Joe Vera, master promoter
Another one of the good guys died last week — Joe Vera III, a McAllen assistant city manager for the past 11 years.
Larger than life in some ways, always smiling, charismatic in a quiet way, optimistic, a master promoter, marketer, kind, Vera died prematurely last week at the relatively young age of 69.
Vera’s full obituary is printed below, courtesy of Kreidler Funeral Home, but after knowing Joe for so many years, his parents with Big Joe’s Flowers in Pharr, dating back to the 1980s, couldn’t let this story pass without adding an intro to his full obit, as well as what the City of McAllen released following his passing.
The Early Days
Going back to 1970, local businessman Marty Moore (D&M Cleaners) remembers Vera as both a middle-school and high school friend.
“People don’t know this, but Joe was already driving himself to school in the 8th grade.”
Middle school?
“Yeah, middle school, and he’d park his car back behind one of the sheds.”
Simpler times. It was one day in freshman year, though, that Moore says Joe did the unexpected.
“We were 14, on some field trip for FFA(Future Farmers ofAmerica) and we were going from Pharr through San Juan to Alamo. Someone dared me to make the grito sound, which I could do pretty well back then.”
Moore did it, loud, inside a school bus — aaaayyyyeeee.
The FFA kids thought it was funny. The driver, not so much.
“The bus driver wasn’t happy because it had startled him so bad, so he kicked me off the bus, right there in the middle of town, even though I lived in Pharr.”
Stranded. The weather hot. Home still miles away.
“As the bus was pulling away,” said Moore, “Joe leaned out the window and yelled, ‘Don’t worry, Marty. I’ll come get you.”
True to his word, Joe got back to the school campus, freshman year, got his car and drove back to pick up his friend.
“Like so many people who knew Joe, his death shook me up,” said Moore.
Which was true late last week and this week as the people who knew Vera well take time to recount why he was special to so many people.
That’s become a cliché of sorts — special to so many people — but with Joe Vera III, the saying will stick.
Vera came from solid stock. His parents ran the Blue Moon Saloon in Pharr for many years, along Bus. 83, just east of the old PSJA high school, across from Mobile Crane. The Blue Moon was a dance hall that brought in people from near and far.
So already, from an early age, Joe learned the art of promotion and marketing, how to put a smile on a face.
From there, his parents ran Big Joe’s Flowers on S. Cage for many years, while their son went his own way, anchoring Hidalgo City events for many years, including Borderfest.
Vera’s also the one who came up with the idea of erecting a giant 2,000-pound Killer Bee statue in the City of Hidalgo back in the early 1990s, outside city hall, when the Africanized bees were just starting to cross the border (1990). Sure enough, it bought the city some national/state attention back in the day when the RGV wasn’t on most people’s radar.
With the help of then-mayor John David Franz, Vera, at his post with the Hidalgo Chamber, helped nickname the City of Hidalgo as the “Killer Bee Capital of the World.”
Suffice it to say, Joe Vera’s mind was always spinning — what’s next?
Below, a statement from the City of McAllen about Joe Vera’s passing, and then his full obituary follows.
RIP, amigo. You will be missed.
McAllen Mourns Joe Vera
“It is with profound sadness that we (city of McAllen staff and elected officials) share the passing of Assistant City Manager Joe Vera earlier this morning (April 16). Joe was a visionary leader whose dedication and passion transformed McAllen into a vibrant hub of culture and community.
“With over five decades of public service, Joe's tenure with the City of McAllen began in 2014. He oversaw key departments such as the Convention Center Facilities, McAllen Public Library, Palm View Golf Course, and Parks and Recreation. 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 McAllen Holiday Parade has been recognized as the World’s Best Parade eight times, the Best Parade in Texas nine times, and garnered McAllen recognition as a World Festival and Event City three times.
“Joe's commitment to curating impactful cultural experiences extended beyond city events and management. He was a past president of the Texas Festivals and Events Association and the Texas Association of Fairs and Events. His numerous accolades include inductions into the International Festivals and Events Hall of Fame and the Texas Festivals and Events Association Hall of Honor.”
“Beyond his professional achievements, Joe was deeply involved in community service, contributing to organizations like United Way, Sacred Heart Catholic Church, Lions Club, Boy Scouts, and 4-H. An Eagle Scout, he exemplified the values of dedication and service in every facet of his life.
