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Published on:

6th Nov 2024

Hosting the Ultimate Parade – Tips and Insights on Building a Community Tradition

In this episode of Festival Soup, host Mike Baxter chats with Joe Vera, Assistant City Manager of McAllen, Texas, about the inspiring story and behind-the-scenes magic of the McAllen Holiday Parade. Celebrating over a decade of tradition, this parade has grown to become one of the largest in Texas, drawing in hundreds of thousands of attendees. They discuss the logistics, community impact, and the four pillars behind McAllen’s success in transforming a local event into a celebrated holiday destination.

Key Points:

- [0:30] - The Parade's Impact on Community  

  Joe shares how parades unite the community, especially children, through tradition and celebration.


- [2:12] - From Vision to Spectacular Reality  

  The McAllen Holiday Parade began as a simple vision from a 2013 city retreat, evolving into a nationally recognized event.


- [6:38] - Handling Unexpected Growth  

  The inaugural parade’s massive turnout of over 200,000 guests taught the team crucial lessons in event logistics.



- [10:15] - Maximizing Parade Profits  

  Joe explains the strategic use of a local stadium to host spectators, sell tickets, and integrate sponsor visibility.



- [15:48] - Adding Star Power  

  Celebrities like Dallas Cowboys players and popular TV stars attract spectators, blending entertainment for diverse demographics.



- [20:04] - A Broadcast Extravaganza  

  The parade's TV broadcast reaches over 30 major U.S. markets, reinforcing McAllen’s brand and regional impact.



- [24:33] - McAllen Parade’s Fourfold Mission  

  Joe explains the event’s guiding goals: enhancing quality of life, promoting safety, creating a tourism destination, and boosting economic impact.




Quotable Moments:

[1:19] “A parade is all about celebration… the joy and wonder of bringing the community together.” – Joe Vera


[17:02] “We found the right mix with Dallas Cowboys’ players—suddenly the sea of blue lined the parade route.” – Joe Vera


[27:04] “This parade was our way of showcasing McAllen’s safe, vibrant, and welcoming environment.” – Joe Vera



Links Mentioned:


The McAllen Holiday Parade illustrates the power of festivals to foster community spirit and drive economic growth. Joe Vera’s insights reveal how thoughtful planning and strategic partnerships have transformed a city tradition into a major cultural draw. Subscribe to Festival Soup for more insights on crafting memorable festivals and join us next time as we explore more stories from the world of festivals and events.

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About the Podcast

Festival Soup
The ultimate podcast for festival, fair, rodeo and event professionals
Festival Soup is the ultimate podcast for festival, fair, rodeo and event professionals! Hosted by Mike Baxter, a certified festival and event executive, this podcast is your go-to resource for expert advice, industry insights, and behind-the-scenes tips on creating unforgettable events. Each episode features interviews with industry leaders and professionals, covering a wide range of topics—from staging large festivals and booking talent to mascot creation, volunteer management, and the latest trends in event marketing and merchandising. Whether you're managing a local fair, a major festival, or anything in between, Vegetable Soup serves up the ingredients you need for success. Tune in and get ready to elevate your event to the next level!