McAllen reports rising attendance and multimillion-dollar economic impact from 2024 holiday parade and South Pole festival

McAllen city staff on Monday briefed the City Commission on the 2024 McAllen Holiday Parade and the South Pole Illuminated Festival, saying both events drew regional visitors, increased sponsorship revenue and volunteer participation, and generated multimillion-dollar economic impacts.

City staff presented attendance and economic findings at a workshop open to the public under the Texas Open Meetings Act. Staff said the McAllen Holiday Parade — presented by H‑E‑B and powered by Bert Ogden — drew more than 200,000 visitors and that the University of Texas Rio Grande Valley (UTRGV) economic-impact analysis estimated the parade generated $18,400,000 in economic impact for the region in 2024. City staff also reported 63 handcrafted illuminated floats, 38 giant illuminated balloons, 16 marching bands and about 2,700 volunteers supporting parade operations.

The presentation placed the related South Pole Illuminated Festival in the same event family. Yahaira Delgado, director of convention facilities for the City of McAllen, said the South Pole drew a record 140,000 visitors during its 33 days and featured new attractions this year including an all‑new Santa’s Castle, themed lands such as…