one to remember.