“Joe Vera's legacy is etched into the very fabric of McAllen. His vision and unwavering commitment have left an indelible mark on our city. Joe would often quote PT Barnum, “The noblest art of all is making others happy.” In that sense, Joe was as an incomparable artist who brought joy to countless lives.
“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.”
Obituary for Joe Vera, III.
Joe Vera, age 69, was called to be with the Lord on April 16, 2025 during Holy Week, his most cherished holiday.
Joe was a beloved husband, father, and grandfather, whose life was marked by faith, vision and resilience. Born and raised in Pharr, Texas, Joe was a transformative leader in public service and cultural development.
Starting his working life at just six years old by shining shoes and selling Coca-Colas, he developed an extraordinary work ethic rooted in his humble beginnings. Guided by strong Catholic values and a profound sense of duty to God, country, and community, Joe was known for his discerning spirit which often moved his heart into action by helping to meet the needs of others.
Joe dedicated himself to crafting experiences that brought communities together, elevated civic pride, and created lasting memories for countless people. He was also a proud Eagle Scout, embodying the values of leadership and service throughout his life.
Joe was deeply committed to his faith and played an integral role at Sacred Heart Catholic Church for or over 40 years, significantly contributing to its growth and new construction. His dedication to his church community exemplified his lifelong devotion to service and spiritual leadership.
A visionary leader and pioneer in the festival and events industry, Joe most recently served as Assistant City Manager for Culture, Recreation, and Special Events for the City of McAllen—a role he cherished deeply, often calling it his dream job and proudly stating he would 'sprint to work every day.'
Under his meticulous attention to detail and relentless drive, McAllen flourished into a national and international destination. Joe spearheaded the creation and expansion of landmark events including the McAllen Holiday Parade, South Pole Illuminated Festival and McAllen Marathon. He repeatedly quoted Walt Disney, saying, “It’s kind of fun to do the impossible” — a principle he exemplified throughout his career.
Before joining McAllen in 2014, Joe profoundly impacted the City of Hidalgo, leading its transformation from a small border town to a bustling cultural and entertainment destination. He was instrumental in launching BorderFest, overseeing the development of Dodge Arena (now Payne Arena), and securing historic retail and economic initiatives.
Joe's influence extended far beyond South Texas. In 2025, he proudly served as World Board Chair of the International Festivals & Events Association (IFEA), earning McAllen—and the broader South Texas region—a prominent place on the global stage. His contributions earned him numerous accolades, including induction into the IFEA Hall of Fame and the Texas Festivals & Events Association Hall of Honor.
Throughout his distinguished career, Joe built not just events but experiences. One of his most cherished philosophies was, “There is no limit to what a man can do if he doesn't care about the credit,” and true to this, Joe's humble spirit touched countless lives and left an indelible mark on everyone he met.
Joe served his family without reservation. He is survived by his loving wife, Alma Vera; his treasured children, Trisha Garza and Homer Garza (Sonya); cherished grandchildren, Ryan and Reena; beloved sisters, Joann Watts (George Sr.) and Linda Casas; and numerous nieces and nephews. He was preceded in death by his esteemed parents Joe Vera Jr. and Gloria.
Joe Vera built the impossible with pride, purpose, and a love for his community. His loss is mourned profoundly, but his spirit will live on in every parade, every celebration, and every act of public service inspired by his extraordinary life. Let us honor his life by living ours with the same grace and compassion for others as reflected in his favorite quote, 'The noblest art is that of making others happy.'
The family would like to thank the City of McAllen, his esteemed work team, medical team and lifelong physician Dr. Leonel Moreno and staff for their endless care and support.
Civil Services for Joe Vera (were) held Monday, April 21, 2025, at 4 p.m., with the Rosary following at 6 p.m. at the McAllen Performing Arts Center. A Funeral Mass (was) celebrated at Sacred Heart Catholic Church, 208 E Camelia Avenue, Hidalgo, TX, on Tuesday, April 22, at 1 p.m. Funeral interment followed at Palm Valley Memorial Gardens.
In lieu of flowers, donations can be made to United Way of South Texas and Sacred Heart Catholic Church in Hidalgo, TX.