The City of McAllen opened its preshow for the 12th annual McAllen Holiday Parade by naming HEB as presenting sponsor and Bert Ogden Auto Group as a power sponsor, previewing the parade’s route and post-parade programming at the South Pole Illuminated Festival.

Communications director Irma Chapa and social media coordinator Laura Garcia told viewers the broadcast originates from McAllen Veterans Memorial Stadium and will be carried live on the City of McAllen YouTube channel and Spectrum channel 1300. "You'll be able to see all of the parade on Spectrum 1300 as well as our YouTube City of McAllen channel," Chapa said.

The preshow promoted free admission events at Christmas in the Park with performances by local bands including Revolution and Southern Ashes, and reminded viewers that the Metro McAllen Polar Express shuttle will run from noon to midnight with pick-up at STC to ease access to the parade and Christmas-in-the-Park activities. "Metro McAllen Polar Express is free," Laura Garcia said, noting the shuttle runs until midnight.

City Manager Isaac Tewill highlighted the event’s regional reach and production scale, saying the parade feed is syndicated beyond the Rio Grande Valley and noting the City’s YouTube channel drew 11,000 viewers last year. Several celebrity guests, including former Dallas Cowboys players and entertainers, were announced as part of the evening’s lineup.

The broadcast also previewed the behind-the-scenes work by videographers and city crews who prepare the route and floats; hosts named pre-show videographers Jim Bob Sides, Jose Esqueda and Bradley Pekinek. Organizers encouraged attendees to give space and patience to crews installing decorations and to enjoy the family-focused programming before and after the parade.

The preshow concluded with a transition to the live parade feed as emcees took the field to begin the evening’s procession.