MCALLEN HOLIDAY PARADE: A Decade of Magic

By Dr. Kimberly Selber

McAllen is marking the 10th anniversary of the McAllen Holiday Parade with more dazzling lights, holiday cheer, and jubilant spirit. With an unwavering commitment to fostering a high quality of life, McAllen has cultivated more than just a parade; it has woven a tapestry of tradition and togetherness. The McAllen Holiday Parade symbolizes the city’s enduring promise to bring the community vibrancy, joy, and an unmatched festive spirit.

The Holiday Parade, an idea set into motion by the City Commission in 2014, was intended to be more than a mere celebration; it was designed to be a tradition-building, memory-making extravaganza. Further, the idea paralleled the McAllen Performing Arts Center’s programming, like “Broadway in the Rio Grande Valley,” which brings world-class Broadway performances to McAllen. “We wanted to create an event that brought this level of event experience to our city,” McAllen City Manager Roy Rodriguez shared.

With a short timeline of about four months, it was all hands on deck to imagine, schedule, and build a parade that ushered in the holiday season like nothing the Rio Grande Valley had ever seen. At the first pre-parade broadcast in 2014, Rodriguez told viewers, “We’re gonna make a big difference this year.”

Boy, was he right.

The initial concept was modest. “When we first had the idea, we thought we might have one float and one balloon and some marching bands,” recounted Carina Jimenez, deputy director of programs for McAllen Parks & Recreation. The outcome, however, exceeded expectations: “Before we knew it, we had a full lineup of Macy’s Thanksgiving Day Parade-style balloons and over 35 floats.”

The endeavor was far from solitary. To pull off an event of the caliber imagined by the City, they needed experience. “We worked with Jean McFaddin, the former director of the famous Macy’s Thanksgiving Day Parade,” Jimenez continued. Joe Vera, McAllen’s Assistant City Manager, leveraged his long-standing friendship with McFaddin through the International Festival and Events Association, drawing her into the fold to lend her extraordinary expertise on producing a large-scale holiday parade.

With such collaborative synergy, the city also engaged Kern Studio, the illustrious float builder known for the New Orleans Mardi Gras parade, to help with some of the key floats. “Barry Kern was amazing and so helpful,” Jimenez recalls.

Big things came together very quickly.

The inaugural 2014 parade’s turnout astounded everyone. Approximately 100,000 attendees took officials by surprise. The City was expecting a good crowd, but there were “massive amounts of people here,” exclaimed a reporter during the first parade’s live broadcast.

Rodriguez reflects on the underlying foundation of the parade’s success: “The reason we had a parade this size is because of the partnerships we have in our community.”

The first parade was presented by La Plaza Mall and powered by Bert Ogden Motors. “Without hesitation, Bert Odgen stepped in on year one and has provided all the vehicles we needed every year ever since without question,” said Jimenez.

Launched as the largest holiday and helium balloon parade in Texas, the event featured 40 floats, each a product of three weeks of laborious love. McAllen Parks and Recreation took the lead and continues to head the planning and production of the event with the Float Studio building each local float featured in the parade. Alongside the floats at the inaugural parade were 16 giant helium character balloons and 14 marching bands, along with drill teams and cheer squads from across the region.

The following year saw the attendance swell to about 120,000. In 2016, some of the Dallas Cowboys players added their star presence, and by 2017, the crowd numbers were estimated at a staggering 250,000. Innovative additions such as animated floats and snow machines

enhanced the magical atmosphere.

2018 marked a new chapter with H-E-B stepping in as the presenting sponsor and Bert Ogden Motors continuing to support the parade’s procession with its vehicles powering each of the floats. Macy’s department store also joined the McAllen Holiday Parade, bringing with them the grandeur reminiscent of their own Thanksgiving Day parade in New York, which attracts millions.

By 2019, the parade had grown to include 50 floats, 14 marching bands, and 39 helium balloons, parading down Bicentennial Blvd. to McAllen Veterans Memorial Stadium before a quarter-million spectators.

The parade also introduced the “Vuelta Zone,” a unique feature inspired by local culture. “The Vuelta Zone originated here in McAllen,” Joe Vera described, sharing how the spontaneous cheer of “Vuelta. Vuelta!” from the crowd turned into a beloved ritual of twirling the balloons like a girl in her quinceañera gown for all to see. Tickets to sit in the South Padre Island Vuelta Zone sell out every year.

With a nod to the parade’s significant and growing impact, in 2019, Gov. Greg Abbott bestowed upon McAllen the title of the South Pole of Texas. Signs with this designation can be found at key locations around McAllen.

As momentum continued to grow, everyone looked forward to the December 2020 parade until everything shut down in March due to the COVID-19 Pandemic.

2020 called for innovation.

McAllen rose to the challenge by transforming the traditional parade into a live virtual celebration, with TV personality Mario Lopez hosting and frontline workers honored as Grand Marshals. “This is the year we re-imagined Christmas,” Jimenez reflects. Floats processed around the stadium in front of bleachers filled with cardboard cutouts, participants wore masks, and safety precautions were at the highest levels. The parade was rebroadcast on Christmas Day in 83 markets across the US, garnering millions of views and over 87 million advertising impressions.

The community’s eagerness for the return to in-person gatherings post-pandemic was palpable. Embracing a festive “Rockin’ Around the South Pole” theme, the McAllen Holiday Parade welcomed exciting new partners, such as South Padre Island, into its fold. “South Padre Island recognized the value in partnering with us,” City Manager Roy Rodriguez remarked, emphasizing the importance of such alliances. “We truly value these partnerships.” The burgeoning collaborations were mirrored by a surge in spectators. Jimenez shared the turnout: “We had over 265,000 attend the parade in 2021,” and with a note of optimism, she added, “We expect to see that number continue to grow.”

Behind the scenes

“This is a huge team effort. Everyone from public works, public safety, transit, traffic operations, and convention facilities to our 2,700 volunteers play a role in creating this experience,” Jimenez proudly states, her voice catching. “Creating the parade for our community and families means a lot to

everyone.” The parade’s success is a testament to the unity and dedication of the entire community, with every aspect funded entirely by sponsorships.

Since 2015, the McAllen Holiday Parade has consistently earned accolades from the International Festival and Events Association (IFEA). It secured Gold for the best new event in its inaugural year and went on to clinch Gold for Best Parade in 2017, 2018, 2019, and 2023. A milestone was reached in 2022 when it was awarded the Grand Pinnacle, the highest honor. In 2020, the Parade was celebrated with Gold in the best virtual event category for its innovative “Re-imagining Christmas” experience. Further, because of the City’s approach to top-level event production, it has been recognized as an IFEA World Festival and Event City for 2022 and 2023. McAllen is in good company on the IFEA awards podium with events like the Pasadena Rose Parade and the Kentucky Derby, both of which are well over 100 years old, and cities like Sydney, Australia.

While we celebrate the 10th anniversary of the McAllen Holiday Parade, let us remember that the parade is not just an event; it’s an embodiment of community spirit and a beacon of joy that continues to shine brighter every year.