Texas Border Business
The holiday season is kicking off and will shine bright in McAllen as the South Pole Illuminated Festival presented by H-E-B officially opens on November 28, 2025, with a night filled with awe-inspiring festivities.
The festivities begin with the lighting of the tallest digital Christmas tree in the United States, standing over 100 feet tall and dazzling with state-of-the-art LED technology. This incredible holiday centerpiece will be unveiled during a free community tree lighting ceremony that promises to deliver unforgettable moments of joy.
Following the tree lighting, guests will experience a breathtaking fireworks show, “The Concert in the Sky,” presented by the McAllen International Airport. The spectacle will illuminate the night, providing a stunning backdrop to the holiday celebrations.
Thanks to H-E-B Helping Here, families arriving before 6:00 PM will receive complimentary entry tickets to the South Pole Illuminated Festival, ensuring everyone can enjoy the magic of the season.
“H-E-B is honored to bring the spirit of the holidays to McAllen through the South Pole Illuminated Festival,” said H-E-B Public Affairs Director, Linda Tovar. “Our goal is to create cherished memories for families and friends across the community.”
After the ceremony, the festival will resume ticketed entry, inviting guests to explore a winter wonderland filled with sparkling lights, holiday attractions, and festive cheer.
Adding even more magic to the evening, Driscoll Children’s Hospital and Driscoll Health Plan are bringing back the Driscoll Electric Parade which features a spectacular illuminated parade that is sure to captivate audiences with vibrant floats, synchronized performers, and festive music.
As part of its dedication to the children of South Texas, the parade will make a special stop at Driscoll Children’s Hospital Rio Grande Valley, brightening the season for children who are currently hospitalized. The Driscoll Electric Parade features spinning light up floats “Trompitos” supported by Whataburger, Rodeo Dental& Orthodontics, Dollar Tree, SpawGlass and Q7 Sports.
| Join us for all the holiday magic: |
| • Event Date: Friday, November 28, 2025 |
| • Time: Tree Lighting at 6:00 PM; Festival Opens Immediately After |
| • Location: South Pole Illuminated Festival, McAllen Convention Center Grounds |
The tree lighting ceremony is free, and complimentary tickets to the festival are available for guests arriving before 6:00 PM, courtesy of H-E-B Helping Here.
The South Pole Illuminated Festival is presented by H-E-B Helping Here and proudly sponsored by Driscoll Children’s Hospital & Driscoll Health Plan, Sames Auto Group, Lone Star National Bank, McAllen International Airport, Reliant and Metro McAllen. For more information, visit HOME | South Pole Illuminated Festival McAllen
