For the fourth installment of the McAllen Holiday Parade the theme will be “The Magic of Christmas.”
“We wanted to create a theme that speaks to the heart for every person, young and old and everyone in between,” McAllen mayor Jim Darling said in a statement. “We look forward to the entire community of attendees from the Rio Grande Valley, as well as the rest of Texas and Mexico to come experience and share the magic with us.”
The logo for the theme features the Santa Claus balloon along with palm trees that represent the city's nickname. Also on the logo is a Christmas wreath with elements that feature the holiday.
Contests with the parade's sponsors will seek to answer “What does the magic of Christmas mean to you?”
The release also stated last year the parade had an economic impact of $13 million for the city with over 250,000 people attending live and another 1.5 million watching on television over six networks across South Texas and Mexico.