McAllen assistant city manager, BorderFest champion Joe Vera dies at 69

Joe Vera

Joe Vera, the man responsible for the success of the city of Hidalgo’s BorderFest and coveted Border Texan of the Year accolade, died Wednesday morning. He was 69.

McAllen City Manager Isaac Tawil announced Vera’s death during Thursday’s news conference for Border Texan of the Year, which will be awarded at this year’s MXLAN event in McAllen on May 8.

Tawil was visibly shaken by the news.

The assistant city manager for McAllen for nearly 11 years, Vera has worked in public service for more than 50 years and began his career in city leadership in 1996, when he was hired as city manager for Hidalgo.

He was among those considered integral in growing BorderFest, a popular festival held annually since 1976 in celebration of the Rio Grande Valley’s symbiotic relationship with its border with Mexico.

Vera, who had also headed the Hidalgo Chamber of Commerce, was then hired as assistant city manager in McAllen in 2014 and helped grow the city’s events, particularly its holiday parade.

Managing the convention center, Palm View Golf Course and the public library, including the city’s parks, Vera was also active with United Way, the Boy Scouts, Lions Club, 4-H and Sacred Heart Catholic Church.

In a news release announcing Vera’s death, the city of McAllen expressed “profound sadness” over the news and called him a visionary leader “whose dedication and passion transformed McAllen into a vibrant hub of culture and community.”

“His leadership was instrumental in positioning McAllen as a regional destination, notably through the coordination of major events like the McAllen Holiday Parade, which attracted over 240,000 attendees in 2024 and was recognized as the Best New Event by the International Festivals and Events Association in 2014,” the release stated, further noting that the parade was named the World’s Best Parade eight times and the Best Parade in Texas nine times through various organizations, such as the International Festivals and Events Association

Among the honors bestowed upon him over the years include being named to the International Festivals and Events Hall of Fame and the Texas Festivals and Events Association Hall of Honor.

A “legacy … etched into the very fabric of McAllen,” Vera’s legacy is one created from an “unwavering commitment” and vision to grow the city’s events and identity. 

“Joe would often quote PT Barnum, ‘The noblest art of all is making others happy.’ In that sense, Joe was … an incomparable artist who brought joy to countless lives,” the city said in the release. “As we gather for the Border Texan of the Year event, another example of Joe’s visionary leadership, let us honor his memory and celebrate the immense contributions he made to our community.

“We extend our deepest condolences to his family, friends, and all who were touched by his remarkable life.”

The post McAllen assistant city manager, BorderFest champion Joe Vera dies at 69 appeared first on MyRGV.com.