Joe Vera: Architect of Joy

By Dr. Kimberly Selber

"The noblest art is that of making others happy." – P.T. Barnum

When fireworks burst above the tallest digital Christmas tree in America, illuminating the McAllen skyline, the wonder in the crowd is a tribute to Joe Vera. The late Assistant City Manager of McAllen, who passed away April 16, 2025, spent five decades building a legacy centered on joy, civic pride, and cultural celebration. McAllen became a true festival city through his leadership, known throughout Texas and beyond for the spectacular events that now define its identity.

A native of Pharr, Texas, Vera’s career began in nearby Hidalgo, where he founded BorderFest in the 1970s. What started as a small community gathering became South Texas’s longest-running cultural festival. Under his leadership, BorderFest drew tens of thousands of attendees annually, celebrating diverse cultures with themed music, dance, food, and performances. Vera also created the Border Texan of the Year Award, a dinner recognizing individuals who made significant contributions to the Rio Grande Valley. Honorees included political leaders, educators, and philanthropists, with the event raising over $1 million in scholarships and charitable funds. His tenure also saw the development of Dodge Arena (now Payne Arena), an 8,500-seat facility that helped position the city as a regional entertainment destination.

In 2014, Vera was recruited to McAllen by then-Mayor Jim Darling to develop what would become the McAllen Holiday Parade. From its first year, the parade stunned with scope: giant helium balloons, celebrity guests, and illuminated floats. In its debut year, the parade earned the International Festivals & Events Association (IFEA) award for Best New Event in the World. It would go on to win the "Best Parade in the World" title eight times, and the city itself was named a "World Festival & Event City" three times during Vera’s tenure.

The parade soon anchored McAllen’s transformation into the South Pole of Texas. Vera spearheaded the development of the South Pole Illuminated Festival, a walk-through light experience that accompanies the parade season. By 2024, the South Pole drew over 128,000 annual visitors. Attractions include snow zones, carnival rides, an artisan market, and that now-iconic digital Christmas tree. It wasn’t just a festival but an immersive holiday universe built from Joe’s imagination. And while the snow was manufactured, the joy was real.

Vera’s impact extended to other major events. He helped evolve PalmFest into Fiesta de Palmas, a multicultural celebration of McAllen’s roots. He also helped establish MXLAN, a summer art and music festival celebrating young Latino culture. With muralists, artisan markets, and international musicians, MXLAN quickly grew into one of McAllen’s signature events, drawing over 80,000 attendees in its first year, reinforcing Joe’s belief that “McAllen’s growth cannot be understood without the relationship we have with Mexico.”

Colleagues remember Vera as a dreamer who delivered. He was known for quoting Walt Disney—"It’s kind of fun to do the impossible"—and lived by that creed. Former City Manager Roy Rodriguez said, "He had a knack for coming up with ideas that seemed unachievable – and yet achieved them all." Joe’s commitment to excellence was matched by his humility. One of his most cherished philosophies was, "There is no limit to what a man can do if he doesn't care about the credit," and he often deflected credit to his team.

Vera was also a mentor, receiving the Texas City Management Association’s Mentoring Award in 2023. He served as World Board Chair of IFEA in 2025, the highest honor in his field. His dedication to service extended to organizations like United Way, Sacred Heart Catholic Church, the Lions Club, and the Boy Scouts. He was a proud Eagle Scout who never forgot the importance of giving back.

Joe lived by the principle of “leave it better than you found it.” And he did.